Fashion Forecasting: Research, Analysis, and Presentation [Paperback]

Evelyn L. Brannon (Author)

Book Description

ISBN-10: 1563672065 | ISBN-13: 978-1563672064 | Publication Date: March 2000

A textbook for fashion professionals interested in improving forecasting abilities, this
unique book combines the theories of fashion changes with the process of organizing and
analyzing the information for presenting and implementing the forecast. It integrates traditional
and electronic approaches to the process of forecasting at each stage of research,
organization, analysis, interpretation, and presentation.

--This text refers to an alternate Paperback edition.

Editorial Reviews

About the Author

Evelyn L. Brannon is retired from Auburn University, where she was an Associate Professor of fashion forecasting, apparel design, entrepreneurship, and consumer preference. She is a member of several honorary societies, including Epsilon Sigma Phi (extension) and Kappa Tau Alpha (journalism). Her professional memberships include the International Textile and Apparel Association and the Association for Consumer Research. In 2002, she received the Scientific Excellence Award from the National Textile Center for her research efforts. --This text refers to an alternate Paperback edition.

Product Details

• Paperback: 464 pages
• Publisher: Fairchild Books (March 2000)
• Language: English
• ISBN-10: 1563672065
• ISBN-13: 978-1563672064
• Product Dimensions: 9 x 7.4 x 1.1 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #296,056 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

1.0 out of 5 stars Not about Forecasting, September 2, 2008

By 

M. Chida - See all my reviews
(REAL NAME)   

This review is from: Fashion Forecasting (2nd Edition) (Paperback)

This book should be called Fashion Theory or Introduction to Fashion Cycles and Theory and NOT Fashion Forecasting. Forecasting was lost in translation throughout the book, and lacked focus. This book does not do justice to the scientific aspect of forecasting and is not well organized. There is almost no information on methods used by market researchers today. Author seems well versed in fashion theories, which students do not relate to in this class or day and age. Simmel (1904)is great, but maybe not for these kids in this class! Students found the book difficult to follow and did not find the book teaching them any new knowledge from what they had already learned in fashion history or fashion theory. I was caught by surprise too late and had to put together lecture and resources from scratch. I now use a business book and use fashion as one application.

21 of 26 people found the following review helpful:

5.0 out of 5 stars From shameless to daring, smart to dowdy, hideous to amusing, March 13, 2002

By 

Winthrop Allen "Slaquer" (bisbee, AZ USA) - See all my reviews
(REAL NAME)   

This review is from: Fashion Forecasting: Research, Analysis, and Presentation (Paperback)

Ms. Brannon is a professor, and this is a textbook. A supurb textbook that unravels, analizes, graphs, charts, and narrates the dynamics of consumer choice in light, effortless prose. It is an epic study that brings aboard the great cast of characters who have devoted their lives to staying a jump ahead of us. (The bibliography is 16 pages long!) Whom do they watch? How does a forecaster know when an innovation has good "legs"? Is it in tune with the times, or a counter current? All this and more is told as Ms. Brannon peels the onion that is fashion.
Did you ever wonder how Tommy Hilfiger connected with his market? The story is here.
For me, this was a great read, like say, "The New Yorker." And I am not even in the biz.

5.0 out of 5 stars Great for class, November 5, 2010

By 

S. Wharton "aifashiongirl" (Dallas Texas) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Fashion Forecasting: Research, Analysis, and Presentation (Paperback)

This book is the perfect forecasting textbook. It is extremely helpful and has alot of great information!!