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A fashion trend forecasting course as a gateway to career discovery
Testa Danielle Sponder,Fiore Ann Marie 한국마케팅과학회 2024 Journal of Global Fashion Marketing Vol.15 No.2
The purpose of this study was to present an overview of a newly designed fashion trend forecasting course and examine its success at increasing the student’s (a) trend forecasting acumen, (b) trend forecasting abilities in various roles within fashion, and (c) awareness of future career interests. A mixed methods approach enabled researchers to evaluate course success and methodological impacts. A repeated measures ANOVA and mean difference tests were utilized to test hypotheses. Qualitative data was analyzed to triangulate results. The study revealed significant increases in students’ trend forecasting abilities and comprehension of how trend forecasting is utilized in industry contexts. Originally, results did not indicate a significant increase in career preparedness, however triangulation revealed outliers within the participant set. The triangulated indicated that students focused on careers in merchandising, design, and product development saw a significant increase in their career preparedness. This is the first study to explore the connect between fashion trend forecasting and career preparation. While trend forecasting is a widely used skill in the fashion industry, the diverse use has been infrequently taught and has not been academically studied. The results demonstrate the opportunity to expand on the application of trend forecasting in fashion programs.
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( So Won Jeong ),( Jae-Eun Chung ),( Ann Marie Fiore ) 복식문화학회 2017 Fashion, industry and education Vol.15 No.2
The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore’s four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.
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Jeong, So Won,Chung, Jae-Eun,Fiore, Ann Marie The Costume Culture Association 2017 Fashion, industry and education Vol.15 No.2
The objectives of this empirical study were to examine the relationships between shopping motivations, Pine and Gilmore's four experience realms (4Es), the emotional components of pleasure and arousal, and patronage intention toward small apparel retailers. Data from 128 college students were collected through an online survey. Regression analysis results revealed the positive impact of shopping motivations on the hypothesized experiential realms and partial effects of the 4Es on pleasure and arousal. Pleasure and arousal were found to affect patronage intention. This research benefits small retailers by identifying the experiential marketing strategies that positively affect consumer emotional experiences, which are important to consequent patronage intention toward small apparel retailers.
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