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What is Trend Forecasting? What Does a Fashion Buyer Actually Do? Alexa Chung and British Vogue Investigate

What is Trend Forecasting? What Does a Fashion Buyer Actually Do? Alexa Chung and British Vogue Investigate

In the fourth episode of British Vogue's six-part video series the "Future of Fashion," Alexa Chung speaks with designer Paul Smith, about running his successful name-sake label for over 40 years. 

The second interview leads Chung to Selfridges, the famous London department store to speak with Judd Crane, the store's director of womenswear and accessories about what it takes to become a buyer. The two also talk about the importance of understanding your customer and appreciating the behavioral elements of fashion. 

Chung also sheds light on trend forecasting, or anticipating fashion trends, with the help of Lauretta Roberts, the director of brand for WGSN, a leading trend-forecasting company. WGSN and other similar companies, will work three, four, sometimes even five seasons ahead of time with employees all over the world scouting and photographing trends on a global level. Keep scrolling to view the full video to hear and be sure to let us know in the comments what do you want to know about the fashion industry.



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