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  • Format: PDF


Everyone in the fashion business needs to develop an essentialsurvival skill: how to interpret the intelligence provided by thefashion forecasting industry, to anticipate and respond to emergingtrends. Lavishly illustrated in full colour throughout, with clear andrelevant explanations of the processes involved, FashionForecasting is for fashion students and young professionals whoalready have acquired some fashion knowledge and skills. Theauthors interviewed the key players within this exciting industryand provide here fascinating insights into the dynamic contemporaryfashion forecasting world…mehr

Produktbeschreibung
Everyone in the fashion business needs to develop an essentialsurvival skill: how to interpret the intelligence provided by thefashion forecasting industry, to anticipate and respond to emergingtrends. Lavishly illustrated in full colour throughout, with clear andrelevant explanations of the processes involved, FashionForecasting is for fashion students and young professionals whoalready have acquired some fashion knowledge and skills. Theauthors interviewed the key players within this exciting industryand provide here fascinating insights into the dynamic contemporaryfashion forecasting world and the varied creative roles within it -from intelligence gatherers to project consultants. The book covershow a trend is sourced, anticipated and developed, and alsoexplores the interaction with marketing and brand development.

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  • Produktdetails
  • Verlag: John Wiley & Sons
  • Seitenzahl: 232
  • Erscheinungstermin: 16.03.2009
  • Englisch
  • ISBN-13: 9781444309508
  • Artikelnr.: 37361135
Autorenporträt
Kathryn McKelvey is a Reader in the School of Design at NorthumbriaUniversity. She teaches visual communication, graphics andinteractive media but fashion remains the key area for her ownresearch. She worked in the fashion forecasting industry in NewYork, as an illustrator/designer, before commencing an academiccareer. Janine Munslow is Head of Fashion at Northumbria University. Sheteaches Fashion Marketing - product development and promotion.Previously she worked as a fashion and textile designer in Londonbefore setting up her own design label partnership, Guerrilla Farm,wholesaling in Europe, USA and the Far East and with establishedretailing 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