Fashion Merchandising 3.0
Understanding Fashion
Trends and Forecasting
Objective 3.01
Understand the use of data in fashion forecasting.
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.
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?
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.
Who is Involved in Forecasting?
• Fashion staffs employed by textile producers.
• Highly-skilled consultants working for fashion
services.
• Provide market research, feasibility studies, collection
reports, forecasting, consulting, slides, garments on
loan, and/or original designers.
• Examples of Fashion Services: Donegar Creative
Services, Promostyl, ESP Trend Lab, Carlin
International, Here and There, Trend Union.
Who is Involved in Forecasting?
• Fashion Designers
• The silhouette of a design (the overall form or outline
of a clothing style) can be a major factor.
• Color Services
• Yarn colors or swatches are sent to designers and
merchandisers to plan their color stories and purchase fabrics.
• Examples of Color Services: Standard Color of Textile
Dictionnaire Internationale de la Couleur, Patone Inc.,
International Color Authority, The Color Box, The Color
Marketing Group, Concepts in Color, Huepoint, Color Portfolio
Inc.
Who is Involved in Forecasting?
• Fashion Merchandisers
• Uses fashion forecasting in the retail environment.
• Retail Store Owners/Managers
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.
Activities in Fashion Forecasting
• Conducting Market 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.
Activities in Fashion Forecasting
•Conducting Market Research (cont.)
• Market Research
• Study of market conditions.
• Observation of consumer lifestyles.
• Study of current events, the arts and the
mood of the public.
Activities in Fashion Forecasting
•Conducting Market Research (cont.)
• Sales Research
• Evaluation of previous sale 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.
Activities in Fashion Forecasting
•Conducting Market Research (cont.)
• Comparison Shopping
• Evaluation of currently popular designer
collections.
• Review of fashion publications, catalogs, and
websites.
• Observation of “street” fashions and
celebrity wardrobes.
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.
• Example: WWD (Women’s Wear Daily)
Sources of Information
•Consumer Publications
• Magazines that provide
fashion news for the
consumer.
• Examples: Teen, Vogue,
Glamour, GQ
•Websites
Forecasting Design
• Forecasting involves predicting the elements of design
which are color, shape, line and texture.
• These elements are put together in different ways to form
designs.
• The principles of design are balance, proportion,
emphasis, and rhythm.
• They are guidelines for using the elements of design.
The design
elements:
Color
Shape
Line
Texture
are used to
arrange
according to
The principles
of design:
Balance
Proportion
Emphasis
Rhythm
to
attractively
create
Harmony:
pleasing
visual unity