TRENDS & INSIGHTS
Trends suggest what is going on inside the hearts and the minds of consumers. Not what is happening already on the outside, in the marketplace.
Accurate, early information enables us to plan and design with greater confidence. When planning to launch future products and move our brand forward, we need to anticipate consumer needs, desires and changing mindsets. Since we can not collect data for what consumers will emotionally respond to in the future; we can forecast.
All consumer products respond to a cultural mood (macro trends). Shifts in these patterns can act as directional signposts. We gather information from news, politics, entertainment and various trend sources, on a global level, and then connect the dots.
Target consumer information combined with rend research gave evidence that purple was going to be a popular color for fall and holiday of 2010.
Purple was hard to sell into the organization.
Purple sold 80,000 units in 3 months. Faster than any other color.