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Title: Not about Forecasting
Review: This book should be called Fashion Theory or Introduction to Fashion Cycles and Theory and NOT Fashion Forecasting. Forecasting was lost in translation throughout the book, and lacked focus. This book does not do justice to the scientific aspect of forecasting and is not well organized. There is almost no information on methods used by market researchers today. Author seems well versed in fashion theories, which students do not relate to in this class or day and age. Simmel (1904)is great, but maybe not for these kids in this class! Students found the book difficult to follow and did not find the book teaching them any new knowledge from what they had already learned in fashion history or fashion theory. I was caught by surprise too late and had to put together lecture and resources from scratch. I now use a business book and use fashion as one application.
