This week, we discussed what we had read in chapter 1 of The Trend Forecaster's Handbook by Martin Raymond. The key trend of the chapter is the definition of a trend, as well as the definition of a trend forecaster.
Henrick Vejgaard's Diamond Shaped Trend Model
This model clearly defines the levels at which consumers are at, with trend creators at the very top and the consumers that follow in different categories. Social factors affecting consumer trends also come into play with cultural and behavioural trends.
We also discussed a few noteworthy trendforecasting agencies.
WGSN.com, which is both evidence based and dictatorial, provides multiple categories to read about.
Apart from trend reports,marketing articles also give insight into the business while still leading back to trends (E.g. top campaign trends). WGSN has helped me to a great degree especially in my product development project, as their trend reports cover everything from fabrics to colours, and even obscure trends such as the "Digital Wave" or the exoticism of Asia catching on worldwide.
Apart from trend reports,marketing articles also give insight into the business while still leading back to trends (E.g. top campaign trends). WGSN has helped me to a great degree especially in my product development project, as their trend reports cover everything from fabrics to colours, and even obscure trends such as the "Digital Wave" or the exoticism of Asia catching on worldwide.
TheFutureLaboratory also created LS:N Global - a trends and insight network.
Besides reports, TrendTablet by Li Edelkoort also provides interviews with designers ranging from fashion to interior.
Articles are both dictatorial and evidence based in the sense that the trend is supported with evidence, and the reasons and source of the trend are deduced from the evidence - it could be intepreted in other ways, such as this excerpt from http://www.trendtablet.com/24588-berlin-2/
"Brutalism: the post-World War II style of architecture with an emphasis on materials, textures and construction. This rough and brutish aesthetic was popular for governmental structures thanks to its ‘honest’ ideology. Today, brutalism is experiencing a come-back through architects and designers who’ve have adopted elements of this particular style. Think of Alexander Wang’s collaboration with H&M, the Adidas Tubular series or the work of architect Tadao Ando. All of these combined are turning this landmark complex into Berlin’s new creative hub."
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