1. 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
5. 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.
6. In short: A pattern of anomalies which have the capacity to affect mass culture. Such as… Freeganism Slow Fashion Womenomics Photo creds: UK Freegans, Flickr/PTSang, The Economist
11. 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
12. Don’t expect a ready-made strategy… … do expect to be Photo creds: Flickr/ex2axs
13. Good trend analysis will allow you to see the big picture quickly… …and helps you come to a meaningful conclusion Photo creds: Flickr/mdotanai
14. How to have a happy relationship with your trend consultant
15. The perfect brief is a loose brief Photo creds: Flickr/Adam Mulligan
16. If you do need to narrow the target, schedule an informal interim meeting Photo creds: Flickr/cybergabi