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Fashion Forecasting


4th Edition

Evelyn L. Brannon and Lorynn Divita

978-1-5013-1122-2 (online)
978-1-6289-2546-3 (paperback)
978-1-6289-2548-7 (epdf)
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How do retailers decide which colors and styles are featured in their stores? What factors influence the patterns, textiles and silhouettes designers show in their collections? These choices are all made with the help of fashion forecasting-a dynamic industry that identifies the social, economic, and technolgical trends that influence what people will be wearing in the future. This text provides students with a comprehensive understanding of the forecasting process, from studying fashion innovation and cultural influences to conducting consumer research, exploring how to identify the who, what, where, when and why driving fashion change in our lives. By combining fashion theory with current practices from industry executives, Brannon and Divita explain how to recognize emerging trends and the ‘coolhunters’ who anticipate our aesthetic preferences. Ultimately, students will learn how to prepare and present their own fashion forecast.

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