1. UNIT B Evolution and Movement of Fashion
2.01
Interpret the process of fashion forecasting.

2. Fashion forecasting
Foreseeing fashion trends and predicting those trends early enough to allow time for production to meet the consumer demand.
Because of the time required for textile design and development, the textile segment leads in recognizing fashion directions.
Textile designers work at least 18 months ahead of the schedule for products to hit the market.

3. Fashion trend
The direction of movement of public acceptance of color, texture, and silhouette in fashion.
What are the newest styles and silhouettes?
What are the important colors for upcoming seasons?
What are the newest developments in the fiber and fabric markets?
What is happening to materials and labor prices?
Where are companies having garments made?

4. The importance of forecasting
Accurate forecasting makes it possible for the fashion industry segments to prepare for and meet consumer demand with products that will be accepted and purchased.
Keen worldwide competition increases the importance of accurate trend identification.

5. Who is involved in forecasting?
Fashion staffs employed by textile producers
Highly-skilled consultants working for fashion services
Fashion services: Resources for fashion reporting, forecasting, and consulting that are available for a fee or by subscription.
Provide market research, feasibility studies, collection reports, forecasting, consulting, slides, garments on loan, and/or original designs.

6. Who is involved in forecasting? (cont.)
Examples of fashion services
Doneger Creative Services
Promostyl
ESP Trend Lab
Carlin International
Here and There
Trend Union

7. Who is involved in forecasting? (cont.)
Fashion designers
Color services: Fashion and textile industry professionals who meet twice a year to pool their knowledge of color cycles and preferences and to project color trends for the future.
Yarn colors or swatches are sent to designers and merchandisers to plan their color stories and purchase fabrics.

8. Who is involved in forecasting? (cont.)
Examples of color services
Standard Color of Textile Dictionnaire Internationale de la Couleur
Pantone, Inc.
International Color Authority
The Color Box
The Color Marketing Group
Concepts in Color
Huepoint
Color Portfolio, Inc.

9. Who is involved in forecasting? (cont.)
Fashion merchandisers
Retail store owners/managers

10. Activities in fashion forecasting
Making and reporting predictions based on logic, market research, and instinct
Coordinating information gathered from fiber, yarn, and apparel companies, and textile shows worldwide
Analyzing the fashion press, visiting the world’s fashion centers, and observing fashion leaders

11. Activities in fashion forecasting (cont.)
Conducting marketing research
Consumer research
Surveys by telephone or mail to determine income levels, lifestyles, fashion preferences, and shopping habits
Consumer focus groups to discuss aspects of shopping satisfaction and the pros and cons of currently offered merchandise
In-store informal interviewing to assess what customers like and dislike and what they want but cannot find

12. Activities in fashion forecasting (cont.)
Conducting marketing research (cont.)
Market research
Study of market conditions
Observation of consumer lifestyles
Study of current events, the arts, and the mood of the public

13. Activities in fashion forecasting (cont.)
Conducting marketing research (cont.)
Sales research
Evaluation of previous records to recognize sales trends
Rising sales identify developing trends.
Declining sales show what fashions have passed their peak.
Weak sales indicate fashions that are not meeting consumer demand.

14. Activities in fashion forecasting (cont.)
Conducting marketing research (cont.)
Comparison shopping
Evaluation of currently popular designer collections
Review of fashion publications, catalogs, websites
Observation of “street” fashions and celebrity wardrobes

15. Sources of information
Trade publications
Magazines, newspapers, and books about and for a specific industry
Relate current information about trends, business conditions, vendors, and meetings/conventions
Examples: WWD and DNR

16. Sources of information
Consumer publications
Magazines that provide fashion news for the consumer
Examples: Teen, Vogue, Glamour, GQ
Websites