The trend forecasting paradox? : An exploratory study of the compatibility of trend forecasting and sustainability

• Main Authors: Frohm, Pauline, Tucholke, Kara Xenia
• Format: Others
• Language: English
• Published: Högskolan i Borås, Akademin för textil, teknik och ekonomi 2020
• Subjects: Fashion trend forecasting; environmental sustainability; long-term/short-term forecasting; trend forecasting paradox; Social Sciences; Samhällsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23475

Trend forecasting is perceived to be an essential service for fashion companies to use in order to stay competitive in the fast-paced fashion industry. Yet, in times of climate change, appointing new trends each season is a questioned practice. Since trend forecasting aligns with the inherent obsolescence of fashion’s constant change, forecasting seems to stand in paradox with the imperatives of sustainability. Thus, this thesis aims to explore the role of trend forecasting to understand its compatibility with environmental sustainability. The review of previous research depicts the evolution of the trend forecasting field and displays prominent literature within fashion and sustainability, which together displays an apparent research gap that this study aims to fill. The thesis follows an exploratory design pursuing a multiple case study strategy applied through eight semi-structured interviews with trend forecasters and a content analysis of WGSN online trend forecasts. Findings of this study validate the existence of a trend forecasting paradox while also demonstrating areas of compatibilities. Customized forecasting and long-term approaches were concluded as compatible practices and may be integrated into both long-term and seasonal forecasting. This study also recognizes a need to differ between forecasting sustainability and sustainable forecasting. This thesis is believed contribute to an under-researched area and aid the trend forecasting industry to realize its impact on sustainability, as well as suggesting approaches on how to further incorporate sustainable practices into their work.