Fashion Forecasting

by McKelvey, Kathryn; Munslow, Janine

• ISBN13: 9781405140041
• ISBN10: 1405140046
• Edition: 1st
• Format: Paperback
• Copyright: 2008-10-20
• Publisher: Wiley-Blackwell

Summary

Everyone in the fashion business needs to develop this essential survival skill: how to interpret the intelligence provided by the industry and society to anticipate and respond to trends. This book is aimed at second and third year students on fashion, clothing, textile, and retail courses (BTEC and BA) who already have acquired some fashion knowledge and skills.ÂÂ It begins by describing fashion prediction companies ÂÂ- who they are, how they work, and who are their customers ÂÂ- before going on to explain how a trend is sourced, anticipated, and developed.ÂÂ

Author Biography

Kathryn McKelvey is a Senior Lecturer at the University of Northumbria at Newcastle, teaching on the fashion marketing and multimedia design degree courses (the latter of which she is course leader). She worked in the fashion prediction industry in New York as an illustrator/designer before commencing an academic career.

Janine Munslow is course leader for the BA (Honours) fashion marketing degree course at the University of Northumbria at Newcastle. She worked as a fashion and textile designer in London before setting up her own design label partnership, Guerrilla Farm, wholesaling in Europe, USA and the Far East and with established retailing outlets in London.

Table of Contents

The Function

What are fashion prediction companies?

What services do they provide?

Who are they?

Here & There, WGSN, Promostyl, Trend Union, Peclers, Concepts Paris

How do they work?

Who are their customers - from designers to retailers, manufacturers, window dressers?

Employees - designers, graphic designers, freelancers in design and illustration, photographers, weavers, knitters, printers etc.

The need to be first!

The Process

What is 'direction'?

How they find inspiration for a new seasons themes? - instinct, travel, exhibitions, politics, social conditions, libraries etc.

Why 'colour' first and what's involved?

Fibre and fabric manufacturers

Market levels catered for using relevant illustration styles

How does the 'look' emerge?

Gathering intelligence - freelance reporters, shops, retailers, freelance photographers

Where trade fairs and international fashion shows fit in

What is consultancy - working with customers to develop and market product

Sampling with directional garments

Communicating ideas/Illustration

As a case study (1-3)

Developing trend information

Generating student's own intelligence material

Developing design, for example, for three themes

Up-to-date illustration techniques - intermediate level, using the computer and software such as Adobe PhotoShop and Illustrator (raster and vector graphics) to convincingly promote a trend

Instructions on a variety of achievable effects

Gallery of new generation of styles

Promotion

Graphic techniques and achievable effects using the aforementioned software and also page layout software such as Quark Xpress/Adobe InDesign

Simple use of typography, corporate identity, grids?

Contemporary promotional activities/stencil campaigns, work like Bernie Reid, Lizzie Finn, Julie Verhoeven, Deanne Cheuk, but original variations

Gallery of new methods of promotion

Table of Contents provided by Publisher. All Rights Reserved.