fashion forecasting

Fashion ForecastingFTEL20094

‘The future is here, its just not very well distributed.’ William Gibson, science fiction writer

Fashion Forecasting

Aims: To provide you with an understanding

of what trend forecasting is and

how organisations use this information

To examine how trends evolve and

how they are tracked

Fashion Forecasting

ObjectivesTo enable you to:

Undertake research & analysis by

identifying and tracking fashion trends

Apply knowledge of fashion forecasting

to understand how trends evolve and are

interpreted by industry

Synchronicity

Common themes

shown on catwalks

around the world.

Coincidence? Collaboration?

Fashion Forecasting

“Trends are profits waiting to happen” Martin Raymond 2009

Versace scarf prints for AW12 Nelly Rodi

For mainstream brands,

timing is essential

Right product,

Right place, Right time

Life of a trendHenrik Vejlgaard Diamond shape trend model

Trend Followers

Trend creators

Trend Setters

Early Mainstreamers

Mainstreamers

Late Mainstreamers

Conservatives

Anti-innovators

Cosmetic trends 1-2 years

Clothing trends 2-3 years

Home design 5-7 years

Fashion Forecasting ‘ archaelogy of the future’ Li Edelkoort

Stylesight Nelly Rodi WGSN Peclers Carlin Promostyl Trend Union Textiles View Stylus Mudpie LSN Future Laboratory Books cost over £1000 each & online subscription starts around £5000 pa

Design calendar

Typical example of timescale for products in store for AW2011:

Trend forecasting May 2010 Textile fairs Sept 2010 Design & dev. complete Feb 2011 Production complete August 2011 Delivery Sept 1st 2011

Trend forecasters= lifestyle detectives

Constant vigilance Monitoring current trends & projecting

forward Observing evolution of trends Detecting shifts in attitudes & mindsets Spotting looks or lifestyles than run

against the norm

Fashion Forecasting

Fashion Forecasting

Fashion Forecasting

D Squared AW11 Topshop AW11

Design development

What influences the trend forecasters? Ethnographic research Market research Art & culture Economic Societal Environmental Technological globalisation

Ethnographic research - ethnography- the study of every day life

& practice Ethnographic research helps brands: understand how their demographic is

changing Identify new customers Enable brand strategies to remain alignedwith their philosophy

Consumer trends

Art & Culture