Communicating Fashion offers a holistic view of the interrelationships involved in trend research, including data collection, analysis and reporting, and forecasting what that direction means for design. The book’s primary focus is on the process of observing and collecting desk and field data to understand interrelationships among products, user experience, and contextual factors.
The book also focuses on finding ways to effectively communicate predicted trends and possible new product opportunities. Trend research can be change-making, and the aim is to change according to effective use of those resources we have at hand to ultimately communicate a message that the user needs and wants to hear.