Have you ever wondered how brands make it possible to understand and implement seasonal trends and establish new styles in the market? The research carried out before introducing a new trend is called fashion forecast, also known as trend forecast. Fashion Forecasting is crucial for a brand when deciding what the majority prefers to wear at a certain time. It’s a process of researching and forming predictions on future consumer habits. It involves the intact monitoring of market trends to make effective decisions in designing a new collection.

1. What is
in
How do
fashion brands
predict what is
in vogue?

2. How do fashion brands predict what is
in vogue?
Have you ever wondered how brands make it possible to understand and implement seasonal
trends and establish new styles in the market?
The research carried out before introducing a new trend is called fashion forecast, also known as
trend forecast.
Fashion Forecasting is crucial for a brand when deciding what the majority prefers to wear at a
certain time.
It’s a process of researching and forming predictions on future consumer habits, which involves the
intact monitoring of market trends to make effective decisions on how to move forward in designing
a new collection.

3. pepperyourtalk

4. The research carried out before introducing a new trend is called a fashion forecast, also
known as a trend forecast.
Fashion Forecasting is crucial for a brand when deciding what the majority prefers to wear at
a certain time.
It’s a process of researching and forming predictions on future consumer habits, which
involves the intact monitoring of market trends to make effective decisions on how to move
forward in designing a new collection.

5. Fashion forecasting changes silhouettes, design details, colors, fabrics, and trims that are
followed by people at a certain time.
The forecasters study and evaluate how the social, cultural, or environmental shifts are
anticipated to influence future consumer behavior and based on that they decide the trend
they’re going to launch in the market.
Consequently, the process assists in identifying products and services that consumers would
be interested in buying.
FASHION FORECASTING

6. Image
Source:
Bloomsbury

7. The Process of Fashion Forecasting is different for
different brands.
By looking at other industries: Although big or renowned brands carry out their own forecasting, small independent
fashion designers are usually seen creating mood boards based on art, film, and nature to inspire their unique
collections.
Hiring in-house trend forecasters: Large fast-fashion brands are often vertically integrated; hence their trend
forecasting is done in-house. This allows them to work directly with product development teams to create new
products.
By observing popular fashion shows: Before the rise of the Internet and social media, trend forecasters did most
of their research at fashion shows, where they would observe the most promising looks, and then bring that
information from the catwalk to chain-store products.

9. This is called “top-down” forecasting, and it has to do with the way fashion trends trickle
down from haute couture runways to high street shops.
By following influencers: Nowadays trend forecasters are more likely to look at influencers,
street style, and blogs for information on the latest trends.
This is called “bottom-up” forecasting, and it involves close monitoring of a target market
to predict demand for future trends.

11. Let’s check some of the reliable ways brands forecast trends.
By looking at other industries: Although big or renowned brands carry out their own
forecasting, small independent fashion designers are usually seen creating mood
boards based on art, film, and nature to inspire their unique collections.

12. Hiring in-house trend forecasters
Large fast-fashion brands are often vertically integrated; hence their trend
forecasting is done in-house.
This allows them to work directly with product development teams to create new
products.

13. By observing popular fashion
shows
Before the rise of the Internet and social media, trend forecasters did most of their
research at fashion shows, where they would observe the most promising looks, and
then bring that information from the catwalk to chain-store products.
This is called “top-down” forecasting, and it has to do with the way fashion trends
trickle down from haute couture runways to high street shops.

14. By following influencers
Now a days trend forecasters are more likely to look at influencers, street style, and
blogs for information on the latest trends.
This is called “bottom-up” forecasting, and it involves close monitoring of a target
market to predict demand for future trends.

15. Image Source : https://www.grynow.in/

16. Besides “top-down” and “bottom-up” forecasting, an intimate understanding of fashion
scenes and a keen interest in various subjects such as art, colour and design make it
possible for brands to predict the future trend.
With a precise understanding of consumer fashion behaviour, brands can avoid bad product
choices and capture the market with their unique style.
Identifying a fashion trend entails pedantic
observations.

17. MBA ESG is committed to bringing excellence in luxury and fashion business education in India.
With a teaching and grooming lineage of more than 14 years, the top French luxury and fashion
business school is now in India.
Admissions are open for 2023 for MBA in Luxury and Fashion Management
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