Fashion Forecasting and Analytics

This chapter focuses on the significance of trend forecasting and analytics in the context of the fashion industry. It explores what constitutes a trend and considers the implications of trends in the 21st century. An overview of fashion forecasting and analytics is provided, including methods, tools and current thinking along with a discussion about the importance of qualitative and quantitative data, and its various applications for fashion entrepreneurship. Additionally, the chapter outlines the challenges and opportunities in fashion forecasting and analytics for fashion entrepreneurs along with research activities that you can undertake to identify trends. The chapter concludes with recommendations for fashion entrepreneurs to effectively leverage forecasting and analytics for business and fashion brand success.