Fashion forecasters work for companies trying to anticipate trends. They
give the companies advice on what will be the season's hot sellers.
To do this work, fashion trend forecasters study market conditions and
consumers' buying behaviors. They evaluate designer collections. This can
mean analyzing market data, statistics and socio-economic factors.
Fashion trend forecasters have to know their customers. Someone studying
fashion trends for businesswomen would look for different apparel ideas than
someone targeting the teen market.
Fashion forecasters also follow general trends in the industry, tracking
shifts in colors and styles. They attend fashion shows, scan the daily newspapers,
watch fashion television, listen to the radio and chat with people to hear
about clothing and lifestyle changes that could bring about changes in fashion
For example, a fitness craze could mean that fashion forecasters might
bring in more casual and sportswear for shoppers.
Fashion forecasters plan short-term strategies for stores. They also devise
long-term plans. They can work as company employees at a department store
or as private consultants for manufacturers, retailers and designers.
Depending on the type of forecasting being done, a person can spend time
in the office. Or they could be out traveling, visiting fashion shows and
giving presentations to clients. Most of this work can be done during regular
office hours. But it can also mean some evening and weekend work.
"The computer has sped everything up," says Wendy Carmona. She is a fashion
forecaster in Los Angeles. "It's meant that we have to work harder and faster
to get information to our clients."
Travel to fashion shows and to events is one of the physical requirements
of living in the fashion world. "Travel is a big part of the job," says Carmona.