Predicting trends in advance through research on future consumer habits and preferences is what trend forecasting is all about. It involves different professionals working together to help brands develop products that will meet the needs of future customers.
Trendspotting is crucial for brands because it allows them to stay ahead of the competition by identifying opportunities before others do. This process involves various steps and professionals.
In this post, I’ll explain how our trend services at TRENDBARK works and share insights from recent trend research we conducted.
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TREND FORECASTING
How does it work?
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step 1 / Briefing
Every trend consultation begins with a briefing. We schedule a call with the client and provide a questionnaire that seeks specific information about the client’s objectives, current and previous projects, target demographics, competitors, and preferred style.
In the case I’m describing, the client requested a trend forecast tailored to the ceramic tile industry, focusing on design trends, for the next two years.
step 2 / Research
Every trend consultation we do evolves into a comprehensive team research process that encompasses various industries, including lifestyle, fashion, design, interiors, and consumer behavior. This analysis also involves studying competitors.
The research draws from multiple sources, such as other websites, trend platforms, social media platforms like Instagram and TikTok, past visits to fairs and events, and magazines. The goal is to identify the primary macro trends driving the trend research.
step 3 / Trends definition
Once the most relevant trends are identified, the next step is to filter and structure the research. This is the most challenging aspect of the process, as it involves distilling macro trends into trend drivers. These drivers essentially represent the underlying reasons behind the trends that our clients seek in our consultations.
Each trend driver is then translated into a set of specifications, including colors, materials, shapes, and finishes. These specifications provide clients with clear guidelines for implementing the trends in the future and apply trends into real products and projects. Each trend is rooted in broader factors related to consumer tastes, habits, and lifestyles, and is further defined by precise specifications.
step 4 / Development
step 4 / Outcome
The final deliverable is a digital Trendbook designed for use by both the product development and communication teams. It serves as a guide for future collection and product development, as well as for marketing and storytelling purposes. Each Trendbook is unique and tailored to the client’s needs, providing a concentrated source of valuable insights, inspirations, and strategies.
In this specific case, we provided a 310-page Trendbook featuring three key macro trends with lifestyle analysis. Additionally, it included nine industry trend drivers, each translated into actionable Trend Themes: color and pattern themes, color specifications, finishes and material specifications, and relevant samples, as well as form and shape specifications with relevant samples. Towards the end, we outlined key action points and scheduled a time to engage with the client and their team to address questions and discuss the research findings together.
Trend consulting in collab with SOMAstudiomilano, Maria Pigatto, Leticia Coelho
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⭐️ NEED A TREND SERVICE?
Contact via email: studio@italianbark.com to book a free meeting call and discuss about your needs.
