Trend forecasting and trend analysis

Trend Forecasting and trend analysis

Trend forecasting is one of the most effective methods of fashion forecasting. It is the starting point for designers and fashion buyers.

To be successful in a complicated business like fashion and textiles, designers, buyers, merchandisers, retailers and manufacturers all need knowledge of new developments. They need an understanding of what the market is looking for and require frequent early warning signals of where that market will move to next. A trend can happen overnight, a new trendy store could open, a film or story could change views, opinions and fashions.

Trend Forecasters monitor these needs, trends and changes, they travel constantly, interacting with the fashion industry to keep in touch with design ideas and commercial realities. Trend Forecasters look to see what's going on in the world around us, and analyse their findings to forecast and predict new trends. Trend-analysis companies are important to the fashion industry. Trend-analysis firms are certainly a powerful force in this corporate driven world, millions of pounds and dollars depend on discovering " The Next Big Thing " in fashion, music, food and entertainment.

Corporate clients pay thousands of pounds and dollars annually for access to research results via monthly updates, publications and password-protected Web sites, indeed the fee for Youth Intelligence's Cassandra Report, which is published three times a year, is $20,000 pa; access to their Web site, trendcentral.com, is $8,000 per year for up to five registered users.

In the UK we have www.trendstop.com and www.pro-specs.co.uk Pro-Specs offer cost effective Interactive Trend Forecasts with bi-weekly updates for designers and buyers. Easy-to-use design software provides editable clipart templates with fashion clipart customisation service and pattern drafting software.

Pro-Specs' clients range from blue-chip companies to free-lance designers, including Harrods, Marks & Spencer, Miss Selfridge, TopShop, Mexx and WetSeal.

Is it really worth it? The answer, according to industry experts, is " Yes!." Many retailers and fashion buyers are always looking for indicators of the public mood, and trend-spotters such as Trendstop can provide valuable insights. At the same time, according to Jaana Jatyri, founder of Pro Specs, it is no easy task to separate true trends from flash-in-the-pan fads and misinterpreting the signals can cost dearly.

Pro-Specs allows the client to dramatically reduce the time and financial investment required to communicate design work by combining designer-friendly, easy-to-use design templates and software with accurate and inspiring fashion trend forecasts.

The system is available for womenswear, menswear, kidswear, accessories, lingerie, sportswear, workwear and bridalwear. An exclusive Clipart customisation service to respond to specific requirements is also available.

Because trends by their very nature are extremely unpredictable, it makes tracking and forecasting a challenge with no guarantees, but if you need to get ahead in this business, trend analysts may offer a look into the future. If we looked at two different elements here; Trendsetters and Mainstreamers, Trendsetters will indicate what is new, whilst the Mainstreamers will affirm long-term trends. Without such information there are forecasting perils such as the aptly named "trendy-trend trap," marketers who focus too heavily on trendsetters as opposed to mainstream consumers can fall victim to this.

Pro-Specs' groundbreaking digital forecasts include extensive libraries of editable clipart silhouettes, textiles and colour palettes that can be loaded into any line drawing software, such as StyleManager, Corel Designer or Adobe Illustrator and manipulated to create fresh designs for the season. All editable items are royalty-free for the clients to fully utilise them in their design projects. Pro-Specs' interactive trends and professionally rendered editable design libraries transform the traditional design process, saving significant amounts of time and money.

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