Published on May 30, 2008
How to get the best out of trends: a pair of trend terriers explain Sarah Rabia Strategist, Naked Priyanka Kanse Planner, Rapier How to make the most of trends: a pair of trend terriers explain Images: Flickr/Jurica G and z5
Who are we?
What we would like… Image: Flickr/chotda
What is trend analysis?
What is a trend? 'The future has already happened; it's just that it isn't very well distributed.' William Gibson Trend analysis is based on the idea that what has happened in the past and present offers insights into what will happen in the future. It is the mapping of expected changes in the behaviour of societies, markets and consumers.
In short: A pattern of anomalies which have the capacity to affect mass culture. Such as… Freeganism Slow Fashion Womenomics Photo creds: UK Freegans, Flickr/PTSang, The Economist
Where the magic happens
The Knowledge map Trend Professionals Agency Staff KNOWLEDGE DEPTH OF KNOWLEDGE
The Knowledge map Trend Professionals Agency Staff KNOWLEDGE DEPTH OF KNOWLEDGE Eco Trends Design Trends Youth Culture
What are trends good for?
Anticipating your market and consumer *Anticipate market shifts - brands fail when they don't *Identify new customers *Spot emerging customer attitudes and behaviours *Inspiration and blue sky thinking *Research Photo creds: Dr. David J Otway
Don’t expect a ready-made strategy… … do expect to be Photo creds: Flickr/ex2axs
Good trend analysis will allow you to see the big picture quickly… …and helps you come to a meaningful conclusion Photo creds: Flickr/mdotanai
How to have a happy relationship with your trend consultant
The perfect brief is a loose brief Photo creds: Flickr/Adam Mulligan
If you do need to narrow the target, schedule an informal interim meeting Photo creds: Flickr/cybergabi
Don’t be too involved
A truly useful trend should be unexpected
Middle Class Proletariat
Thank you. [email_address] www.twopartsmixer.com [email_address] Love, Priyanka Sarah
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