Let's learn to 'trendspot'
I found this guide to be a successful trendspotter as a brand....
Trend Bible believes the best brands optimise:
1. A clear, defined start to the season. Usually some sort of
inspiring away day where they can think about new ideas, new directions, what worked before and what’s new.
2. Working sufficiently far ahead – some of our clients work 6 months
ahead, some work 2 years ahead, but all of them work with us to create a
strict
critical path so that we all know deadlines and
dates we’re expected to hit. Our clients work backwards from their
delivery deadlines, so they know exactly when to book us in.
3. Senior management attending – most of our clients get senior
management involved in some part of the trend forecasting process. If
there’s something they don’t like, it’s best they know from day 1 what
the concept directions will be so they can share comments there and then
- much better than commenting 12 months later when the product is
being shipped. It goes without saying that designers, buyers, marketing
and PR teams must attend initial trend meetings to develop a coherent
strategy. Each of these needs to bring their own ideas for future trends
to the table too, good trend forecasting is all about a team approach.
4. Getting a good variety of external opinions, advice and expertise.
Breadth of experience, style and information ensures you don’t miss a
trend. The trick here is the
editing stage – who’s in charge of deciding what does and doesn’t make it in the final cut?
5.
Mid-season sense-check - a vital part of the
process. It’s amazing how much the original plan can morph and change
over a few months and it may be that things need to get pulled back on
track. This also allows the opportunity to flag up any fast-moving
‘satellite trends’ that may have suddenly sprung forth. It’s at this
stage in the season we help our clients decide
exactly when each trend story and colour range should go in-store – down to the exact week.
6. Communicate with manufacturers from the off – get them involved in
your management trend presentations and they will understand the
finishes, techniques, style and look you’re after. They can then begin
their own research files, looking out for production techniques that fit
with your new concepts an bringing yet more innovation to you.
7.
Test, test test! If you are not sure about a
trend, colour or design, create a system whereby you can produce a short
run of products and test them out. The best brands use this to get a
read on new products before rolling them out.
Fear is the enemy of trends! You
won’t be fearful about new trends if you’ve already dipped your toe in
the water and got a read on whether your customers like it.
8. One internal person is responsible for, and looks after all of
trend. This person works with and briefs the external trend experts,
collates information and is the
go-to person for anything to do with trends.
9. A physical
trend guide. Whether this is a poster,
brochure or booklet, it’s important to have a trend document that shows
exact colour palettes, pattern directions and concepts that can be
shared with the internal team and externals like suppliers. Don’t forget
to Copyright it.
10.
Keep a logg of all seasonal trend developments.
Any changes in directions should be noted, dated and signed off by head
of trends. This way, if there was a product or theme you had to lose
from your range for whatever reason, you know exactly when and why this
decision was made.
... Tick all these boxes and you are well on the way to establishing a relationship with more consumers by optimising these trends
