DEFINING THE FUTURE OF TREND FORECASTING - FASHION'S NEW PLAYBOOK: HubSpot

FASHION’S NEW PLAYBOOK:

DEFINING THE FUTURE OF TREND FORECASTING

DEFINING FORECASTING CHALLENGES

 STAYING INSPIRED

 RELEVANT STORYTELLING

 DESIGNING FOR A VIRTUAL WORLD

STAYING
INSPIRED

HOW TO STAY INSPIRED

•   Tapping into the Global Conversation. Being
    Able to Move to forward and speak to your
    customer in the right way.

•   Now that international travel is deemed
    unsafe, how do we stay inspired?

•   Utilize Local Trend Scouts to report back on
    emerging trends

•   Drive inspiration through listening and
    responding to Social Media.

•   Curate Data and Analytics to inform
    decisions.

•   Virtual Fashion Shows / Trade Shows /
    Museums /Art Fairs

•   Utilize Trend Services now more than Ever to
    Capture Global Inspiration

NEVER STOP LISTENING

HOW TO DIGEST THE RUNWAYS
         @HOME

WILL EDITORIAL BE INSPIRING ENOUGH?

HOW TO VALIDATE WITHOUT STREET STYLE?

FOLLOW THE RIGHT INFLUENCERS

  Nina Sandbech - Copenhagen   All The Pretty Birds

KEEP YOUR TREND SERVICES

•   Maintain your forecasting
    budgets and add key services
    for your changing customer
    needs.

•   There’s not just one service that
    will satisfy all.

•   An International and Domestic
    P.O.V. is essential.

•   Layer in data driven analysis to
    add credibility.

•   Need identify where trends fall
    on the curve.

AUTHENTIC
STORYTELLING

AUTHENTIC STORYTELLING

•   It’s not about one trend
    anymore, is about sharing a
    story and sending a message

•   Design Forecasts must lead
    with inspiration to deliver
    compelling product

•   Speak to current macro
    trends to influence and guide
    the design process and
    ultimately what is bought by
    merchants

                                          Gucci Fragrance

DIVERSITY & INCLUSION

•   Inclusion and Diversity
    awareness is crucial
    within forecasting and
    brand matrix

•   Support brands that
    speak a broader audience

•   Check with diversity
    experts to ensure we are
    engaging in inclusive
    messaging
                                          Tory Burch - Spring ‘20

STORYTELLING

•   Stay close to the consumer to gauge appropriate narrative

•   Be an effective communicator when trying to convey trends to design teams
    as they have to create product around the stories

•   Read the room with empathy and understand that there are creative ways to
    speak to what is on consumers minds

•   Boost people’s spirits with Summer staycation-style storytelling, Pride and
    Positive Vibes

FORECASTING
  PROCESS

RELEVANT MACRO-INFLUENCES

MAKE THE TRANSITION TO PRODUCT EASY

EDITORIAL VALIDATION

                       Christian Dior Home

CREATE THE FANTASY

                 Salvatore Ferragamo

JACQUEMUS

Jacquemus   Jacquemus

DESIGNING FOR
A VIRTUAL WORLD

DESIGNING FOR A VIRTUAL WORLD

•   Zoom-worthy above the Waist
    Dressing is the Focus

•   Jewelry and cosmetics will
    surge as the waist up focus
    becomes more important

•   Hair accessories and personal
    grooming and at Home skincare
    is essential

•   What does your Backdrop and
    Workspace look like?

•   More is more - the more
    accessories, the better
                                     Lele Sadoughi

WORKING FROM HOME

DIY BEAUTY @HOME

ENHANCED DIGITAL SHOPPING EXPERIENCES

              Hero               Replika

DESIGNING FOR A DIGITAL WORLD

 https://londonfashionweek.co.uk   Hanifa

DESIGNING IN A DIGITAL WORLD

•   Designing for the Screen: Above the Waist as Focus (neck and
    sleeve details, jewelry and beauty)

•   Target your Content that looks good on screen as consumers
    continue to choose e-commerce

•   Empathy: As people are working from Home focus on Special
    Wearing Occasions that Spark Joy

•   Adapt Content to Evolving Technology

•   Ride the Wave of Digital Fashion Weeks and Create Specific
    Branded Content

FINAL
TAKEAWAYS

FINAL TAKEAWAYS

•   Slow down and rethink your agenda

•   Pivot and Adapt to the Physical Challenges Ahead

•   Embrace the Digital World

•   Reset the Calendar, Be Sustainable and Listen to the Consumer

•   Embrace the New Normal