To cope with the changing world, marketing techniques and goal settings technique are rapidly evolving from traditional, demographic-based standards to dynamic, mood, lifestyle, and psychological effects. Fashion forecasts predict consumers' moods, attitudes, and buying habits. It is no longer a question of identifying your customers by age, geography, or income, but by looking at how and why they buy based on their mood, beliefs, and opportunity.
Fashion is a style that is in the present time or a collection of trends that has been accepted by a wide audience. But fashion itself is far from simple. Fashion is the complex phenomenon from a psychological, social, cultural, or basic point of view. Fashion trends are style ideas that are common to large collections. They point in the direction of fashion. Fashion forecasters look for guesses that they think are predictable, ideas that capture the mood of the time and hint at new fashion trends.
The fashion system has spread to everything from cosmetics to cars to politics and sports. All sectors see fashion as an endless source of inspiration. Giles Lipovtsky said that the more the fashion society develops, the less importance will be given to the cheapness of clothes! In order to maintain its role as a pioneer and enhance its brand image, fashion has to continue to innovate.
Predicting future styles, fabrics and colors is an important aspect of the fashion industry. Textile experts work two years ahead to determine the general guidelines for each season of fashion. Predictions can bridge the gap between ambiguous, contradictory signs and actions by the design team. (Brennan 2000) Prediction is a creative process that can be understood, acted upon, and applied. Forecasting provides executives with a way to broaden their thinking about change, by anticipating the future, and presenting possible outcomes. (Leon Beck and Claire 1981)
Long-term forecasts (more than 2 years ahead) are used by executives for corporate planning purposes. Marketing managers are also used to position products in the market in order to compete.
Product developers, merchandisers, and production managers use short-term forecasting to add style direction and shape. Forecasting, most apparel companies subscribe to one or more services, whose job is to scan the market and report on developments in the direction of color, textile, and style.
Some weather forecasters reflect initial ideas about trends up to 18 months ago. At this stage, color yarn mills are an important consideration. It is also the focus of conversation among others who are interested in early decision making of the trend. Major trends in lifestyle, attitudes, and culture are used to predict changes in consumer needs, especially in music, sports, cinema, and television.
Observing is not enough. If the trend viewer is to benefit, he or she needs a framework to explain how the trend started and its possible path in the social system. Directional theories of fashion change, triple, triple up, and triple across to make predictions easier by pointing to possible starting points of the fashion trend, will bring the trend in the expected direction and how long this trend will last. Will remain
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