An introduction to Trend Research- Building your understanding of the industry, consumer analysis and the theory behind tracking fashion trends.
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An introduction to Trend Research- Building your understanding of the industry, consumer analysis and the theory behind tracking fashion trends. Capturing the zeitgeist is an essential skill within the trend research process and essential for developing an understanding of future scenarios.
• Intro to trend agencies, their role in the industry and how brands use their research.
• History of trend forecasting and theory. • The consumer & STEEP analysis • Key reading material and current methodologies • Color and future forecasting.
Amy Johns has ten years of experience within the fashion industry, in creative and analytical roles within head office departments in New York, Paris and London. Amy began her career in Buying and Merchandising; working for brands such as Fortnum & Mason and Burberry. Her career then evolved into design and trend research, which has always been her primary interest. She began working as a freelance technical designer, at brands such as Anya Hindmarch; alongside starting her role as an academic within universities across the UK.