Fashion industry is a huge gimmick of changes and predictions. It comprises of various trends, styles and designs. Some of them became quite famous among the masses while some are not able to make much stir. Fashion trends are popular clothing and accessories at a particular duration of time. But from where do the trends come from?
Trend Forecasting
Trend forecasting is a prominent field in the fashion industry that revolves around predicting the future of a fashion market. It is concerned with predicting the upcoming fashion trends, which includes colours, styling techniques, fabric textures, and much more. They are meant to spark consumer demand. The fashion forecasters produce trend reports that product developers use to create new clothes and accessories for brands.
Ways Fashion Brands Forecast Trends
The process is different for different brands, and it depends on the size of the company and its target market. The different ways used by the brands to forecast the fashion trends are:
- With In-house Trend Forecasters: Many famous fashion brands are often vertically integrated and do their trend forecasting in-house. This allows the fashion forecasters to work directly with product development teams to create new products.
- With a Trend Forecasting Agencay: The brands that are not vertically integrated use the help of experts of trend forecasting agencies. These companies produce trend research reports for a fee.
- By Going to Fashion Shows: Much before the rise of the internet, trend forecasters achieved most of their research at fashion shows. There they noted many promising looks and then brought that information from the catwalk to fashion magazines and chain-store product developers. This is known as “top-down” forecasting.
- By Looking to Influencers: Today, trend forecasters are more likely to look at influencers, street style, and blogs for information on the latest trends. This is called “bottom-up” forecasting, and it involves closely monitoring a target market to predict demand for future trends.
- By Taking the Cue From Other Industries: Independent fashion curators create mood boards based on art, film, and nature to inspire their unique collections.
Most trend forecasters rely on a combination of “top-down” and “bottom-down” forecasting, plus the intimate knowledge of the fashion scene and personal intuition to make predictions about the future of fashion.
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