graduate fashion week presentation
DESCRIPTION
Trend Forecasting presentation by Ruth Marshall-Johnson for Graduate Fashion Week 2013.TRANSCRIPT
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THE TRUE VALUE OF TREND FORECASTING
Ruth Marshall-Johnson, Custom Research Director, WGSN
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)CONTEMPORARY TRENDS
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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?
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)ART OR SCIENCE?
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)COMMERCIAL CREATIVITY
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HOW WE DO IT
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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
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HOW WE DO IT
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)WHERE TO LOOK
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“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
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SEEING PATTERNS
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)CULTURAL PATTERNS
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CULTURAL PATTERNS
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)TEXTURAL PATTERNS
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SOFT DISRUPTION
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HISTORICAL PATTERNS
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INTERPRETING THE STREET
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)HYPERCULTURE
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)GLOBAL STREETS
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CHINA
THE NATIONALIST
ROCKABILLY
BOYSTYLE THE ‘ARISTOCRAT’
QUICK CHANGE
PLAYPEN SHOPPERSSPORTS LIFESTYLE
BESPOKE
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CHARACTERIZATION
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VINTAGE-STYLE
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)REAL PEOPLE
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)TREND CYCLE
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CONSUMER ATTITUDES
SUB HEADING: Title (24pt)THE TRUE VALUE OF TRENDS
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THANK YOUTwitter: @WGSN wgsn.tumblr.comwww.wgsn.com