Ch 5 - Chapter 5 Color Forecasting A Model of Fashion...

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Chapter 5 Color Forecasting Color Forecasting
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A Model of Fashion Forecasting Process
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Objectives color as a marketing tool the process of forecasting color, taking into account color evolution, social and economic trends, consumer preferences, and other influences color forecasting as a coordinating factor in the apparel supply chain from fiber producer to retailer the methods forecasters use to analyze and synthesize color direction from various sources in the cultural environment
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Color in Marketing the most important aesthetic criterion for preference of many aesthetic forms, including apparel (Eckman, an element of design used in building and maintaining brand identity identify target markets
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The Popularity of a Color Depends on Color preference Universal view Cultural/ethnic influence Individual differences Color symbolism Cultural differences Color cycles Long-wave cycles Pendulum swings Evolution of a color family Environment Politics Economics Culture Technology Consumer segmentation
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Color Preference Universal view Cultural/Ethnic influence Individual differences
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Color Preference Ethnic Identity Cultural Preferences Favorite Blue ALL African-American Hispanic Asian Navy Light Aquamarine Sky African-American (strong, saturated colors) Hispanic (warm, bright colors) Mexicans (traditional colors) Cubans (in Florida) (pastel) Puerto Ricans (livelier colors)
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Color Symbolism Color symbolism may be due to Associated meanings with nature Seemingly arbitrary social convention Gender Identity
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Color Symbolism Cultural Differences in the meanings of colors Mourning US--Black India--White Turkey--Violet Ethiopia--Brown Burma--Yellow Brides US--White Hindu India--Yellow China--Red
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Two types: Periodic shifts in color preferences Patterns of repetition in popular
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Ch 5 - Chapter 5 Color Forecasting A Model of Fashion...

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