June 2010

Fashion Forecasting (second edition)

Fairchild Publications Inc.

  • 750 Third Avenue, 8<sup>th</sup>Floor
  • New York , NY

212.630.4600

So how does the whole “forecasting thing” work? Are there careers available in forecasting? abc Fashion Forecasting xyz explains the process in detail.

Careers in fashion forecasting are indeed discussed, along with the history, theory, analysis, and contemporary practice behind the forecasting industry. The book is structured into four primary sections. While reading the complete work would be rewarding, detailed chapter breakdowns allow for targeted, focused reading in any of the topic areas, which might be of excellent value in support of specific coursework needs.

An overview of this book: Part One explores ‘Forecasting Frameworks,’ where innovation, trends (evolution, analysis, synthesis), consumer segmentation (including lifestyle and target markets), fashion change theories, and long wave and fashion cycles are examined. The section concludes with a study and analysis of cultural indicators, including “the long-term forecaster’s toolbox.” Part Two, ‘Fashion Dynamics,’ delves into an in-depth look at “the simultaneously collaborative and competitive process” that allows apparel and textile industry segments to coordinate and present a series of looks. This section covers color, including a profile of Pantone Color Institute Executive Director Leatrice Eiseman, trends as they relate to textiles and textile development, and concludes with “The Look,” design concepts, and style directions. Part Three, ‘Marketplace Dynamics,’ examines consumer research, sales forecasting, data mining, and real-time marketing. Finally, Part Four, ‘Forecasting at Work,’ explores the end stages of the forecasting process, gathering and analyzing competitor information, presenting the forecast, and avoiding forecasting traps.

Additional features of this new edition include key highlighted objectives, activities that reinforce the content, an extensive glossary, and an appendix with contact information and web resources. This book will definitely provide a detailed understanding and appreciation of fashion forecasting. Whether you are interested in the art and science behind the practice, have interest in it as a potential career direction, or as a resource to support course work, this is a worthwhile title.

Reviewer: Evan Carlson, FIDM Library Staff Member