Catherine, we met during the event of Radical Imagination at University of the Arts London on the 18th of April. Just before I was heading back home before looking at some displayed books about Sustainability and Fashion, we looked at each other and we had lovely conversation about the event and the overconsumption, and we come to discuss your role as Trend and Future Thinking Creative at BDA London. This is what this Q&A is about. As you have swayed my feeling about trend setters, you come as person number one in terms of talking about the industry awareness in my Blog.
1. How did the course reflected, what did it arm you with of what you do in your day to day role?
I did fashion management and marketing at University for the Creative Arts. The course had us making our own trend books and tailoring trends to brands of our choice, which prepared me for an entry role into trend forecasting. Having a marketing background enabled me to be part of a wider scope of conversations in the business like, website and social media strategy, which taught me not only about producing trends, but pitching trend services B2B. I also came to university not having used Adobe software, so using that across my projects prepared me for industry.
2. What are your favourite upcoming trends for coming summer and A/W?
In terms of Macro insight, it is seeing people injecting joy into the everyday and embracing small pleasures. With the cost-of-living crisis applying strain to our wallets, it has been interesting to track how people are creatively bringing fun and little luxuries into their daily routines, while supporting their community. For example, GoodGym is a fitness community that helps people get fit by doing positive community work. Meanwhile, O Miami and Zak the Baker got customers to bring in poems for a free load of bread.
In terms of fashion, I am loving how footwear and accessories are becoming the centrepiece to people’s outfits as they dress up their staple-led outfits e.g., the colour pop Samba, vibrant crossbody bags and layered rings and necklaces.
3. How can your role change direction for good from sustainability point of view for customer’s decision making?
The ownness should never be placed solely on the consumer and their decision-making. It is the responsibility of businesses to take accountability for the pollution and waste they cause. For us, we work B2B so it is about providing information and strategic insight for brands to do better. Our latest Trend Tracker explores how brands can measure business growth with less focus on exploitative GDP, and ensure trend-led assortment planning is more accurate and concise and not in excessive quantities, so there is less wasted production.
4. What makes you satisfied in your current role?
I like how you learn something new each day. It is a research-led job so you are always discovering new brands and innovations. It is a great role for someone who is curious to learn more about the world and different cultures.
5. Where are you heading within next five years?
I am still at a relatively early stage in my career so right now I plan on continuing with Macro and insight research and joining more futures communities to boost my network. I would love to travel more and live in different countries to expand my knowledge of different cultures.
6. Why do you think Fashion matters?
It is an industry responsible for many creative and corporate jobs. It is a tool for identity and self-expression. It also has the power to create harmful damage to people and the planet due to poor business decisions and out of control consumption models.
Thank you so much for your precious time and invaluable input in my research journey of Industry awareness!
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