The changing landscape of fashion forecasting

Abstract

This research involved semi-structured interviews with professionals in fashion related roles in countries including the UK, USA, Netherlands, Greece and France. The sample included individuals and companies directly involved in forecasting and trend prediction for purposes of their own professional practice or providing these services to others in the industry. The data indicate that the nature of the fashion forecasting industry has changed dramatically in recent years; there have been a number of factors involved in this process of change. The key driver seems to have been the impact of technology. Technological innovations have changed the way in which information is exchanged, they have speeded up the process of information exchange and this has created a new culture and a more diverse market place. The article will explore the key issues facing professionals working in today's forecasting industry and identify the skills required to deal with these issues.

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