CREATIVE MARKETING CREATIVE JOURNAL
LILY OLLEY
TREND FORECASTING
S I L H O U E T T E
‘Trend forecasting is much like archeology but to the future’ -Li Edelkoort, Trends Union
WHAT IS IT? Trend forecasting is like predicting the future, and you shouldn’t start by looking at fashion - you should start by looking at shifts in society, culture, tech, visual arts, politics, film and trends in other industries. The people that use Macro Trends are: Fashion brands, marketers, buyers, product developers, ad agencies and product designers.
WHAT ARE MACRO TRENDS? Overarching societal trends. WHAT ARE MICRO TRENDS? Shorter lived product trends.
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