December '14

For the Business of Apparel Decorating

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N ow more than ever, a variety of forces are shaping color trends in the fashion industry, and ed- ucated forecasts can help you take advantage of the opportunity. HOW A HUE BECOMES Let's fire up the time machine. Remember when fashion trends were developed by manufacturers, pushed through retail to consumers, and eventually retired only to be updated and released again? Now fast forward to the present. Legions of fashion bloggers share their views online in real time on what they believe people should wear. Design firms are also part of the con- versation, weighing in on shape and color. Fashion houses pay attention, react, and in- troduce new lines based on bloggers' views. The frequency of these introductions makes it seem as if the calendar is divided into eight seasons or more, not just four. Besides enabling the blogger effect, In- ternet technology has changed the industry in other ways. Cloud-based design pro- grams and color picking software give buy- ers greater ability to identify and promote trends. Taken together, it's clear that style innovations in the coming years are more apt to be generated at the consumer and design community level, gravitating up to manufacturers and retailers. This ongoing fundamental change in how the industry operates creates tremen- dous challenges—and opportunities. The increased need for speed-to-market with Fashionable Hues Get ahead of color trends in 2015 B Y S C O T T C R A I G Scott Craig, general manager for PolyOne, is responsible for the Wilflex product line of textile screen printing inks worldwide. In his role, Craig is responsible for developing new product and service solutions for the textile ink market. He holds a BS in Chemical Engineering from Oregon State University and an MBA from the University of Washington. 46 | PRINTWEAR D EC E M B E R 20 1 4

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