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Fashion Trend Forecaster

Real-Life Activities

Real-Life Decision Making -- Solution

You don't tell the clients who own stores catering to businesswomen to purchase many of the new designs.

This is the real-life decision that fashion forecaster Jayne Mountford would make.

"You need to be aware of the client's needs," she says. "You always have to think about who the client is. You will be picking different trends depending if they're teenagers or seniors."

To analyze trends, you have to study surveys and be able to show the results to clients. "You have to show the client the evolution from the socio-economic trends...to the product development."

That is, the clients want to see the evidence you based your decision on. If there is more than one recent survey indicating businesswomen aren't ready to wear short hemlines and semi-transparent materials to work, then perhaps you shouldn't recommend these clothes.

You might instead suggest carrying only a few of these designs to see how they sell.


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