According to information released by the consulting firm McKinsey, the financial gain of companies prepared for the future is 33% more than those that fail to implement trend mapping practices, what represents a 200% greater growth than the brands that do not invest in this strategy. For WGSN, reference in anticipating consumer behavior, the trend is a skill to actively predict what is to come tomorrow. It is a concept that arises from different elements, but converge in the end.
From Tatiana Mizutani's point of view, Product Coordinator at Sestini, network that has been operating for 30 years in the luggage segment, bags, backpacks and accessories, the anticipation of consumption arises from changes in social habits, and consequently, the new demands that emerge in the market. "Our role as a brand is to stay attentive to the movement and create innovative solutions for these transformations", "always keeping the consumer at the center of actions", affirms
From this mindset, the specialist 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 to encourage social groups to adopt certain ideas. That is to say, refers to pioneering, to a brand's leadership in a certain 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. Trends are timeless. They can be revisited at any time or simply adapted and then create another innovation. It is essential not only to know how to identify them, but how and when to apply them, points.
Inside Sestini, the first strategy used to identify a trend is to nourish oneself with good sources. "We maintain a routine of following the content of specialized consulting on trends"."Trend portals like Fashion Snoops are great resources", reveals. Another element highlighted by Tatiana is social media and influencers. These digital spaces are excellent barometers to stay updated on the news, besides helping to capture signals of consumption preferences. Here, one tip is to monitor the preferences and behaviors of discussions and trends, punctuate.
The coordinator also emphasizes the importance of fairs and exhibitions. "In these moments it is possible to know solutions before they reach the masses". So, beyond networking, being present in offline initiatives provides access to news firsthand, opening the way for new ideas to emerge and strengthening the innovative vision of the business, explain. The analysis of sales is also a point raised by the executive. Sales curves are strong indicators of the acceptance of products or services. Therefore, closely monitoring transactions is essential to identify what is gaining traction among consumers, allowing for strategic adjustments, clarifies the specialist.
Feedback is also part of Tatiana's list of strategies for anticipating a trend. "The evaluations of the sales team and the consumers themselves are valuable for understanding the best decisions", successes and failures of the venture. This exchange is capable of generating practical insights about customer preferences and needs, allowing adjustments to what is already in progress and the prioritization of what is to come.
Finally, the coordinator emphasizes the importance of agility. Some innovations are more predictable and can be identified further in advance. Already others, due to the speed of the digital world where many phenomena end up going viral unexpectedly, "an agile adaptation is needed", Mizutani finishes
