- Shared situation awareness (themes and ideas are shared amongst the opinion formers)
When searching for up and coming trends one has to use other forms to gather information to feed to the audiences.
To forecast fashion is to recognise a pattern. A forecaster then uses this information to distinguish a trend and anticipate what might happen.
3 STEPS OF FASHION FORECASTING
- Observe the raw data
- Spot patterns to form hypothesis as to what may unfold
- Test hypothesis
BUBBLE UP - A trend that starts in the street and works its way up within the industry.
TRICKLE DOWN - This is where clothing is incredibly difficult to understand so the high street has observed this and simplified it. Great example of where this happens is ZARA.
TRAFALGAR - Slow fashion. An idea will evolve and develop over time. This trend will be touched upon again and again by designers and used as themes throughout various fashion houses. Celine is a great example as the minimalist theme is constantly thatched within their outcomes.
FORD - Fast fashion. The trend is incredibly popular, whilst its about. They are large within the industry, they will sell quickly, but they will equally deteriorate in the industry as quickly.
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