REACTING TO TRENDS AT THE RIGHT TIME “The Diffusion of Innovation Curve”, identified by Everett Rogers, shows how brands need to keep track of trends when introduced in the “Innovators” and “Early adopters” phase in order to be ready to launch in the “Majority” stage of a trends life for the purpose of appealing to a mass market. (Rogers, 2003) In the fashion industry, consumers are purchasing faster than brands are producing, so it is vital for brands to engage effectively with consumers’ online demand signals. (Horwitz, 2017) This use of data allows a clear comprehension of how the consumer and the fashion industry are moving. Fashion brands need to recognise pertinent up-coming trends in categories that fashion is influenced by, for example emerging technology trends and calculate time-scales for the trend to enter the market that the brands operate. This enables brands to forecast effectively when to introduce products and services at the most profitable time. (Horwitz, 2017) Another consideration when looking at a trends life-cycle is how consumers are connecting with it. This can now be understood by identifying common online consumer searches relevant to the brand. For example, common searches such as, “how to wear double denim” or “what is augmented reality?”, would imply that the consumer is in the “education phase” of a trends life-cycle and therefore they are attempting to learn and understand the trend but not ready to fully adopt it. (Horwitz, 2017) When specific searches are identified, for instance ‘blazers, Topshop’ it is probable that they are ready to make a purchase of the trend. (Horwitz, 2017) However for brands to make the most profit they must be ready to launch before this point.
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