CADS 5760: Fashion Analysis and Forecasting

1. Female Asian
Apparel Category: Tops
Auburn University

2. The
Forecasters
Katie & Mary Grier

3. 1.
What was
studied?
Apparel Category: Tops

4. “clothing worn as a blouse or
shirt substitute with pants or
a skirt mainly for
sportswear, and sometimes
for evening” (2003) -
Fairchild’s Dictionary of Fashion

5. History of Tops

6. ▫ Fashion Count Charts
◦ Foy Hall
◦ Mell Street Building
▫ Interviews
◦ “Do you prefer to shop
from Asian companies
or American
companies? Give some
examples.”
How was it
studied?

7. Results
COLOR
TEXTILE
STYLE

8. Trickle-
Up
Theory
“This framework looks to
subcultures and street styles for
fashions, and as time passes
these trends and styles become
more widespread and move
upward to the elite class.”

9. Results
Analysis
▫ looking at current
street styles that
are slowly
diffusing & finding
their way into
designer /
mainstream
fashions
▫ examining cultural
influences

10. General
Spring/Summer
2018 Forecast

11. Forecast
Sweaters,
Graphic
T-shirts,
Sweatshirts,
Knit Tops
White,
Cobalt
Blue, Black,
Grey, Red,
Pink, Green
Denim,
Gingham,
Lightweight
Cottons,
Textured
Knits

12. H&M
★ Why?
○ Popular retailer internationally
○ Mentioned by an interviewee as a
favorite place to shop
★ Image
○ Fashion merchandise at
affordable prices
○ Carry items that reflect Asian
fashions & culture
★ Wide & Deep Merchandise Mix
○ women, men, kids, and home
■ tops, bottoms, shoes,
outerwear, lingerie, etc.

13. Selection
Process
observation
interviews
research

22. Why should
H&M use our
forecast?
▫ Connect with a broader
range of consumers
▫ Brand image and aesthetic
▫ Potentially untapped
market

23. References
· Calasibetta, C. M., & Tortora, P. G. (2003). The Fairchild Dictionary of Fashion (3rd ed.). New York: Fairchild Publications.
· DeSilver, D. (2015, June 18). Growth from Asia drives surge in U.S. foreign students. Retrieved October 11, 2017, from
http://www.pewresearch.org/fact-tank/2015/06/18/growth-from-asia-drives-surge-in-u-s-foreign-students/
· Quick Facts. (n.d.). Retrieved October 11, 2017, from http://www.auburn.edu/main/welcome/factsandfigures.html
· Zong, J., & Batalova, J. (2017, March 02). International Students in the United States. Retrieved October 11, 2017, from
https://www.migrationpolicy.org/article/international-students-united-states
· Ang, E. (2017, May 01). Is the fanny pack hip again? Retrieved November 06, 2017, from
http://asia.be.com/fashion/shopping/shop-the-trend/fanny-pack-hip-153531.html#item=1
· From subculture chic to mainstream style trend: Japanese-themed T-shirts are all the rage. (n.d.). Retrieved November 06, 2017, from
https://www.japantimes.co.jp/news/2017/08/14/national/subculture-chic-mainstream-style-trend-japanese-themed-t-shirts-rage/#.W
gDW07aZO_I
· Kloss, K. (2017, October 11). We Already Know The 2018 Color Trends Everyone Will Be Obsessed With. Retrieved November 06, 2017,
from http://www.elledecor.com/design-decorate/color/a9178549/pantone-colors-2018/
· LGBT Art History | Revel & Riot. (n.d.). Retrieved November 06, 2017, from http://www.revelandriot.com/resources/lgbt-art-history/
· Lillington, G. (n.d.). Exploring Japan's influence on global fashion. Retrieved November 06, 2017, from
https://fashionunited.uk/news/fashion/exploring-japan-s-influence-on-global-fashion/2017081125461
· Pundir, N. (2008). Fashion technology: today and tomorrow. New Delhi, India: Mittal Publications.
· Brannon, E. L., & Divita, L. (2015). Fashion forecasting. New York: Fairchild Books, an imprint of Bloomsbury Publishing Inc.
· Fashion and quality at the best price in a sustainable way. (n.d.). Retrieved November 15, 2017, from
http://about.hm.com/en/brands/hm.html
· H&M. (n.d.). Retrieved November 15, 2017, from http://www.hm.com/us

24. List of Figures
Inhabitat.com (2012) Edwardian Street Style. Retrieved from:
https://inhabitat.com/ecouterre/edwardian-street-style-photographer-captures-1900s-fashion-scene/edward-
linley-sambourne-1900s-street-style-1/
Vintage Dancer (2014) 1950s Tops and Blouse Styles. Retrieved from:
https://vintagedancer.com/1950s/1950s-tops-blouses/
iMGSRC.RU (2013) Civil War Blouse. Retrieved from: http://imgsrc.ru/accent777/33534079.html
http://www.victoriana.com/Victorian-Fashion/victorianblouse.html
Wanelo.com (2017) Blouse. Retrieved from: https://wanelo.co/shop/sheer-polka-dot-blouse
Pinterest (2017) Spring Trendy Top. Retrieved from: https://www.pinterest.com/explore/spring-tops/?lp=true
The Strategist (2017) Retrieved from:
http://nymag.com/strategist/article/45-things-made-in-japan-that-you-can-buy-now.html
Hm.com. (2017) H&M Magazine Article. Retrieved from http://www.hm.com/us/
Hm.com. (2017). H&M A Magical Holiday Collection. Retrieved from http://www.hm.com/us/