Fiona, that's a great question. Not that easy to answer though.
I have been tracking trends for 20 years that it's second nature to me now. I can barely explain how it's all absorbed in my head, but let me try to relay my process:
- I have a good knowledge of what has been in retail for the last 20 years because that was part of job as a fashion buyer, (right down to the items that sold and the items that were slow to sell).
- I travel a lot and absorb all that I can - what's on the street, in the media and in stores.
- Sure, I read mags, trend houses and online resources too. Always interesting.
- Runway shows are extremely important. That's where it all starts.
- Talking to retail staff and checking markdown rails is important.
- Again, observing street style in urban areas is important.
All this info is stirred up into a melting pot in my head and I draw my own conclusions.
For me, the most interesting part in all of this is as follows:
- which trends filter down from the runway shows and how long does it take for them to filter down.
- which trends became mainstream; which stayed fringe.
- observing the trend differences in countries.
- observing the public's reactions to trends.
- which trends have died on the runway but are alive and kicking on the streets because WE have the power to keep a trend alive.
I love this stuff
