When Did The Forecasting Of Fashion Trends Begin?

Fashion forecasting, originating in France during Louis XIV’s reign, has evolved from a communication method to a way to stay ahead of the fashion industry. It predicts the moods of society and consumers, along with their behavior and buying habits. A fashion trend’s life cycle can be divided into five stages: introduction, rise, peak, decline, and obsolescence. Today, fashion trends have changed due to technology and social factors.

Fashion forecasting is the art and science of predicting trends in clothing, accessories, colors, textiles, and styles that will dominate the fashion industry in the future. Before the rise of the internet, trend forecasters mostly conducted research at fashion shows, where they noted the most promising trends. From the historical roots of predicting trends to the modern marvels of technology influencing our wardrobes, fashion forecasting is like having a fashionable crystal ball guiding designers.

The first step of forecasting fashion trends starts with desk research, where trend forecasters scan and review emerging socio-cultural shifts in economics, politics, and other fields. The profession of trend watcher involves predicting trends and making predictions far in advance. Trend forecasting has evolved significantly since the 1960s, with fashion shows becoming spectacles for industry insiders and photographers.

In recent years, trend forecasting has developed more towards science, with marketing and consumer research becoming more sophisticated. A fashion trend forecaster is responsible for predicting popular fashion trends in both the short and long term, typically for the autumn/winter and spring/summer collections of retailers and designers.

From its early days in the 90s as an avante garde, conceptual approach to design and fashion, fashion trend forecasting has become a significant business.

How fast fashion trends change?

The lifecycle of a fashion trend consists of five stages: Introduction, rise, peak, decline, and obsolescence. The rise, peak, and decline of a trend can occur in just months, with the rise, peak, and decline occurring quicker than ever before. Social media has changed the nature of how trends take shape, with particular items or brands becoming trending. When content of a particular item goes viral, admirers want to own it, so they buy it in swarms. The ease with which links and brands can be shared on social media facilitates mass consumption of the same items.

However, mass purchasing of trending items directly opposes fashion’s goal of encouraging individual expression. As trends spread more rapidly and uniformly, they fail to meet this goal at increasing speed. The trending items become tacky and outdated as they are copied exactly, leading to a vicious cycle. Fast fashion contributes to this problem by co-opting “dupe culture”, which helps people find affordable alternatives to big brand items.

TikTok influencers often promote “dupes” when they are actually knock-offs of fast fashion brands stealing designs and making cheap remakes. Influencers are also incentivized to do so, often directing their followers to purchase their promoted dupe through their Amazon storefronts, through which they receive a percentage of the profits.

Who starts a fashion trend?

Designers frequently serve as the primary source of inspiration for spring and fall fashion trends, drawing upon a multitude of inputs, including trend forecasting, pop culture, celebrity style, music, politics, and natural phenomena. The designs are subsequently presented at runway shows, where the influence of press, celebrity images, retail sales, and high-profile purchases on the public’s perception of a designer’s work is significant.

When did the sustainable fashion trend start?

The global environmental movement is highlighting the negative impacts of mass production and waste in fashion, sparking discussions on sustainability. Subcultures like hippies and punks are leading the way in adopting sustainable fashion, challenging mass consumerism and setting new trends. Thrifting and vintage shopping are becoming fashionable and sustainable choices. Political activist Katharine Hamnett is researching the socio-ecological impact of the fashion industry.

The Anti-Fur Movement is gaining momentum, promoting animal rights in fashion. The term “fast fashion” is coined by the New York Times, highlighting Zara’s rapid production system. As climate concerns grow, some brands use sustainability as a marketing strategy, leading to greenwashing. Pioneers in sustainability include Patagonia and People Tree.

When did fashion forecasting start?

Fashion forecasting, originating in France during Louis XIV’s reign, is a global practice that predicts upcoming fashion trends. It involves understanding the moods of society and consumers, their behavior, and buying habits, and predicting what they may release in the coming future. Fashion trends repeat every 20 years, and fashion forecasting helps brands stay on top of current trends and anticipate consumer preferences. Top brands and high-end companies like Vogue and Gucci use this method to help their designers stay informed about the fashion industry.

Fashion forecasting predicts colors, patterns, fabrics, textures, materials, prints, graphics, beauty grooming, accessories, footwear, street styles, and more for runway shows and stores in upcoming seasons. This process applies to all levels of the fashion industry, from smaller box stores like Urban Planet to massive high-end companies like PRADA.

The fashion forecasting process involves understanding the business vision and target customer profile, collecting information about available merchandise, preparing information, determining trends, and choosing appropriate merchandise for the company and target customers. For example, in 2022, trends for oversize shirts and sweatshirts, a continuation of the puff sleeve trend, and dresses and tops retaining volume were identified.

Fashion forecasting consists of two parts: long-term forecasting, which analyzes and evaluates trends from various sources, and short-term forecasting, which focuses on current events and pop culture to identify possible trends that can be communicated to customers through color plates and fabric.

When did the fast fashion trend start?

Fast fashion, a concept that originated in the 1980s, has evolved from a product-driven manufacturing model to a market-based model in the late 1990s and early 21st century. Zara, Benetton, and other retailers have also contributed to the concept. Fast fashion has become associated with disposable fashion, as it delivers designer products to a mass market at low prices. The advancement of technology has allowed fast fashion to gain popularity, allowing designers to create products that cater to current trends and market to youth. Companies like Zara are adopting advanced technologies to improve supply chain efficiency and reduce their carbon footprint.

The slow fashion movement has emerged in opposition to fast fashion, voicing concerns about pollution, poor workmanship, and the emphasis on short trends over classic style. Elizabeth L. Cline’s 2012 book Overdressed: The Shockingly High Cost of Cheap Fashion investigated the human and environmental toll of fast fashion. The 2013 Dhaka garment factory collapse in Bangladesh highlighted the safety impact of the fast fashion industry.

What is trend forecasting in fashion?

Trend forecasting is the process of predicting fashion trends, including colors, fabrics, silhouettes, patterns, and styles, for upcoming seasons. It began in the 1960s when fashion shows became spectacles for insiders and photographers. Experts at these shows would note the chosen trends for the upcoming year and create trend reports for the mass market. Larger retailers, particularly department stores, would base their collections on this information from exclusive runway shows in Paris, London, Milan, and New York.

Today, trend forecasting moves more quickly due to the democratization of the fashion industry, with trendsetters now including designers, young influencers, fashion bloggers, and celebrities. Forecasters must be creative in their approach and quick in their reactivity to succeed in this rapidly changing field.

What is the history of trend forecasting?

Trend forecasting, originating in the U. S. and France, has been practiced for over a century. The first color forecasts were created in 1915 to limit markdowns and waste in the industry. However, these forecasts limited user choices and focused on limiting color and textile production. In the 1960s and 1970s, trend forecasts shifted from narrowing user choices to presenting a broadened trend report to inspire new directions and design ideas for products.

Forecasters like Li Edelkoort, Nelly Rodi, David Wolfe, and Faith Popcorn rose to prominence. In 1998, the Worth Global Style Network (WGSN) expanded the scope of the industry. Today, the forecast industry includes multiple lifestyle categories and user-centered trends that examine the culture of entertainment, food technology, and product design. The trend forecasting industry is part of the complex structure of the fashion system, which is divided into three essential contexts: industry, culture, and change. Understanding how these contexts function together is crucial for success in the industry.

Who predicts fashion trends?

WGSN, a global leader in trend analysis, employs expert forecasting and data science to assist businesses in anticipating and capitalizing on the latest trends.

Is lululemon considered fast fashion?

Lululemon is not a fast fashion brand; rather, it is a brand that places emphasis on quality, mindfulness, and community. The company encourages its customers to adopt a more contemplative approach to their lives, encouraging them to slow down, take a deep breath, and embrace a journey of lasting value and purpose. The true essence of style is found in the depth of commitment rather than in the rapidity of change in the fashion world.

When did H&M start focusing on sustainability?

In 2010, H and M launched its first collection made entirely from sustainable materials, aiming to make great fashion accessible and affordable to everyone. The company, founded by Erling Persson, has since expanded globally, opening stores in Germany and the Netherlands in the 1980s. The brand’s underwear campaigns feature Elle Macpherson and Naomi Campbell. The company’s vision is to make great fashion available and affordable to everyone.

When did the sustainability trend start?

In 1972, the concept of sustainable development was introduced, recognizing the interconnectedness of social, economic, and environmental issues.