Fashion Forward Forecasting
Quoted from the article:
Tracking fashion trends used to mean traveling abroad five times a year to review runway, retail and street fashion. It would take two weeks for the team to research and another two weeks for a team of 10 to pull the complete report together. The report would then be published and sent to clients for review, direction and inspiration. The total process would take over a month.
Today we have reporters around the world that send us up-to-the-minute footage of what is being worn on the streets as well as what retailers are showcasing. We receive 10,000 to 15,000 images a month from Tokyo to Milan that are tagged and categorized for our clients.
Technology has created a platform for us to take the information given by our reporters and used to track trends though social media. It’s fascinating how walking the streets of Amsterdam only gives you half of the story of why a trend is popular. To completely understand the significance of a particular trend, it is important to fully understand how and why that trend came into existence. After visiting social media communities, I can usually pinpoint where the trend originated and where it is heading. My days of strolling the local fashionable hangouts has been redirected to visiting the local blogs or social-media communities.
The job of ten has now been replaced by the job of five who have multiple platforms of information streaming at one time. No longer are there set launch dates for our trend reports. Trend analysis reports are done on a daily bases. Digital sketches are drawn with our software program, SnapFashun, and downloadable for our clients to immediately use in production or online trend presentations. Technology has given trend forecasters tools that seem to change daily. I value the research process of determining the next big trend but also look forward to new ways of tracking future trends.