Kathryn Mckelvey, Janine Munslow

Fashion Forecasting (eBook, PDF)

• Format: PDF

Produktbeschreibung

Everyone in the fashion business needs to develop an essential survival skill: how to interpret the intelligence provided by the fashion forecasting industry, to anticipate and respond to emerging trends. Lavishly illustrated in full colour throughout, with clear and relevant explanations of the processes involved, Fashion Forecasting is for fashion students and young professionals who already have acquired some fashion knowledge and skills. The authors interviewed the key players within this exciting industry and provide here fascinating insights into the dynamic contemporary fashion forecasting world and the varied creative roles within it - from intelligence gatherers to project consultants. The book covers how a trend is sourced, anticipated and developed, and also explores the interaction with marketing and brand development.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 232
• Erscheinungstermin: 16. März 2009
• Englisch
• ISBN-13: 9781444309508
• Artikelnr.: 37361135

Autorenporträt

Kathryn McKelvey is a Reader in the School of Design at Northumbria University. She teaches visual communication, graphics and interactive media but fashion remains the key area for her own research. She worked in the fashion forecasting industry in New York, as an illustrator/designer, before commencing an academic career. Janine Munslow is Head of Fashion at Northumbria University. She teaches Fashion Marketing - product development and promotion. Previously she worked as a fashion and textile designer in London before setting up her own design label partnership, Guerrilla Farm, wholesaling in Europe, USA and the Far East and with established retailing outlets in London.

Inhaltsangabe

Part 1: The Function. What are fashion prediction companies? What services do they provide?. Who are they? Here & There
WGSN
Promostyl
Trend Union
Peclers
Concepts Paris. How do they work?. Who are their customers - from designers to retailers
manufacturers
window dressers?. Employees - designers
graphic designers
freelancers in design and illustration
photographers
weavers
knitters
printers etc. The need to be first!. Part 2: The Process. What is 'direction'?. How they find inspiration for a new seasons themes? - instinct
travel
exhibitions
politics
social conditions
libraries etc. Why 'colour' first and what's involved? Fibre and fabric manufacturers. Market levels catered for using relevant illustration styles. How does the 'look' emerge?. Gathering intelligence - freelance reporters
shops
retailers
freelance photographers. Where trade fairs and international fashion shows fit in. What is consultancy - working with customers to develop and market product. Sampling with directional garments. Part 3: Communicating ideas/Illustration. As a case study (1-3):. 1. Developing trend information. 2. Generating student's own intelligence material. 3. Developing design
for example
for three themes. Up-to-date illustration techniques - intermediate level
using the computer and software such as Adobe PhotoShop and Illustrator (raster and vector graphics) to convincingly promote a trend. Instructions on a variety of achievable effects. Gallery of new generation of styles. Part 4: Promotion. Graphic techniques and achievable effects using the aforementioned software and also page layout software such as Quark Xpress/Adobe InDesign. Simple use of typography
corporate identity
grids?. Contemporary promotional activities/stencil campaigns
work like Bernie Reid
Lizzie Finn
Julie Verhoeven
Deanne Cheuk
but original variations. Gallery of new methods of promotion