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Fashion forecasting

Author: Kathryn McKelvey; Janine Munslow
Publisher: Chichester, U.K. ; Ames, Iowa : Wiley-Blackwell, 2008.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
'Fashion Forecasting' begins by describing fashion prediction companies - who they are, how they work and who are their customers - before going on to explain how a trend is sourced, anticipated and developed.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kathryn McKelvey; Janine Munslow
ISBN: 9781405140041 1405140046 1444309501 9781444309508
OCLC Number: 225852517
Description: viii, 223 pages : color illustrations ; 25 cm
Contents: Part 1: The Function . What are fashion prediction companies? What services do they provide?. Who are they? Here & There, WGSN, Promostyl, Trend Union, Peclers, Concepts Paris. How do they work?. Who are their customers - from designers to retailers, manufacturers, window dressers?. Employees - designers, graphic designers, freelancers in design and illustration, photographers, weavers, knitters, printers etc. The need to be first!. Part 2: The Process . What is 'direction'?. How they find inspiration for a new seasons themes? - instinct, travel, exhibitions, politics, social conditions, libraries etc. Why 'colour' first and what's involved? Fibre and fabric manufacturers. Market levels catered for using relevant illustration styles. How does the 'look' emerge?. Gathering intelligence - freelance reporters, shops, retailers, freelance photographers. Where trade fairs and international fashion shows fit in. What is consultancy - working with customers to develop and market product. Sampling with directional garments. Part 3: Communicating ideas/Illustration . As a case study (1-3):. 1. Developing trend information. 2. Generating student's own intelligence material. 3. Developing design, for example, for three themes. Up-to-date illustration techniques - intermediate level, using the computer and software such as Adobe PhotoShop and Illustrator (raster and vector graphics) to convincingly promote a trend. Instructions on a variety of achievable effects. Gallery of new generation of styles. Part 4: Promotion . Graphic techniques and achievable effects using the aforementioned software and also page layout software such as Quark Xpress/Adobe InDesign. Simple use of typography, corporate identity, grids?. Contemporary promotional activities/stencil campaigns, work like Bernie Reid, Lizzie Finn, Julie Verhoeven, Deanne Cheuk, but original variations. Gallery of new methods of promotion
Responsibility: Kathryn McKelvey, Janine Munslow.
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Abstract:

Shows how to interpret the intelligence provided by the industry. Helps you to understand, anticipate and respond to trends Explains not only how prediction companies function but also how to  Read more...

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