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AI can tell you exactly what is happening. But it can’t tell you why. Qualifying as a psychologist in 2023, Ruth is now able to offer a unique insight into the consumer decisions behind your buying data. What's driving those whys. Why your customer buys what they buy, wears what they wear and the forces - implicit and explicit - acting upon them.

Situated in a Victorian boat factory on the banks of the river Quaggy in south-east London, Factory Forecasting was established in 2012 by Ruth Chapple.

Since then, AI, the rise of social media and the advent of big data have irrevocably shifted the trends landscape. AI will now monitor, analyse and decipher consumer engagement and brand traction far more accurately than humans ever could.

A new approach is needed, one based on scientific research.

The more you understand why, the more accurate your trend forecasts will be.

What is Fashion Psychology ?

Understanding the Whys to Forecast the Nexts.

Fashion Psychology identifies the macro trends and cultural shifts and applies psychological theories and research to analyse how these will influence customers and the fashion marketplace. This scientific approach means fashion psychology sits between consumer research and fashion forecasting for a more accurate understanding of trend direction. By understanding the consumer and the various factors impacting their choices, your businesses' brand direction, product development and marketing strategies can be specifically aligned to existing customers or adapted to reflect potential markets.

By implementing empirical evidence from psychological research, Factory Forecasting can provide robust strategies for today’s industry challenges such as

  • What is decision fatigue, and how can retail brands act to avoid choice overwhelm from hindering sales?
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  • How can fashion brands navigate consumers' cognitive dissonance between purchasing and sustainability awareness?
  • How can retailers develop and leverage psychographic data to build emotional connections with their customers and inform accurate long-range trend forecasts?
  • What does the rise in neurodiversity diagnoses mean for your customer and how can your business be inclusive to the neurodivergent community?
  • What are the new moderators impacting nostalgia marketing? How can heritage brands respond accordingly?
  • The rise of anxiety; can clothing support the parasympathetic nervous system to help turn off stress reactions?
  • Is neurodiversity the next frontier for inclusivity? Collection guidance for consumers with sensory challenges and Autism Spectrum Condition (ASC).
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Our Forecasts explore cultural shifts and outline nascent trend direction to provide you with actionable trend direction.  By analysing your consumers' psychological needs we offer inspirational design solutions to forecast mood, fabric, colour and product direction across mens, womens, kidswear and accessory design.

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Ruth has over 25 years of experience in the fashion and trend forecasting industry, notably creating and leading Stylus Fashion, as Head of Womenswear for WGSN and as a brand consultant advising companies such as Primark, Esprit, Footlocker and Sainsburys. In 2021 Ruth returned to University, graduating with a Distinction in MSc Psychology. She holds an NCFE Level 2 Certificate in Understanding Autism and co-hosts the London branch of a national support group for partners of individuals with ASC. Ruth is a member of the British Psychological Society and has acted as an advisor to NHS England regarding the clinical implications of undiagnosed adult autism.

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Factory Forecasting offers a range of services to help you understand your customers better. To see how your business can benefit from our insights please contact us or email directly on hello@factoryforecasting.com

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