Navigating Trends

One of the first things I say to my Retail Trends students is “Not all trends are good”. Their initial reaction is a little surprised. Somehow, the word trend has found a way to be seen as a positive. Perhaps fashion journals such as Vogue highlighting the latest trends of the season contributed to this idea. But trend, means a shift, a wave, what’s happening, what’s coming…but the wave or shift is not always good. Whether working with clients or discussing trends in the classroom, my goal is to activate critical thinking.

Remaining objective, staying calm, and having perspective is fundamental to navigating trends. Having a clear identity and long term vision is absolute. In addition, having the confidence to say NO to a trend is key, and gives space to saying yes to a more interesting an appropriate wave on the rise. Finding a balance between reacting to reliable trends, and strategically adopting new developments, requires regular research, instinct, and a does of risk taking to get there on time.