How to Identify Fashion Trends

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How to Identify Fashion Trends

• Ms. D. Jones
• Fashion Merchandising

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Identifying Fashion Trends

• What happens if fashion buyers purchase too many
  faddish clothes?
• What do you need to know to predict fashion
  trends?

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Fashion Forecasting

• Definition
• The process of identifying and predicting the
  direction of trends.

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Steps to Fashion Forecasting

• 1. Review the stores or departments sales
  history
• RESEARCH!!

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Steps to Fashion Forecasting

• 2. Analyze the stores or departments customer
  profile.
• Who is your TARGET MARKET?
• specific groups of customers who would be
  attracted by a trend

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Target Market

• AGE
• SEX
• OCCUPATION
• PURCHASING POWER

• AREA WORK/LIVE
• CLIMATE
• OPINIONS
• INTEREST

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Steps to Fashion Forecasting

• 3. Review resources to identify incoming trends
• What are some resources that we could use?

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Resources to Identify Trends

• Observation
• Least expensive
• Can be confirmed, denied, or altered
• WHERE can designers or buyers look for new trends?

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Resources to Identify Trends

• Fashion Magazines
• Photos articles
• Womens, mens, international, home decorating,
  sports.
• Trade for professionals

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Resources to Identify Trends

• Reporting Services
• National/international
• color direction
• Designer sketches of new silhouettes details
• Mkt news articles
• Slides of street scenes, new designer
  collections, and fashion shows

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Steps to Fashion Forecasting

• 4. Apply the principles of fashion
• WHAT ARE THE FASHION PRINCIPLES??

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Steps to Fashion Forecasting

• 5. Determine which trends will be most successful
  in your local market
• Ask yourself
• What trends will be accepted in my market?
• What trends will be the most significant?
• What forms will other trends take?