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Forecasting Shapes Fashion Demand
- WGSN and other forecasters influence many brands by forecasting consumer patterns two years ahead.
- This creates a feedback loop where predictions can shape what gets produced and sold.
Macro Framing Determines Trend Longevity
- True trend forecasting links micro trends (clothes) to macro or mega trends (societal shifts).
- Mega trends determine which fashion changes have lasting impact versus short-lived fads.
Too Many Trends Make Trends Meaningless
- The explosion of data and observers makes almost everything look like a trend today.
- That abundance creates the illusion that nothing is truly out of trend anymore.