Fashion forecasting in fashion world .ppt

forcasting

1. Fashion forecasting
Chasing the future with a butterfly
net

2. •Fashion no longer comes from a single
source – it comes from influences that
range from the designer’s muse to the
street.

3. objectives
•Understanding the character of fashion
•Analysing changes from the past
•Identifying the concept of Zeitgeist – the
spirit of the times - to understanding
fashion changes
•Understanding the forecasting process
•Identifying the role of forecasting in the
textile and apparel industries

4. Definition of forecasting
•Forecasting is a creative process that can
be understood, practiced and applied by
anyone who has a knowledge of the tools.
•Forecasting attempts to project past trends
into the future.

5. What is trend?
•A trend refers to change.
•In fashion a trend would refer to the
general direction in which fashion moves.
•It can also be defined as the current style
or being in vogue.
•Fashion cycles, swings etc would be part
of the forecaster’s homework.

6. Fashion forecasters
•Trend chasers. They locate the inception and
birth of trends and use their skill and knowledge
to identify emerging concepts.
•They then transmit their findings to other
forecasters, product developers, marketers, and
the press to kick start fashion.
•This results in a continuous flow of products with
new styling, novel decoration and innovative
uses.

7. Trend chasers work for
•Forecasting style sites
•Designers
•Advertising agencies
•Fiber producers
•Trade organisations
•Retail chains
•Apparel brands

8. Steps in developing a forecast
•Identifying the basic facts about past trends and
forecasts
•Determine the causes of change in the past
•Determine the differences between past forecasts and
actual fashion
•Determine the factors likely to affect trends in the future
•Apply forecasting tools and techniques
•Follow the forecast continually to determine reasons for
significant deviations from expectations………

9. Forecasting
•Long term forecasting ( 5 years or more)
•Short term forecasting ( 1 year or more0
involved periodic evaluation of long term
forecasting

10. •Long term forecasting (over 2 years ahead) is used
by executives for corporate planning purposes. It is
also used for marketing managers to position products
in the marketplace in relationship to competition.
Short term forecasting is used by product developers,
merchandisers and production managers to give style
direction and shape collections. For short term
forecasting most apparel companies subscribe to one
or more services, whose job is to scan the market and
report on the developments in color, textiles and style
directions.

11. Present ------------future
Fashion
analysis
Trend
analysis
Competi
ve
analysis
Combined
forecast
Fashion scan
Consumer scan
Cultural
indicators
Partners &
competitors

12. Cultural indicators - zeitgeist
•Fashion is a reflector of the times in which it
is created and worn
•Fashion responds to the modern. Ex Friday
dressing
•(individuals in large numbers choose among
competing styles that connect with zeitgeist)
•Zeitgeist coordinates across product
categories

13. Cont…
•Media not only report on trends, they are
shaped by it.
•magazines that report on fashion have a
life cycle of a fortnight or a month
•They change their own look when it
becomes dated
•This often involves a change in leadership
– editors

14. Some major cultural indicators
•Wars, battles
•World fairs
•Art vogues(eg ballet, tap dancing street dancing jazz etc)
•Accidental events ( ex. Tutankhamun’s discovery, space
travel)
•Art discoveries and evolution
•Academy awards
•Olympics
•Present world cup - cricket

15. Dominant social groups
•Musicians ex beatles, lady gaga, Rihanna
•Actors
•Celebrities
•Style leaders ex Jackie O

16. Dominating attitudes
•Revolutionary changes in fashion ex.
Mini, hot pants, denims etc
•Dominating technology
•Wearable technology – cyber punk or
cyber style may become the essential
fashion accessory in the future.

17. FASH FORECAST
COMPRISES OF
•Comprehensive theme descriptions;
- Mood boards and visual lifestyle
influences;
- Complete, colour-matched fabric
swatches;
- Convenient Pantone-friendly colour
referencing;
- 'Story-specific' colour palettes;

18. •- Runway shots and pictorial examples of
trends, and colour applications;
- Descriptions and imagery of key looks;
- Thorough studies of design details,
styling and accessories;
- Intricate and accurate sketches of key
items and 'hero' pieces;
- Breakdowns of information by key market
segments