By Kate Scully, Debra Johnston Cobb

Colour is a strong promoting device. it's the very first thing to seize the consumer's eye within the store window. Get the colour selection fallacious and a whole variety can remain at the racks. So, how do colours arrive at the runway or the revenues flooring and why do diversified businesses all appear to decide upon related colours each one season? the reply lies within the paintings of the massive colour forecasting undefined. colour Forecasting for type breaks down the forecasting process—from find out how to prepare a colour palette to paint idea and how that shades behave—and lets you construct the mix of analysis and intuitive abilities winning clothier or forecaster wishes.

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In 1955 it became the Color Association of the United States (CAUS). Rorke and the association had set into motion a process of forecasting US color trends based on researching trends at the top of the fashion pyramid—Paris and the couture. While color direction now emerges from diverse sources around the world, Paris continues to exert its influence through its textile and trade shows, the seasonal designer collections, and the city’s unique retail scene. Many international fashion designers call Paris home, and many color forecasters still consider a seasonal visit to Paris to be a cornerstone of their research.

By the seventeenth century a wide array of dyestuffs were traded around the world, and the increasingly consumer-based societies of Europe and the US drove the development of more and better quality colors. In the late fourth century AD purple dyestuffs were so expensive that Emperor Theodosium of Byzantium forbade the wearing of purple except by royalty; shown here on Empress Theodora. Dyers’ guilds were established in Europe during the early Middle Ages. THE DEVELOPMENT OF COLOR IN APPAREL 37 During the Renaissance the growth of a merchant class meant that more people could afford a change of clothes; colors indicated social and economic status.

During the 1920s color became a marketing tool in nearly every area of consumer product. “Color could make or break a retailer in the twenties, as the economic boom allowed more Americans to step through the portal of consumer society and buy ready-towear,” writes American business author and consultant Regina Lee Blaszczyk. The Textile Color Card Association was headed by a former actress and suffragist, Margaret Hayden Rorke—America’s first professional color forecaster. Rorke made yearly shopping trips to Paris for the couture shows.

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