FSN 123 Lecture : Intro to Fashion Lecture Week 12.docx
Document Summary
Barbara atkin, vp of fashion direction at holt renfrew. There is no crystal ball at all ever, to forecasting. You have to keep your eye on the customer. Successful marketers, designers, and forecasters answer the needs of the customers. Cater to the carriage tray, those people that could afford the luxury. In the buying world, it is about the deliveries happening in the design world: we"re talking more and more to the customers in the now. We need to be the safety net to the entire company because we start the thinking process. To identify incoming, outgoing and on going trends. To explain the forecasts behind a trend. To express the corporate objective through timely themes, edited merchandise selections and focused marketing initiatives that will result is in a profit. You need to look at big, long term trends. Look at street style, abstract figurative, wallpaper inspired, surreal photo print, textured, soft florals.
