It is a proven fact that trends come and go – no question.
The more complicated aspect of trends is trying to predict what will be the
next big trend that everyone will go crazy for. People like new and exciting
things, so there will always be something next. More importantly, trend
prediction plays a vital role in branding. According to Shari Swan, a Trend
Predictor, quoted in an interview, “Progressive brands are moving away from
traditional advertising methodologies and opting for consumer insights to
connect authentically to the market” (More Than a Name, 153). Essentially, in
today’s market, brands are doing their research to learn more and more about
their customers’ wants and needs. The brand wants to know what the customer
wants before the customer even realizes it; there is a lot of thought and
effort that goes into branding. Swan also stated in the interview, “Today’s
youth interacts with brands that connect with it on an emotional level. They
want to feel that a brand belongs and connects to their lives” (More Than a
Name, 153).
Fashion Trend Prediction is also very
important: “Fashion forecasting resources help predict trends in the fashion
industry. The fashion forecaster must
combine his/her own knowledge of fashion design and history with consumer
business information” (University of Cincinnati). Although professional fashion
forecasters work extremely hard to predict what will be the next “hot” thing,
they are always not correct. For example, in 2012, Pantone Inc., a company that
is used in a variety of industries, the fashion industry in particular,
predicted that the color of the year for 2013 would be the color emerald.
Designers have included emerald pieces into their fashion collections; however,
the color is not a successful trend. People are not going crazy for the color.
This is an example of how trend predicting can be very difficult and there is
no set formula for predicting the next trend.
Pantone's Fashion Color Report | FALL 2013
Sources:
1.
"Fashion Forecasting and Trend
Resources." Fashion Forecasting & Trend Resources. University
of Cincinnati, n.d. Web. 07 Aug. 2013.
<http://libraries.uc.edu/libraries/daap/resources/researchguides/design/forecasting.html>.
3.
Class e-book, More Than a Name
No comments:
Post a Comment