Fashion Forecasting: Understanding the process

Fashion is an extremely fast paced industry where society gets bored easily and in a place where a consumer quickly tires of a product demands constant rejuvenation of idea in order to keep the momentum of retail and fashion going. This thesis explores the trend prediction methods used within the fashion industry. Methods of trend prediction such as street style and trade shows. Fundamental aspects of how trends are predicted and where they come from are looked at, including how specific trend forecasting agencies function to create a business. The difference between a 'consumer' and a 'customer' is defined and how 'high fashion' and 'high street' differ is also explored. Within this thesis, we learn the job description of a fashion forecasting professional and an insight to how they compile trend information that keeps the ever moving cycle going.