Looking deeper: how to anticipate trends has become the key to driving business forward

According to information released by McKinsey, the financial gain of companies prepared for the future is 33% more than those that fail to implement trend mapping practices, which represents a growth 200% greater than the brands that do not bet on this strategy. For WGSN, a reference in anticipation of consumer behavior, the trend is an ability to actively predict what is coming tomorrow. It is a concept that is born of different elements, but converge in the end. 

From the point of view of Tatiana Mizutani, Product Coordinator of Sestini, a network that has been operating for 30 years in the segment of bags, bags, backpacks and accessories, the anticipation of consumption arises from changes in social habits, and consequently, from the new demands that arise in the market. “Our role as a brand is to remain attentive to the movement and create innovative solutions for these transformations, always keeping the consumer at the center of the” actions, he says.

From this mentality, the expert comments on the multifaceted nature of a trend. “In practice, this anticipation can be translated into the influence on behaviors, styles and preferences. As a way of encouraging social groups to adopt certain ideas. That is, it refers to pioneering, to a leadership of a brand on a particular sector. On the other hand, it can be a shot in the foot if it is not aligned with the essence of the business and target audience. The trends are timeless. They can be revisited at any time or simply be adapted and then create another innovation. It is fundamental not only to know how to identify them, but how and when to apply them. 

Within Sestini, the first strategy used to identify a trend is to nourish yourself from good sources. “We maintain a routine of following the contents of specialized trend consulting firms. Trend Portals such as Fashion Snoops are great”, reveals. Another element highlighted by Tatiana are social networks and influencers. “These digital spaces are excellent thermometers to stay on top of news, as well as help capture signs of consumer preferences. Here, a tip is to monitor the preferences and behaviors of discussions and” trends, points out. 

The coordinator also highlights the importance of fairs and exhibitions. “In these moments it is possible to know solutions before they reach the masses. So, in addition to networking, being present in offline initiatives provides access to first-hand news, paving the way for new ideas to emerge and strengthening the innovative vision of the business”, she explains. Sales analysis is also a point raised by the executive. “ Sales curves are strong indicators of the acceptance of products or services. Therefore, following transactions closely is essential to identify what is gaining space among consumers, allowing strategic adjustments”, explains the expert. 

Feedback is also part of Tatiana's list of strategies for anticipating a trend. “The evaluations of the sales team and consumers themselves are valuable for understanding the best decisions, successes and errors of the enterprise. This exchange is able to generate practical insights into the preferences and needs of customers, allowing adjustments in what is already underway and prioritizing what is to come”. 

Finally, the coordinator emphasizes the importance of agility.“Some innovations are more predictable and can be identified in advance. Others, because of the speed of the digital world where many phenomena end up viralizing unexpectedly, it is necessary an agile adaptation”, concludes Mizutani.