Apparel Marketing

Project 1 Fashion Marketing Trend and Color Board 

Business Description:

Trend Boards are used to present in a visual manner the attitudes, behaviors, lifestyle, colors and design details expected to be popular for an upcoming season.

They are used by designers to show a retailer the meaning of their designs, by retailers, in store visual merchandising plans, online look books and so on. They communicate a complex and detailed set of messages used to give direction in executing and adopting predicted fashion trends.

In today’s world the ability to create many trend mood boards is important, for not only the major season for example spring or fall but for the micro season say one month of spring or fall.

The color forecasting industry works two or more years ahead of when the apparel is available at retail. Design companies develop their specific color card(s) by editing the trend palettes to the needs of their own customer target market.  To heighten the appeal of the color palette, descriptive marketing statements are developed to accompany the selected colors.  These marketing statements present in an overall theme; sub-themes and related names attached to each individual color used.  Examples of commercial color cards are available in class for you to study and draw inspiration from. The goal is to create a fashion marketing tool to sell in the secondary market of design and manufacturing as well as to the retail level.

The board must reflect the target audience that is inclusive in language and images which can vary from large to very micro niche.

Transferable Skills:

• Effectively analyze a niche market in both general world trends but how fashion will predictably respond to the world lifestyle and events

• Researching color trends

• Analysis of various target markets with a diversity and inclusive lens

• Critical thinking

• Create a professional mood/trend board that includes diverse and inclusive images and language

• Effectively communicate in an oral presentation both the marketing and fashion marketing objectives and predictions to diverse and inclusive audience.