Xem thêm

The Evolution of Trend Forecasting: A Guide for Designers

CEO Tinh Phung
Get more editorial coverage with Flaunter The creative process of designing products for consumers has undergone significant changes in recent times. To succeed, designers must stay up-to-date with current trends and consumer demands. Trend forecasting...

Get more editorial coverage with Flaunter Get more editorial coverage with Flaunter

The creative process of designing products for consumers has undergone significant changes in recent times. To succeed, designers must stay up-to-date with current trends and consumer demands. Trend forecasting remains an important tool for designers to gain insights into consumer behavior and preferences, enabling them to create products that meet their needs in the current market.

How are trend forecasts created?

Trends are a response to a consumer need or a cultural change that pushes them towards a new, more acceptable product. Identifying what has sparked a consumer trend is often a good starting point. Common ways a trend occurs include the introduction of new technology or fabric innovation, a pendulum swing between extremes, or cyclical fashion and interior trends.

The Pendulum Swing A historic example, Dior's 'New Look' characterized by full skirts and volumes of fabric, was a pendulum swing away from restrictive wartime garments.

Once a trend is identified, forecasters use tools like the product diffusion curve to hypothesize the impact and length of a trend. By tracking the adoption of an innovation, forecasters can forecast consumer interest. For example, sustainable fabric developments like ECONYL and REPREVE have become widely adopted by many outdoor, activewear, and swimwear brands.

What does an experienced forecaster do?

A professional forecaster uses methodologies and techniques, including qualitative research and interviews, to formulate forecasts for products and services. They filter a stream of information, looking for differences in consumer interests, breakthroughs in technology and science, changes in the economic picture, shifts in demographics, changes in industry and market structures, and alterations in political, cultural, and economical alliances between countries.

From the research, a trend hypothesis is created, which is then articulated into drivers, consequences, and impact. Trained forecasters distill their research into scenarios and trend themes that include information on overall aesthetics, color direction, fabrics and textures, print and pattern. They can help you navigate complexity and provide an evidence-based view of the future.

How can trend insights benefit your business?

Trends signal the emerging needs of consumers, and as a designer, you can capitalize on their potential for turning a profit. By understanding consumer shifts and trend predictions, businesses can avoid bad product choices and capture market opportunities. Trend forecasting can help validate your design ideas or brand direction, helping you know which trends to act on and when. Using trend insights effectively can strengthen your brand's DNA and help your business grow.

Now more than ever, it is important for forecasters to support businesses and designers with their professional expertise. Access to trend forecasting has traditionally been expensive, but platforms like Fossick Trends now provide affordable trend reports from experienced forecasters worldwide.

Get more editorial coverage with Flaunter Get more editorial coverage with Flaunter

Contributed by Lyndal Wallis of Fossick Trends With over 15 years of industry experience as both a designer and trend forecaster, Lyndal understands the needs of brands and designers. She has helped Australian and New Zealand brands translate global macro trends into local product and category directions during her tenure at leading global forecast agencies Stylesight and WGSN.

1