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Book/movie review
22/08/2022
FACS 381 Fashion Promotion
Assignment-2
Fashion Brand Promotion Campaign
Part-2: Fashion Trend Forecasting
Total: 50 points
The next step in developing a promotional campaign is to understand the fashion trends that shapes brand approaches to promotion. In preparing the fashion forecast, you should refer back to the creative elements and principles introduced in Chapter 3.
Assignment objective: Accurately forecasting fashion trends is essential to the success or failure of any fashion-oriented business. The objective of this project is to help you develop skills in analyzing and reporting on fashion trends. Through comprehensive research, trend interpretation, and effective communication, you will create a detailed trend report for the upcoming season (Spring 2024).
Instructions: To develop a fashion trend report (upto 5 pages), create a digital moodboard, using Canva or PowerPoint slides. To learn using Canva, visit this website and watch the video (
https://www.canva.com/learn/make-a-mood-board/). This is an easy tool and used often for creating moodboards. If you have trouble using Canva, you can also develop a moodboard using PowerPoint slides. Max. 5 slides will be good to present all the information below:
Brand identity is important! Know what your brand (work on the brand you are assigned by the course instructor at the beginning of the semester) wants to present. You have already done this in Assignment-1 and you do not need to do it again. Just review your brand mission and how your brand positions itself in the market. You are developing the moodboard for your brand assigned at the beginning of semester.
1.
Design inspiration research: Develop a physical or digital collage with 5-7 images. These images should serve as a source of inspiration to develop this moodboard. Design inspiration may come from anywhere such as street, social media, artwork, museum, nature, fashion shows, designer works, etc.
2.
Theme: Identify an overall theme such as elegance, nostalgia, sustainability etc.
3.
Target Consumer: Include a brief description of target customer (3-5 sentences)
4.
Color: Include color palette (3-5 colors). It may include hues and shades or multiple colors. This may include solid colors, patterns, prints etc.
5.
Fabric and yarn swatches (name of fabrics/yarns or pictures or actual fabric swatches that represent upcoming trend)
6. Describe overall
silhouette: For this you may include 2-3 garment/fashion images presenting garment style or detail like neckline, collars, sleeves, waist etc., texture, silhouette
7. You may include
accessories such as jewelry, handbag, headgear, sunglasses, etc.
8. Include
reference (this slide will not be counted)
Note: Remember to apply the elements and principles of design in creating moodboard. Color must make sense and augment the theme. Consideration should be given to hue, value, and intensity. Background color must effectively showcase the decorative elements, fabrics, and silhouettes. Graphic balance is essential. All shapes must be in proportion to the board. A border, visual or implied, creates unity. Images should speak to the mood of the trend you are trying to describe. Layout should be logical and aesthetically pleasing. Simplicity should be used to convey the story. Boards should not be crowded with too many elements.
Free Resources that may help in understanding upcoming trends:
1. Pantone:
https://www.pantone.com/
2. Cotton Incorporated:
https://cottonworks.com/en/ (sign-up, it’s free)
3. WGSN:
https://www.wgsn.com/en
4. MAGIC:
https://www.magicfashionevents.com/en/home.html (refer to trend resources)
Samples of Moodboard: Note that these moodboards do NOT present all information you require for completing this assignment. Target consumer description, fabric swatches, accessories, silhouette description is missing her. Make sure you include all information listed under ‘Instructions’.
Grading Rubric:
|
Criteria |
Excellent (10 to >8) |
Good (7 to>5) |
Basic (4 to >0) |
|
Representation of design inspiration and theme development |
The moodboard clearly conveys a visual story, guiding viewer to the theme development and evoke emotions with the theme |
The moodboard somewhat conveys a visual story, guiding viewer to the theme development and evoke emotions with the theme |
The moodboard vaguely conveys a visual story, guiding viewer to the theme development and evoke emotions with the theme |
|
Description of target consumer and brand alignment |
The moodboard accurately describes target consumer and reflects on consumer profile that aligns perfectly with the brand |
The moodboard somewhat describes target consumer and reflects on consumer profile that aligns perfectly with the brand |
The moodboard vaguely describes target consumer and reflects on consumer profile that aligns perfectly with the brand |
|
2024 Fashion trend analysis |
Fabric, yarn, color, silhouette, accessories trends accurately reflect Spring 2024 trends |
Fabric, yarn, color, silhouette, accessories trends somewhat reflect Spring 2024 trends |
Fabric, yarn, color, silhouette, accessories trends vaguely reflect Spring 2024 trends |
|
Creativity and Visual Presentation |
The images, text, and colors, aligns with theme and are arranged to create a visually appealing and balanced moodboard |
Images, text, and colors, partially aligns with theme and lack visual balance in the moodboard |
Images, text, and colors, does not or vaguely aligns with theme and reflect random arrangement of visual elements |
|
Overall presentation (attention to detail) and references |
The moodboard clearly demonstrate attention to detail, such as close-ups of fabrics, accessories, pantone color names etc.; presented neatly and professionally, with clear labeling; and includes references in APA format |
The moodboard presents some details, such as close-ups of fabrics, accessories, pantone color names etc.; moodboard presented well but may lack labels and details; and includes references in a APA format |
The moodboard lack details, such as close-ups of fabrics, accessories, pantone color names etc.; labels and includes references in incorrect format |
2 | Page
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