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How do retailers decide which colors and styles are featured in their stores? What factors influence the patterns, textiles and silhouettes designers show in their collections? These choices are all made with the help of fashion forecasting-a dynamic industry that identifies the social, economic, and technological trends that influence what people will be wearing in the future. This text provides students with a comprehensive understanding of the forecasting process, from studying fashion innovation and cultural influences to conducting consumer research, exploring how to identify the who, what, where, when and why driving fashion change in our lives. By combining fashion theory with current practices from industry executives, Brannon and Divita explain how to recognize emerging trends and the 'coolhunters' who anticipate our aesthetic preferences. Ultimately, students will learn how to prepare and present their own fashion forecast.
New to this edition:
~New Chapter 5, Popular Culture and Forecasting, connects the influence of fields such as television, music, and movies as well as new online media on the dissemination and adoption of trends.
~Thoroughly updated Chapter 4, now entitled Modern Forecasting Methods, replaces the profiles of forecasters who are no longer active in the field with current forecasters, all of whom have published works on the subject in the last two years and are taking the discipline into the future.
~New "You Be The Forecaster" feature allows students to implement the skills in each chapter in scenarios that simulate real-world career situations.
Fashion Forecasting STUDIO:
~ Study smarter with self-quizzes featuring scored results and personalized study tips
~ Review concepts with flashcards of essential vocabulary
~ Watch videos that bring chapter concepts to life
