Do you ever wonder if it is a magical coincidence, or rather a predictable path of organized information disseminated throughout the fashion industry, that surmount to the widespread trends in color, shape, design, and silhouette? Who are the people behind the curtain who sift through what is going on in the industry, and predict these upcoming trends?
Luckily, we had the opportunity to speak with trend expert and brand analyst Maren Hartman, Director of WGSN‘s East Coast Content operations, whose position involves managing a team of forecasters, journalists and designers. Hartman, who has worked for Abercrombie & Fitch and American Eagle Outfitters, also has a background in trend consulting and working with Stella McCartney as well as the iconic show, “Sex & the City.”
Read on below for our q&a with Hartman regarding how to get into the business, and what to keep a keen eye out for when it comes to trends.
Fashion Pulse Daily: What kind of background, knowledge, or understanding is quite essential to becoming a trend forecaster?
Maren Hartman: “There are many different answers to that question because often trend forecasters come from a wide array of backgrounds. I think what makes a good trend forecaster is to have experience in the design and product development process. If you come from a design background then you understand the ins and outs of what makes a garment from the inception all the way to its placement on the selling floor. The key to applying that to trend analysis is then being able to look at the bigger picture and connect the dots between what’s happening globally whether it’s socially, economically, or technologically and see how that will come down the pipe line and affect us all through the trends that we will inevitably see.”
FPD: When looking at runway shows, what are some criteria that you analyze or note, in regard to predicting trends?