Trend Forecasting

Trends are important because they reflect the desires, behaviours and preferences of the mass-consumer, as well as being a response to the Zeitgest. In relation to the fashion industry, trends have become synonymous with culture, consumer behaviours, lifestyle choices, opinions as well as appearance and style.

Trend forecasting is a tool which examines past sales and market growth, identifies potential trends from data by using agencies such as WGSN and utilises the information to predict future trends. (Dube Wilson, S. n.d.) Trend forecasting is crucial for predicting the future of popular fashion trends each season and examining consumer behaviours and habits. (Horwitz, 2017). This information is fundamental for brands to ensure they are using the most effective marketing strategies that will promote growth. It also gives brands the ability to react to potential opportunities at the optimal time to maximise profit. (Horwitz, 2017)