2. little g.e.m.s
• Studied Fine Art / Media Production
• Managed International animation brands The Snowman
and Father Chirstmas until 2007.
• Launched and designed for Green Eyed Monster
Childrenswear In 2007.
• Currently co-owner of
award winning
independent boutique,
Little G.E.M.s based in
Hackney, London which
opened in 2011.
3. what is trend spotting?
• Pulling themes and ideas from various
sources to spot the ‘Next Big Thing’.
• Trends tend to last upwards of 1 to 2 years.
• Fads/crazes – 1 season to 1 year
4. How to trend spot!
• “Hunt and Gather” information from different
sources and industries.
• Look for a re-occurring image or themes.
Sometimes a very strong image will trigger a
trend.
• Group your observations, write them down. It is a
continuous process trust your instinct.
5. Who can help me?
– Community/customers
– Internet
– Friends or associates in other industries
– Graduate shows
– Trade shows and publications
– Trend forecasting specialists
6. What and how
should I invest?
• Mainly your time! Trend
spotting is mostly
instinct.
• Surveys
(surveymonkey.com)
• In all the
tickets/shows/exhibition
s/magazines/ you will be
going to!
• Expert friends
7. • ‘Not Necessarily’
– Change your buying habits.
• Research ideas/products that align with
your own brand values.
Do I need to gamble
on trends?
8. Start your own trend!
• Smaller independents can react quicker than large
high street names.
• Why follow? Lead!
• “Listen” – it’s cliché but it true.
• Have faith!
Innovations in your
business often come
from reinforcing brand values.
• Think Niche!
9. My Trends
• Cowboys and
indians
• Luxe fabrics
• Space inspiration
• Sportswear
diffusion
A) Showing how to identify trends and if trends are useful and how they relate your business.
Looking to spot the themes that have not yet appeared in the mainstream. Once something is mainstream it’s lost it’s appeal. Source ideas from various platforms Art, design, fashion, food, travel to name a few.
Crazes – short lived – maybe a season
Fads – short lived – maybe 1 season to 1 year
Trends – 1 –possibly 2 years
The odder more niche or cutting edge the better. Extreme Couture/Luxe/ MA student shows - seek inspiration from the fringe. Mix it up Read/watch films/ look at your other interests with a fresh perspective – look for repetition in themes/icons and colours. Interiors/films/couture/students/bizarre.
Think of it as a mental mood board. Find references across different sectors and platforms eg interiors and homewear if you buy fashion. If buying fashion look for trends especially colour themes from interiors/ beauty for example.
The more you do the more you’ll find it easy. Try to make connections. Be concteious to look for micro trends that could get picked up, build a composite of micro trends for inspiration.
Whether looking for trends/ideas then these are good sources of research – but remember to seek inspiration from everywhere.
Blogs /social media/ pintrest / student end of year shows / art exhibitions
Ask your community/customers
Perfect excuse for a lunch with a friend.
WGSN/ CW Buyers/ Bubble
Eg trendbible/
1 Invest your time around collecting data/not just around buying times/ identify your sources and dip into them. Create a habit or instinct.
2. Listen and observe your customer and your target customer - it’s a cliché but it’s true – this allows you to develop and refresh relevant insights into your own business and industry.
3. Have fun with it, get inspired, force yourself to look at your findings differently.
A )I believe to be truly successful it is better to focus on your brand values – this is not ‘trendspotting’ but is creating or hunting for your own trend. At LG try to focus on local, London designers which is our USP but does reinforce our brand values. It arms us with our own identity that is very different from our competitors and gives our customer access to stock that is constantly evolving and fast moving. We needed to think of something that would bring in footfall given our ‘destination’ address (it’s not on a high street as such) so we have to make it worthwhile for people to come and find/visit us.
C) You have a thorough understanding of your business and what it stands for. When you research new trends for your business you will find things that will naturally fit with your own bias, this is great, but remember that sometimes you have to re-arrange your findings and reject your natural bias to evolve your brand.
1- use this to your advantage – the high street has to buy into trends before they’re blossomed, you can hold back budget and buy some trend in season – identify the suppliers that can help you with that – let them take the risk. Since the recession buying been moving this way anyway. It’s a smaller risk to your business than buying substantially up front into a trend that may flash and burn, or not take off.
2. Why be a slave to trends? Better to thoroughly understand what your brand stands for then work hard to fulfil that aspect of your business. As a fashion store we can’t compete with high Street for trends, so why bother? Our brand values for fashion LG are to showcase local London talent wherever possible. So we nurture that side of our business. This gives my independent business something which is not offered by the High Street. I can’t compete on price with HS so I don’t try, I offer my clientele something very different instead. Not trends per se, but local designers – which are trendy in their own right.
Listen – it’s a cliiche but it’s true. Listen to your customers – if you are community based like us, plug into and support local events/ listen to what people are recoomending/booking tickets for/ ask your customer directly what you can do better –get feedback.
Have faith – you spent time researching your business and creating your brand – this is the trend you want to create and nurture rather than follow other peoples. You know what your customer wants and what you can provide.
