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The University of Southampton

ARTD2107 Trend Forecasting

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

Module Aims

The aims of this module are: • to provide you with a broad understanding of the futurology industry and its impact on the fashion sector today; • to enable you to effectively underpin your understanding of the trend process with relevant principles and theories in response to a project brief; • to enable you to interpret analyse and present trend communications; • to develop your critical thinking skills.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the context of the fashion forecasting industry and the role it plays today;
  • the process and development of future focused intelligence within a range of contextual issues.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • demonstrate the ability to select, analyse and evaluate relevant fashion information from appropriate sources;
  • critically analyse research to make informed judgments and proposals in the context of the trend industry to increasingly complex situations.
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.


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.

Special Features

Optional study/research trips will be organised so that transport to and from the venue where possible, will meet the special needs of any student. The accessibility of the venue to be visited will also be assessed and any appropriate support where possible, will be provided to students with special needs as required. Guest lectures will be delivered (subject to availability) by fashion industry and academic experts.

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.

Wider reading or practice20
Follow-up work45
Preparation for scheduled sessions10
Completion of assessment task45
Practical classes and workshops9
Total study time150

Resources & Reading list

Trend Buero.

Faith Popcorn.

Japan Consuming.


Lynda (Software Tutorials).


Not Cot.

Cool Hunting.


ISN Global.

Academic Skills.


David Report.



Icon Culture.

Trend Hunter.


Holland G.& Jones R. (2017). Fashion Trend Forecasting. 


Fashions Collective.

Raymond, M (2010). Trend Forecasters Handbook. 

Trend Watching.

Journal of Fashion Marketing and Management. ,Emerald .

Adobe (Tutorials).

The Die Line.

Brannon E. (2010). Fashion Forecasting. 

The Cool Hunter.



Study Skills.

Hewson M and Vinken B (2004). Fashion Zeitgeist: Trends and Cycles in the Fashion System. 



Digital project


MethodPercentage contribution
Digital project  () 100%


MethodPercentage contribution
Digital project  () 100%


MethodPercentage contribution
Digital project  () 100%


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Art Equipment and Materials: Drawing paper; painting materials; sketchbooks

REQUIRED Sketchbooks/Notebooks Implements for drawing / writing Credit for printing and photocopying USB Memory stick OPTIONAL Hard Drive Laptop Camera

Field Trips

Study trips are optional and the cost of the student may vary depending on mode of transport, approx. cost £15-22 per student.


Costs involved in the production of assessment materials aligned to this module are the responsibility of the student. Costs aligned to research trips (organised or otherwise) are also the responsibility of the student. Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the core/ recommended text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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