INTRODUCTION

The term ‘trend’ us often used within the context of fashion, it refers to “the direction in which fashion maybe heading” (Blaszczyk, R. L., Wubs, B., 2018.) A trend is used when one is referring to popular fashion forward items. Furthermore, one cannot look at fashion magazines, websites or blogs without seeing the key trends for that current season (Kim, Fiore, Kim, 2011).

Fashion trends are influenced by several outside factors such as, social issues, subcultural issues, technological advances, media and celebrities. These factors help propel fashion advances and consumers’ fashion adoption (Kim, Fiore, Kim, 2011).

The term ‘trend’ us often used within the context of fashion, it refers to “the direction in which fashion maybe heading” (Blaszczyk, R. L., Wubs, B., 2018.) A trend is used when one is referring to popular fashion forward items. Furthermore, one cannot look at fashion magazines, websites or blogs without seeing the key trends for that current season (Kim, Fiore, Kim, 2011).

Fashion trends are influenced by several outside factors such as, social issues, subcultural issues, technological advances, media and celebrities. These factors help propel fashion advances and consumers’ fashion adoption (Kim, Fiore, Kim, 2011).

Fashion is continuously developing, and trend forecasters are the major providers of style information to the fashion industry (Blaszczyk, R. L., Wubs, B., 2018). New styles are constantly being introduced into the market, some of which gain popularity from consumers through their purchase and eventually will go into decline until they finally disappear – this is what is called a fashion cycle. The fashion cycle aids forecasters and retailers to anticipate the acceptance and duration of fashion trends (Kim, Fiore, Kim, 2011).

However, the term trend is not what it used to be. It can be harder to anticipate trends because today’s consumers now follow their own fashion rules; buying and dressing in what appeals to them – inspired by what they see on the fashion animated streets, the internet and live streamed fashion shows (Zegheanu. L., 2011).

Yet, trends are still analysed and followed by manufacturers who use them as a way of establishing an order in the chaotic world of fashion. Trend forecasting companies use advanced technologies and professional experts to predict what will sell successfully in the future (Zegheanu, L., 2011).

Fast forward brands are using the huge number of trends in demand at any one moment to make and sell more clothes, by utilising information, communication technologies and through their efficient, flexible production and distribution systems, fast fashion brands are able to respond to changing trends quicker than ever before (Zegheanu, L., 2011).

The purpose of trend forecasting allows one to measure how their brand has been performing and how it will perform in the future against the current and future trends of the industry.

Many designers and brands pay consulting trend forecasting services such as WGSN so that they can research upcoming trends and constantly stay ahead of the market. This is because trend forecasting services offer in-depth reports on what future trends will be and look like (Sherman, L., 2014).

Furthermore, trend forecasting is extremely important for retailers today because of fast fashion, retailers must remain ahead of the trends in order to stay competitive and relevant. The traditional model of the four fashion seasons is becoming obsolete with the new consumer wave of see now, buy now shopping; this means that retailers are continuously using fashion forecasting to be aware of what future trends will be so that they can leverage stream-lined production cycles to release on-trend pieces in a matter of weeks (Buxton, Unknown).

With the development of technology, the expectance of convenience combined with the consumers short attention spans and desire for immediacy – retailers have been forced to evolve to remain relevant, with consumers dictating the fashion cycle (Buxton, Unknown).