The Sharded Awareness

Trend Forecasting

The shared situation awareness is a professional context and observational research. It consist of the themes and ideas of opinion formers - fashion does not feed fashion, it is looking outside of fashion society, ethical and trademarking which feeds more to the audience. 

Trend Forecasting is the market position within a brand and its ability to recognise a pattern in a fluid situation using its information to anticipate what might happen. 

The fashion industry is forever moving, most fashion brands have a short lifespan, for example new looks 'Chipsta' the chav and the hipster integrated together the beard on men has gone its no longer in date.  

In the early 1920s and 1960's the hairstyle 'bob' was a big thing it gives a definition of periods, now fashion is seasons its very fast past and fluent you have to take a snapshot of the moment. 

• Film, Music, Exhibits, Culture, Locations, Attractions and understanding are in important in such a fast moving industry 

• Observing the raw data- galleries, windows, clusters, observation and experiences

• Which spots a pattern for hypothesis links, materials, aspects, faces, ideology and beliefs the way a brand unfolds itself what is expected.

• You test this hypothesis show it works for many scenarios, it ties in with the moment . 

Ford & Trafalgars
Ford 

• Easily accessible will be bought by many
• Fits in the moment something that will appear very important Something that is sold quickly.

Trafalgar - 

• Slow fashion
• Idea evolves slowly over a period 
• Something that is touched on time and time again
• A theme that is revisited by the designer 

Vivienna Westwood has a strong british essence within her work

Galliano moved to Margeila 

Bubble Up and Trickle Down

Bubble Up 

• Trends emerge from the street that enter fashion and work their way up
• Mainstream thought - fruits (photograph kids) haragucoo
• Saint Laurent in Dior 1960’s observed carnaby street- collection crocodile boots, capes, (beat knit look) 
• Camden market second hand vintage

Trickle Down

• Catwalk designer put onto a accessible market
• Made it to the high street where designers and being put into economy fast fashion
• Influenced from a high end market for a fast fashion market level 

Tom Ford Collection 2014

        Topshop Unique Collection 2014

      Rihanna Collection for River Island