In the current era of fast fashion and intense competition, fashion manufacturing has become increasingly complex, underscoring the critical importance of staying attuned to consumer preferences. Relying solely on trial and error is no longer adequate, as it often results in unsold inventory relegated to sale sections or worse, disposed of as waste. Such outcomes can lead to significant losses, particularly in an industry where production costs are frequently high. Even more so, given the rapid shifts in consumer interests within the fashion landscape, it is essential to remain abreast of future trends to strategically plan collections. India has a unique dominance and expression in fashion that ranges from traditional ethnic dressing to its very own coined ‘fusion wear’, together referred to as Indian wear. Two friends and deeply experienced professional, Anuradha Chandrashekar and Kanika Vohra are working towards changing the whole ecosystem as they have founded India’s first Indian wear fashion forecast, ICH NEXT.
Anuradha Chandrashekar explains why fashion forecasting is a necessity in today’s time for the fashion industry, “Adopting a fashion forecast prior to new collection development is a global best practice for decades. Before starting we studied innumerable case studies that went on to show that on-trend designs that are fresh and relevant to consumer affinities were often lacking. Prior research, if conducted, often focused solely on macro influences within the fashion world, lacking nuanced interpretation and relying heavily on a 'more of the same’ approach. True insight into trends necessitates thorough exploration of diverse factors such as consumer behavior, celebrity influence, runway trends, social media, travel, experiential changes, and even political ideologies shaping consumer preferences. This is what ICH NEXT focuses on – a comprehensive research that is the backbone to the science behind predictive trend reports, to aid and abet manufacturers in their creation process. These trend reports are provided to manufacturers at least 6-9 months prior to the clothing range hitting retail shelves, enabling them to tailor their collections accordingly. Manufacturers leveraging such forecasts have witnessed up to a sevenfold increase in revenue."
To make the manufacturers aware of the many benefits of fashion forecasting ICH NEXT launched their series of pan India Masterclasses for fashion manufacturers. “Through these Masterclasses we intend to share our learnings and insights with the manufacturers of fashion apparel and make them understand the importance of research and relying on a fashion forecast, whichever that might be. When they base their product development process on research, their collection will hit the mark, minimizing wasteful manufacturing and discounts that eat up the manufacturer’s profits. Helping them stay a step ahead and tap the pulse of the consumers beforehand, ICH NEXT helps manufacturers to alleviate lost opportunities. In this stead, the first leg of the Masterclass was held at Jaipur this month where Clothing Manufacturers Association of India (CMAI) and the Garment Exporters Association of Rajasthan (GEAR) participated wholeheartedly along with 50 manufacturers. While this was the first step, we will be reaching out to more manufacturers across the country with such knowledge share sessions,” said Kanika Vohra.
Kanika further spoke about the impact of deep research by ICH on future trends and the future of the company, “A lot of the success that ICH has met with, has been basis the research and having a keen eye in understanding consumer preferences and dialogues. In building a base for business success, businesses rely on prudent practices and leveraging strength. We believe research can be a firm pillar and we can be the company that provides that foundation. We see it as a ‘collaborative effort’ with ICH NEXT enabling deep insights, predicting future trends that carry a high degree of consumer affinity; and manufacturers focusing their creative energies in interpretation, expansion and quality improvements. Over the next five years, we want to hone our work and make our research deeper and more customizable across segments encouraging relevant design thought and fresh thinking. We are investing in tech / AI to help empower this across segments of fashion and lifestyle.”
Anuradha goes on to explain how their “Maya theme” that they predicted last year for this season of SS24 is all over the fashion industry. As per them, in summer 2024, Citrus Lime and Menthol Blue are expected to rule the apparel racks. In India, consumers seek out colors that exude optimism, harmony, tradition, and innovation. Colors like herbal pink and tea, salt-lake peach, and mint marble blue with grey are set to join the color palette, dyed in ethereally light fabrics, stiff shears and metallic shimmers.
The essence of Summer 2024 encapsulates themes of romance and surrender, blending elements from the past, present, and future while surrendering to the fragility of the present moment. Brands seize upon these trends by offering the right choices at the opportune time. However, achieving this feat necessitates a foundation of thorough research and forecasting to inform the creation of new lines.
