She Says Presentation

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How to get the best out of trends: a pair of trend terriers explain Sarah Rabia Strategist, Naked Priyanka Kanse Planner, Rapier How to make the most of trends: a pair of trend terriers explain Images: Flickr/Jurica G and z5

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Sarah and Priyanka's presentation about how to make the most of trend research. Doesn't make much sense without commentary tho!

Transcript of She Says Presentation

Page 1: She Says Presentation

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

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Who are we?

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What we would like…

Image: Flickr/chotda

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What is trend analysis?

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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.

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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

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Where the magic happens

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Trend ProfessionalsTrend Professionals

AgencyStaff

AgencyStaff

KNOWLEDGE

DEPTH

OF

KN

OW

LED

GE

The Knowledge map

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Trend ProfessionalsTrend Professionals

AgencyStaff

AgencyStaff

KNOWLEDGE

DEPTH

OF

KN

OW

LED

GE

The Knowledge map

EcoTrend

s

EcoTrend

s

Design

Trends

Design

Trends

Youth Cultu

re

Youth Cultu

re

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What are trends good for?

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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

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Photo creds: Flickr/ex2axs

Don’t expect a ready-made strategy…

… do expect to be

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

…and helps you come to a meaningful conclusionPhoto creds: Flickr/mdotanai

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How to have a happy

relationship with your trend

consultant

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The perfect brief is a loose brief

Photo creds: Flickr/Adam Mulligan

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If you do need to narrow the target, schedule an informal

interim meeting

Photo creds: Flickr/cybergabi

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Don’t be too involved

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A truly useful trend should be unexpected

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Case studies

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Double dressing

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Middle Class Proletariat

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SeeMe TV

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Thank you.

[email protected]

[email protected]

Love,

Priyank

aSarah


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