Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Development Study for Fashion Market Forecasting Models - Focusing on Univariate Time Series Models -

  • Lee, Yu-Soon (Dept. of Business Administration, Ewha Womans University) ;
  • Lee, Yong-Joo (Dept. of Business Administration, Ewha Womans University) ;
  • Kang, Hyun-Cheol (Dept. of Informational Statistics, Hoseo University)
  • Received : 2011.11.02
  • Accepted : 2011.12.19
  • Published : 2011.12.30
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Abstract

In today's intensifying global competition, Korean fashion industry is relying on only qualitative data for feasibility study of future projects and developmental plan. This study was conducted in order to support establishment of a scientific and rational management system that reflects market demand. First, fashion market size was limited to the total amount of expenditure for fashion clothing products directly purchased by Koreans for wear during 6 months in spring and summer and 6 months in autumn and winter. Fashion market forecasting model was developed using statistical forecasting method proposed by previous research. Specifically, time series model was selected, which is a verified statistical forecasting method that can predict future demand when data from the past is available. The time series for empirical analysis was fashion market sizes for 8 segmented markets at 22 time points, obtained twice each year by the author from 1998 to 2008. Targets of the demand forecasting model were 21 research models: total of 7 markets (excluding outerwear market which is sensitive to seasonal index), including 6 segmented markets (men's formal wear, women's formal wear, casual wear, sportswear, underwear, and children's wear) and the total market, and these markets were divided in time into the first half, the second half, and the whole year. To develop demand forecasting model, time series of the 21 research targets were used to develop univariate time series models using 9 types of exponential smoothing methods. The forecasting models predicted the demands in most fashion markets to grow, but demand for women's formal wear market was forecasted to decrease. Decrease in demand for women's formal wear market has been pronounced since 2002 when casualization of fashion market intensified, and this trend was analyzed to continue affecting the demand in the future.

Keywords

References

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