Fashion Forecasting – Evelyn L Branon

co wo Fi Chapter Summary | Just as color is central to the heart of a consumer purchase, it is also at the heart of forecasting. Color can be impacted by factors such as value, intensity, tint, shade and tone, and by the various schemes which colors are combined, including analogous, complementary, and others. Color preferences are highly subjective, and can be influenced by symbolism, gender, ethnicity, and region.

Color forecasting has a long history which dates back some 100 years, and since then has gotten more sophisticated, including consumer demographics as well as economics and social factors as considerations. Two of the oldest and most prominent color forecasting organizations are the Color Association of the United States (CAUS) and the Color Marketing Group (CMG). Forecasting is also done by large companies, such as Pantone and Munsell, that produce color standards for designers and manufacturers, as well as small, independent color forecasters such as Los Angeles-based Design Options.

Forecasters provide their clients with seasonal color stories consisting of eight to ten colors for different target markets. The practice of color matching, which is crucial for all manufacturers, has been made easier through color specifications, which remove the subjectivity from color matching and enable designers in one part of the world to know that their products will be made with accurate color matching even though they are being made far away.

While forecasting is widely used in the textile and apparel industries, other industries such as automotive, interiors, and cosmetics also use forecasting as a central part of their product development. Forecasters perform a series of steps in order to accurately assess a color’s future popularity, and in addition to developing the palette are also responsible for developing appropriate names for colors. With so many options to choose from, designers and retailers have access to color forecasts that enable them to accurately meet the needs and wants of their target markets.

d Key Terms and Concepts Achromatic Hue Analogous Intensity Chroma Lab dip Color Association of the United States (CAUS) Munsell Color System Color cycles , Pantone® Professional Color System Color direction Premiere Vision * Color Key Program Primary colors is Color Marketing Group (CMG) Saturation Color palette Secondary colors Color specifications Shade Color story Split complements Color wheel Tertiary colors Colorways Tint Complementary colors Tone Complements Trend merchandising Computer-aided design (CAD) Triad Double complements Value bi g Discussion Questions Color Naming: Why do you think color names are important, considering that the color name does not appear anywhere on the product?

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Second edition published 2004 Third edition published 2010 This edition published 2015 © Bloomsbury Publishing Inc, 2015 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system, without prior permission in writing from the publishers. No responsibility for loss caused to any individual or organization acting on or refraining from action as a result of the material in this publication can be accepted by Bloomsbury Publishing Inc or the authors.

Library of Congress Cataloging-in-Publication Data Brannon, Evelyn L. Fashion forecasting / Evelyn L. Brannon, Lorynn Divita. — Fourth edition. pages cm Includes bibliographical references and index. ISBN 978-1-62892-546-3 (alk. paper) 1, Clothing trade—Forecasting. 2. Fashion—Forecasting. I. Divita, Lorynn. II. Title. TT497.B69 2015 746.9’20684–dc23 2014049253 ISBN: PBK: 978-1-6289-2546-3 ePDF: 978-1-6289-2548-7 Typeset by Saxon Graphics Ltd, Derby Printed and bound in China TO MY STUDENTS—PAST, PRESENT, AND FUTURE. ty f } CONTENTS viii EXTENDED CONTENTS XV PREFACE xix ACKNOWLEDGEMENTS ] Wine IVASIAMGIN| POREC/NSIMIING PROGICESS | 33.

PART ONE FORECASTING FRAMEWORKS 2 INTRODUCING INNOVATION. 35 $ THE DIRECTION OF FASHION CHANGE 61 4 MODERN FORECASTING METHODS 97 5 POPULAR CULTURE AND FORECASTING 117 = 145 PART TWO FASHION DYNAMICS 6 COLOR FORECASTING 47 Ve TEXTILE FORECASTING 1911 8 rls LOOK?

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

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