Forecasting is a difficult game, since it requires a deep understanding of your market segment and making the wrong call can be costly, both for resources and brand value. For this reason, it has always been much more stable to stay on-trend rather than think about where the market is heading. Particularly in fashion, understanding the nuanced evolution of aesthetic can be a nightmare.
Generation Z, or the segment after Millennials, makes this even more of a problem. As the group has been raised on social media and has an attention span lasting about 8 seconds, they need constant, drastic change in order to maintain intrigue.
