Customer Reviews

Fashion Forecasting: Research, Analysis, and Presentation

5 star:		(2)
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1 star:		(2)

 

 

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.

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.

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

Poorly written, little details, little insight into trend forecasting. Author simply restates a series of facts. Really disappointing