Everyone in the fashion business needs to develop this essential survival skill: how to interpret the intelligence provided by the industry and society to anticipate and respond to trends. This book is aimed at second and third year students on fashion, clothing, textile and retail courses (BTEC and BA) who already have acquired some fashion knowledge and skills. It begins by describing fashion prediction companies who they are, how they work and who are their customers before going on to explain how a trend is sourced, anticipated and developed. The role of consultants working with customers to develop and market products is explained. A case study (provided by a prediction company) is used to show how ideas are generated, communicated and promoted and the book ends with detailed descriptions of appropriate software and media techniques illustrated with examples from the work of contemporaries.