SlideShare a Scribd company logo
1
FASHION FORECASTING
2
WHAT IS FASHION FORECASTING ?
Fashion forecasting is the prediction of the trends and styles of apparel and accessories
which are new directions in fashion, that the majority of people would like to buy at a
given time and place. It is anticipating the customers wants & needs by Designers,
Merchandisers & Buyers.
2
3
WHY DO WE NEED TO FORECAST ?
• Fashion – It is the style or styles most popular at a given time. The term
implies 4 components: Style, Acceptance, Taste & Change.
• Because of the above 4 components fashion is cyclic .
• It is impossible to ask consumers what they will want to wear a year or 2
in advance – they would not know themselves.
• Because designers, merchandisers & retailers have to work well ahead of
the season (minimum of 2 seasons) so as to manufacture stocks in time
for the season & to keep the business going they have to learn to
anticipate the customers wants & needs – which in turn is called
forecasting.
4
FASHION FORECASTING INCLUDES FOLLOWING ACTIVITIES :-
• Studying market conditions – how the consumers buying
behavior is influenced by society, economics, technology &
the environment
• Noting the lifestyles of the customers
• Feedback from customers
• Past data analysis
• Observing “street fashion” & what celebrities are wearing
• Keeping up with current events, media, arts & the mood of
the public
• Surveying Fashion publications, catalogs, magazines &
fashion websites
• Evaluating popular designer collections
4
5
TO FORECAST
KNOWING THE
CONSUMER & THE
TARGET MARKET IS
IMPORTANT
6
EACH CUSTOMER IS DIFFERENT!
Knowing your consumer :-
• Demographic details
• Income
• Lifestyle
• Brand preferences
7
MARKET RESEARCH
To know the Target market, Market
Research is required. Manufactures
& retailers must constantly research
their target market to learn buying
habits & preferences
It consists of following activities
• CONSUMER RESEARCH
• SHOPPING
• SALES RESEARCH
• TREND ANAYLISIS
8
CONSUMER RESEARCH
• Manufacturers & Retailers may ask consumers about their buying
preferences.
• Consumer reactions are complied & tabulated to find preferences
for certain garments or accessories, colors or sizes.
• This information can be used to create new products to fit specific
consumer tastes.
CONSUMER RESEARCH
Can be done in various ways :
• Buyers & sales associates may talk with customers in the store or with store staff.
• Manufacturers or retailers may hire market research companies for surveys by
phone or mail to make inquiries & to hold consumer focus group meetings.
• Consumer focus groups are meetings of target customers usually selected by a
market research firm to meet with manufacturers or retailers. These groups
discuss the pros & cons of merchandise or other aspects of shopping satisfaction.
• Forming a Loyalty Club & getting feedback through mails from the customers
• From the dealers or retailers selling those products
• Analyzing the customer complaints or garments returned
10
SHOPPING
• To study what consumers want &
need, designers & merchandisers
also “shop” in retail stores to see
what merchandise is selling best.
• Designers & merchandisers
compare the styling, price, fit &
quality of lines that compete with
their own range.
• It also helps in Trend spotting .
There are 2 methods of shopping:
• Directional Shopping
• Comparison shopping
DIRECTIONAL SHOPPING
• Directional Shopping - trips to gain
inspiration for design concepts for a
new season.
• Buying team visits stores stocking
merchandise following different
trends.
• Depending on the product type &
the company’s travel budget,
designers & buying teams visit major
fashion cities.
DIRECTIONAL SHOPPING
• Stores of most influential designers & retailers,
usually in a higher price bracket than the
market they design for are visited.
• They may also visit mass market stores which
are aimed at a younger market & or are more
expensive than their own range.
• Basically the buying team makes notes on
shapes, details, colors & fabrics for reference
• After this entire exercise a picture can be
formed of the key trends which are coming
through.
DIRECTIONAL SHOPPING
• They return with “bought samples” (notes, sketches & garments)
for inspiration.
• Some times buying teams are given a budget to buy garments
during directional shopping trips.
• London, Paris & New York are destinations popular with designers
for most product types & market levels.
• Milan is often visited by lingerie designers.
• Children's wear designers may find more inspiration in Tokyo.
DIRECTIONAL SHOPPING
• A directional shopping trip to New
York usually includes visits to
Macy’s, Bloomingdales & Henri
Bendel in Manhattan.
COMPARATIVE SHOPPING
• Comparative Shopping is often referred
to as “Comp Shop”.
• It refers to apparel associates study to
of rival products sold in retail stores.
• Usually undertaken several times each
season by the buying/design teams.
• Involves observing the current
merchandise in the stores of
competitors which sell comparable
ranges (similar product types & prices).
COMPARATIVE SHOPPING
• The aim of Comparative Shopping is not to copy
competing retailers’ products.
• It is conducted to be aware of the choice of
merchandise on offer to target customer to ensure
that the company offers consumer value for money
& is aware of developments.
COMPARATIVE SHOPPING
• Report - sketches & a grid with descriptions of
products compared with prices, fabrics & colours of
similar merchandise from competing stores.
• This report concludes by analyzing how competitors’
ranges compare with each other & noting any
important trends or styles which are missing from
the company’s range.
18
SALES RESEARCH – PAST DATA ANAYLISIS
• Every manufacturer & retailer researches
their own sales records.
• Rising sales statistics show what fashion
trends are developing
• Declining sales show what styles have passed
their peak.
• Overall weak sales show that a style is not
meeting consumer needs for fashion,
quantity or fit.
• By careful monitoring sales records, retailers
and merchandisers can see trends.
19
PAST DATA ANAYLISIS
• Each style before going in production is
allocated a Style number for easy
tracking
• Tracking the sell through of each style
number category wise based on the
shelf life
• Collecting the best & the worst
performers
• Analyzing reasons for the same
• Collecting similar data for colors to
arrive at the color palette for the
season
20
OBSERVING TRENDS
• Identifying the product category & its
competitors
• What is their most sought after
product/style?
• Observing the styles, colors or trends
widely used
• Identifying its specialty
• Traveling for International Fairs &
Trade Shows
• Visiting retail outlets
• Compiling the Data & styles
21
TREND ANAYLISIS
• FASHION TREND – Fashion trend are the styling ideas that major
collections have in common. They indicate the direction in which fashion is
moving. The trend may appear in a new or unique fabrication, silhouette,
or other design elements that appears in multiple collections. New trend
appears in small doses until it spreads to other collections. Designers for
mainstream manufacturers analyze the collections to understand trend
• TREND FOR TARGET MARKET – Diverse consumer age segments & lifestyle
create many separate market niches, each with its own trends. With
today's segmented market a trend may be confined to a single market
niche. Designers & merchandisers should be able to decide which trend is
best suited for their consumer group.
TIME AND ACTION CALENDAR
It is designed to control the key events
needed to get the
• right apparel products,
• in the right mix,
• at the right price
• to the right customer
• at the right time.
22
A PLANNING TOOL
It is the central mechanism from which
all marketing schedules and all
merchandising and manufacturing plans
evolve.
12/9/2016 23
A PLANNING TOOL
It is the clock that drives
merchandising product development
schedules, manufacturing planning and
shipping schedules.
12/9/2016 24
A PLANNING TOOL
It sets forth the starting and
completion dates for all critical events
necessary to achieve a successful
season.
12/9/2016 25
A PLANNING TOOL
The calendar includes the target dates
for each event such as pre production
garment approval, lab dip approval,
pattern approvals and when graded sates
of pattern should be sent out.
12/9/2016 26
A Planning Tool
The calendar includes information
about the name of the buyer, season,
style, wash and quantity.
12/9/2016 27
KEY ELEMENTS
• Line preview dates by season.
• Line release dates by season.
• Start ship date
• End ship date
• Weekly sales plan
• Weekly shipping plans
12/9/2016 28
LINE PREVIEW DATE
It is the merchandiser’s deadline for
having all prototypes and pricing for a
new product line completed.
12/9/2016 29
Line Preview Date
Merchandisers work back from this
date to create their product
development plans.
It is the date of seasonal sales
meeting where the merchandising team
presents the line to the sales force.
12/9/2016 30
LINE RELEASE DATE
It is the merchandisers deadline for
having all sales samples ready for the
sales team to begin presenting the new
line to the customers.
12/9/2016 31
LINE RELEASE DATE
This deadline is crucial to the success
of the sales effort, since most sales
representative schedule their earliest
appointments with their most
important customers.
12/9/2016 32
Weekly Sales Plan
► It measures the effectiveness of a
product line for the merchandising
department.
► A graphic analysis of this plan can
project increase or decrease in overall
sales for a season.
12/9/2016 33
Weekly Shipping Plan
It shows season to date as well as
shipping statistics for a specific week or
monthly time period.
It helps to determine whether or not
the product mixes being delivered to
distribution meet the ship ability.
12/9/2016 34
DETERMINATION OF LEAD TIME
CPM is used.
•It is the key to a successful
merchandising calendar.
It determines the critical functions
necessary to perform an activity or series
of activities required to achieve an overall
objective.
12/9/2016 35
DETERMINATION OF LEAD TIME
After the critical functions are
selected, each one must be analyzed to
determine the time required to
accomplish it.
A typical merchandising calendar may
have 25 to 50 functions for a product
line.
12/9/2016 36
CRITICAL PATH METHOD
It defines critical and non-critical tasks
with the goal of preventing time-frame
problems and process bottlenecks.
The length of the critical path
determines the minimum time in which
the entire project can be completed.
12/9/2016 37
CRITICAL PATH METHOD
It highlights those activities which
must be performed very rapidly, if the
total project completion time is to be
reduced.
12/9/2016 38
CRITICAL PATH METHOD
Specify the individual activities.
Determine the sequence of those
activities.
Draw a network diagram.
12/9/2016 39
CRITICAL PATH METHOD
Estimate the completion time for each
activity.
Identify the critical path (longest path
through the network)
12/9/2016 40
SIGNIFICANCE OF CPM
CPM is the key to successful
merchandising calendar.
12/9/2016 41
It determines the critical functions necessary to
perform an activity or series of activities
required to achieve an overall objective.
When a critical activity is delayed it forces all
subsequent tasks to be delayed.
DETERMINING CRITICAL PATH
•The activities involved in development,
execution and delivery need to be
analyzed.
•Determine the time required to
accomplish them.
•Determine the critical path.
12/9/2016 42

More Related Content

What's hot

The fashion cycle. pdf
The fashion cycle. pdfThe fashion cycle. pdf
The fashion cycle. pdf
suniltalekar1
 
Fundamentals of fashion
Fundamentals of fashionFundamentals of fashion
Fundamentals of fashion
nazish SUBHAN
 
Fashion Media Communication
Fashion Media CommunicationFashion Media Communication
Fashion Media Communication
PearlAcademy India
 
FASHION BUSINESS
FASHION BUSINESSFASHION BUSINESS
FASHION BUSINESS
VISHWA VARUN
 
Introduction to fashion industry
Introduction to fashion industryIntroduction to fashion industry
Introduction to fashion industry
Shalini Singh
 
Fashion design portfolio
Fashion design portfolioFashion design portfolio
Fashion design portfolio
ayush Kumar
 
The beauty of fashion.ppt
The beauty of fashion.pptThe beauty of fashion.ppt
The beauty of fashion.ppt
Pyramid Connections
 
Fashion
FashionFashion
Fashion cycle
Fashion cycleFashion cycle
Fashion cycle
suniltalekar1
 
Types of fashion styles r
Types of fashion styles rTypes of fashion styles r
Types of fashion styles r
senguldeniz
 
Fashion forecasting
Fashion forecasting Fashion forecasting
Fashion forecasting
Nina Faresin
 
Fashion and forecasting
Fashion and forecastingFashion and forecasting
Fashion and forecasting
suniltalekar1
 
Flat pattern
Flat pattern Flat pattern
Flat pattern
Sarwat Shabbir
 
Fashion design
Fashion designFashion design
Fashion design
taller BIOarq
 
Theories of fashion movement
Theories of fashion movementTheories of fashion movement
Theories of fashion movement
suniltalekar1
 
Fundamentals of fashion
Fundamentals of fashionFundamentals of fashion
Fundamentals of fashion
inwardi04
 
My Fashion portfolio
My Fashion portfolioMy Fashion portfolio
My Fashion portfolio
mehtabbadwal
 
Fashion forecasting and fashion industry
Fashion forecasting and fashion industryFashion forecasting and fashion industry
Fashion forecasting and fashion industry
suniltalekar1
 
Fashion_Terms
Fashion_TermsFashion_Terms
Fashion_Terms
Aashutosh Vatsa
 
Fashion portfolio astha goyel
Fashion portfolio astha goyelFashion portfolio astha goyel
Fashion portfolio astha goyel
Astha Goel
 

What's hot (20)

The fashion cycle. pdf
The fashion cycle. pdfThe fashion cycle. pdf
The fashion cycle. pdf
 
Fundamentals of fashion
Fundamentals of fashionFundamentals of fashion
Fundamentals of fashion
 
Fashion Media Communication
Fashion Media CommunicationFashion Media Communication
Fashion Media Communication
 
FASHION BUSINESS
FASHION BUSINESSFASHION BUSINESS
FASHION BUSINESS
 
Introduction to fashion industry
Introduction to fashion industryIntroduction to fashion industry
Introduction to fashion industry
 
Fashion design portfolio
Fashion design portfolioFashion design portfolio
Fashion design portfolio
 
The beauty of fashion.ppt
The beauty of fashion.pptThe beauty of fashion.ppt
The beauty of fashion.ppt
 
Fashion
FashionFashion
Fashion
 
Fashion cycle
Fashion cycleFashion cycle
Fashion cycle
 
Types of fashion styles r
Types of fashion styles rTypes of fashion styles r
Types of fashion styles r
 
Fashion forecasting
Fashion forecasting Fashion forecasting
Fashion forecasting
 
Fashion and forecasting
Fashion and forecastingFashion and forecasting
Fashion and forecasting
 
Flat pattern
Flat pattern Flat pattern
Flat pattern
 
Fashion design
Fashion designFashion design
Fashion design
 
Theories of fashion movement
Theories of fashion movementTheories of fashion movement
Theories of fashion movement
 
Fundamentals of fashion
Fundamentals of fashionFundamentals of fashion
Fundamentals of fashion
 
My Fashion portfolio
My Fashion portfolioMy Fashion portfolio
My Fashion portfolio
 
Fashion forecasting and fashion industry
Fashion forecasting and fashion industryFashion forecasting and fashion industry
Fashion forecasting and fashion industry
 
Fashion_Terms
Fashion_TermsFashion_Terms
Fashion_Terms
 
Fashion portfolio astha goyel
Fashion portfolio astha goyelFashion portfolio astha goyel
Fashion portfolio astha goyel
 

Viewers also liked

Fashion trend report 2016
Fashion trend report 2016Fashion trend report 2016
Fashion trend report 2016
suniltalekar1
 
Fashion forecasting
Fashion forecastingFashion forecasting
Fashion forecasting
dezyneecole
 
Trend forecasting 2017
Trend forecasting 2017Trend forecasting 2017
Trend forecasting 2017
AaliyaGujral
 
Denim Fashion Trends
Denim Fashion TrendsDenim Fashion Trends
Denim Fashion Trends
Fashion Forward Trends
 
Detection of fashion trends and seasonal cycles using client feedback
Detection of fashion trends and seasonal cycles using client feedbackDetection of fashion trends and seasonal cycles using client feedback
Detection of fashion trends and seasonal cycles using client feedback
Roberto Sanchis Ojeda
 
Fashion trend forecast
Fashion trend forecastFashion trend forecast
Fashion trend forecast
Mahfuza Mili
 

Viewers also liked (6)

Fashion trend report 2016
Fashion trend report 2016Fashion trend report 2016
Fashion trend report 2016
 
Fashion forecasting
Fashion forecastingFashion forecasting
Fashion forecasting
 
Trend forecasting 2017
Trend forecasting 2017Trend forecasting 2017
Trend forecasting 2017
 
Denim Fashion Trends
Denim Fashion TrendsDenim Fashion Trends
Denim Fashion Trends
 
Detection of fashion trends and seasonal cycles using client feedback
Detection of fashion trends and seasonal cycles using client feedbackDetection of fashion trends and seasonal cycles using client feedback
Detection of fashion trends and seasonal cycles using client feedback
 
Fashion trend forecast
Fashion trend forecastFashion trend forecast
Fashion trend forecast
 

Similar to Fashion forecasting

Design Management Project
Design Management ProjectDesign Management Project
Design Management Project
SHAMIK CHAKRABORTY
 
Merchandise mix
Merchandise mixMerchandise mix
Merchandise mix
Sameer Dhurat
 
Fashion forecasting
Fashion forecastingFashion forecasting
Fashion forecasting
raje9s
 
Merchandise management
Merchandise management Merchandise management
Merchandise management
DrSelvamohanaK
 
UNIT IV RM.pptx
UNIT IV RM.pptxUNIT IV RM.pptx
UNIT IV RM.pptx
ArunPrakash428610
 
Capital Hill Cashgate Scandal : Zara Marketing Campaign Design
Capital Hill Cashgate Scandal : Zara Marketing Campaign DesignCapital Hill Cashgate Scandal : Zara Marketing Campaign Design
Capital Hill Cashgate Scandal : Zara Marketing Campaign Design
Joseph Jacob Esther
 
fashion forecasting for levele 3.pdf
fashion forecasting for levele 3.pdffashion forecasting for levele 3.pdf
fashion forecasting for levele 3.pdf
MezgebuTesfaye4
 
Product and Merchandise management
Product and Merchandise managementProduct and Merchandise management
Product and Merchandise management
Tata Consultancy Services
 
Lesson 6 cmarketing
Lesson 6 cmarketingLesson 6 cmarketing
Lesson 6 cmarketing
Mervyn Maico Aldana
 
Lesson 6 cmarketing
Lesson 6 cmarketingLesson 6 cmarketing
Lesson 6 cmarketing
Mervyn Maico Aldana
 
buying and merchandising
 buying and merchandising buying and merchandising
buying and merchandising
Rahul kalyani
 
International management of future group ppt
International management of future group pptInternational management of future group ppt
International management of future group ppt
hiteshkrohra
 
Retail Sales Mod 3.pdf
Retail Sales Mod 3.pdfRetail Sales Mod 3.pdf
Retail Sales Mod 3.pdf
Jayanti Pande
 
Retail merchandising
Retail merchandisingRetail merchandising
Retail merchandising
Prithvi Ghag
 
Merchandise planning 26.05.18
Merchandise planning 26.05.18Merchandise planning 26.05.18
Merchandise planning 26.05.18
Ravikeerthi Rao
 
market anlysis SOFTware.pptx
market anlysis SOFTware.pptxmarket anlysis SOFTware.pptx
market anlysis SOFTware.pptx
recoveraccount1
 
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
FRANCKYZELMOSQUERA
 
Buying process
Buying processBuying process
Buying process
Munawwar Hussain
 
marketanlysisfinal-150315090523-conversion-gate01.pptx
marketanlysisfinal-150315090523-conversion-gate01.pptxmarketanlysisfinal-150315090523-conversion-gate01.pptx
marketanlysisfinal-150315090523-conversion-gate01.pptx
ManojMba2
 
Chapter 6 fashion buying and merchandising.pdf
Chapter 6 fashion buying and merchandising.pdfChapter 6 fashion buying and merchandising.pdf
Chapter 6 fashion buying and merchandising.pdf
WajeehaWasim1
 

Similar to Fashion forecasting (20)

Design Management Project
Design Management ProjectDesign Management Project
Design Management Project
 
Merchandise mix
Merchandise mixMerchandise mix
Merchandise mix
 
Fashion forecasting
Fashion forecastingFashion forecasting
Fashion forecasting
 
Merchandise management
Merchandise management Merchandise management
Merchandise management
 
UNIT IV RM.pptx
UNIT IV RM.pptxUNIT IV RM.pptx
UNIT IV RM.pptx
 
Capital Hill Cashgate Scandal : Zara Marketing Campaign Design
Capital Hill Cashgate Scandal : Zara Marketing Campaign DesignCapital Hill Cashgate Scandal : Zara Marketing Campaign Design
Capital Hill Cashgate Scandal : Zara Marketing Campaign Design
 
fashion forecasting for levele 3.pdf
fashion forecasting for levele 3.pdffashion forecasting for levele 3.pdf
fashion forecasting for levele 3.pdf
 
Product and Merchandise management
Product and Merchandise managementProduct and Merchandise management
Product and Merchandise management
 
Lesson 6 cmarketing
Lesson 6 cmarketingLesson 6 cmarketing
Lesson 6 cmarketing
 
Lesson 6 cmarketing
Lesson 6 cmarketingLesson 6 cmarketing
Lesson 6 cmarketing
 
buying and merchandising
 buying and merchandising buying and merchandising
buying and merchandising
 
International management of future group ppt
International management of future group pptInternational management of future group ppt
International management of future group ppt
 
Retail Sales Mod 3.pdf
Retail Sales Mod 3.pdfRetail Sales Mod 3.pdf
Retail Sales Mod 3.pdf
 
Retail merchandising
Retail merchandisingRetail merchandising
Retail merchandising
 
Merchandise planning 26.05.18
Merchandise planning 26.05.18Merchandise planning 26.05.18
Merchandise planning 26.05.18
 
market anlysis SOFTware.pptx
market anlysis SOFTware.pptxmarket anlysis SOFTware.pptx
market anlysis SOFTware.pptx
 
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
-MARKET-IDENTIFICATION-AND-ANALYSIS_.pptx
 
Buying process
Buying processBuying process
Buying process
 
marketanlysisfinal-150315090523-conversion-gate01.pptx
marketanlysisfinal-150315090523-conversion-gate01.pptxmarketanlysisfinal-150315090523-conversion-gate01.pptx
marketanlysisfinal-150315090523-conversion-gate01.pptx
 
Chapter 6 fashion buying and merchandising.pdf
Chapter 6 fashion buying and merchandising.pdfChapter 6 fashion buying and merchandising.pdf
Chapter 6 fashion buying and merchandising.pdf
 

Recently uploaded

Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
rawankhanlove256
 
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
sexytaniya455
 
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
77sayre
 
2024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_202407082024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_20240708
kousato1
 
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
drmarathore
 
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENGPortfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
Rostyslav Kasyanenko
 
Introduction to Vertical Cities Vertical cities are high-density, mixed-use ...
Introduction to Vertical Cities  Vertical cities are high-density, mixed-use ...Introduction to Vertical Cities  Vertical cities are high-density, mixed-use ...
Introduction to Vertical Cities Vertical cities are high-density, mixed-use ...
Mostafa Abd Elrahman
 
Zaha-Hadids-Influence-on-Modern-Architecture.pdf
Zaha-Hadids-Influence-on-Modern-Architecture.pdfZaha-Hadids-Influence-on-Modern-Architecture.pdf
Zaha-Hadids-Influence-on-Modern-Architecture.pdf
Mostafa Abd Elrahman
 
Unit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.pptUnit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.ppt
ChiragSuresh
 
Identity Issues (Slideshow by: Kal-el Go)
Identity Issues (Slideshow by: Kal-el Go)Identity Issues (Slideshow by: Kal-el Go)
Identity Issues (Slideshow by: Kal-el Go)
Kal-el Shows
 
Humans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural worldHumans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural world
Mostafa Abd Elrahman
 
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdhBalhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
NakulJain35
 
Carleton University degree offer diploma Transcript
Carleton University degree offer diploma TranscriptCarleton University degree offer diploma Transcript
Carleton University degree offer diploma Transcript
eamhs
 
2024_summer_my_dream_gnjp_20240705_ks.pdf
2024_summer_my_dream_gnjp_20240705_ks.pdf2024_summer_my_dream_gnjp_20240705_ks.pdf
2024_summer_my_dream_gnjp_20240705_ks.pdf
kousato1
 
Enemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts LegacyEnemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts Legacy
AidanOKeefe2
 
SMACNA - DUCT CONSTRUCTION STANDARDS-2005.pdf
SMACNA -  DUCT CONSTRUCTION STANDARDS-2005.pdfSMACNA -  DUCT CONSTRUCTION STANDARDS-2005.pdf
SMACNA - DUCT CONSTRUCTION STANDARDS-2005.pdf
Magdiel70
 
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdfAcclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
ssuserdee4d8
 
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
philipjuuu
 
Mixer design with example is given in this ppt
Mixer design with example is given in this pptMixer design with example is given in this ppt
Mixer design with example is given in this ppt
ssuserbaba88
 
Overview to the Oracle Fixed Assets Module
Overview to the Oracle Fixed Assets ModuleOverview to the Oracle Fixed Assets Module
Overview to the Oracle Fixed Assets Module
lakshmichitra031
 

Recently uploaded (20)

Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
 
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in CityGirls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
Girls Call Pune 000XX00000 Provide Best And Top Girl Service And No1 in City
 
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
Girls Call Jogeshwari 9910780858 Provide Best And Top Girl Service And No1 in...
 
2024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_202407082024_summer_my_dream_from_gnjpuser_20240708
2024_summer_my_dream_from_gnjpuser_20240708
 
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
Abortion pills in Kuwait 🌈+966_505195917 cytotec pills in Kuwait City salmiya...
 
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENGPortfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
Portfolio of Family Coat of Arms, devised by Kasyanenko Rostyslav, ENG
 
Introduction to Vertical Cities Vertical cities are high-density, mixed-use ...
Introduction to Vertical Cities  Vertical cities are high-density, mixed-use ...Introduction to Vertical Cities  Vertical cities are high-density, mixed-use ...
Introduction to Vertical Cities Vertical cities are high-density, mixed-use ...
 
Zaha-Hadids-Influence-on-Modern-Architecture.pdf
Zaha-Hadids-Influence-on-Modern-Architecture.pdfZaha-Hadids-Influence-on-Modern-Architecture.pdf
Zaha-Hadids-Influence-on-Modern-Architecture.pdf
 
Unit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.pptUnit-1 OOMD- Inthhro- class modeling.ppt
Unit-1 OOMD- Inthhro- class modeling.ppt
 
Identity Issues (Slideshow by: Kal-el Go)
Identity Issues (Slideshow by: Kal-el Go)Identity Issues (Slideshow by: Kal-el Go)
Identity Issues (Slideshow by: Kal-el Go)
 
Humans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural worldHumans have long had a complex and dynamic relationship with the natural world
Humans have long had a complex and dynamic relationship with the natural world
 
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdhBalhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
Balhani 1st yr (1).pdfhshhshshshshshshshdhdhdh
 
Carleton University degree offer diploma Transcript
Carleton University degree offer diploma TranscriptCarleton University degree offer diploma Transcript
Carleton University degree offer diploma Transcript
 
2024_summer_my_dream_gnjp_20240705_ks.pdf
2024_summer_my_dream_gnjp_20240705_ks.pdf2024_summer_my_dream_gnjp_20240705_ks.pdf
2024_summer_my_dream_gnjp_20240705_ks.pdf
 
Enemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts LegacyEnemy Encounter Standards for Hogwarts Legacy
Enemy Encounter Standards for Hogwarts Legacy
 
SMACNA - DUCT CONSTRUCTION STANDARDS-2005.pdf
SMACNA -  DUCT CONSTRUCTION STANDARDS-2005.pdfSMACNA -  DUCT CONSTRUCTION STANDARDS-2005.pdf
SMACNA - DUCT CONSTRUCTION STANDARDS-2005.pdf
 
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdfAcclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
Acclerating_the_energy_transition_Microsoft_x_WindEurope_1711355110.pdf
 
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
Google UX Design Certificate - Portfolio Project 1 - Case study slide deck -T...
 
Mixer design with example is given in this ppt
Mixer design with example is given in this pptMixer design with example is given in this ppt
Mixer design with example is given in this ppt
 
Overview to the Oracle Fixed Assets Module
Overview to the Oracle Fixed Assets ModuleOverview to the Oracle Fixed Assets Module
Overview to the Oracle Fixed Assets Module
 

Fashion forecasting

  • 2. 2 WHAT IS FASHION FORECASTING ? Fashion forecasting is the prediction of the trends and styles of apparel and accessories which are new directions in fashion, that the majority of people would like to buy at a given time and place. It is anticipating the customers wants & needs by Designers, Merchandisers & Buyers. 2
  • 3. 3 WHY DO WE NEED TO FORECAST ? • Fashion – It is the style or styles most popular at a given time. The term implies 4 components: Style, Acceptance, Taste & Change. • Because of the above 4 components fashion is cyclic . • It is impossible to ask consumers what they will want to wear a year or 2 in advance – they would not know themselves. • Because designers, merchandisers & retailers have to work well ahead of the season (minimum of 2 seasons) so as to manufacture stocks in time for the season & to keep the business going they have to learn to anticipate the customers wants & needs – which in turn is called forecasting.
  • 4. 4 FASHION FORECASTING INCLUDES FOLLOWING ACTIVITIES :- • Studying market conditions – how the consumers buying behavior is influenced by society, economics, technology & the environment • Noting the lifestyles of the customers • Feedback from customers • Past data analysis • Observing “street fashion” & what celebrities are wearing • Keeping up with current events, media, arts & the mood of the public • Surveying Fashion publications, catalogs, magazines & fashion websites • Evaluating popular designer collections 4
  • 5. 5 TO FORECAST KNOWING THE CONSUMER & THE TARGET MARKET IS IMPORTANT
  • 6. 6 EACH CUSTOMER IS DIFFERENT! Knowing your consumer :- • Demographic details • Income • Lifestyle • Brand preferences
  • 7. 7 MARKET RESEARCH To know the Target market, Market Research is required. Manufactures & retailers must constantly research their target market to learn buying habits & preferences It consists of following activities • CONSUMER RESEARCH • SHOPPING • SALES RESEARCH • TREND ANAYLISIS
  • 8. 8 CONSUMER RESEARCH • Manufacturers & Retailers may ask consumers about their buying preferences. • Consumer reactions are complied & tabulated to find preferences for certain garments or accessories, colors or sizes. • This information can be used to create new products to fit specific consumer tastes.
  • 9. CONSUMER RESEARCH Can be done in various ways : • Buyers & sales associates may talk with customers in the store or with store staff. • Manufacturers or retailers may hire market research companies for surveys by phone or mail to make inquiries & to hold consumer focus group meetings. • Consumer focus groups are meetings of target customers usually selected by a market research firm to meet with manufacturers or retailers. These groups discuss the pros & cons of merchandise or other aspects of shopping satisfaction. • Forming a Loyalty Club & getting feedback through mails from the customers • From the dealers or retailers selling those products • Analyzing the customer complaints or garments returned
  • 10. 10 SHOPPING • To study what consumers want & need, designers & merchandisers also “shop” in retail stores to see what merchandise is selling best. • Designers & merchandisers compare the styling, price, fit & quality of lines that compete with their own range. • It also helps in Trend spotting . There are 2 methods of shopping: • Directional Shopping • Comparison shopping
  • 11. DIRECTIONAL SHOPPING • Directional Shopping - trips to gain inspiration for design concepts for a new season. • Buying team visits stores stocking merchandise following different trends. • Depending on the product type & the company’s travel budget, designers & buying teams visit major fashion cities.
  • 12. DIRECTIONAL SHOPPING • Stores of most influential designers & retailers, usually in a higher price bracket than the market they design for are visited. • They may also visit mass market stores which are aimed at a younger market & or are more expensive than their own range. • Basically the buying team makes notes on shapes, details, colors & fabrics for reference • After this entire exercise a picture can be formed of the key trends which are coming through.
  • 13. DIRECTIONAL SHOPPING • They return with “bought samples” (notes, sketches & garments) for inspiration. • Some times buying teams are given a budget to buy garments during directional shopping trips. • London, Paris & New York are destinations popular with designers for most product types & market levels. • Milan is often visited by lingerie designers. • Children's wear designers may find more inspiration in Tokyo.
  • 14. DIRECTIONAL SHOPPING • A directional shopping trip to New York usually includes visits to Macy’s, Bloomingdales & Henri Bendel in Manhattan.
  • 15. COMPARATIVE SHOPPING • Comparative Shopping is often referred to as “Comp Shop”. • It refers to apparel associates study to of rival products sold in retail stores. • Usually undertaken several times each season by the buying/design teams. • Involves observing the current merchandise in the stores of competitors which sell comparable ranges (similar product types & prices).
  • 16. COMPARATIVE SHOPPING • The aim of Comparative Shopping is not to copy competing retailers’ products. • It is conducted to be aware of the choice of merchandise on offer to target customer to ensure that the company offers consumer value for money & is aware of developments.
  • 17. COMPARATIVE SHOPPING • Report - sketches & a grid with descriptions of products compared with prices, fabrics & colours of similar merchandise from competing stores. • This report concludes by analyzing how competitors’ ranges compare with each other & noting any important trends or styles which are missing from the company’s range.
  • 18. 18 SALES RESEARCH – PAST DATA ANAYLISIS • Every manufacturer & retailer researches their own sales records. • Rising sales statistics show what fashion trends are developing • Declining sales show what styles have passed their peak. • Overall weak sales show that a style is not meeting consumer needs for fashion, quantity or fit. • By careful monitoring sales records, retailers and merchandisers can see trends.
  • 19. 19 PAST DATA ANAYLISIS • Each style before going in production is allocated a Style number for easy tracking • Tracking the sell through of each style number category wise based on the shelf life • Collecting the best & the worst performers • Analyzing reasons for the same • Collecting similar data for colors to arrive at the color palette for the season
  • 20. 20 OBSERVING TRENDS • Identifying the product category & its competitors • What is their most sought after product/style? • Observing the styles, colors or trends widely used • Identifying its specialty • Traveling for International Fairs & Trade Shows • Visiting retail outlets • Compiling the Data & styles
  • 21. 21 TREND ANAYLISIS • FASHION TREND – Fashion trend are the styling ideas that major collections have in common. They indicate the direction in which fashion is moving. The trend may appear in a new or unique fabrication, silhouette, or other design elements that appears in multiple collections. New trend appears in small doses until it spreads to other collections. Designers for mainstream manufacturers analyze the collections to understand trend • TREND FOR TARGET MARKET – Diverse consumer age segments & lifestyle create many separate market niches, each with its own trends. With today's segmented market a trend may be confined to a single market niche. Designers & merchandisers should be able to decide which trend is best suited for their consumer group.
  • 22. TIME AND ACTION CALENDAR It is designed to control the key events needed to get the • right apparel products, • in the right mix, • at the right price • to the right customer • at the right time. 22
  • 23. A PLANNING TOOL It is the central mechanism from which all marketing schedules and all merchandising and manufacturing plans evolve. 12/9/2016 23
  • 24. A PLANNING TOOL It is the clock that drives merchandising product development schedules, manufacturing planning and shipping schedules. 12/9/2016 24
  • 25. A PLANNING TOOL It sets forth the starting and completion dates for all critical events necessary to achieve a successful season. 12/9/2016 25
  • 26. A PLANNING TOOL The calendar includes the target dates for each event such as pre production garment approval, lab dip approval, pattern approvals and when graded sates of pattern should be sent out. 12/9/2016 26
  • 27. A Planning Tool The calendar includes information about the name of the buyer, season, style, wash and quantity. 12/9/2016 27
  • 28. KEY ELEMENTS • Line preview dates by season. • Line release dates by season. • Start ship date • End ship date • Weekly sales plan • Weekly shipping plans 12/9/2016 28
  • 29. LINE PREVIEW DATE It is the merchandiser’s deadline for having all prototypes and pricing for a new product line completed. 12/9/2016 29
  • 30. Line Preview Date Merchandisers work back from this date to create their product development plans. It is the date of seasonal sales meeting where the merchandising team presents the line to the sales force. 12/9/2016 30
  • 31. LINE RELEASE DATE It is the merchandisers deadline for having all sales samples ready for the sales team to begin presenting the new line to the customers. 12/9/2016 31
  • 32. LINE RELEASE DATE This deadline is crucial to the success of the sales effort, since most sales representative schedule their earliest appointments with their most important customers. 12/9/2016 32
  • 33. Weekly Sales Plan ► It measures the effectiveness of a product line for the merchandising department. ► A graphic analysis of this plan can project increase or decrease in overall sales for a season. 12/9/2016 33
  • 34. Weekly Shipping Plan It shows season to date as well as shipping statistics for a specific week or monthly time period. It helps to determine whether or not the product mixes being delivered to distribution meet the ship ability. 12/9/2016 34
  • 35. DETERMINATION OF LEAD TIME CPM is used. •It is the key to a successful merchandising calendar. It determines the critical functions necessary to perform an activity or series of activities required to achieve an overall objective. 12/9/2016 35
  • 36. DETERMINATION OF LEAD TIME After the critical functions are selected, each one must be analyzed to determine the time required to accomplish it. A typical merchandising calendar may have 25 to 50 functions for a product line. 12/9/2016 36
  • 37. CRITICAL PATH METHOD It defines critical and non-critical tasks with the goal of preventing time-frame problems and process bottlenecks. The length of the critical path determines the minimum time in which the entire project can be completed. 12/9/2016 37
  • 38. CRITICAL PATH METHOD It highlights those activities which must be performed very rapidly, if the total project completion time is to be reduced. 12/9/2016 38
  • 39. CRITICAL PATH METHOD Specify the individual activities. Determine the sequence of those activities. Draw a network diagram. 12/9/2016 39
  • 40. CRITICAL PATH METHOD Estimate the completion time for each activity. Identify the critical path (longest path through the network) 12/9/2016 40
  • 41. SIGNIFICANCE OF CPM CPM is the key to successful merchandising calendar. 12/9/2016 41 It determines the critical functions necessary to perform an activity or series of activities required to achieve an overall objective. When a critical activity is delayed it forces all subsequent tasks to be delayed.
  • 42. DETERMINING CRITICAL PATH •The activities involved in development, execution and delivery need to be analyzed. •Determine the time required to accomplish them. •Determine the critical path. 12/9/2016 42