According to information released by the consulting firm McKinsey, the financial gain for future-ready companies is 33% higher than those that fail to implement trend mapping practices, representing a growth rate 200% greater than brands that do not invest in this strategy. For WGSN, a leader in anticipating consumer behavior, a trend is the ability to actively predict what lies ahead in the future. It is a concept born from diverse elements that ultimately converge.
From the perspective of Tatiana Mizutani, Product Coordinator at Sestini, a brand with 30 years of experience in the luggage, bags, backpacks, and accessories segment, anticipating consumption stems from shifts in social habits and, consequently, the new demands emerging in the market. “Our role as a brand is to stay attentive to these movements and create innovative solutions for these transformations, always keeping the consumer at the center of our actions,” she states.
From this mindset, the expert discusses the multifaceted nature of a trend. “In practice, this anticipation can translate into influencing behaviors, styles, and preferences—encouraging social groups to adopt certain ideas. In other words, it relates to pioneering, to a brand’s leadership in a given sector. On the other hand, it can backfire if misaligned with the business’s essence and target audience. Trends are timeless. They can be revisited at any moment or simply adapted to spark new innovations. It’s crucial not only to identify them but also to know how and when to apply them,” she notes.
At Sestini, the first strategy for identifying trends is sourcing reliable information. “We routinely monitor content from trend-focused consulting firms. Trend portals like Fashion Snoops are excellent resources,” she reveals. Another element emphasized by Tatiana is social media and influencers. “These digital spaces are great thermometers for staying updated on the latest developments and capturing signals of consumption preferences. Here, a useful tip is to monitor discussions and trending topics to gauge preferences and behaviors,” she points out.
The coordinator also highlights the importance of trade shows and exhibitions. “These events allow brands to discover solutions before they reach the masses. So, beyond networking, participating in offline initiatives provides firsthand access to new developments, paving the way for fresh ideas and strengthening the business’s innovative vision,” she explains. Sales analysis is another key factor for the executive. “Sales trends are strong indicators of product or service acceptance. Therefore, closely tracking transactions is essential to identify what is gaining traction among consumers, enabling strategic adjustments,” she clarifies.
Feedback is also part of Tatiana’s strategy for anticipating trends. “Assessments from the sales team and consumers themselves are invaluable for understanding the business’s best decisions, successes, and mistakes. This exchange can generate practical insights into customer preferences and needs, allowing adjustments to ongoing efforts and prioritizing future developments.”
Finally, the coordinator stresses the importance of agility. “Some innovations are more predictable and can be identified well in advance. Others, due to the speed of the digital world, where many phenomena go viral unexpectedly, require quick adaptation,” concludes Mizutani.
