As trends come and go, many of us don’t take the time to think just how those trends came to be. Why are we suddenly buying anything and everything in millennial pink? And who decided that denim skirts from our middle school days are socially acceptable again? I briefly mentioned the notable forecasting firm, Doneger, in a previous article (click here to read!), but they are only one of many in the industry who have perfected the art of fashion forecasting.
It’s so much more than simply deciding “fringe is in this season”. Forecasting takes into account our society’s economic status, technological innovations, societal uproars as well as the art, music and fashion that we find beautiful and inspiring at that moment in time.
Every company from retail giants to fashion magazines to homeware brands practice the art of trend forecasting. Quite honestly, it could be considered the basis of the business operation. Companies analyze these macrotrends and apply them to their personal business models to fit their consumer. Without it, editors would not know what’s best to feature in fashion spreads and designers couldn’t produce pieces that are marketable.
Success in utilizing a forecast is in the analyzation and familiarity with your target market. They are called macrotrends for a reason; they’re broad. The key is to take these findings and transform them into something tangible. Every macrotrend can be interpreted in a thousand different ways depending on who this trend is being analyzed for. Do they take risks or do they like innovation in small doses? Are they looking for a comfortable or cutting edge wardrobe?
As an example, I took the recently released Doneger macrotrends for Autumn Winter 2018/2019 (Yes, you read that right. Fashion really does work that far in advance.) and condensed their extensive report into a simple concept mood board and street style inspiration board.
Origins: Say hello to nature for this season. Doneger describes this as “Medieval meets mountain living.” In this trend, you’ll find rich, earthy tones and dreary neutrals. Think thick fabrics, like wool, furs and a focus on sustainability.
Revival: On the contrary to Origin’s Medieval essence, Revival is the new Renaissance. It’s the appreciation for art, beauty and innovation in a world that can seem so dark. Fashion romances with delicate and art inspired silhouettes as well as features intricacy in details.
Infusion: This trend quite honestly has a little bit of everything. Doneger literally uses “granny chic” to describe this trend’s whimsical florals and kitschy graphics. It is reminiscent on all things retro- but with a modern twist. This prediction also shows us the oversized silhouettes and bright colors of the 90’s and 80’s aren’t going anywhere.