| Industry Insight: Fashion Forecasting |
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The practice of fashion forecasting is an interesting one. How is it possible to predict the future in fashion, style and design? After a month at leading global trend analysis company, WGSN, Becky Lyon offers an insight into discovering what’s hot next.
Fashion Forecasting deals with analysing past, current and emerging trends to make an educated guess at what could be the next hot thing. ‘Cool hunting’ is another branch of fashion forecasting where scouts scour the globe for inspiration and direction whether it is street-style shots at a music festival or urban graffiti on a back-street city wall.
Graphics Overview on WGSN
Companies from the BBC, Arcadia, L’Oreal and Armani use this intelligence to make informed decisions about what consumers will demand next and avoid costly mistakes.
The information is usually communicated in three ways- seasonal magazines like View or International Textiles offer a conclusive comprehensive package of trends, colours, silhouettes, fabrics and so on; up-to-the-minute websites like WGSN provide constant updates of what’s going on in fashion, graphics, travel and the like, alternatively trend consultancy agencies like Promostyl tailor make their fashion analysis for clients. The key to fashion knowledge comes at a price with magazines costing hundreds at a time and agencies well in to the thousands.
Trendspotting pages from View
So how do you go about discovering the next need-to-know trends? Usually, the first step will be a pile of primary research and extensive travelling. Jet-setting to the hottest global cities and unearthing underground trends is key- street style, exhibition reviews, visual merchandising, concept stores, youth districts, street art and graphics, architecture, new talent, new media, festivals and conferences will provide the mound of reference to start dissecting. Coupled with interviews with industry insiders, consumer attitudes, research into forth-coming pop culture (films, music, magazines….) and a dollop of random inspiration, forecasters can start pulling familiar threads together.
Trend Directions on WGSN
After serious style-scrutiny, the pieces fit together to create directional stories whether it be ‘Pirate Princess’ or Forties silhouettes.
Insight
2. The Trends directory - takes the early information from ThinkTank and develops seasonal Colour, Fabric, Knit and Styling trends specifically for Womenswear, Menswear, Kidswear, Interiors, Footwear & Accessories, and Intimate & Swim every season using the research methods stated earlier to support and strengthen ‘ideas’.
Architecture on CoolHunter
Trends on Design Sponge
Moodboard on FashionCapital
www.fashioncapital.co.uk
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