Module overview
‘At its very basic, a trend can be defined as the direction in which something tends to move and which has consequential impact on the culture, society or business sector through which it moves’. (Raymond. M. 2010)
This module introduces you to the essentials and theories of trend forecasting within the context of the fashion industry with the emphasis on product trends. You will examine the role of the futurologist whose task it is to pinpoint the zeitgeist, the direction society is moving. The module will have you develop an understanding of the anatomy and process of trends and how they inform brands, helping them to respond to changing consumer demands and support the development of products.
Aims and Objectives
Learning Outcomes
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically analyse research to make informed judgments and proposals in the context of the trend industry to increasingly complex situations.
- demonstrate the ability to select, analyse and evaluate relevant fashion information from appropriate sources;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the process and development of future focused intelligence within a range of contextual issues.
- the context of the fashion forecasting industry and the role it plays today;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- communicate your ideas coherently in a number of way including written, and visual formats with increased autonomy;
- confidently apply a range of extended digital media skills to the production of your work.
Syllabus
This module enables you to examine the fashion market and its environment in respect to the futurology industry. Its focus is on the development of trends and the impacts they have on the fashion sector. You will develop an understanding of:
- fashion life cycles & the changing Fashion Calendar;
- the history of the futurology and its continued relevance in today’s fashion landscape;
- the role of the futurologist today;
- different types of trend;
- the anatomy of a trend;
- the process and theory of formulating trends;
- drivers of MACRO change;
- the impact of MACRO trend on product, marketing and business strategies of the future;
- presenting and communicating early generic trend intelligence.
You are encouraged to identify and select an appropriate range of text based and electronic library resources and utilise subscription services as appropriate.
Learning and Teaching
Teaching and learning methods
Teaching methods:
- lectures;
- seminars;
- practical workshops;
- project briefings.
Learning activities include:
- group tutorials;
- group discussions;
- study Skills Hub;
- peer group learning.
Type | Hours |
---|---|
Preparation for scheduled sessions | 10 |
Follow-up work | 45 |
Lecture | 12 |
Practical classes and workshops | 9 |
Wider reading or practice | 20 |
Completion of assessment task | 45 |
Seminar | 9 |
Total study time | 150 |
Resources & Reading list
Internet Resources
WGSN.
PSFK.
BOF.
Journal Articles
Journal of Fashion Marketing and Management. , Emerald.
Textbooks
Raymond, M (2010). Trend Forecasters Handbook. Laurence King.
Holland G.& Jones R. (2017). Fashion Trend Forecasting. Laurence King.
Hewson M and Vinken B (2004). Fashion Zeitgeist: Trends and Cycles in the Fashion System. Berg publishers.
Brannon E. (2010). Fashion Forecasting. Fairchild Books.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Digital project
- Assessment Type: Formative
- Feedback: Feedback on Annotated Visual Digital Trend Book will take place through the following forms: - •Group tutorials •Peers and tutors discussion reflection and critique. Focused targets will be agreed at each formative meeting that will inform the summative assessment.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Digital project | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Digital project | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Digital project | 100% |