During New York Fashion Week, hundreds of designers showcase their individual visions for fall 2013. If everyone is showing their personal style, how do trends emerge? Well, it’s partially because many designers head into a season with a trend report in hand. Our Stephanie Simon has more.
NEW YORK CITY -- Fashion designers often talk about being inspired by the street or street culture, and it seems when it comes to forecasting fashion trends, it really does all come from the street.
Cotton Inc Forecast Team’s Linda DeFranco said, “We take I would say tens of thousands of photos each year of what people are wearing on the street. New Zealand to Australia to Tokyo, Europe, Mexico, and of course, New York is very inspirational.”
DeFranco is the head of Cotton Inc's Trend Forecast Team. With thousands of pictures in hand and other market analysis, Cotton Inc's Trend Forecast Team creates and presents trend reports on seasonal colors, textures, and silhouettes to more than 1,000 brands and retailers each season. So, everyone from big box stores to top designer stores can look into the fashion crystal ball.
DeFranco says, “Green is going to be big, lots of green.”
The information can influence what designers create and what winds up in the stores. So, what else can we expect this season? A color and style trend they're calling rebound.
DeFranco said, “We saw an incredible amount of attention being drawn to 90s but the hip hop element of the 90s.” Another called raw.
She said, “We’re talking about very natural fabrics that have texture to them. They have been minimally processed. They have soft hands or what might be perceived as imperfections, but it's a desired effect.”
On their travels around the globe researchers also buy clothing and track other important indicators like politics, film, art, architecture, and of course, the economy
People dress up more in a bad economy because you don’t want to look like you just lost your job.
Trend forecasting starts about two years ahead of each season. For fall 2013, look for lots of plaid, fun prints, and exaggerated silhouettes. Researchers don't just look at what's hot, but also what's not.
DeFranco said, “What's not selling, what are the colors, what are the styles, because that gives you an indication of what people are interested in.”
So, just how far in advance does the forecast go? Well, how about 3D digital denim? That's just a few years down the line.