FFTS

FASHION FORECASTING AND
TREND STUDY

• MODULE 1: INTRODUCTION TO FASHION
FORECASTING.

• MODULE 2: TREND ANALYSIS
• MODULE 3: MEDIA AND TREND
• MODULE 4: FASHION FORECASTING-INDIAN

MARKET
• MODULE 5: UNDERSTANDING CONSUMER

BEHAVIOUR
Presented by Ms. Saranya, Asst.Prof, Dept of FDA

OBJECTIVES :
• The following objectives shall be fulfilled in this study:
• To study the fashion forecasting process
• To lay down parameters, specific to India, to help in

forecasting
• To photo document lifestyle, style statements and

culture of various regions of India
• To make a framework for forecasting in Indian scenario

Fashion

• Fashion is a style that is popular in the
present.

• It is a set of trends that have been accepted
by a wide audience.

• It is a complex phenomenon: psychological,
sociological, cultural or commercial points
of view

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Forecasting

• Forecasting should identify:
• Source
• Underlying Pattern
• Direction
• Tempo
• Forecasting attempts to project past trends into

the future
• Anticipates future developments by watching

for signals of change in current situations

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Fashion Forecasting

• The creative process that can be understood,
practiced, and applied by anyone who has the tools.

• Need to have a balanced view that seeks out new
styles breaking the cultural edge, and the reality of
changing demographics, identifies the fad, and the
long wave of change.

• Uses: product planning, gain market share, position
products against competitors, shape collections, style
directions, color and textiles directions, etc

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Forecasting Traps

• Time, limitations, assumptions
• Lack of imagination, research, insight
• Excessive Optimism
• Hidden Agendas, wish fulfillment vs. reality
• Two sides of the coin- trend and countertrend
• Generation gap
• Overlapping trends- sectors
• Fad vs. Trend
• Don’t oversell.
• See Appendix for resources
(Mudpie.co.uk, WGSN)

Presented by Ms. Saranya, Asst.Prof, Dept of FDA



Trend:

• Can be emerging, building or declining
• It has identifiable similarities across

information sources. (styles, details, etc)
• Characterized by a building awareness among

consumers

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Trend Chasers

• Forecasters
• locate the spawning grounds of trends
• Identify emerging concepts
• fashion information passed on to other

forecasters, product developers, marketers
and the press
• work for all kinds of firms

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Strategic Window

• i.e. a window of opportunity
• timing a firm’s product offerings to the

customer’s readiness and willingness to
accept and adopt those products.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Fad:

• short trend (a trend with a
short duration)

• accepted among a relatively
small contingent of
consumers

• fades quickly because it isn’t
supported the corresponding
lifestyle changes.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Classics:

• long trend
• any item or style that gains visibility,

generates multiple purchases, and
reaches a plateau level of widespread
acceptance that persists over a long
period of time.
• classics implement core attributes
desireable while avoiding extreme styling

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Visualization

• Helps forecasters understand and
communicate the movement of fashion and
project future directions.

• There are 3 most familiar patterns of
visualization.

• Fashion Curves
• Pendulum Swing
• Fashion Cycles

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Fashion Curve:

• Trends are classified in duration and
penetration which are visualized by a curve

• time is on the horizontal axis
• consumer adoption is on the vertical axis

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

***Laggards use friends and
neighbours as information
sources, dislike change, and
accept new things only when
forced to.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Pendulum Swing:

• Refers to periodic movement of fashion between extremes.
• Ex. Power dressing in the 80s moved on to relaxed dress

codes.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Fashion Cycles:

• The idea that there exist cyclical patterns in fashion that
reoccur over time and are discernible.

• The reoccurring patterns are called long wave
phenomenon

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

THE FASHIONFORECASTING PROCESS

“ Fashion used to come from one source at a
time, be it the street, the runways or the
entertainment business.
The interesting thing about today is that
influences come from high and low-everything
from couture to Target.” –Michael Kors

Michael David Kors is an American sportswear fashion designer.
Michael Kors line was launched in 2004, joining the original Michael ---- Kors
Collection label.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

What is going on in the world now---

early adopters

• Current affairs
• Political, cultural & creative and technical happenings
• Popular culture
• socio-economic trends
• Blogs
• flea markets
• The street
• Home, film, art, media, music, creative people, new designers

Travel,
• Global perspective Commercial themes from clients Runway

collections, trade shows, forward retail – edgy brands –
• Second tier designers Past – how people reacted to parallel

situations previously, emotional connection points, second guessing
the future What effect does it have on the consumer, consumer
mindset, micro-trends Monitor trends through press reviews

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

The forecaster’s role in identifying
fashion trends in the market sector

• There are four types of forecaster:
• Forecasters working on raw materials (fibres and fabric

houses such as Cotton Incorporated).
• Forecasters working on colour trends developing

colour palettes for clients (e.g. Colour Association).
• Forecasters working on population trends, social,

economic, geographic and technological changes in the
world.
• Forecasters working for trend forecasting agencies
representing a wide range of target markets and
products (e.g. Promostyl, WGSN).

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

• Network with designers, buyers and manufacturers,
consult e-sources, for example online music
programs, chat rooms and news sites. Other sources
include:-

• Design sources, vintage clothing shops, antique
dealers, museums, music concerts;

• Travel vacation hotspots, such as Japan for street
fashion and Belgium for deconstruction techniques;

• Psychographics, people’s lifestyles and behaviour,
where they like to vacation, interests they have, how
they behave;

• Sports lifestyle, a particular sport or activity modified
for street wear, for example high top boxing boots or
surfer shorts, yoga pants or golf top, which illustrate
the influence of sports trends (Granger 2012).

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

The Fashion Forecasting Process

• Trend forecasting business
• Consumer research
• Colour Forecasting
• Textile Development
• The Range of shows
• Sales Forecasting
• Introducing Innovation
• Final Stage of forecasting
• Street fashion

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

MODULE -2

• TREND ANALYSIS FOR DIFFERENT
SEASONS

• FASHION FORECASTING AGENCIES
• GOOGLE TRENDS REPORT
• TREND SETTERS

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Trends

• Mega Trend- restructuring of culture affects all
industries.
ex. Eco friendly

• Major Trend- broad public appeal
• Minor Trend- limited or small appeal. Only

refers to a specialized group of consumers.
• Describe potential of trend, how long it will

last, interaction with other trends.

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Trend Identification, Analysis, and

Synthesis

• Abstracting is the process of forecasters’ shifting through information and
identifying the underlying similarities(or differences) between design
collections.

• These similarities(or differences) are expressed through:
• The totality of the look
• The theme or mood
• The proportions of the apparel pieces
• The silhouette
• Point of emphasis
• The fit
• A specific detail
• Exaggeration in detail
• A specific trim
• Fabric finishing
• A specific fabric
• A color story Pantone Spring 08 C

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Trend Reporting; Label the trend

• Look- retro, Japanese influence
• Mood or spirit- youthful, playful
• Lifestyle message
• Tie in with celebrity
• Target Market- urban youth
• Brand image
• Concept- career casual
• Source of inspiration- Moroccan
• Pop culture influence

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

• Analysis and synthesis are the two faces of
forecasting:

• Analysis = dissecting to achieve a more complete
understanding

• Synthesis = creative reintegration of the parts
• Trend Analysis and Synthesis
• In fashion forecasting this means:
• An accurate reading of the trend in all its subtle

aspects.
• Matching the trend with the consumer profiles most

likely to initially adopt it.
• Matching the trend with the product category, price

point, and retail concept most likely to complement
it

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

• Some better-known trend forecasters include:

• WGSN
• SachaPacha
• Peclers Trend Union
• Line Creative Partners
• Au Studio Promostyl
• Stylesight
• Textiles View
• Stylus
• Mudpie

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Norm core is a unisex fashion trend characterized by un-pretentious, normal-looking clothing
Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya,
Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA

Presented by Ms. Saranya, Asst.Prof, Dept of FDA