Output details

Sustainable colour forecasting: the benefits of creating a better colour trend forecasting system for consumers, the fashion industry and the environment

Fashion thrives on the deliberate shortening of product lifecycles creating fashion trends which is identified as a principal cause of excessive fashion consumption. The colour forecasting process and marketing support mechanism contributes substantially to this unsustainable consumption issue. This chapter outlines an alternative process and the benefits of its use for the industry. The research was conducted in the first instance using soft systems modelling, tested with 111 industry personnel, further secondary data was used to further refine the model. The research declares a more sustainable colour forecasting can be successfully implemented with considerable benefits to the waste management problem.