Color Forecasting for Fashion
Published on 12. February 2012
416 pages
978-1-78067-666-1 (ISBN)
Description
Color is a powerful selling tool. It is the first thing to catch the consumer's eye in the shop window. Get the color choice wrong and an entire range can stay on the racks. So, how do colors arrive on the runway or the sales floor and why do different companies all seem to choose similar colors each season? The answer lies in the work of the huge color forecasting industry.
Color Forecasting for Fashion breaks down the forecasting process-from how to put together a color palette to color theory and the way that colors behave-and helps you to build the combination of research and intuitive skills that a successful designer or forecaster needs.
Color Forecasting for Fashion breaks down the forecasting process-from how to put together a color palette to color theory and the way that colors behave-and helps you to build the combination of research and intuitive skills that a successful designer or forecaster needs.
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Content
- Intro
- Title Page
- Copyright
- Contents
- Introduction
- Why We Study Color Forecasting
- Chapter 1. What is Color Forecasting?
- Why do We Need Color Forecasting?
- The Color Forecaster
- An Art or a Science?
- Color Meaning and Symbolism
- Color Forecasting and Cultural Trends
- Market Segments, Brands, and Color Cycles
- Color Forecasting and the Supply Chain
- Color Forecasting for Local Markets
- The Role of Color Forecasting in the Supply Chain
- Chapter 2. Why and How has Color Forecasting Evolved?
- The Development of Color in Apparel
- The Influence of the French Couture
- The First Color Forecasting Associations
- Ready-to-Wear and Fiber Manufacturers' Influence on Color
- The Fashion Press Enter Forecasting
- Runways and the Dissemination of Color
- Trend Services and the Textile Trade Shows
- Color Forecasting Today
- Major Apparel Textile Trade Shows
- The Development of Color Forecasting
- Chapter 3. The Language of Color
- Communicating in Color
- Perceptions of Color
- Color as Light: Understanding Additive Color
- Color as Pigment: Understanding Subtractive Color
- Color and Print
- Early Color Theory and the Evolution of the Color Wheel
- Contemporary Color Theory: Munsell, Itten, and Albers
- Building and Understanding the Subtractive Color Wheel
- Using the Color Wheel to Build Color Schemes
- Managing Color Communication
- Chapter 4. Understanding Color Cycles
- Fads, Trends, and Cycles
- The Length of Color Cycles
- What Drives Cycles in Color Preferences?
- Consumers and Trend Adoption
- The Bell Curve of Color Cycles
- Tradition in Color Cycles
- Historical Color Cycles
- Historical Color Cycles in Western Fashion from 1850
- Chapter 5. Color Forecasting Tools and Methodologies
- Beginning the Color Forecasting Process
- The Practice of Observation
- Market Data and Analysis
- Design Thinking: From Observation to Concept
- Building the Palette
- Timeline of a Season
- Chapter 6. Color Application
- From the Color Forecaster to the Retail Floor
- The Impact of Retail Classifications and Deliveries
- Color in Visual Merchandising
- Color in Context
- Limitations in Color Applications
- Beyond Apparel: The Influence of Color Trends
- What does the Consumer Really Want?
- Chapter 7. Intuition and Inspiration in Color Forecasting
- What Drives the Creative Process?
- Inspiration is Everywhere
- Intuition: The Inner Voice
- A Rewarding Craft
- Glossary
- Further Reading
- Index
- Credits and Acknowledgments
