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Full Product Details

Author:   Kathryn McKelvey (University of Northumbria at Newcastle) ,  Janine Munslow (University of Northumbria, Newcastle)
Publisher:   John Wiley and Sons Ltd
Imprint:   Wiley-Blackwell
Dimensions:   Width: 18.00cm , Height: 1.30cm , Length: 24.10cm
Weight:   0.590kg
ISBN:  

9781405140041

ISBN 10:   1405140046
Pages:   232
Publication Date:   26 September 2008
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Out of stock  
The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available.

Table of Contents

Part 1: The Function. What are fashion prediction companies? What services do they provide?. Who are they? Here & There, WGSN, Promostyl, Trend Union, Peclers, Concepts Paris. How do they work?. Who are their customers – from designers to retailers, manufacturers, window dressers?. Employees – designers, graphic designers, freelancers in design and illustration, photographers, weavers, knitters, printers etc. The need to be first!. Part 2: The Process. What is ‘direction’?. How they find inspiration for a new seasons themes? – instinct, travel, exhibitions, politics, social conditions, libraries etc. Why ‘colour’ first and what’s involved? Fibre and fabric manufacturers. Market levels catered for using relevant illustration styles. How does the ‘look’ emerge?. Gathering intelligence – freelance reporters, shops, retailers, freelance photographers. Where trade fairs and international fashion shows fit in. What is consultancy – working with customers to develop and market product. Sampling with directional garments. Part 3: Communicating ideas/Illustration. As a case study (1-3):. 1. Developing trend information. 2. Generating student’s own intelligence material. 3. Developing design, for example, for three themes. Up-to-date illustration techniques – intermediate level, using the computer and software such as Adobe PhotoShop and Illustrator (raster and vector graphics) to convincingly promote a trend. Instructions on a variety of achievable effects. Gallery of new generation of styles. Part 4: Promotion. Graphic techniques and achievable effects using the aforementioned software and also page layout software such as Quark Xpress/Adobe InDesign. Simple use of typography, corporate identity, grids?. Contemporary promotional activities/stencil campaigns, work like Bernie Reid, Lizzie Finn, Julie Verhoeven, Deanne Cheuk, but original variations. Gallery of new methods of promotion

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Author Information

Kathryn McKelvey is a Reader in the School of Design at Northumbria University. She teaches visual communication, graphics and interactive media but fashion remains the key area for her own research. She worked in the fashion forecasting industry in New York, as an illustrator/designer, before commencing an academic career. Janine Munslow is Head of Fashion at Northumbria University. She teaches Fashion Marketing - product development and promotion. Previously she worked as a fashion and textile designer in London before setting up her own design label partnership, Guerrilla Farm, wholesaling in Europe, USA and the Far East and with established retailing outlets in London.

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