Importance of Fashion forecasting And Sampling development process

National Institute of Fashion Technology Bhopal

Subject: Fashion Merchandising
Guided by: Ms. Santosh Soni Assistant Professor

Submitted By: Abhijit Banik Roll No: 1108721000001 Textile Design, Semester: V

ACKNOWLEDGEMENT

In the context of my further documentation I would like to thank the names of people mentioned below. I thank you all

Ms. Santosh Soni, Assistant Professor | Mr. Arnab Sen, CC (F&T) Mr. Deepak Ratan, Director, NIFT Bhopal Department of Textile Design, Semester IV, NIFT Bhopal Owner of the referred Web site and author of the referred resource books.

CONTENT
Chapter Page No
4 4 7 9 Fashion Forecasting .. Background. Fashion Merchandiser in relation with Fashion Forecasting Importance of Fashion Forecasting.

Some Forecasting books, magazines and online magazines.. 11

My Selection Fall/Winter 2011 Composition Key colours. Print and Graphics Megatrends Woven Conclusion. Bibliographies

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FASHION FORECASTING
Background:

ashion Forecasting has emerged as an industry in line with mass production and retail development and became a serious industry after the end of the Second World War. Changes to the fashion industry over recent history have been reflected in the manner in which

prediction information is sourced, compiled and utilized. There has been a shift from the 1960s onwards in the dominance of single fashion trends to a more

pluralistic approach, mirroring the expansion of mass communication and in turn the increasing sophistication of the consumer. This has created a gradual repositioning from a marketplace that was defined by both the designer level, influencing the middle and mass market, creating designs and trends that trickle down to commercial high street product and the converse effect of street styles and subcultures inspiring designers, to one which is focused on the individual and fragmented into niche markets, where the consumers aspiration is brand led and lifestyle driven.

During the post-war period, forecasting companies compiled stories and themes each season that were easier to predict, as the market moved at a slower pace. Prediction information that was both visual and tactile. Often there was an element of hand crafting in the production. Themes were also more predictable and often fell into evolving stories that reflected the slower moving trends of the time, for example, each season would see an update of classic stories, nautical, ethnic, purity, floral and geometric. Typical themes from this time reflected the simplistic nature of the market, for example Milkmaid, poacher, Safari, Country Squire Folk Story. Colours were more simply divided into neutrals, midtones and darks and brights and less market segmented than today. A random selection of modern theme titles reads Fresh Revelations, Allusions, Chameleon and Filter. Over a period of time, wider ranging products were encompassed, sportswear, homeware and media and telecommunications and even other design disciplines, such as transportation design. The advent of the worldwide web revolutionized the industry and enabled new Dot.Com companies to publish forecasting material that reported on global trends in a fast and distinctive manner. This required intelligence gatherers to be based in key cities across the world, reporting back any new

findings, often they would be employed as freelancers or would be allied with the companys agency in that city. Many services employ illustrators and designers on a freelance basis also. It is interesting to note that the web has changed the industry, but the tactile nature of the traditional forecasting book has still retained a market share and is essential to the fashion industry. Forecasting is a highly intricate & complex process. The idea is to interpret information and

communicate it clearly through a combining of text and visuals. To express thoughts and philosophies in strong visuals with colours, materials, surfaces and shapes.

Fashion Merchandiser in relation with Fashion Forecasting:

F
they Buying

ashion merchandising is the combination of the processes that a new fashion item must go through to be available in mass quantities to the consumer after it is left the hands of the designer. Fashion merchandising often gets confused with fashion marketing and although together, they are two very different things. To understand fashion merchandising

work

completely, it is important to examine the role that fashion merchandising plays in manufacturing, buying, promoting and selling fashion items. In regards to manufacturing, a fashion merchandiser will have significant input on the types of fabrics used to make a piece of clothing. Having a strong historical and socio-cultural understanding of the fabrics, help change a designers vision into reality. By applying their knowledge about fabric and clothing construction, a fashion merchandiser will take a designers piece and find the best way to manufacture the item while taking things like price and target market into consideration. becomes part of fashion merchandising when a merchandiser buys fashion items to be

presented in a store. A fashion merchandiser must be aware of the target market for the fashion item and also very well-versed in fashion trend analysis and forecasting. This allows for more accurate ordering. A fashion merchandiser working with a designer will once again offer expertise to the designer on textiles and fabrics.

In the event that a fashion merchandiser is working for the designer, promoting the designers product to stores that may want to buy large quantities is a number one priority. Not only is a fashion merchandiser required having a creative mind and strong visual merchandising skills, production skills must be sharp as well. Fashion merchandising promotes a designers items through the use of fashion shows where creativity and visual effects must run wild to capture the attention of potential buyers. Additionally, fashion merchandisers seek out the target market for a designers clothing, such as childrens clothing stores, department stores or discount retailers. The final and core component of fashion merchandising is selling. A fashion merchandiser that works with a designer is responsible for selling fashion items to stores, who then sells to consumers. Again the merchandiser must have an idea about forecasting and market trends so they may give their recommendation regarding production for a of retail the item. Creativity responsibilities is important, include because and a merchandiser must offer suggestions on how to display the items within the store. When a fashion merchandiser works store, buying presenting fashion items within the store.

Importance of Fashion Forecasting:

ashion forecasting is innovative, multi-channel, digital platform designed to seamlessly deliver inspiration, insight and action. They are

Fashion forecasters are a group of people from a variety of creative backgrounds. conceptual thinkers, fine artists, philosophers, product designers, textile artists,

photographers,

researchers, anthropologists, art historians, architects, marketers, specialists in technology and people with a holistic and intuitive approach to the future.

o Cementing the interplay and effectiveness of creative teams, connecting designers, buyers, visual merchandisers and marketers. improving productivity o Dramatically and speed to market with an all-new product-

development zone. o Covering the complete market map: directional, commercial and volume. o De-risking range planning by accurately predicting breakthrough trends and the next bestsellers. o It enables to personalise creative journey.

o Move effortlessly between inspiration, specialist product areas and stages in the product lifecycle. o Specialist product areas provide in-depth inspiration, insight and original design. o Inspiration zones take on to the streets of every major city in the world, discover what celebrities are doing that will influence trends, explore the arts and pop culture, delve deep into vintage and photo files. o Visiting hundreds of cities around the world daily and every major catwalk globally - saving time, money and stress. o Unified search produces everything you need in one place, fast. o Detailed tagging delivers precisely what we are looking for. o Visual search opens up our mind to an explosion of colour, shape and texture inspiration. o Enjoy one-click, high-resolution printing and downloads - all perfectly formatted. o Plan our trips with interactive City by City maps and fully integrated calendars.

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Some Forecasting books, magazines and online magazines:

1. Here & There The Doneger Group international, American fashion forecasting 2. Promostyl, Global trend forecasting agency, headquarters in Paris and a network of agents worldwide 3. Textile view magazine publisher www.view-publications.com 4. WGSN (Worth Global Style Network) part of EMAP Group based in London www.wgsn.com 5. Style Sight, New York based company, covers fashion design, trend analysis, forecasting, reporting, merchandising, and apparel manufacturing. http://www.stylesight.com 6. Colour tool - PANTONE www.pantone.com PANTONE, whose headquarters are in New Jersey, USA, is the world renowned colour authority 7. Stylelenes, Based in America

View Publications, part of metropolitan Publishing BV, Amsterdam. David Shah is the

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www.stylelenes.com 8. Fashion Forecast services, based on Australia www.fashionforecastservices.com

My Selection:
Season: Fall/Winter 2011 Category: Women Age group: 18-25 years

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FALL/WINTER 2011

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have chosen composition as a broad category where different themes and sections are included. In below all the themes and product descriptions are described one by one.

COMPOSITION

Composition delves into the annals of history to merge various eras and aesthetics that champion simplicity. Modern and chic movements from the 20th Century will see fashion turn to classic clothing

and high-brow thinking inspired by beatnik poets, the mod movement and Nouvelle Vague cinema. Joy Division will provide the soundtrack, lending a touch of dark rebelliousness. Industrial processes and workshop spaces promote Shaker-style beliefs in hard work, allowing a distinctive workwear style to emerge. Weathered machinery and loft interiors will inspire long lasting goods that are exceptionally crafted in fine materials. Artists studios and post-impressionist art will also influence with somber colour harmonies and blurred aesthetics. Multiple paint media will define print and colour usage for F/W 11. Everything from oils to chalks and water colours will herald a myriad of textural effects and abstract pattern styles. Light airy layers of clothing will echo this soft philosophy where the finest fibres and lightest fabrications provide easy comfort.

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Key Colours

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Theme: Warmth of the Sun

Orange is a power colour that radiates gentle energy to heal and stimulate. A large variety of shades evolve from daffodil yellow to fiery orange, mandarin, muskmelon and coral.

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Theme: Harmony & Wellbeing

As the colour of nature, green is restful and promotes growth and balance. Green will emerge this season in vibrant and intense shades of lush emeralds, pine and soft mint.

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Theme: Efficiency and Security

A neutral spectrum is equally split between warm flesh tones and smoky greys. Beiges vary from clay to mushroom and toasted almond while greys feature silver, limestone and anthracite.

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Theme: Universal Love

Lovers of beauty favor pink and this season it is present for all genders. Fluorescent pink resonates intensity while magenta, beetroot and claret vibrate against pale pink and risky red.

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Theme: Magic & Mystery

Electric blues approach purples with a cool high-tech look. Azure and ocean blues brighten a range of dense purples in mulberry, grape and violet hues.

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PRINT AND GRAPHICS

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Theme: Mid century

Furniture and textile designs of the 1950s have remained as lasting benchmarks of style. Lucienne Days bright, optimistic textile patterns will influence abstract repeats and kitsch motifs. Emphasize English eccentricity with quaint colours and simplified shapes.

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Theme: Pretty Kitsch

Retro illustration styles, reminiscent of Henry Darger will return with a sweetly nave ambiance. Scenic patterns and botanical drawings will be apt for the junior market, accented by simplified motifs. Soften nature-inspired imagery with a palette of 1950s tonal hues.

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Theme: Coloured Canvas

Iconic colourists such as Matisse experimented with all manner of hues to bring oil paintings to life. Abstract nature will prove inspirational for all over patterns in a range of scales and effects. Play with oils, water colours and randomly mixed colour for vivid and explosive prints.

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Theme: Artist's palette

Abstract Expressionism emphasized spontaneous, automatic and subconscious creation. This intuitive style will prevail for vivid patterns, characterized by energetic brushwork, drips, and blobs of paint straight from the tube. Merge the thick textures of oil on canvas with saturated hues to describe hazy landscapes.

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MEGATRENDS

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Theme: Chalky

Dry pastel chalks will produce spirited imagery in muted lines and abstract shapes. Blooming flowers and fruit arrangements will crop up in unexpected places on shoes, dresses and bags. Artist Lesley Vance exemplifies this contemporary still life aesthetic, using colour and line in a subtle yet effective manner.

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Theme: Diffused

We will see a new approach to colour blocking where paintings are enlarged to abstraction. Colours and shapes will bleed as one colour switches to another in the absence of any sharp lines or defined forms.

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WOVEN

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LADY OFFICER: Transform gun flaps into a mini cape as a feminine take on masculine styling.

MILITARY MANEUVERS: Reinvent the classic trench coat with exaggerated proportions.

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CONCLUSION
The fashion cycle permeates all aspects of design to such an extent that products, fonts, graphics, even historical costume drama and film can all be easily pinpointed in time by their style. Trend forecasting has become a valuable means of analysing this cyclical process providing early intelligence about consumer needs and enabling companies to be effective and competitive. The term forecasting is used less often now as newer terms are appropriated, for example: creative solutions, design intelligence, futures. The most important observation of fashion forecasting is that systematic investigation into material and sources, through research, is essential in the design process, providing inspiration, information and market intelligence. Information is available everywhere from newspapers, magazines and the internet; it is consumed very rapidly, knowledge and information are important commodities, sometimes like disparate threads they need to be harnessed and organised to make sense of them.

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BIBLIOGRAPHIES
1. Fashion Forecasting by Kathryn McKelvey and Janine Munslow 2. http://stylesight.com 3. http://www.wisegeek.com/what-is-fashion-merchandising.htm 4. http://www.wgsn.com 5. http://www.view-publications.com/ 6. http://www.kjaer-global.com/forecasting.htm 7. http://www.design-options.com/color.html

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