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Notes Fashion Forcasting

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Fashion Forecasting (FM 245)

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Academic year: 2019/2020
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Fashion Institute of Technology

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FASHION FORWARD:

A GUIDE TO FASHION FORECASTING

Chapter 1: Introduction to Fashion Forecasting What is fashion forecasting? ● Fashion forecasting: the practice of predicting upcoming trends based on past and present styles ● Trend report: account of something that already exists or has happened ● Fashion forecasting is: ○ The practice of predicting upcoming trends based on past and present style-related information ○ The interpretation and analysis of the motivation behind a trend ○ An explanation of why the prediction is likely to occur ● Things fashion forecasters take into account: ○ Acquired knowledge of historical and contemporary fashion and ideas about future fashion ○ Observations of the movement and direction of change ○ Social and cultural shifts in society ○ Analysis of sales and consumer data ○ A broad understanding, honed by experience, of the inner workings of a trend

Terminology of Fashion ● Fashion: that which characterizes or distinguishes the habits, manners, and dress of a period or group ● Style: distinctive appearance and combination of unique features that creates a look that is acceptable at the time by a majority of a group ● Taste: prevailing opinion of what is or is not appropriate for a particular occasion ● Trend: first signal of change in general direction or movement

Why forecast fashion? ● Five elements of business success: ○ Product ○ Time ○ Pace ○ Quantities ○ Customer ● Trend forecasters: combine knowledge of fashion, history, consumer research, industry data, and intuition to guide product manufacturers and business professionals

● Industry professionals trend forecast as part of their jobs: ○ Designers, creative directors, business and retail executives, buyers, product developers, merchandisers, magazine and book editors, promotional directors, advertising specialists, fashion design students, fashion merchandising students

Who Forecasts Fashion? ● Fashion forecasting specialists ○ Trend spotters, researchers, consultants and fashion forecasting services ● Some of the most influential fashion forecasting services: ○ Carlin International ○ Doneger Creative Services ○ Fashion Snoops ○ Mudpie ○ Peclers Paris ○ Promostyl ○ Stylesight ○ Tobe Report ○ Trendstop ○ Trend Union ○ WGSN ● Companies often have in-house forecasters, including: Cotton Incorporated and Pantone, Inc. ● Trendsetters and influencers are observed by forecasters ○ Film, music, celebrity circles, and politicians

Where do Forecasters Find Their Information? ● Fashion shows ● Fabric fairs ● Red carpet events ● Club scene ● On the streets ● Fashion media ● The internet ● The past ○ Museum exhibitions

When do Forecasters Find Fashion Ideas? ● Seasonal fashion events in major cities during the spring and fall ● Designers may show their products in regional trade

○ Textiles and materials ○ Look

Chapter 2: Brief History of Contemporary Fashion Zeitgeist ● “spirit of the times,” the current state of culture, the expression of the present ● The mode of an era is determined by a complex mixture of historical, social, psychological, and aesthetic factors

Zeitgeist at Work ● Knowledge of both past and current political, social, and cultural trends is needed as a forecaster begins to examine events to understand directional shifts and the evolution of fashion ● Changes in attitudes and lifestyles move fashion forward

Keys to Successful Forecasting ● Examine the past ● Assess the present ● Predict the future

1860–1899: Victorian Fashion and Charles Worth ● Important people and events: ○ Queen Victoria ○ French Revolution ○ End of American Civil War and slavery ○ The Gold Rush ○ Charles Fredrick Worth – “Father of Haute Couture” ■ House of Worth opened in Paris ■ Created fashions for his prestigious clients using his own aesthetics instead of following his client’s ideas ● Major artistic movements: ○ Realism and Impressionism ● Movies that showcase this fashion: ○ Gone with the Wind​, ​Young Victoria​, ​Butch Cassidy and the Sundance Kid​, and Gangs of New York ● Women: ○ Frilly and ornamented ○ Restricted movement and exaggerated silhouettes ■ Bustle, corsets, hoops, and multiple crinolines ● Men: ○ Formal and rigid

○ Clothes trended to relaxed tweed and stripes ○ The trench coat and knickers were introduced ● Moving Forward ○ More machinery lead to increased ready to wear ○ Zipper is invented ○ Scientific and industrial advancements implemented in the manufacturing sector ○ World political power was shifting ○ Haute couture elevated the designer into a role as a creative force dictating fashion and styling ○ Clothing styles worn by actors and actresses were copied by the public ○ A modern type of woman emerged with new outlooks

1920–1929: Roaring Twenties and the Flapper ● Important people and events: ○ United States: ■ In 1920, women secured the right to vote with the passing of the 19​th amendment ■ “Flappers” were the name given to women who were free, uninhibited and pleasure-seeking ○ Prohibition banned the distilling, brewing, and sale of alcoholic beverages ○ Charles Lindbergh’s first flight across the Atlantic Ocean ○ Russian czar overthrown in 1917 – communism was established ○ Italy ruled by Benito Mussolini established a fascist government ○ Era ended with the stock market crash in 1929 ● Art and Entertainment: ○ Art Deco – Erté ○ Surrealism – Salvador Dali ○ Films with sound introduced ○ First commercial radio broadcast ○ Sports were followed ○ Jazz was the music of the era ○ The Charleston was the dance rage ● Movies that showcase this fashion: ○ The Jazz Singer​, ​Camille​, and ​The Great Gatsby ● Women: ○ Hemlines to above knee allowed for movement ○ Shapeless chemises were ornamented with fringe and beads ○ Short hair, dramatic makeup, accessories – long pearls, drop earrings, cloche hat ○ Coco Chanel introduced jersey knits and the little black dress

● Men: ○ Conventional: sack suits with vests, trousers, and jackets matching in color and fabric ○ Neckties, bow ties, and ascots ○ Hair was sleek and pencil-thin mustaches ○ Sportswear and separates were popularized ● Moving Forward ○ U. retailers began to focus on the business of selling fashions ○ Chain stores brought prices down and increased purchasing power ○ Knockoffs were common ○ Ready-to-wear included seasonal collections ○ 1929 Stock Market crash led to abrupt change in society

1930–1945: Great Depression and World War II ● Important people and events: ○ The Great Depression led to widespread unemployment and an economic crisis in the 1930s ○ Franklin Roosevelt instituted reform in the U. ○ World War II (1939 – 1945) dominated the lives of people world-wide ○ The war led to the creation of jobs and women worked in factories and offices ○ Commuting to the city by car allowed for the expansion of suburban communities ● Art and Entertainment ○ People escaped realities of the depression to attend glamorous Hollywood movies ○ Radio broadcasts increased sports popularity ○ Television broadcasts introduced ● Movies that showcase this fashion: ○ Bringing Up Baby​, ​The Grapes of Wrath​, ​Casablanca​, ​The Fountainhead, It’s a Wonderful Life​, ​Death on the Nile​, ​The Aviator, Atonement​, and ​The Notebook ● Women: ○ Daytime fashions for women were conservative suits or ladylike dresses ○ Fabrics were in short supply and rationed ○ Claire McCardell created a simple and practical concept of sportswear with separate blouses, skirts, and jackets. ■ Silhouette emphasized natural waist ■ Evening dresses long, glamorous, and elegant emulating movie stars ■ Pin ups became popular ● Men: ○ The silhouette for men was influenced by military styling – pea coats, double breasted sailor looks

○ “Soda fountain style,” for teenage fans of rock ‘n’ roll ● Men: ○ “Ivy League” – conservative suits and button-down shirts ○ Late 1950s: rebellious looks – leather jackets, jeans, T-shirts, and biker boots ● Moving Forward ○ This generation is known as The Baby Boomers ○ College became more accessible ○ Youth began to question their parent’s values ○ Support for civil rights grew ○ Development of polyester and new artificial fibers ○ Global garment production and rapid production increased

1960–1969: Mod and the Youth Revolution ● Important people and events: ○ Cultural, social, and political change, revolution, and rebellion ○ John F. Kennedy elected and assassinated ○ Vietnam War ○ Apollo 11 moon landing ○ Equality for women – introduction of The Pill ○ Dr. Martin Luther King Jr. “I Have a Dream” ○ Woodstock 1969 ● Art and Entertainment: ○ The Beatles, The Beach Boys, Janis Joplin, and Jimi Hendrix ○ Pop art – Andy Warhol ● Movies that showcase this fashion: ○ Breakfast at Tiffany’s​, ​West Side Story​, ​Blow-Up​, ​The Graduate, The Outsiders​, The Dick Van Dyke Show​, and ​The Doris Day Show ● Conservative Fashions ○ Women: ■ Jackie O ■ Fitted dresses- hemline below the knee ■ Classic suits ■ Pillbox hat ■ Polished looks ○ Men: ■ Clean- look ■ Sport jackets ■ Button down shirts ■ Short hair styles

● Style tribes: groups of people that wear distinctive looks to demonstrate their association ● Mod Style: bright colors and patterns, hemlines above the knew, colored tights, patent leather, slim fitted ties and suites ○ Women: ■ Twiggy ■ Mary Quant and the miniskirt ■ Bouffant hairstyles ■ Wild patterns and bright colors ■ Knee-high go-go boots ○ Men: ■ Edwardian styles ■ Longer hair in a bowl-cut ■ Glasses ● Hippie Style:​ ​“free” style worn by both men and women ○ Natural fibers ○ Gypsy styles ○ Tie-dye, batik, and embroideries ○ Bell-bottom jeans ○ Sheer tunic tops worn without a bra ○ Headbands, and love beads ○ Long hair styles and afro hairstyles ● Space Age Style ○ Futuristic synthetic fabrics ○ Geometric silhouettes ○ Metal, paper, or plastic were linked or glued together ○ Metallic colors ● Moving Forward ○ Individuality and self-expression ○ Unisex fashion ○ Women struggled for equality ○ Women rebelled against societies views about feminine beauty ○ European fashion influenced by ready-to-wear ○ Social and economic instability continued

1970–1979: Street Fashion and the “Me” Generation ● Important people and events: ○ Social unrest ○ Antiwar demonstrations against the Vietnam War ○ First Gay Pride march

○ ‘87 market crashed ● Art and Entertainment: ○ MTV brought music and fashion to forefront ○ Mega pop stars ○ Rap music and hip-hop ○ Video games ○ Street dancing ○ Supermodels became more famous movie stars ● Movies that showcase this fashion: ○ Scarface, Flashdance, Desperately Seeking Susan, Goodfellas, ​and​ Wall Street ● Women ○ Tailored suits with powerful shoulders ○ Nancy Reagan red suit ○ Commuter white sneakers ○ Fitness craze ■ “The bigger the better” including big hair and accessories ■ Neon and bright colors ● Men: ○ Tailored sharp suits ■ Flashy, over the top looks ■ Miami Vice inspired suit with t-shirt ● Art and Entertainment ○ Hip hop – urban trends ○ Alternative – grunge movement ○ Reality TV shows ○ Home entertainment systems; video games, DVDs, home theatres ● Movies that showcase this fashion: ○ Prêt-à-Porter, Breakin’, Boyz n the Hood, Jerry McGuire, Clueless, New Jack City, Do the Right Thing, Legally Blonde, ​and ​Menace II Society ● Moving Forward ○ Economic fluctuation ○ Expansion in industrialized markets ○ Social shifts in gender roles ○ Conspicuous consumption lead to restraint

1990–1999: Global Fashion and Internet Explosion ● Important people and events: ○ Worldwide globalization ○ Collapse of the Soviet Union; end of the Cold War

○ The Gulf War ○ International terrorism ○ Increased global manufacturing in China ○ Change in work patterns- from home, alternative schedules, job sharing ○ Technology advances – computers, cell phones, and the Internet ● Fashion of the Time ○ “Everything goes” ○ Minimalism and casualness ○ Private label merchandise ○ Outlet malls ○ Mega-malls ○ Casual style: Banana Republic and the Gap ○ Grunge style: alternative rock musicians from the Seattle scene; torn jeans, Converse, flannels ○ Goth/industrial punk: dark leather looks, corsets, and metal studding ○ Urban look: oversized garments, low slung pants with visible underwear, “bling” jewelry ○ Preppy style: varsity-style sweaters, classic blazers, button-down shirts, cardigan sweaters ○ Vintage style: resurgence of hippie ● Moving Forward ○ Fashion no longer dictated from the top ○ Technology changed how designers, retailers, and consumers responded to fashion ○ Increasing market segmentation ○ Enthusiasm and trepidation about the upcoming millennium ○ Larger global community interested in fashion ○ Established fashion rules changed

2000–2010: New Millennium And Social Networking ● Important people and events: ○ Y2K fears ○ Terrorist attacks on September 11, 2001 ○ Environmental issues, global warming, and sustainability ○ Global recession ○ Ongoing Middle Eastern violence ○ Environmental issues ○ Technological advances – social networking ○ Fast fashion – H&M, Zara, Forever 21

○ Athleisurewear was everyday wear ○ Technical textiles were made with new properties ○ Neutral colors aligned with the minimalist trend ○ Skinny silhouettes were worn by men and women ○ Gender neutral clothing were shared by all ○ Whimsical graphics were inspired by pop culture iconography ● Movies/TV or online streaming that showcase this fashion​: Breaking Bad, The Walking Dead, Orange is the New Black, Game of Thrones, Star Wars: The Force Awakens, 12 Years a Slave, Straight out of Compton, and Gravity ● Moving Forward ○ Social and cultural shifts emphasized due to increased globalization ○ Lifestyle and pulse of change influenced the fashion industry ○ Social media increased the deluge of information ○ Development of more sustainable manufacturing techniques evolved ○ Modern attitudes about gender and social equality continued to be redefined

Chapter 3: Fashion Movement Theories of Fashion Adoption The three theories are: ● Trickle down or downward flow ○ People of wealth and prominence adopt a style, and gradually that style spreads downward into the lower classes ■ Oldest theory of fashion adoption ■ Once the lower classes duplicate the look, new styles must be introduced to maintain social position and power ● Trickles across or horizontal flow ○ Assumes that fashion moves across groups who are in similar social levels rather than down from a higher level to a lower level ■ Acknowledges mass production, mass communication, and an emerging middle market ■ Different markets have different requirements for products ■ “Fast fashion” is an example ● Trickle up or upward flow ○ Fashion adoption begins from “the streets” ■ Looks became popular within a specific social group then move into mainstream fashion ■ Newest theory of fashion adoption ■ The pace of the adoption is difficult to determine

Fashion Cycle ● Lifespan of a style or a trend ● Five stages ○ Stage 1: Introduction ■ A fashion mood or idea appears ■ An innovator acknowledges the idea in new fashion ■ Innovators develop concepts ■ The style is seen as a possible emerging trend ■ Designers introduce fresh ideas, styles, colors, fabrications, or details ■ Fashion leaders and trendsetters experiment with the new styles

○ Stage 2: Rise ■ Styles are accepted by more people because of wider recognition ■ Planning is initiated for mass market ■ Styles are copied by manufacturers ■ Price drops, quantity increases, and sales increase

■ Men: single- breasted blazer in navy, brown, or black ■ Do not have exaggerated details or trims

Speed of Fashion Change ● Introduction and rise stages speed is faster ● Middle stages the adoption process slows ● Obsolescence stage style ends due to the lack of interest from the consumer ● The speed of fashion has become increasingly faster through instant access to information through technology

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Notes Fashion Forcasting

Course: Fashion Forecasting (FM 245)

48 Documents
Students shared 48 documents in this course

University: Fashion Institute of Technology

Was this document helpful?
FASHION FORWARD:
A GUIDE TO FASHION FORECASTING
Chapter 1: Introduction to Fashion Forecasting
What is fashion forecasting?
●Fashion forecasting: the practice of predicting upcoming trends based on past and present
styles
●Trend report: account of something that already exists or has happened
●Fashion forecasting is:
○The practice of predicting upcoming trends based on past and present style-related
information
○The interpretation and analysis of the motivation behind a trend
○An explanation of why the prediction is likely to occur
●Things fashion forecasters take into account:
○Acquired knowledge of historical and contemporary fashion and ideas about
future fashion
○Observations of the movement and direction of change
○Social and cultural shifts in society
○Analysis of sales and consumer data
○A broad understanding, honed by experience, of the inner workings of a trend
Terminology of Fashion
●Fashion: that which characterizes or distinguishes the habits, manners, and dress of a
period or group
●Style: distinctive appearance and combination of unique features that creates a look that
is acceptable at the time by a majority of a group
●Taste: prevailing opinion of what is or is not appropriate for a particular occasion
●Trend: first signal of change in general direction or movement
Why forecast fashion?
●Five elements of business success:
○Product
○Time
○Pace
○Quantities
○Customer
●Trend forecasters: combine knowledge of fashion, history, consumer research, industry
data, and intuition to guide product manufacturers and business professionals

Students also viewed

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