WHY TRENDS MATTER
Fashion Trends
Trends matter because they drive consumer interest and influence purchasing decisions, ensuring that future fashion products remain relevant and appealing.
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They help designers and brands stay competitive by aligning their collections with future market preferences and cultural shifts.
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Trends also inspire innovation and creativity, guiding the development of new styles, materials and colours.
As a future-thinking creative, you know that trend research is a crucial element within the fashion industry as it provides valuable insights into emerging consumer preferences and market dynamics.
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Trend research fosters innovation, helps anticipate demand and minimises the risk of misaligned products, ultimately supporting strategic planning and enhancing competitive advantage.
Changes in the way we live have intensified by the profound impact of the Covid-19 pandemic and an ensuing financial crisis continues to impact consumer spending and the fashion industry.
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Audiences and demographics continuously undergo transformative shifts and these changes can differ greatly, which emphasises the need for focused intelligence.
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Consumer demand is one of the main indicators of what will be commercially successful in the near future.
Trends enable confident and effective design decisions by revealing emerging consumer preferences and market directions.
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Making the right design decisions increases the likelihood of success, allowing for well-informed choices throughout the creative process.
In addition to focused trend research, it is important to be aware of key looks from seasonal catwalk shows, industry trade shows, street style, pop culture and influencers that relate to your target market.
​Analyse previous season's sales figures and identify what and why were your bestselling lines.
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With this rounded view, the right decisions can be made.
By Product Group