graduate fashion week presentation
Post on 18-May-2015
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THE TRUE VALUE OF TREND FORECASTING
Ruth Marshall-Johnson, Custom Research Director, WGSN
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)CONTEMPORARY TRENDS
Innovation
Creative Direction
Consumer Insight
Design
Product Development
Colour & Materials
Multi-channelMarketing
Branding
Packaging
Retail Strategy
Visual Merchandising
Point of Sale
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)WHO USES TRENDS?
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)ART OR SCIENCE?
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)COMMERCIAL CREATIVITY
HOW WE DO IT
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HOW WE DO IT
✪ Identify - Do your research and tell the story
• Macro trends• Colour forecast• Materials forecast• Category design directions ✪ Track – Keep your eye on how a trend evolves and is made real
• Emerging Trends• Street Shots• Trade Shows ✪ Confirm – How are the final products received, sold and
marketed
• Commercial updates• Buying intelligence• Celebrity style• Retail news and analysis
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HOW WE DO IT
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)WHERE TO LOOK
“Getting to know customers as
individuals means having information
that can be used to speak directly to
them, and getting it right now lays
important groundwork for the future
too – big data is only going to get
bigger.”Andrew Jobling, Senior Business Editor, WGSN
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)DATA
SEEING PATTERNS
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)CULTURAL PATTERNS
CULTURAL PATTERNS
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)TEXTURAL PATTERNS
SOFT DISRUPTION
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HISTORICAL PATTERNS
INTERPRETING THE STREET
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HYPERCULTURE
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)GLOBAL STREETS
CHINA
THE NATIONALIST
ROCKABILLY
BOYSTYLE THE ‘ARISTOCRAT’
QUICK CHANGE
PLAYPEN SHOPPERSSPORTS LIFESTYLE
BESPOKE
CHARACTERIZATION
VINTAGE-STYLE
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)REAL PEOPLE
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)TREND CYCLE
CONSUMER ATTITUDES
SUB HEADING: Title (24pt)THE TRUE VALUE OF TRENDS
THANK YOUTwitter: @WGSN wgsn.tumblr.comwww.wgsn.com
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