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Color Forecasting for Fashion
Color is a powerful selling tool. It is the first thing to catch the consumer's eye in the shop window. Get the color choice wrong and an entire range can stay on the racks. So, how do colors arrive on the runway or the sales floor and why do different companies all seem to choose similar colors each season? The answer lies in work of the huge color forecasting industry. In this book, Kate Scully and Debra Johnston Cobb look at how the industry has developed and how it works before moving on to look at the skills a colour forecaster employs to draw a color palette together, often 18 to 24 months in advance of the selling season. With case studies that show the industry at work, this book breaks down the forecasting process from how to put together a color palette to color theory, and the way that colors behave and helps you to build the combination of research and intuitive skills that a successful designer or forecaster needs.
192 pages, Paperback
First published February 15, 2012
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February 11, 2020
I picked this book, as I thought it might give me some insights into color forecasting, and maybe I could use a tip or two, as I’m designing my own clothes. How wrong I was.
After reading the book, the only thing it has managed, is that now I’m 100% sure that fashion color forecasting is the most useless job in the world, and is the main contributor to never ending fashion waste in fast fashion.
The author even mentions somewhere at the end of the book, that most retailers sell around 70% of their stock in neutral/basic colors. So so much about how important those color forecasts really are.
And as to the tools, the author provides so many great tips and advises, as "observe the current zeitgeist, go to exhibitions, read news, observe the main events, but also things that are not so obvious" and "the most important is your color intuition", but provides zero advice on how can one build this or what exactly is meant by it at all.
The author seems like a person who loves to talk, but has nothing to say. The book goes in my "useless" pile...
After reading the book, the only thing it has managed, is that now I’m 100% sure that fashion color forecasting is the most useless job in the world, and is the main contributor to never ending fashion waste in fast fashion.
The author even mentions somewhere at the end of the book, that most retailers sell around 70% of their stock in neutral/basic colors. So so much about how important those color forecasts really are.
And as to the tools, the author provides so many great tips and advises, as "observe the current zeitgeist, go to exhibitions, read news, observe the main events, but also things that are not so obvious" and "the most important is your color intuition", but provides zero advice on how can one build this or what exactly is meant by it at all.
The author seems like a person who loves to talk, but has nothing to say. The book goes in my "useless" pile...
Displaying 1 of 1 review