Fashion Trend Forecasting — Points of Measure (2024)

Have you ever wondered how practically every brand understands and implements the same seasonal trends? In this post I’m going to be giving you the rundown on how brands forecast trends so that you can start implementing trend forecasting for your own brand.

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What is Trend Forecasting

Trend Forecasting is a type of Fashion Research that analyzes market trends and buying habits to make educated decisions on how to move forward on designing a new collection. Trend forecasting focuses on telling a story through trends in silhouettes, design details, colors, fabrics, and trims.

How TO Forecast Trends

There are several methods that can be implemented when forecasting trends as a brand or fashion company owner.

1. Newspapers, Magazines, & Online Forecasting - Off the shelf or by subscription only, fashion magazines and newspapers are a great way to get a curated understanding of seasonal trends without having to break the bank. Note that some of these may have an online option as well or be online only! Here are some that I recommend:

   • WWD (Women’s Wear Daily)

   • Vogue

   • Elle

   • Harper’s Bazaar

   • W

   • Vanity Fair

   • GQ

   • Stylecaster

     See Also

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   • The Trend Spotter

   • Marie Claire

   • + many more!

2. Fashion Forecasting Services - These companies create a curated collection of seasonal trends. Some even provide a personalized trend forecast based on your specific brand needs.

   • WGSN / WGSN Insider

   • The Donegar Group

   • Fashion Snoops

   • Promostyl

   • + many more!

3. Runway Shows - From NYFW to PFW runway shows across the world act as a catalyst for the upcoming seasonal trends. While couture and avant—garde styles probably won’t be adopted into mainstream, the silhouettes, themes, and details might become a RTW trend.

4. Trade Shows - Attending trade shows allows you to see upcoming trends from suppliers and get access to curated presentations. I list some trade shows as a part of the Fashion Resource Directory, so you can check that out to get some examples.

5. Market Research - Analyzing your own customers buying trends can help you make informed decisions for the next season. However, you’ll need to focus on more than just the numbers. What types of habits are popular in your area? Are there special events, a certain type of weather, or other outside factors that influence a local buyer? If your brand is sold by stockists, consider shopping the line and asking for in-person customer feedback. Understanding who your customer is and how they wear your clothes by researching in the field and online is vital to understand what trends work for your brand and which don’t.

   For example, Lululemon was originally created for customers who enjoy yoga, but was quickly adopted by a more mainstream customer. Now they offer crossover and transitional pieces that can work in day-to-day life as well as for an active lifestyle. And while that has become more than just a seasonal trend, it’s a good example of how market research of customer habits has influenced the trajectory for Lululemon as a brand.

How Trends are Implemented into a Brand’s Aesthetic

In trend forecasting you’ll find that there are smaller, detailed trends as well as overarching themes. In general, you will find that most brands implement seasonal themes and maybe a few trends. However, fast fashion brands tend to focus on a more trend-heavy collection. When you go about researching trends, know that it’s not always smart (or best for your brand) to implement a trend into your line. It’s more about understanding the overall themes and implementing them in a way that makes sense for your brand.

Trends can be caused by consumer habits, political events, geological events, and societal norms. Let’s use a recent trend to illustrate this - tie dye sweat suits. This trend is really taking off because consumer habits have changed due to a worldwide event that has impacted many areas such as politics, the economy, and more due to Covid-19. So, our consumers are spending more time at home and are going to be more apt to wear casual clothing. The print is a nod to the hippie revolution of non-violence protesting the Vietnam War of the 60’s (and 70’s) in which it became a uniform of a rebellion against war and for peace. Additionally, the print (even in neutral hues) evokes a sense of creativity, fluidity, and freedom of expression - all things that people are desperate for in a time of confinement. It may even be a subconscious uniform in the war against this disease. On a less serious note, tie-dye is also a lighthearted and fun print that you can create yourself at home! All of these events have created the perfect “storm” to make it one of the biggest unexpected trends this season. Just as you can analyze a movie, book, or painting, you can also analyze a trend and understand the underlying reasons for why it has become popular.

It’s almost always more important to understand the reason for the trend rather than what the trend is. Understanding why consumers are gravitating towards certain silhouettes or prints gives you a broader understanding of the market and the direction that it’s heading so that you can make important design and buying decisions for your own brand.

Other resources you may find helpful:

• The Business of Fashion by Burns, Mullet, and Bryant

• A list of free & cheap trend forecasting sites from Successful Fashion Designer

• A list of trend forecasting sites from Tech Packs Co

  See Also

  The Ultimate Guide to Sales Forecasting

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