Fashion trends are influenced by several factors including political, economical, social and technological. There are aristocratic fashions, film-style fashions, peasant class fashions and a kind of fashion known as maverick fashion. Naturally, fashion is related to dress and manners. Fashion changes with winds of time very fast. This can be seen from vast difference between how people used to dress before and now. In earlier days, it used to be very different in metros and small towns due to the growth of social media, online shopping facilities, mall culture etc. We have adopted fashion in each step of our life. It is our nature to adopt new and beautiful things because old things have lost their importance. Just like this, we adopt new fashion with the change of time.
WGSN (World Global Style Network) is a trend forecasting company. Its trend forecasting service includes what’s new and next in apparel, beauty, colour, marketing, retail and wearables.
This is the important part of fashion scenario because when any new garment is designed by the designer and worn, it will not create fashion by itself. It needs the media to spread fashion and this media which spread fashion and gets the fame and name to the designers is Fashion Forecasting. Fashion Forecasting is done through many communicating media such as cinema, fashion shows, press, magazines, newspapers and window display.
It includes following
•Gather cultural and social insights
Fashion Forecasting relies on a wealth of social and cultural information to make to make predictions about where consumer tastes will head. To cover all the bases, fashion forecasters often bring together groups of professionals from various backgrounds for brainstorming sessions.
•Market surveys and consumer research
By asking consumers directly what they would buy, how much they would pay and where they look to find fashion direction, forecasters can better gauge the marketplace for fashion buyers.
•Track social media and internet action Forecasters spend a considerable amount of time tracking what’s being looked at online and who’s doing the looking.
•Fast fashion to satisfy consumer desires
Fashion shows and the latest trends are widely available yo the public via multiple mass media platforms. That’s why consumers demand the latest runway designs immediately after viewing them.
In response to this desire for instant gratification, fashion manufacturers have developed a strategy called ‘fast fashion’. Fashion Forecasting is done where crowd is formed on such occasion, so that it can create fashion.
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