How to get the best out of trends: a pair of trend terriers explain

Sarah RabiaStrategist, Naked

Priyanka KansePlanner, 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 FashionWomenomics

Photo creds: UK Freegans, Flickr/PTSang, The Economist

Where the magic happens

Trend ProfessionalsTrend Professionals

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AgencyStaff

KNOWLEDGE

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The Knowledge map

Trend ProfessionalsTrend Professionals

AgencyStaff

AgencyStaff

KNOWLEDGE

DEPTH

OF

KN

OW

LED

GE

The Knowledge map

EcoTrend

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EcoTrend

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Design

Trends

Design

Trends

Youth Cultu

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Youth Cultu

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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

Photo creds: Flickr/ex2axs

Don’t expect a ready-made strategy…

… do expect to be

Good trend analysis will allow you to see the big picture quickly…

…and helps you come to a meaningful conclusionPhoto 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

Case studies

Double dressing

Middle Class Proletariat

SeeMe TV

Thank you.

pristyles@gmail.comwww.twopartsmixer.com

sarahrabia@gmail.com

Love,

Priyank

aSarah