FASHION FORECASTING AND MARKETING

ASSIGNMENT: STYLE

SUBMITTED TO: Dr. MEHREEN IJAZ

SUBMITTED BY: SUMBAL ZAMAN

MS. TEXTILE AND CLOTHING

DEPARTMENT OF HOME ECONOMICS

LAHORE COLLEGE FOR WOMEN UNIVERSITY,

LAHORE, PAKISTAN
Fashion
Fashion means a popular trend or a style, especially when it comes to clothing.
Real-life examples: Supermodels display the latest fashions of designer clothing
on catwalks. Fashion magazines discuss the most popular clothing styles.

History of Fashion
Fashion has changed a great deal over the past three centuries. As history changes
its seems that fashion in some aspects changes with it to adapt to the era. Even
todays fashion continues to change as the years go on.
Looking at fashion even 20 years ago we can see a difference from what we see a
difference from what we see in our everyday lives.

Fashion Style
Fashion is a way of dressing that is prominent and valued socially because of its
innovativeness, novelty, and cultural relevance. Style is the distinctive way of
dressing that influences the wearer's personal style, all while showing self-
confidence and still being generally appealing to others.
Style is a characteristic that distinguish one particular item of clothing from
another.

Fashion Forecasting
Fashion forecasting is the prediction of the trends and styles of apparel and
accessories which are new directions in fashion, that the majority of people would
like to buy at a given time and place. It is anticipating customers wants and needs
by Designer’s, Merchandiser’s and Buyer

Fashion Forecaster
A fashion forecaster is a person who can predict fashion trends. They are the
backbone of the fashion industry who help designers and fashion retailers to create
outfits and brands that are very well-staying in trend. brands that are very well-
staying in trend. They can accurately predict the fabrics, textures, color’s, prints,
graphics, accessories, footwear, and silhouettes that will be the ramp and fashion
retail trend for every season.
Types of Fashion Forecasting
There are two types of fashion forecasting.

1. Short-time fashion forecasting

2. Long-term fashion forecasting

1. Short-time fashion forecasting

Short term forecasting refers to when the prediction is for a short period
of time like one or two years. Here the fashion trends are made only by
forecasting the weather, calculating and observing the newest trend, predicting
the design pattern etc.

2. Long Term Fashion Forecasting

On the contrary, Long-term fashion forecasting means when prediction

is done for a long time. Here the time could be up to 5 years. Political, social, and
economic issues are discussed and analyzed while predicting the design or fashion
trend.
Responsibilities of Fashion Forecaster
A fashion forecaster predicts what will trend in fashion in the next season or what
will likely be trending for years to come. The role of a fashion forecaster includes
predicting colors, textures, materials, prints, etc. They can also work in different
fashion segments, including clothing, footwear, and accessories. Below are some
of the responsibilities of a fashion forecaster

 They Conduct Research

An essential part of a fashion forecaster’s is research. The role requires you to

know things like color trends, silhouette styles, and fabric types, which involves
research.
Online research involves using the internet to find out what is happening in the
fashion world. Offline research, however, includes gathering information about the
trends in the market. It helps to know about the industry and become a part of the
emerging culture and market.

 They Come Up with New Themes and Ideas

Fashion forecasters use the information obtained from their research to generate
ideas for a new fashion season. A fashion forecaster is tasked with developing the
production theme for their employer. For instance, a fashion designer working with
a textile manufacturer should be able to tell whether floral or patterned textiles will
be famous for the next season. They also advise employers on colors more likely to
be well-received in the market.

 They Keep Track of Fashion Trends

One primary role of a fashion forecaster is to know the Fashion trend. They keep
track of what is trending and advise their employers accordingly. They also make
predictions based on the trends they have observed.
 They Provide Input and Assistance to Designers
Another role an in-house fashion forecaster might have to fulfill is assisting the
designer. They give input on the designs and help the designers monitor the styles.
Also, it is worth noting that forecasters are majorly people with fashion experience.
They can therefore serve as a supervisor for designers.
  They Keep Track of the Competition
Almost all businesses use forecasting, vital in dictating the brand’s direction and
creating new products or services. Fashion is one of the most competitive
industries, as many brands and retailers are battling to have consumers wear their
products.
Hence, fashion forecasters help their employers retain attention and custom to stay
on top of what’s hot and steer clear of what’s not. They constantly provide
designers and retailers with fresh ideas, so they don’t fall behind the competition.

The Purpose of Fashion Forecasting:

 Fashion designers do long term and short term forecasting to maintain
fashion in the market.
 Executives use forecasting for planning.
 Fashion forecasting techniques are used to assess competitors’ market
position, market share and develop competitive strategies.
 Production developers, managers prepare collections using trend forecasts of
color, style direction.
 One of its main objectives is to innovate something new in the future from
the past trend.

Steps of Developing Fashion Forecasting:

 Past analysis should be done.
 Research should be done on the fashion of the past.
 Determining the reasons why past fashions changed. For example: finding
out the reason why blue color is running even though red color is forecasted.
 Determining how closely the forecast matches the past.
 Researching how likely fashion will impact the future.
 Applying fashion forecasting techniques.
 Monitor regularly and check if it recedes.
 And lastly revise again and again.
Major areas of Forecasting
5 important areas of Forecasting in an organization
1. Economic Development
The economic conditions of the country as well as those of the whole world
have significant effect on the operations of an organization. This will include
predictions relating to GNP, currency strength industrial expansion, job
market, balance of payments etc.

2. Technological Forecasts:
These forecast predict the new technological developments that may change
the operations of an organizations. An organization keeps up to date with
new technological developments and readily adopts new methods to improve
performance.

3. Competition Forecasts:
It is necessary to predict as to what strategies our competitors would be
employing. The competitor may be working to employ a different marketing
strategy for the same product or bringing out a substitute for the product
which could be cheaper and easily acceptable.

4. Social forecasts:
These forecasts involve predicting changes in the consumer tastes, demands
and attitudes.

5. Other Forecasts
Other necessary forecasts are predictions about new laws, political events,
labor supplies etc. These are all critical areas with impacts on the planning
process.
Advantages of Forecasting

1. Assists in Planning
One of the biggest advantage of forecasting is that it
enables the manager to plan for the future of the organization. Planning
and forecasting actually go hand. Without an idea of what the future
holds for the company, we cannot plan for it. Thus, forecasting plays a
very important role in planning.

2. Environmental changes:
When done correctly, forecasts should be able to point
out the upcoming changes in the environment. This means that it can
allow the company to benefit from such environmental changes. When
the changes are favorable to the company it can expand and grow its
business. And in conditions that are adverse, it can plan and prepare to
protect itself.

3. Identifying weak spots:

Another advantage of forecasting is that it will
help the manager identify any weak spots, or ignored areas that the
organization may have. Once attention has been drawn to these areas, the
manager can put into effect effective controls and planning techniques to
rectify them.

4. Improves Co-ordination and control:

Forecasting requires information and data from a
lot of external and internal sources. This information is collected by the
various managers and staff from various internal sources. So almost all
units and verticals of the organization are involved in the process of
forecasting. This allow for better communication and coordination
amongst them.
Limitations of Forecasting
Along with the benefits, there are also some limitations of forecasting. Here are
few of them
1. Just Estimates
The future will always be uncertain. Even if use the best of
forecasting techniques and account for every aspect imaginable, a forecast is still
just an estimate. One can never predict future events with 100% success. So even
the best-laid plans may amount to nothing. This will always remain one of the
biggest limitation of forecasting.
2. Based on asmpustions
The basis of any forecasting method is assumption,
approximations, normal conditions, etc. This makes these forecasts unreliable. So
one must always keep in mind the inherent limitations of forecasting and be
cautious in being over-reliant on them
3. Time and cost factors
The data and information required to make formal forecasts are
generally a lot. And the collection and tabulation of such data involve a lot of
time and money. The conversion of qualitative data into quantitative data is also
another factor. One must not outweigh the actual benefits from such forecasts.

Different Types of Fashion Styles

 Vintage
Vintage fashion would ideally be clothing that is at least 25 to 30
years old, but this is highly debatable now.
Retro, short for retrospective, or “vintage style” usually refers to clothing that
imitates the style of previous era. Most vintage clothing has been previous era.
Most vintage clothing has been previously worn, but a small percentage of pieces
have not. These are often old warehouse stock, and more valuable than those that
has been worn, especially if they have their original tags.
 EXAMPLES OF POPULAR VINTAGE PIECES BY
ERA
 The 1920s: Long-beaded necklaces and flapper dresses
 The 1930s: Puffed sleeves, bolero jackets, fedoras, sling backs and peep-toe shoes
 The 1940s: Wool plaid skirts, brooches and platform shoes
 The 1950s: Full skirts, shirtwaist dresses and strings of pearls
 The 1960s: Flowing tops, bell-bottom jeans and anything hippie or bohemian
styled
 The 1970s: Boohoo-chic, thigh-high boots and platforms
 The 1980s: 80'ssweaters and blazers feature prominent shoulder pads, gold chains
and stilettos
 The 1990s: Flannel shirts, plaid prints, oversized sweaters and chokers

 PUNK
The punk subculture, which centres on punk music, includes
a diverse array of ideologies, fashions and forms of expression,
including visual art, dance, literature and film. The subculture is largely
characterized by anti-establishment views and the promotion of
individual freedom. The punk subculture is centered on a loud,
aggressive genre of rock music called punk rock. It is usually played by
small bands consisting of a vocalist, one or two electric guitarist, an
electric bassist and a drummer.
History and Origin
The Punk subculture emerged in the mid 1970’s in the US and UK.
Punk fashion was an anarchic and aggressive movement.
Punk as a movement began as a revolt against British political values.
It began as working class-movement which disapproved of the growing
unemployment, lack of minimum wages policies, failure of trade union
representations and capitalism
The undertone of punk was to oppose the idols of the middle class.
Various writers, books and literary movements were important to the formation of
the punk aesthetic.
The clothes suited the lifestyle of those with limited cash due to low income.
Generally unkempt, often short hairstyles replaced the longer-hair hippie look and
the usually elaborate 1970’s rock.
Deliberately offensive T-shirts were popular in the early punk scene.
Many female punks rebelled against the stereotypical image of woman by
combining clothes that were delicate or pretty with clothes that were considered
masculine.
Apparently, everything supposed to be hidden was brought to the front both
literally and figuratively
 1970 – 2017 Punk Fashion

Fashion and Accessories

Black leather jacket
Provocative T-shirts
Tartan punk skirt
Cut off shorts
Patched jeans / Torn jeans
Studded belt
Black combat boots
Badges
Safety pins

 CASUAL
Casual wear (or casual attire or clothing) is a Western dress
code that is relaxed, occasional, spontaneous and suited for everyday use. Casual
wear became popular in the Western world following the counterculture of the
1960s. When emphasizing casual wear's comfort, it may be referred to
as leisurewear or loungewear
The casual clothes are informal dresses that emphasize relaxation. People wear
them depending on the occasion or weather
For example:
People wear beach shorts when they go to the beach in the summer and
jackets if the weather turns cold. Also they wear casual to go to work or school.
Casual clothes can be used to give the mood of seriousness, youthfulness,
superiority in their different combinations.
Gender expression
Casual wear introduced a "unisexing" of fashion. By the 1960s,
women adopted T-shirts, jeans, and collared shirts, and for the first time in
nearly 200 years, it was fashionable for men to have long hair.
Casual wear is typically the dress code in which forms of gender expression are
experimented with. An example is masculine jewelry, which was once considered
shocking or titillating even in casual circles, and is now hardly noteworthy in semi-
formal situations. Amelia Bloomer introduced trousers of a sort for women as a
casual alternative to formal hoops and skirts. The trend toward female exposure in
the 20th century tended to push the necklines of formal ball gowns lower and the
skirts of cocktail dresses higher.
Jeans, dress shirt (casually turn down collared), and a T-shirt or sleeveless
shirt are typically considered casual wear for men in modern times.
For men, the exposure of shoulders, thighs, and backs is still limited to casual
wear.
Types of Casual Dress
Casual dress
Business casual dress
Professional dress
 Casual dress
  Business casual dress
Business casual is a dress code that's less formal than business
wear but still professional. It's not a suit, but not jeans and a t-shirt, either.

 Professional dress
Dressing professionally refers to wearing clothes and accessories
designed for a professional workplace. Professional outfits are modest, well-
tailored and free of images or graphics. Your clothes should be clean, ironed and
free of rips, holes or stains.
Classic Style
Styles that stay in fashion for a long time, or never seem to go out of style. Simple
designs that are less innovative.
Examples
Clothing-Blazers, Blue jeans, and tailored suits, polo shirts, cardigan sweaters,
sweatshirts, tuxedos.
Accessories
Pearl necklaces, loafers, clutch purses.

Knitted polo Shirt Tailored suit

 Loafers cardigan sweaters

 Floral Style
Floral dresses are a type of dress that features a floral pattern. These
dresses are popular for their feminine and romantic look. They come in a variety of
styles, including maxi dresses, midi dresses, and mini dresses. Floral dresses are
perfect for many occasions.
  Street wear
Street style is fashion that is considered to have emerged not from
studios, but from the population at large. Street fashion is generally associated with
youth culture, and is most often seen in major urban centers. Similarly, as the
name suggests that it is something originated from the streets and not from the
runway, like other trends people see out there. Street style fashion can be defined
as a particular style of clothing and dressing that evolved from the British fashion
culture. It is a global approach to fashion which includes styles that converge, vary
from mainstream fashion and is purely based on individualism, with any concrete
and restricted focus on trends. It doesn’t follow and use current trends. It is found
that mainstream fashion often connects street fashion trends as influences.
Nowadays, street fashion is gaining more and more popularity. Most of the major
young subcultures have associated with street fashion. Street style is found to be
different all around the globe.

Evolution of Street Style:

As per street style fashion is concerned it has been on limelight for
quite some time, but has gained quick and great popularity in the fashion world in
the last decade. As in the last decade, everyone witnessed that fashion and style has
evolved faster than ever. Baggy style clothing, popularity of jeans with different
style names, sneakers and big belts, has taken the minds of fashionmonger for a
turn.
Until the end of Second World War, street fashion has not come into existence.
But, it has evolved and has always been a fragment of human culture. Many years
ago, Christian Dior was considered as the first fashion icon to bring street style
fashion for women. This initiative took every woman onto the streets to show what
was new and fashionable. This attire particularly consisted of a long circular skirt
and a tailored jacket with broad shoulders and a tapered waist. So, many
phenomena have been founded for a long time which proved the importance of
young people’s street styles, after the war period which is also said to have a
connection with the baby boomers born and represented the new sociocultural
category which is known as teenager – who has money and power to spend and are
considered as an important source of motivation.

Types of Street Fashion

Preppy:
This type of street fashion merge Gossip Girl with 90s style, leaving one
with a look that would definitely get the person to the principal’s office. Think
miniskirts and turtlenecks, knee-high socks and booties, khakis and stiletto, etc.
which makes this trend so dynamic and at all girl next door. With
endless outfit combinations, the preppy street fashion is here to survive.

Femme-Punk:
To talk about this style, is so interesting and popular. One has mix two
different aspects of the personality together into one awesome look. It’s
particularly about adding some party look to feminine dressing and softening up
some hard-core pieces. So, basically this style is really about merging two different
styles, so have fun element with it and make it attractive.
Hip Hop Fashion
Due to Street Dreams shows, hip hop has converted fashion through
customizing, sampling, and remixing what was there before. According to KRS
One, it is one of the nine “extended” elements of hip-hop culture. It refers to a
unique style of dress, originating primarily with African-American and Latino
youth people in New York City that goes parallel with the expressions and
attitudes of the rest of the culture.

Athleisure:
It is a kind of mixed clothing and, is a constructive style
of clothing typically worn during athletic movements and in other settings, such as
at the workplace, at school, or at other informal or social occasions. It basically
refers to a fashion trend featured by athletic clothing that is both comfortable and
aesthetically appealing. The growth of athleisure has also created great scope for
investors.
Street Fashion around the World:
Milan:
It can be considered as a good example of how fashion practices
contributed into enhancement and commercialization of the city. Milan Street style
fashion is one of the most interesting, amazing and respectful in the world of Street
Fashion. The reason behind it is that a huge number of important fashion
institutions, agencies and events are presents in Milan.

London:
As it is known that London is one of the most important Fashion
capitals but it differs with Milan and Paris, London’s style is more related to the
fashion sense of royalty, culture and strong street style culture. London was an
explorer in the development and management of second-hand markets which
speaks about other underground propensity in street fashion. Because of a
multinational city with a great concentration of the whole range of cultures and
traditions they carry, London is identified as a place where street style incorporates
not only basic popular fashion concepts, but also works as a medium to express
social and cultural identity.
New York:
When it comes to photo shoot of models, in runway makeup, in front of
open warehouse places and garages or just connecting on the street, it came from
the fashion capital of The United States. This city plays an important role in
fashion setters as regards street style. New York Fashion Week, one of the popular
semi-annual series of events express the season trends not only in USA but also
have strong impact on fashion and clothing industry of the rest of the world. Even
it is seen that the guests of fashion week events, supermodels and even fashion
designers used to follow street style culture.

India:
In India, this style is becoming popular by copying this style from the
Hollywood movies as Indians are always captivated by fashion. In India, there are
various traditions which help in achieving this street style. Especially this street
style is followed by many of the college students for their daily and routine and
they get help from the online shopping which helps them to express or make
themselves as a cool dude around the public.
Paris:
Paris generally captures the same position as one of the most respected
fashion centers in general and street style, in particular. Similarly like the Milan,
Paris’ look can be considered through structure of fashion fads, designers, luxury
and capital, artists and a hippy lifestyle. Even, Paris is a good example of creating
the ‘city look’, a combined image – certain fashion dresses, specifics and lifestyles
focus definite urbanity in a city’s context. The fashion understanding can provide
strong connection and a clear knowledge of Paris as a center of street style fashion.

 Sportswear/Active wear
Sportswear or active wear is athletic clothing, including footwear,
worn for sports activity or physical exercise. Sport-specific clothing is worn for
most sports and physical exercise, for practical, comfort or safety reasons. Typical
sport-specific garments include tracksuits, shorts, football or basketball jerseys,
t-shirts and polo shirts. Specialized garments
include swimsuits (for swimming), wet suits (for diving or surfing), ski
suits (for skiing) and leotards and tights (for gymnastics or aerobics). Sports
footwear includes football boots (also referred to as cleats), trainers, riding boots,
tennis shoes (or running shoes), or ice skates. Sportswear also includes sports bras
for running, crop tops, or a bikini top. Sportswear is often worn
as casual fashion clothing.
For most sports the athletes wear a combination of different items of clothing,
e.g. sport shoes, pants and shirts. In some sports, protective gear may need to be
worn, such as helmets or American football body armour.

Sportech segment comprises of technical textile products used in

sports
1.Sports wear
2.Sports footwear
Examples of sports wear
Aerobics clothing, Football clothing, Cricket clothing, Gloves, Pants
Athletic clothing, Shorts, Shirts, Socks, Swim wear, Tennis clothing,
Games shorts
Examples of sports foot wear
Athletic shoes, Football boots, Tennis shoes, Gym shoes, Walking boots

 Bohemian fashion
The bohemian fashion is all about feeling comfortable and be at
ease. Boho style features loose, flared, free-flowing silhouettes and relaxed fits that
can be flowy, flouncy maxi dresses, wide-sleeved tops, mixed print skirts, and
lounge pants. When it comes to boho-style, comfort is the key.

History of Bohemian fashion

Bohemian style or boho style is referred to as the ‘exotic’ style trend which is used
widely nowadays not only by the people in fashion. This style trend is also used in
Interior designing and even in writing. Many poets refer to and use the term
bohemian in their write ups.
The Boho style reflects the hippie culture in the 60s and 70s. Hippies had their own
distinctive style and their own way of living during those times. They saw how
materialism was ruining the life of people and they were always against war and
violence.
Some movements such as Woodstock and the flower power movement were very
famous during those times.
They were considered an outlaw of society and they weren't really part of anything.
But they developed their lifestyle, clothing, and eating habits and maintained their
own living arrangements.
In this article, we will look at the Boho style and its impact on fashion. We will
also learn about the modern representation of the Boho style and its evolution.

Boho Fashion Styling

When it comes to the elements of boho fashion styling, layering is very
important. This will give a “gypsy-chic look” which focuses on a person wearing
their best outfit from their wardrobe. It’s not about matching and having a theme,
it’s just about having fun and playing around with different styles.
Jackets are the most common type of layering, which can be worn over a blouse or
a tunic dress. Accessorize with some funky jewellery, some rings, and a hat and
you are good to go! The boho-chic look is ready.
Oversized shirts and Asymmetric silhouettes are commonly seen in the styling for
boho. Maxi dresses and styling with leather belts can go very well.
Another very interesting thing about boho is, any body shape can sport a boho-chic
style. Since it has flowy loose silhouettes, which will not accentuate the body type
in a big way.
We all know that fashion is the biggest contributor to the world’s pollution. There
are many artificial fabrics that are manufactured, which are ultimately dumped in
the land and causing land degradation and multiple other issues to our
environment. So, for bohemian styling, if a person wants to take it to a conscious
level, then it is advisable to use organic fabrics like cotton, hemp, bamboo, jute,
etc. Even to dye the fabrics, it is good to use natural dyes and reduce the chemical
consumption in the garment.
The reason why I’m mentioning sustainability here is, even the boho-chic style is
about simplicity and comfort. So, as designers and stylists, it is best to incorporate
inspiration such as bohemian and use sustainable methods of manufacturing to
make it planet conscious.
For a person, who is experimenting for the first time with a boho look, it might
look like it is completely out of their comfort zone. And I agree with it. It will feel
like that, but we can always add something to the outfit that we always wear to
balance out. Let us say you are so used to wearing a particular watch, then style
your boho outfit with your watch and complete the look.
Jewelry and accessories are emphasized a lot in bohemian styling. There will be
more than one chain, creating a sense of care-freeness in their approach.
Also, when it comes to the fabric selection for the outfits, suede, crochet, and lace
are widely used in this culture. These are certainly some off-beat fabrics, which are
used but not very common in every dress. But these are common in Bohemian
culture.
Denim shorts, a Kimono top, bat wing top or any top which is flary and drapy goes
well with each other. This outfit styling is like the typical beachwear kind of a
style, but denims are also dominantly used by these people, especially shorts.
Surface ornamentations play a major part in terms of embroidery and printing.
Even footwear such as boots are also embellished on the side with beads and other
things to make it look funky.
In the mid 90’s Boho look was widely seen around in public places. Actress Sienna
Miller, Florence Welch, Vanessa Hudgens, Haim, and Lisa Bonet were all the
main influencers of bohemian fashion during that time. Many people got inspired
by their looks and boho fashion was getting more popular.
You can set up your entire wardrobe with bohemian style as it goes well with
almost any occasion that you can come across in your life. From your dates with
your loved ones to bridal showers, weddings, casual party nights, etc, you can style
in a hundred different ways. So, it is really versatile and styling will be effortless.
References
https://textilelearner.net/fashion-forecasting-types-purpose-steps/
https://en.wikipedia.org/wiki/Fashion_forecasting#Various_ways_to_forecast_
trends
https://www.pinterest.com/pin/346425396349623646/
https://lavintage.com/blogs/news/the-history-of-vintage-fashion
https://www.slideshare.net/slideshow/retro-style/82168361
https://www.slideshare.net/slideshow/punk-subculture/130276751
https://textilelearner.net/street-style-and-its-importance-in-fashion-industry/
https://www.slideshare.net/MZillurRaihanBhuiyan/pp-on-sports-wear
https://www.slideshare.net/slideshow/fashion-styling-239216322/239216322
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