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Colour Forecasting and its managerial implications
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
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).

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.6
Keywords [en]
trend forecasting, colour forecasting, colour planning, intuition, zeitgeis, aesthetic economy, cultural capita, colour stories, fast fashion
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16778Local ID: 2320/11328OAI: oai:DiVA.org:hb-16778DiVA, id: diva2:1308667
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

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Swedish School of Textiles
Design

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf