by Evelyn L. Brannon
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| List Price: | $96.50 |
| Amazon Price: | $86.85 & eligible for FREE Super Saver Shipping on orders over $25. |
| You Save: | $9.65 (10%) |
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| Lowest New Price: | $52.99 |
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Product Description
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.
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Average Customer Review:
0 of 0 people found the following review helpful:
 The worse textbook I've had since I started school, 2008-09-30
Poorly written, little details, little insight into trend forecasting. Author simply restates a series of facts. Really disappointing
1 of 1 people found the following review helpful:
Not about Forecasting, 2008-09-03
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.
19 of 23 people found the following review helpful:
 From shameless to daring, smart to dowdy, hideous to amusing, 2002-03-14
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.
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