Fashion Forecasting

by Kathryn McKelvey (University of Northumbria at Newcastle ); Janine Munslow (University of Northumbria, Newcastle)

• ISBN13: 9781444309508
• ISBN10: 1444309501
• Format: eBook
• Copyright: 2009-03-01
• Publisher: Wiley-Blackwell

Summary

Everyone in the fashion business needs to develop an essential survival skill: how to interpret the intelligence provided by the fashion forecasting industry, to anticipate and respond to emerging trends. Lavishly illustrated in full colour throughout, with clear and relevant explanations of the processes involved, Fashion Forecasting is for fashion students and young professionals who already have acquired some fashion knowledge and skills. The authors interviewed the key players within this exciting industry and provide here fascinating insights into the dynamic contemporary fashion forecasting world and the varied creative roles within it - from intelligence gatherers to project consultants. The book covers how a trend is sourced, anticipated and developed, and also explores the interaction with marketing and brand development.

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

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.