Fashion forecasting is the practice of predicting the mood, behavior and buying habits of the consumer. In today’s world, fashion forecasting is more about looking into how and why they buy, based on their mood, beliefs and occasion rather than identifying the customers by age, income or geography. Fashion forecasters are responsible for attracting consumers and helping retail businesses and designers to sell their brands. Today, fashion industry workers rely on the internet to retrieve information on new looks, hot colors, celebrity wardrobes, and designer collections.
Forecasting the future demand for particular styles, fabrics and colors is an important aspect of the fashion industry. Fashion forecasting is an important activity to ensure that the process of observation related to short and long term planning can be based on sound and rational decision making and not hype. Forecasting is a creative process that can be understood, practiced and applied.
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The role of a fashion forecaster
Fashion forecaster predicts which silhouettes colors, textures, fabrics, graphics, prints, footwear, accessories, etc. will be forthcoming trends on the runway and in retail stores from season to season. They do this by examining new and emerging trends across all industries, to see how they may influence future fashion trends.
There are two types of fashion forecasting: short-term and long-term. Short-term forecasting, known as fad forecasting, focuses on what trend will emerge across the next 1-2 years, while long term forecasting looks much further into the future, typically 5-10 years.
Internet plays a big role in fashion forecasting. Forecasters will research upcoming designer and celebrity collections and new looks popular on sites like Instagram. Ultimately, a fashion forecaster’s responsibility lies in assisting designers and retailers to attract more customers and sell their brand.
Why is fashion forecasting important?
Forecasting is used in almost every area of business today. Accurate analysis of consumer trends is vital in forming brand direction and development, in the creation of relevant products and services and ultimately in ensuring their success. In a fast moving and crowded marketplace, identifying ‘what’s hot and what’s not’ is crucial in staying one step ahead of the competition.
The modern consumer goes through clothes quickly and wants to be able to copy the trends they see. Subsequently, trends come and go much quicker than ever before. Forecasting needs to provide designer and retailers with fresh ideas constantly, otherwise they fall behind the competition.
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What skills do you need to become a fashion forecaster?
To be a fashion forecaster you must first understand the world of a consumer. You must have an interest in a wide range of subjects, industries and cultures, as all these things influence and impact the latest trends. You also need to be prepared to embrace your personal intuition and put trust in your eyes for trends.
Spotting similarities is a big part of identifying trend – you should be able to look at a group of several images and spot what links them. However, forecasting requires you to do a lot of research too.
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