Scope of Fashion Forecasting

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Scope of fashion forecasting “Forecasting provides a way for executives to expand their thinking about changes, through anticipating the future, and projecting the likely outcomes.” (Lavenback and Cleary 1981)

Long term forecasting (over 2 years ahead) is used by executives for planning purposes. It is also used for marketing managers to position products in the marketplace in relationship to competition. (http://www.fibre2fashion.com/industry-article/free-fashion-industry-article/fashion-forecasting/fashion-forecasting5.asp, 24/4/09)

Short term forecasting is used by product developers, merchandisers and production managers to get a style direction. For short term forecasting most apparel companies subscribe to one or more
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And other common sources being magazines, T.V and various fashion shows.

Question 7: [pic]
|Collezion |7 |23 |
|Femina,vogue |5 |17 |
|Harper 's bazar |3 |10 |
|Apparel online |6 |20 |
|Images,Elle |5 |17 |
|Libas |2 |6 |
|Trendz,Page3 |2 |7 |
| | | |

Most of the people (6-7) thought Collezion and Apparel Online were most apt to identify trends. Whereas, only 2 people thought trends or page 3 were apt for identifying trends.

Question 8: [pic]
|T.v |4 |13 | |
|Videos,U-tube |9 |30 | |
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