The Maxinomics’ new video points out a new way fashion industry works. Instead of experimenting and betting on what the next hit style is, they just follow the authority: you might remember Pantone’s annual color, or:
WGSN: trend forecasting
From viral TikTok trends to shifts in global consumer behaviour, the world is changing fast. While anyone can spot a trend once it arrives, the most successful brands know what’s coming beforehand – and act on it early. That’s the power of trend forecasting.
But does the forecasting company predict the next trend, or that the prophet and the industry jointly manifested a new trend? Certainly some trends are the crystallize of the spirit of an era (Y2K, the gilded 20s). But for the rapidly turnover trends of the TikTok era, they are 100% not organic. The video called this “reflexivity”. It feels more like a correlated equilibrium to me.