FASHION AND TREND FORECASTING

 The Forecast is done for fashion and related aesthetics for a proper fashion and sense. This forecasting includes every single deletion i.e., colors, fabrics, texture, material, pints, graphics, beauty, grooming, accessories, footwear, street style, and another style that are necessary to overcome the forecast and decide the future fashion. 

This prediction is a prediction based on the mood, behavior, and habits of customers based in present. it is not something that identifies customers based on age, geography, and income rather it is looking into how and why they buy, based on mood belief and the occasion. 

Fashion forecasters look after styles they think are prophetic, ideas that capture the mood of the times and signal a new fashion trend.  

Fashion forecasting combines theories with the process of organizing and analyzing the information and synthesizing the data into actionable forecast Forecasters reflect the earliest views on trends some eighteen months in advance of the season. At this stage, color is a crucial consideration of yarn mills. It is also the focus of discussion among others who are interested in very early trend decision-making. Fashion forecasters combine the views emerging about color and fabric from the early yarn and fabric trade shows with their socio-economic and cultural analysis. Major trends in lifestyles, attitudes, and culture in particular music, sport, cinema, and television are used to predict changing consumer demands.

Fashion forecasting involves the following activities such as studying market conditions, noting the lifestyle of the people, researching sales statistics, evaluating popular designer collections, surveying fashion publications, observing street fashions, etc.

How does one forecast the trend or fashion for fashion? 

Here's how it's done. basically, there are many methods, but by only one means one cant forecast fashion. so here are all the means :

1 NEWSPAPER & MAGAZINES

        Off the shelf or by subscription, these are some of the best ways to forecast fashion. the link established in newspapers and magazines is always worth relating and researching.

some recommendation for the magazines and newspapers are :

•  Women's wear daily 
•  Vouge 
•  Elle 
•  Harper's bazaar 
•  W
•  Vanity Fair 
•  GQ 

 Fashion Forecasting Services - These companies create a curated collection of seasonal trends. Some even provide a personalized trend forecast based on your specific brand needs.

•  WGSN
• The Donegal Group
• Fashion Snoops
•  Promostyl

Runway Shows - From NYFW to PFW runway shows across the world act as a catalyst for the upcoming seasonal trends. While couture and avant-garde styles probably won’t be adopted into the mainstream, the silhouettes, themes, and details might become an RTW trend.

Trade Shows - One can attend trade shows to gather brief about the upcoming trend from their suppliers and go ahead with the forecasting. All the trade shows are mentioned in Fashion Resource Directory. 

Market Research - Analyzing your own customers buying trends can help you make informed decisions for the next season. However, you’ll need to focus on more than just the numbers.

 What types of habits are popular in your area?

 Are there special events, a certain type of weather, or other outside factors that influence a local buyer?

 If your brand is sold by stockists, consider shopping the line and asking for in-person customer feedback. 

Understanding who your customer is and how they wear your clothes by researching in the field and online is vital to understand what trends work for your brand and which don’t. 

For example, Lululemon was created for customers who enjoy yoga but was quickly adopted by a more mainstream customer. Now they offer crossover and transitional pieces that can work in day-to-day life as well as for an active lifestyle. And while that has become more than just a seasonal trend, it’s a good example of how market research of customer habits has influenced the trajectory for Lululemon as a brand.

HOW TRENDS ARE IMPLEMENTED INTO A BRAND’S AESTHETIC

In trend forecasting, one will find that there are smaller, detailed trends as well as overarching themes. In general, you will find that most brands implement seasonal themes and maybe a few trends. However, fast fashion brands tend to focus on a more trend-heavy collection. When you go about researching trends, know that it’s not always smart (or best for your brand) to implement a trend into your line. It’s more about understanding the overall themes and implementing them in a way that makes sense for your brand.

Trends can be caused by consumer habits, political events, geological events, and societal norms. Let’s use a recent trend to illustrate this - tie-dye sweatsuits. This trend is really taking off because consumer habits have changed due to a worldwide event that has impacted many areas such as politics, the economy, and more due to Covid-19. So, our consumers are spending more time at home and are going to be more apt to wear casual clothing. The print is a nod to the hippie revolution of non-violence protesting the Vietnam War of the ’60s (and 70’s) in which it became a uniform of a rebellion against the war and for peace. Additionally, the print (even in neutral hues) evokes a sense of creativity, fluidity, and freedom of expression - all things that people are desperate for in a time of confinement. It may even be a subconscious uniform in the war against this disease. On a less serious note, tie-dye is also a lighthearted and fun print that you can create yourself at home! All of these events have created the perfect “storm” to make it one of the biggest unexpected trends this season. Just as you can analyze a movie, book, or painting, you can also analyze a trend and understand the underlying reasons for why it has become popular.

It’s almost always more important to understand the reason for the trend rather than what the trend is. Understanding why consumers are gravitating towards certain silhouettes or prints gives you a broader understanding of the market and the direction that it’s heading so that you can make important design and buying decisions for your own brand.

What is the Fashion cycle? and what does it depict?

Well, the fashion cycle is basically a cycle through which a style or trend undergoes during the span of a particular fashion style. There are a total of five steps or pass through in the total cycle starting from introduction to obsolescence. 

No fashion remains forever some stay for long some vanish away as quickly as they never existed, fashion cycle shows the same.  

Modern Short-Term Fashion Forecasting

 

 

 

Short-term fashion 

forecasting refers to forecasting in the near term, up to two years ahead. In fashion terms it's immediate, and it therefore requires immediate forecasting techniques, reports textile industry magazine Fibre2Fashion. Today, the availability of information online and especially through social media provides fashion businesses with immediate insights into current trends. In comparison, short-term forecasts in print publications might seem outdated due to the length of time it takes to collect, print and distribute the information.

 

Short-Term Forecasting Examples

Short-term forecasting tends to focus on the details, such as the colors that are in trend from season to season. Fashion forecasters will spend a lot of time analyzing the colors that are making a splash culturally, and combine that knowledge with the latest developments coming out of the yarn and fabric houses to make decisions regarding color and texture.

Some fashion consultants stay relevant by issuing updated forecasts on a weekly basis. manufacturers and design houses want up-to-date information about hot trends, especially right before the start of a fashion season. Places consultants might monitor for upcoming movements include clubs, fashion-forward stores and street fashion in other trendy locations.

Long-Term Forecasting

Forecasting trends in the long term is a different story. Speedy updates are less vital to some businesses than accuracy and significant time to onset. Accurate forecasts allow a business to position itself competitively, and advance notice gives the business time to implement new strategies.

Consequently, effective long-term forecasting requires not just a finger on the pulse of current events but also deep knowledge of the inner workings of the fashion industry. For example, consultants might predict distant trends using historical patterns and insider knowledge deriving from personal connections to power players in the fashion industry.

Long-Term Forecast Techniques

Some fashion consultants forecast long-terms trends around 2 years in advance, reports Fashion Insiders. Consultants might analyze fabric samples, color predictions for upcoming fashion seasons and picture portfolios of clothing items from various fashion designers, as well as attend fashion shows to network with the fashion elite. Some high-end consultants work directly for businesses, providing long and detailed manifests containing their predictions.

Overall, it's a more subjective approach than short-term fashion forecasting, which is more about observing what's happening culturally on the ground. Fashion consultants generally will write up multiple scenarios of what might be happening in the industry, based on the data the or she has collected. The aim is to come up with best, worst and middle options in terms of likely sales revenue and expense to produce the items, which can help manufacturers and design houses secure the necessary budgets and funding.