The process of trend development leading to a fashion season

Abstract

This text forms the first document to delineate, assess and analyse the processes of fashion trend development that are common to European fashion brands. It analyses the specificity of fashion trends, documents their seasonal trajectory in terms of processes and broader contexts and identifies how they differ pre and in–season. Two new models are proposed which summarise fashion trend drivers and the sequence of independent events which inform and help determine thhe evolution of a set of shared pre-season trends. Existing texts are contemporary and trade-specific: this one sites the research within broader multi-disciplinary academic references and, as such, is situated within industrial and academic contexts, combining practice with theory.

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