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229 The Trend Forecast

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Who decides that the color this season is “mint green” or that denim jackets are “back?” Of course, there’s top-down fashion, where couture houses and runway shows set a trend that trickles down through the rest of the industry. Then there’s bottom-up - where street photographers hunt down grassroots ways that people are wearing clothes, which then comes to influence popular fashion.
But these two methods are for the relatively cutting-edge. For the mass market, for retailers, designers, and marketers working in major clothing chains, there’s a middle path to determine what’s “in.” And often times, it is through a company called WGSN.

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