Footwear Today talks to Jaana Jätyri, CEO of
Trendstop.com
What is Trendstop, and what do you do?
We’re an online trend forecasting and analysis service with worldwide contributors in key fashion capitals around the world: from London, where we’re based, to as far as Tokyo, Stockholm and Hong Kong. We provide vast image galleries with information on trends and themes as they break to always keep our subscribers ahead of the trend, whether it’s in terms of colour, materials, patterns or footwear silhouettes or detailing.
What is trend forecasting?
Trend forecasting is analysis of emerging and growing fashion and lifestyle trends. Because of the nature of trend forecasting it’s crucial we spot emerging trends early by analysing early adopters, social influences and common themes across different areas – from the streets right up to the catwalk and everywhere in between. Ultimately, trend forecasting is targeted market research and analysis that allows our clients to tap into the mindset of the consumer.
How does trend forecasting work?
At the trend studio, the team filters huge amounts of consumer, retail and runway insights to create our fashion forecasts. We’ve got vast amounts of global data at our fingertips thanks to our trend spotters gathering information on the ground about what is going on the runways, in the stores, at events and on the street. We also use market analysis, web analytics, google trends, twitter trends and other relevant social media to back up our findings with tangible data. For me, spotting trends early on is more of an art than science – by definition – there is little supporting statistical data available as trends break, but to maximize returns, it is vital to catch them as early as possible.
What makes a good trend service?
A good trend service should be focused, on the pulse, visually inspiring and above all, accurate. In order to create success for our clients, we employ our own process of Active Trend Validation and continually test the relevance of our major forecasts and themes, tracking their growth, reclassifying them and increasing coverage as they gain traction. Trend forecasting is a live process. For us, a trend is alive from its conception to the moment it’s being sold at a retail store.
How do you see it evolving?
In this fast moving world of twitter and blogs, one trend we are definitely seeing is that our site is increasingly being accessed from mobile devices. We have limited content available for free to anyone on their mobile phone. Our app can be downloaded by going to
http://mobile.trendstop.com from the mobile phone’s browser.
How are your trend forecasts tailored for the footwear market?
We offer footwear trends earlier than other trends on our site, to cater for the longer lead times in footwear. We provide concept looks well over two years ahead. Our photographers take hundreds of detail shots of footwear looks on the catwalks, press days and streetstyle. We pinpoint specific looks for skins, materials, heels, adornments, detailing, hardware and colour combinations, and analyse which looks are emerging, and which are growing into mass trends.
How does trend forecasting add value?
Today’s consumers are trend driven and value- conscious, they’re acutely aware of trends as they hit the market thanks to trend-led print and online media coverage. With trend accelerators like blogs, for example, trend cycles become shorter and retailers run the risk of their customer knowing more about trends than they themselves do! We allow our clients to position themselves at the start of the trend cycle and be proactive, rather than reactive when it comes to offering new trends.
What footwear trends do you forecast for Spring/Summer 2011?
We analyse hundreds of looks for different types of markets and customers. Some of the Summer trend looks include mesh, studded heels, hybrid footwear, lace shoes and platform espadrilles.
What is your favorite footwear at the moment?
Two of my favorite pairs at the moment are Georgina Goodman optic black and white spike heel platforms, and a pair of Jil Sander 5" stealth leather platform wedges with concealed lacing.
All images courtesy of
trendstop.com
Miss Bikini Lamb
Swedish
Chanel
Eley Kishimoto
Miss Bikini
Blugirl Miss Bikini
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