The Colour Conspiracy: A Summary of Colour Forecasting in the Textile and Clothing Industry and its Influence on Future Predictions for a UK Mail Order Company

Colour is one of the most complex and difficult variables which marketers have to contend with when forecasting, planning, presenting and managing ranges of fashion goods. This paper aims to contribute towards a greater understanding of some of the factors that influence decisions about colour forecasting within the textile and clothing industry. A variety of colour forecasting services are available to aid designers and buyers in colour selection. However, the earlier the colours are predicted, the more expensive the service tends to be.

In the case of a leading mail order company, how useful are these services? Do they aid colour selection or are they an unnecessary expense? What are the risks of selecting the wrong colour? These questions and many more shall be addressed by looking at how a leading mail order company selects their colour palette for a season.