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Fashion Forecasting

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Fashion Forecasting Cover

 

Synopses & Reviews

Publisher Comments:

Everyone in the fashion business needs to develop an essential survival skill: how to interpret the intelligence provided by the fashion forecasting industry, to anticipate and respond to emerging trends.

Lavishly illustrated in full colour throughout, with clear and relevant explanations of the processes involved, Fashion Forecasting is for fashion students and young professionals who already have acquired some fashion knowledge and skills. The authors interviewed the key players within this exciting industry and provide here fascinating insights into the dynamic contemporary fashion forecasting world and the varied creative roles within it - from intelligence gatherers to project consultants. The book covers how a trend is sourced, anticipated and developed, and also explores the interaction with marketing and brand development.

Book News Annotation:

For fashion students, aspiring designers, and professionals, McKelvey and Munslow (visual communication, graphics, and interactive media, and fashion marketing, Northumbria U., UK) discuss the role and practices of forecasting in the contemporary fashion industry in terms of lifestyle trends, products, and services. They profile specific forecasting companies and services in Europe and the US and their modes of communication and markets, with details about their publications, including photos and illustrations. They also examine the information involved in forecasting, from color and fabric inspirations to forecasting in trade fairs, with case studies of women's and men's wear, to show how all the design elements are synthesized. They end with discussion of layouts for publications. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)

Synopsis:

Everyone in the fashion business needs to develop an essential survival skill: how to interpret the intelligence provided by the fashion forecasting industry, to anticipate and respond to emerging trends.

Lavishly illustrated in full colour throughout, with clear and relevant explanations of the processes involved, Fashion Forecasting is for fashion students and young professionals who already have acquired some fashion knowledge and skills. The authors interviewed the key players within this exciting industry and provide here fascinating insights into the dynamic contemporary fashion forecasting world and the varied creative roles within it - from intelligence gatherers to project consultants. The book covers how a trend is sourced, anticipated and developed, and also explores the interaction with marketing and brand development.

Synopsis:

Everyone in the fashion business needs to develop this essential survival skill: how to interpret the intelligence provided by the industry and society to anticipate and respond to trends. This book is aimed at second and third year students on fashion, clothing, textile, and retail courses (BTEC and BA) who already have acquired some fashion knowledge and skills."It begins by describing fashion prediction companies & who they are, how they work, and who are their customers & before going on to explain how a trend is sourced, anticipated, and developed."

About the Author

Kathryn McKelvey is a Reader in the School of Design at Northumbria University. She teaches visual communication, graphics and interactive media but fashion remains the key area for her own research. She worked in the fashion forecasting industry in New York, as an illustrator/designer, before commencing an academic career.

Janine Munslow is Head of Fashion at Northumbria University. She teaches Fashion Marketing - product development and promotion. Previously she worked as a fashion and textile designer in London before setting up her own design label partnership, Guerrilla Farm, wholesaling in Europe, USA and the Far East and with established retailing outlets in London.

Table of Contents

Part 1: The Function.

What are fashion prediction companies? What services do they provide?.

Who are they? Here & There, WGSN, Promostyl, Trend Union, Peclers, Concepts Paris.

How do they work?.

Who are their customers – from designers to retailers, manufacturers, window dressers?.

Employees – designers, graphic designers, freelancers in design and illustration, photographers, weavers, knitters, printers etc.

The need to be first!.

Part 2: The Process.

What is ‘direction’?.

How they find inspiration for a new seasons themes? – instinct, travel, exhibitions, politics, social conditions, libraries etc.

Why ‘colour’ first and what’s involved? Fibre and fabric manufacturers.

Market levels catered for using relevant illustration styles.

How does the ‘look’ emerge?.

Gathering intelligence – freelance reporters, shops, retailers, freelance photographers.

Where trade fairs and international fashion shows fit in.

What is consultancy – working with customers to develop and market product.

Sampling with directional garments.

Part 3: Communicating ideas/Illustration.

As a case study (1-3):.

1. Developing trend information.

2. Generating student’s own intelligence material.

3. Developing design, for example, for three themes.

Up-to-date illustration techniques – intermediate level, using the computer and software such as Adobe PhotoShop and Illustrator (raster and vector graphics) to convincingly promote a trend. Instructions on a variety of achievable effects.

Gallery of new generation of styles.

Part 4: Promotion.

Graphic techniques and achievable effects using the aforementioned software and also page layout software such as Quark Xpress/Adobe InDesign.

Simple use of typography, corporate identity, grids?.

Contemporary promotional activities/stencil campaigns, work like Bernie Reid, Lizzie Finn, Julie Verhoeven, Deanne Cheuk, but original variations.

Gallery of new methods of promotion

Product Details

ISBN:
9781405140041
Author:
Mckelvey, Kathryn
Publisher:
Wiley-Blackwell
Author:
McKelvey, Kathryn
Author:
Munslow, Janine
Subject:
Fashion
Subject:
Clothing trade
Subject:
Business Aspects
Subject:
Fashion -- Forecasting.
Subject:
Clothing trade - Forecasting
Subject:
Clothing & Fashion Design
Subject:
General-General
Subject:
cl
Subject:
othing & Fashion Design
Copyright:
Publication Date:
November 2008
Binding:
Electronic book text in proprietary or open standard format
Grade Level:
Professional and scholarly
Language:
English
Illustrations:
Y
Pages:
232
Dimensions:
9.50x7.10x.50 in. 1.20 lbs.

Related Subjects

Arts and Entertainment » Art » Style and Design
Business » International
Health and Self-Help » Health and Medicine » Medical Specialties
History and Social Science » World History » General
Hobbies, Crafts, and Leisure » Beauty and Fashion » Fashion » General and Costumes
Humanities » Philosophy » General

Fashion Forecasting New Trade Paper
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Product details 232 pages Wiley-Blackwell - English 9781405140041 Reviews:
"Synopsis" by , Everyone in the fashion business needs to develop an essential survival skill: how to interpret the intelligence provided by the fashion forecasting industry, to anticipate and respond to emerging trends.

Lavishly illustrated in full colour throughout, with clear and relevant explanations of the processes involved, Fashion Forecasting is for fashion students and young professionals who already have acquired some fashion knowledge and skills. The authors interviewed the key players within this exciting industry and provide here fascinating insights into the dynamic contemporary fashion forecasting world and the varied creative roles within it - from intelligence gatherers to project consultants. The book covers how a trend is sourced, anticipated and developed, and also explores the interaction with marketing and brand development.

"Synopsis" by , Everyone in the fashion business needs to develop this essential survival skill: how to interpret the intelligence provided by the industry and society to anticipate and respond to trends. This book is aimed at second and third year students on fashion, clothing, textile, and retail courses (BTEC and BA) who already have acquired some fashion knowledge and skills."It begins by describing fashion prediction companies & who they are, how they work, and who are their customers & before going on to explain how a trend is sourced, anticipated, and developed."
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