How to Research Fashion Trends in the Footwear Industry
Footwear trend research involves the study of directional movement of particular footwear styles. Trends constantly fluctuate, rising or declining in popularity. Understanding footwear trends requires an awareness of the fashion cycle. Knowing about design, niche markets (particular segments of the buying population) and familiarity with surrounding fashion trends helps. Researching footwear trends is fairly easy. Interpreting research results for trend forecasting requires more expertise. Does this Spark an idea?
Things You'll Need
- Fashion reports (Trend Hunter Magazine online publication)
- Fashion magazines ("W")
- Fashion journals ("WWD")
Instructions
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Learn the stages of the fashion cycle. Emergence introduces the trend, creating awareness. Popularization or decline follows. Declining trends become markdowns and disappear. Escalating trends continue toward mass acceptance. Market saturation then signals the end of the trend.
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Find trend direction by selecting a footwear feature to monitor, such as heels. Research current shapes or height. Heel fabrication provides another option. Researching the popularity of fabric, cork, rope or wood heels uncovers rising or declining styles.
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Break down the trend further. Pick a general trend, such as leather, and narrow it to specifics, such as quilted toes or patent trim.
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Check fashion journals for information on the trend. "Women's Wear Daily" and the monthly publication "W" represent two industry-accepted examples. Both provide design and manufacturing news from New York and other major fashion capitols.
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Consult an Internet search engine by entering trend with year and season. Past, present and forecast information appears.
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Read through the accumulation of articles and trend reports. Factor in observable "street fashion." A single article on quilted ballet slippers with satin bows does not, on it's own, constitute a trend. Trends are created by acceptance. They are fashion statements that "caught-on." Multiple sources report on them.
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Tips & Warnings
Prioritize information found in established trade journals and publications.
Look for unity and repetition when determining the strength of a trend.
References
Resources
- Photo Credit shoes image by Tammy Mobley from Fotolia.com
