Week 5 EOC: Page 153 Fashion Trend Prediction
The interview talks about Shari Swan whom is a Trend
Predictor. She talks about how
corporations need to grow and expand when interpreting what trends are
available. “Brand-owners are
not yet ready to accept that qualitative trends and consumer emotion are
driving the market” and “Most corporations are only able to address two main
trends per season.” She mentions that “Today’s Youth” want to
interact and connect on an emotional level.
The youth wants “brand authenticity”; they want to know everything about
the brand including social and ethical responsibility. Collaborations with new partnerships,
examples: Lance Armstrong and the yellow armband, Motorola and the NFL, and
even Intel Inside with Microsoft for PC’s.
Trend forecasters use three different kinds of partnerships:
Promotional, Value-Based, and Innovation-Based. Shari Swan’s advice to
companies was to “looking sideways”, at products and brands in
markets beyond their own. Trend
forecasting is heading back to basic.
They use means of social media, looking around, keeping their eyes open
and ready for anything that might be out of the box. Using all the sources that are available Forecasting
is part of todays “way” when it comes to consumer awareness. “Social and Ethical responsibility
is now a given for doing business in today’s environment”
Chapter 5, page 153: Shari Swan,
Trend predictor, Streative Branding, Davis, M., and Baldwin, J. (2006).
More Than a Name: An Introduction to
Branding. AVA
Publishing
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