STORES 2014 BIG Show Daily - January 14, 2014 - 30


30
Tuesday
Forecasting
Continued from page 1
is applied trend forecasting, i.e., "which
trends are important to you?"
Which is exactly what designers and
retailers want to know. Figuring this out,
as van del Poel and Vial explained it, is a
mix of art and science. Trend forecasters
don't get to make up their own trends out
of thin air, but they don't rely exclusively
on data, either. "We use a combination
of healthy intuition and data," van der
Poel said.
Beginning with one of the Merriam-
Webster definitions for trend - "a general
movement or swing; an inclination or
tendency" - van der Poel and Vial explained
how this combination works.
Public emotion, what people are collectively
feeling, is what underlies trends,
which tend to manifest themselves on
three levels. One is the personal level; they
suggested a current trend there is isolation,
people internalizing themselves.
On the relational level, however,
there's a lot of interaction. (Which may
help explain the phenomenon of people
who never see anybody, but spend a lot
of time on Facebook and Twitter.) Then
there's the aspirational level - trends in
who or what people wish to be. These
also tend to manifest themselves in three
ways: escapist (I want to be a superhero),
pragmatic (I want to be thinner and richer)
or idealistic (I want to cure cancer).
How do you use all this to further
whatever it is you're trying to do? The
presenters' advice is to learn all you can,
and then map it in terms of where you
are and where you want to go: "to build
your own almanac of trends," Vial said.
"Step out of your own zone of observation.
Buy a different magazine every day.
Talk to people you don't normally talk to.
And then go back and analyze."
"Always ask why," said van der
Poel. "Why are people isolating themselves?
Why are kids quoting Nietzsche?"

Then ask what stories people are
telling about themselves. Three current
trend story lines, they suggested, are
richness - people dreaming of wealth
and opulence; godplay - the interface
of technology and humanity, people as
part machines, living forever; and regression
- dreams of childhood, people
wanting to stay young. "I know so many
girls - not women, girls - who are 35,"
said van der Poel.
And finally, what - for a store, a garment,
a department - does that suggest
to your imagination?

http://www.gtspower.com http://www.gtspower.com http://www.shift4.com/BiteBack http://www.workday.com

Table of Contents for the Digital Edition of STORES 2014 BIG Show Daily - January 14, 2014

STORES 2014 BIG Show Daily - January 14, 2014 - 1
STORES 2014 BIG Show Daily - January 14, 2014 - 2
STORES 2014 BIG Show Daily - January 14, 2014 - 3
STORES 2014 BIG Show Daily - January 14, 2014 - 4
STORES 2014 BIG Show Daily - January 14, 2014 - 5
STORES 2014 BIG Show Daily - January 14, 2014 - 6
STORES 2014 BIG Show Daily - January 14, 2014 - 7
STORES 2014 BIG Show Daily - January 14, 2014 - 8
STORES 2014 BIG Show Daily - January 14, 2014 - 9
STORES 2014 BIG Show Daily - January 14, 2014 - 10
STORES 2014 BIG Show Daily - January 14, 2014 - 11
STORES 2014 BIG Show Daily - January 14, 2014 - 12
STORES 2014 BIG Show Daily - January 14, 2014 - 13
STORES 2014 BIG Show Daily - January 14, 2014 - 14
STORES 2014 BIG Show Daily - January 14, 2014 - 15
STORES 2014 BIG Show Daily - January 14, 2014 - 16
STORES 2014 BIG Show Daily - January 14, 2014 - 17
STORES 2014 BIG Show Daily - January 14, 2014 - 18
STORES 2014 BIG Show Daily - January 14, 2014 - 19
STORES 2014 BIG Show Daily - January 14, 2014 - 20
STORES 2014 BIG Show Daily - January 14, 2014 - 21
STORES 2014 BIG Show Daily - January 14, 2014 - 22
STORES 2014 BIG Show Daily - January 14, 2014 - 23
STORES 2014 BIG Show Daily - January 14, 2014 - 24
STORES 2014 BIG Show Daily - January 14, 2014 - 25
STORES 2014 BIG Show Daily - January 14, 2014 - 26
STORES 2014 BIG Show Daily - January 14, 2014 - 27
STORES 2014 BIG Show Daily - January 14, 2014 - 28
STORES 2014 BIG Show Daily - January 14, 2014 - 29
STORES 2014 BIG Show Daily - January 14, 2014 - 30
STORES 2014 BIG Show Daily - January 14, 2014 - 31
STORES 2014 BIG Show Daily - January 14, 2014 - 32
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