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Fashion Forecasting: Research, Analysis, and Presentation ReviewMs. Brannon is a professor, and this is a textbook. A supurb textbook that unravels, analizes, graphs, charts, and narrates the dynamics of consumer choice in light, effortless prose. It is an epic study that brings aboard the great cast of characters who have devoted their lives to staying a jump ahead of us. (The bibliography is 16 pages long!) Whom do they watch? How does a forecaster know when an innovation has good "legs"? Is it in tune with the times, or a counter current? All this and more is told as Ms. Brannon peels the onion that is fashion.Did you ever wonder how Tommy Hilfiger connected with his market? The story is here.
For me, this was a great read, like say, "The New Yorker." And I am not even in the biz.Fashion Forecasting: Research, Analysis, and Presentation Overview
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