Fashion Forecasting
Fashion Forecasting is a complex activity where research and analysis of previous fashion trends help in identification of future trends. It is a method by which the activities of fibre, yarn, fabric and apparel producers as well as retailers are coordinated.
Fashion forecasting is the prediction of mood, behaviour and buying habits of the consumer. It is no longer a question of identifying the customers by age, geography or income, but looking into how and why they buy, based on their mood, beliefs and the occassion. It is impossible to ask all consumers what they will want to wear a year or two in advance . Because designers, merchandisers, and retailers must work so far ahead of selling season.
Fashion Forecasting is a complex activity where research and analysis of previous fashion trends help in identification of future trends. It is a method by which the activities of fibre, yarn, fabric and apparel producers as well as retailers are coordinated.
Fashion forecasting is the prediction of mood, behaviour and buying habits of the consumer. It is no longer a question of identifying the customers by age, geography or income, but looking into how and why they buy, based on their mood, beliefs and the occassion. It is impossible to ask all consumers what they will want to wear a year or two in advance . Because designers, merchandisers, and retailers must work so far ahead of selling season.
- Studying market conditions.
- Noting the life-styles of the men, women, or children who are the customers.
- Researching sales statistics to establish sales trends.
- Evaluating the popular designer collections to find fashions that suggest new directions or trends.
- Surveying fashion publications, catalogs, and design services from around the world.
- Observing street fashions
Fashion Forecasting is done through many communicating media, such as, cinema, fashion shows, press, magazines, newspapers and window display.
It includes:
1. Market research - Manufacturers and retailers must constantly research their target market through
a) Consumer research- manufacturers and retailers may ask consumers directly about their buying preferences. Methods of questioning consumers can be formal or informal. Market research companies may be asked to make inquires through;
a) Consumer research- manufacturers and retailers may ask consumers directly about their buying preferences. Methods of questioning consumers can be formal or informal. Market research companies may be asked to make inquires through;
o Surveys- by telephone or mail are made by publications and market research companies for manufacturers and retailers.
o Consumer focus groups- are meetings of target customers ususlly selected by a market research firm to meet with manufacturers and retailers.
o In-store informal interviews-can help researchers to obtain information by simply asking customers what they would like to buy, what styles they like that are currently available, and what merchandise they want but cannot find.
b) Shopping- To study what consumers want and need, designers and merchandisers also 'shop' retail stores to find what merchandise is selling best. Designers and merchandisers compare the styling, price, fit, and quality of lines that compete with their own.
c) Sales Records- Every manufacturer and retailer researches its own sales recors. Rising sale statistics show what fashion trends are developing; declining sales show what styles have passed their peak etc.
2. Evaluating the collections- American manufacturers and retailers turn first to Europe for an indication of the newest fashion ideas.
b) Shopping- To study what consumers want and need, designers and merchandisers also 'shop' retail stores to find what merchandise is selling best. Designers and merchandisers compare the styling, price, fit, and quality of lines that compete with their own.
c) Sales Records- Every manufacturer and retailer researches its own sales recors. Rising sale statistics show what fashion trends are developing; declining sales show what styles have passed their peak etc.
2. Evaluating the collections- American manufacturers and retailers turn first to Europe for an indication of the newest fashion ideas.
a)Fashion Trends- Fashion trends are the styling ideas that major collections have in common. They indicate the direction in which fashion is moving. The trend may appear in a fabrication, a silhoutte, or another design element that appears in several collections. A new trend appears in small doses until it spreads to other collections. The press notices similarities between collections and highlights them, the media exposure also helps establish the trends.
b)Trend for Target Market- Designers and merhandisers must decide what trends best suit their own customers based on age range, income level, life-style and fashion preferences.
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