the importance of fashion research and fashion forecasting Flashcards
Fashion forecasting
The importance of, and need for fashion research is discussed in the introduction to this chapter. From fibre to finished garment can take up to 5 years. The industry must therefore plan long ahead of time and research plays a major role in the planning process. Fashion forecasters must decide in which direction fashion is moving (decide which fashions are prophetic), must adapt a trend to a suitable target market, and decide when the target market will accept the trend. They must learn to anticipate the customers’ wants and needs.
Frings discusses the activities involved with fashion forecasting, market research and trend analysis.
Fashion forecasting definition
Fashion Forecasting is a global career that focuses on upcoming trends. A fashion forecaster predicts the colors, fabrics and styles that will be presented on the runway and in the stores for the upcoming seasons. The concept applies to not one, but all levels of the fashion industry including haute couture, ready-to-wear, mass market, and street wear.
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets.
