Fashion futurists’ toolkit: Introduction to trend research and the role of trend forecasting

The fashion industry faces several significant challenges, including managing global supply chain disruptions from the pandemic and war and the environmental, social and ethical issues associated with fashion production and consumption. Understanding consumer trends and forecasting future business risks and market opportunities play a critical role in maintaining and expanding the activities of the fashion business. The results from forecasts can directly influence all business activities, including the production, consumption and communication of fashion goods and services. This chapter starts by asking why understanding fashion consumer trends and forecasting is critical for fashion businesses, designers, marketers, buyers and strategists. It then provides an overview of the fashion trend forecasting process and a toolkit used by futurists to understand and track cultural shifts, consumer lifestyles and industry practices. The chapter also provides examples of how to use trend cartograms to identify cultural zeitgeists and to capture the overall relationships among trend innovators and drivers and the effects and consequences of consumer lifestyle changes.