> posted by   on January 23rd 2012

Trend Lecture

Trend watching is a complex process of constant monitoring most of the industry’s branches in the world market. The ability to observe and analyse the results is a job that requires long-standing experience and constant observation. Many companies and indeed designers confuse sales trends with the trends that are needed to build the strategy for brands and products.

Lately trend watching has become a major business within many design agencies and corporate design offices in Europe, USA and Asia. Not only desk research but also field research is very important in the design process. Visiting specialised fairs, shops, various cities, knowing and experiencing different cultures, leading brands and lifestyles forms a very important basis for the trend analyst’s work. Zuzanna Skalska is trained to forecast trends for up to 10 years ahead.

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