FAS 353 Lecture Notes - Lecture 4: Pantone, Private Label, News
Document Summary
Fashion is a reflection of the prevailing ideas in our society. Concept of fashion applies to apparel, literature, architecture, home furnishings, automobiles, technology and food. Trend: direction in which something (ideas, products, values) tends to move in a way that affects culture, society, or business. Ongoing process of surveying various resources for economic, political, social, technological, and cultural conditions for insights into the future. Current events, arts, sports, science and technology. Focuses on current events and pop culture phenomena that can be translated into fashion tends in the next 12-18 months. Events are analyzed for cues that can be related to seasonal colour, fabric and silhouette. Speak to younger market may not resonate with a more mature market. Shopping the competition, as well as a cross-section of their own stores, helps trend forecasters to understand: how their products are being merchandised, where they are selling best, where they are not resonating with the customer.
