Download or read book Fashion Forecasting written by Kathryn McKelvey and published by John Wiley & Sons. This book was released on 2009-03-16 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.