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"It's a great, strong read. Lots of information if you don't have background knowledge of this topic." Carmen Carter, El Centro College, USA "The text is a thorough view of fashion forecasting that helps students understand this segment of the industry as well as identify the steps and skills required to pursue a career as a fashion forecaster." Amy Harden, Ball State University, USA Learn how to anticipate emerging trends and how to prepare and present your own fashion forecast. Three new chapters on fashion eras, world cultures, and subcultures show you influences on fashion innovation yesterday and today, so that you can spot those of tomorrow. New Influencer profiles focus on trend creators, rather than trend popularizers, to show you how to find key people from many creative fields who shape popular fashion. A new appendix covers how to create a fashion forecast and a streamlined chapter organization is concise without sacrificing depth. Includes 125 color illustrations.

"Even as the fashion industry changes rapidly with new technologies, styles and trendsetters, one thing remains constant: the customer is key. But with more competition than ever before, how do fashion brands reach elusive customers and even more crucially, establish loyalty? And how do consumers ultimately decide what to buy--and why? This thoroughly updated third edition introduces core concepts of consumer behavior through a unique fashion perspective. Ideal for fashion merchandising and marketing courses. The Why of the Buy explains the motivation behind consumer choice and purchase in a clear manner using industry examples." -- Back cover.

This comprehensive text provides students with the tools to bridge the gap between ambiguous signs and actionable decisions.

How do retailers decide which colors and styles are featured in their stores? What factors influence the patterns, textiles and silhouettes designers show in their collections? This text provides students with a comprehensive understanding of the forecasting process, from studying fashion innovation and cultural influences to conducting consumer research, exploring how to identify the who, what, where, when and why driving fashion change in our lives. By combining fashion theory with current practices from industry executives, Brannon and Divita explain how to recognize emerging trends and the 'coolhunters' who anticipate our aesthetic preferences. Ultimately, student will learn how to prepare and present their own fashion forecast. New to this Edition: - New chapter 8 focuses on media and technology including coverage of how mass media, fashion blogs, social medi and forecasting companies such as WGSN and Stylesight effect trends - New case studies and profiles in each chapter feature contemporary bloggers, professionals and companies such as Tavi Gevinson of Style Rookie, Garance Dore, Scott Schuman, Burberry, Rebecca Minkoff, Edelkoort, Perclers and Nelly Rodi -Expanded fashion theories section in chapter 3 explains how trends spread between population segments - Summaries at the end of each chapter recap key concepts