Colour Forecasting and its managerial implications
2012 (engelsk)Independent thesis Advanced level (degree of Master (One Year))
Oppgave
Abstract [en]
In this thesis we examine the colour forecasting process, its methodology and how it is communicated and used in fashion companies. The study is foremost based on qualitative research and on semi-structured interviews with people within the forecasting industry. We have divided the data collection process that constitutes the basis of the actual forecast into steps, which consist of gathering both objective facts and more soft, subjective experiences. After having collected the data, colour forecasters start their analysis by breaking them down into thematical categories that depict specific patterns (themes). We have identified colour expertise, intuition, creativity and inspiration as the factors that help the forecaster interpret those patterns. The final forecasted colour stories are being presented in different media and contexts. Besides design style, market, customer base and lead-time, it is foremost the different
management philosophies of either building creative, solid collections or fast fashion that define how to use the colour forecasting material. To help the reader understand the process we have constructed a model (aDaMas).
sted, utgiver, år, opplag, sider
University of Borås/Swedish School of Textiles , 2012.
Serie
Magisteruppsats ; 2012.13.6
Emneord [en]
trend forecasting, colour forecasting, colour planning, intuition, zeitgeis, aesthetic economy, cultural capita, colour stories, fast fashion
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-16778Lokal ID: 2320/11328OAI: oai:DiVA.org:hb-16778DiVA, id: diva2:1308667
Merknad
Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
2019-04-302019-04-30