ABSTRACT
This chapter outlines the colour forecasting process and the forecasting sector. It explores how the forecasters anticipate consumer colour acceptance and that the current process is used to create a consensus of colour on a seasonal basis in order to create changing colour trends to promote product sales. The chapter sets out how the current colour forecasting system supports the present unsustainable excessive product consumption, though this exists mainly through the price rivalry operations of the industry and fast-paced fashion changes. It highlights the benefits of style rivalry that would need to exist if the pace of fashion was reduced in order for the fashion industry to operate profitably. The resulting changes in colour, style and decoration, or detail, are the ingredients of intended fashion trends that must resonate with the changes of attitudes, opinions, desires and needs of individuals, societies at large and their empirical environments at particular points in time.
