When I think about the colour forecast, I usually compare it to the weather forecast. It is a prediction, a direction, not a certainty (Hidefi, 2017). Sometimes it can be very precise, while at other times it can lead to disappointment. Despite that, colour is one of the most important factors in the decision to buy fashion products for consumers. Due to this reason brands invest significant time and financial resources in colour trend forecasting services to identify the right colours for the coming year ahead (Best, 2012). Eiseman, Executive Director of the Pantone Institute (2019) emphasize that ”colour is an equalising lens through which we experience our natural and digital realities and this is particularly true for Living Coral”, which is a peachy orange colour shade and the colour of the year of 2019.
According to Wilson (2001) many colour forecasting services usually will select a range of colours for specific product/market. With these groups, there are likely to be several colours referred to classics such as camel, green, navy or black and some of the previous 2018 season colours such as neon, ultraviolet, rhapsody – which I discovered remaining in TopShop current 2019 merchandise, Oxford street/2019.
However, colours do not remain static; they also gradually morph over the seasons, so spring delivery of merchandise may feature quite different colours to pre-summer season delivery, having changed incrementally with each range or merchandise or even brand. For example, Urban Outfitters merchandise differentiated from its arrival TopShop by selling more pastel colour shades clothing.
The 2019 winner was chosen for its “animating and life-affirming” hue which “energizes and enlivens with a softer edge,” according to Eiseman. The power of colour comes from its symbolic meaning for people that can be interpreted and used to communicate important messages (Brannon and Divita, 2015). According to Eiseman (2019), Living Coral colour evokes the beauty and fragility of our marine life and oceans. Meanwhile, it passes a message that coral, which is bright and lively, is only possible if it surrounded by a healthy environment. Some of our favourite brands have been making efforts to help clean our waters, replant trees in areas affected by deforestation and minimize their carbon footprints. (Ibrahim, 2019). Adidas collaboration with Parley is one of the examples that working toward to prevent plastic from entering into our oceans by turning ocean plastic waste into a thread that is woven into running shoes.
It is important to highlight that colour forecasting is a fundamental element in the creation of textile and garment collections, and a tool employed by manufacturers, designers and retailers in the development of their apparel collections. It is used in the initial stages of the design process, so has to be available considerably earlier than other trend information, typically two years ahead of the season under development (Brannon and Divita, 2015). Examining the sources of creative inspiration in clothing design, Mete (2006; see King, 2011) placed particular emphasis on fashion research and forecasting, noting that ‘Colour is usually the starting point of each season and often acts as a springboard for materials/fabric direction and trend research.
References:
Best, J., 2012. Colour Design: 19 – Colour Specification And Visual Approval Methods For Textiles. 2nded. Woodhead Publishing Series in Textiles, 453-473. Available via: Science Direct [Accessed on 245h March 2019]
Brannon, E.L. and Divita, L., 2015. One: Forecasting Frameworks [e-Book]. 4th ed. New York: Fairchild Publications. Available via: Bloomsbury Fashion Central [Accessed on 24th March 2019].
Eiseman, L., 2019. PANTONE 16-1546 Living Coral. Pantone.com. Available at: https://store.pantone.com/uk/en/color-of-the-year-2019[Accessed on 24th March 2019].
Hidefi, M., 2017. Colour Design: Understanding And Forecasting Colour Trends And Design [e-Book]. 2nded. Woodhead Publishing Series in Textiles, 285-298. Available via: Science Direct [Accessed on 245h March 2019].
Ibrahim, B., 2019. Pantone’s Color Of The Year Is A Vibrant Start To 2019. CNN.com. Available at: https://us.cnn.com/2019/01/03/cnn-underscored/pantone-color-year-2019-living-coral/index.htmlAccessed on 27th March 2019].
King, J.A., 2017. Colour Design: 13 – Colour In Fashion Design [e-Book]. 2nded. Woodhead Publishing Series in Textiles, 299-315. Available via: Science Direct [Accessed on 245h March 2019].
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