Why Trends Matter
Keep your brand fresh, relevant and valuable
Why trend forecasting is so important for forward-thinking brands
Know why trend forecasting is crucial for brands that want to stay fresh, relevant and valuable.
Learn how we forecast trends to bring you compelling reports that guide you through the seasons.
By aligning trend insights with your brand's objectives, you can successfully improve your brand reputation and consequently, increase profitability.
The importance of trend research
As a future-thinking creative, you know that well considered collections will resonate with your target audience, producing less waste, less harm to the planet and less precious energy spent on developing the wrong products.
Design professionals must care about what their consumer will do next and understand the way their tastes and style will change.
Changing consumer lifestyles, wants and needs
Changes in the way we live have intensified by the profound impact of the Covid-19 pandemic and an ensuing financial crisis continues to impact consumer spending and the fashion industry.
Audiences and demographics continuously undergo transformative shifts and these changes can differ greatly, which emphasises the need for focused intelligence.
Consumer demand is one of the main indicators of what will be commercially successful in the near future.
Cut out the guesswork and rely on accurate insights
The certainty to make effective design decisions
Predicting future trends involves analysing changes in the market (the economy and politics), new technology and innovations, as well as influential design houses and emerging brands.
All these factors are studied closely to establish what is most recurrent and relevant. Emerging trends are then identified and presented in a way that can be easily translated by brands.
Understanding macro trends
As well as a good awareness of product-specific trends and micro stories, it is also important to look at seasonal macro trends. These overarching influences guide your entire collection development and can be themes, aesthetics or changes in consumer habits.
As a result of the trauma experienced by us all during the pandemic, the macro trend for enhanced protection and a renewed love of the outdoors came into focus.
Examples of this were advanced and protective materials, padding and volume cushioning and nature-inspired textures and prints.
Viewing macro trends as broader directions will bring further authenticity and coherence to your offer.
Get the bigger picture
In addition to focused trend research, it is important to be aware of key looks from seasonal catwalk shows, industry trade shows, street style, pop culture and influencers that relate to your target market.
Analyse previous season's sales figures and identify what and why were your bestselling lines.
With this rounded view, the right decisions can be made.
We present the essential directions each season, eliminating overwhelm and external noise.
By Product Group