fashion forecast

Topics: Fashion, Fashion week, Forecasting Pages: 17 (5008 words) Published: February 2, 2015

FASHION FORECAST IN INDIAN RETAIL
Key Words: Modern, Creative, Forecasting, Direction
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Abstract
This paper will attempt to throw light on the various perceptions of Fashion Forecast in India. It will also show methods used in India for developing new collections for different seasons, attempting to weave an international feel with Indian styles, colors and emotions. Under the background of traditional arts, crafts and textiles, this paper attempts to provide an insight on the growing upper-middle Indian society and their obsession for fashion.

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Patricia Sumod, Associate Professor, Fashion Design Department NIFT Mumbai
2015
“Fashion is not something that exists in dresses only. Fashion is in the streets, fashion has to do with ideas, the way we live, what is happening” – Coco Channel Fashion maybe the only concept in India which proves one to be ‘modern’. In India everyday life and fashion rarely merge due to various aspects like environmental, climatic, societal, etc. The international fashion worlds moves at a break-neck speed, to cope with this fast-changing world of fashion, marketing segmentation and targeting techniques are rapidly evolving in India, from traditional, static, demographic-based criteria to dynamic, modern-day lifestyles and psycho graphic influences. To define fashion forecasting one could say it is the general direction for a particular trend an inclination of a particular style. Fashion Forecast is also meant to show a general tendency in a specified direction of fashion movement. Fashion forecasting is the prediction of mood, behavior and buying habits of the consumer. It cannot be just termed as a tool which determines or identifies customers by age, geography or income, but more by looking into how and why they buy, based on their mood, beliefs and the occasion. We all know that fashion is a style that is popular in the present or a set of trends that have been accepted by a wide audience. But fashion is not that simple; it is a complex phenomenon from psychological, sociological, cultural or commercial point of view. Fashion trends are the ideas that major collections around the globe have in common. They indicate the direction in which the fashion is moving. Fashion forecasters look for styles they think are prophetic, ideas that capture the mood of the times and signal a new fashion trend. Fashion is more of a system in today’s context system has spread across all other sectors, from cosmetics to cars, politics and sports. All sectors observe fashion as an endless source of inspiration. Gilles Lipovetskyi points out that the more the fashion society develops, the less importance will be given to the affordability of clothes. To hold on to its role as a pioneer and enhance its brand image, fashion has to continue to innovate. Forecasting the future demands for particular styles, fabrics and colors is an important aspect of the fashion industry. Textile specialists work two years ahead to determine the general guidelines for each fashion season. Fashion forecasting is an important activity to ensure that the process of observation related to short and long term planning can be based on sound and rational decision making and not just hype. Forecasting can bridge the gap between ambiguous, conflicting signs and the action taken by the design team. "Fashion forecasting combines theories of fashion changes with the process of organizing and analyzing the information and synthesizing the data into actionable forecasts." (Evelyn Brannon). Fashion Forecasting is a creative process that is understood practiced and applied for innovativeness and of course to increase sale. Forecasting provides a way for designers to expand their thinking about changes,...
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