The Process of Trend Development Leading to a Fashion Season

This text forms the first document to delineate, assess and analyse the processes of fashion trend development that are common to European fashion brands. It analyses the specificity of fashion trends, documents their seasonal trajectory in terms of processes and broader contexts and identifies how they differ pre and in–season. Two new models are proposed which summarise fashion trend drivers and the sequence of independent events which inform and help determine thhe evolution of a set of shared pre-season trends. Existing texts are contemporary and trade-specific: this one sites the research within broader multi-disciplinary academic references and, as such, is situated within industrial and academic contexts, combining practice with theory.

Tim Jackson

Research Interests

Luxury brands / goods
Fashion trend prediction / forecasting
Strategic fashion marketing / branding
Fashion buying and merchandising
Store fashion windows

Current Research

Mastering Fashion Marketing - Palgrave 2005
Tim Jackson and David Shaw (eds), The Fashion Handbook 2005
Review of the IHT 2004 Luxury Brands conference in Hong Kong (expected to go into The Journal of Fashion Marketing and Management)