Domain 1 : CONSUMERS AND TREND CULTURE

FASHION TRENDSETTER TRAINING

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The first area focuses on the major trends that stand out. How the Trendsetter analyzes and anticipates consumer behaviors in order to allow the brands that solicit him to propose coherent collections.

AREA 01 - CHAPTER 01:

SOCIAL ROLE OF TRENDS

AREA 01 - CHAPTER 02:

SOCIO-ECONOMIC CONTEXTS

AREA 01 - CHAPTER 03:

TRIBES AND CONSUMERS

AREA 01 - CHAPTER 04:

COMPETITIVE INTELLIGENCE

 AREA 01 / CHAPTER 01 - THE SOCIAL ROLE OF TRENDS

Lesson 01 / TRENDS A SOCIAL EXCHANGE CURRENCY

A - A LITTLE HISTORY

  1. An anthropological trait
  2. A history of status
  3. The modes governed by the label
  4. Positioning yourself in society

B - OPPOSING DYNAMICS

  1. Mirroring societal codes
  2. Case study: Lacoste
  3. Exchanges of codes between generations
  4. Disruptions VS Mimicry
Lesson 02 / PROPAGATION OF TRENDS

C - DIFFUSION BY MIMETISM

  1. Trend diffusion curve
  2. Bryce Ryan & Neal Gross' innovation curve
  3. Choosing the right timing
  4. Analyze the failures
  5. Focus on the pioneers
  6. Focus on followers
  7. Slow diffusion of perennial trends

D - RUPTURES AND DISRUPTIONS

  1. Accidental trends
  2. Trends and counter-trends
  3. Generational trends
  4. Milestones - Case study: #Metoo
Lesson 03 / THE AIR OF TIME

E - TRENDS, REFLECTIONS OF SOCIETY

  1. Information accessible to all
  2. A possibility to date the eras
  3. To appropriate the air of time

F - DECIPHERING THE ZEITGEIST

  1. The collective unconscious
  2. Decoding - Case study : Survivalism
  3. The triggers
  4. Self-fulfilling prophecies
  5. Prioritizing trends

AREA 01 / CHAPTER 02 - SOCIO-ECONOMIC CONTEXT

Leçon 01 / INTERACTIONS ENTRE LES CONTEXTES SOCIO-ECONOMIQUES ET LES TENDANCES

A - METHOD OF ANALYSIS

  1. Introduction
  2. Some examples
  3. Formal analyses
  4. Analysis of singularity
  5. Aesthetic analysis
  6. Historical analyses
  7. Economic analyses
  8. Analysis of values
  9. Outstanding personalities
  10. Conclusion

B - SOME RULES

  1. The law of the hem
  2. The lipstick index
  3. political and economical launches
Lesson 02 / THE MAJOR EVOLUTIONS OF FASHION

C - CREATING A TIMELINE

  1. The study of fashion and milestones
  2. Example of a timeline
  3. Study of generations

D - STUDY OF SOME SILHOUETTES

  1. Take into account the silhouettes of the timeline
  2. 50's
  3. The 60's
  4. 70's
  5. 80's
  6. 90's
  7. Year 2000
  8. Year 2010
Lesson 03 / CONTEMPORARY FOCUS

E - IN CHINA

  1. Fashion, a soft power
  2. Timeline China
  3. Mao era
  4. Deng XiaoPing era
  5. Xi Jingping era
  6. A compressed generation
  7. Evolution of the style

F - CONTEMPORARY TRENDS

  1. Winter trends 2021-2022 : example
  2. Inspirations
  3. Consumers
  4. Range of colors
  5. Design
  6. Retail
  7. Fashion
  8. Summary

AREA 01 / CHAPTER 03 - TRIBES AND CONSUMERS

Lesson 01 / INTRODUCTION

A - BACKGROUND / HISTORY

  1. Michel Maffesoli
  2. Sandro Cattacin
  3. Bernard Cova

B - OGGI

C - LA TRIBU POST-MODERNE

  1. What is it?
  2. At the marketing level

D - THE CONSUMER SUBCULTURE

  1. What is it?
  2. At the marketing level

E - THE BRAND COMMUNITY

  1. What is it?
  2. At the marketing level
Lesson 02 / PROFILE IDENTIFICATION

F - THE DIFFERENT TRIBES

  1. Fashion slows
  2. Upcylcing
  3. The fashion - eco-responsible

G - THE DIFFERENT SUB-CULTURES

  1. Introduction
  2. The male tribes
  3. The women tribes

H - THE DIFFERENT BRAND COMMUNITIES

 

I - DO THE TRIBES MEET?
CAN WE BE IN SEVERAL TRIBES AT THE SAME TIME?

Lesson 03 / TYPES OF CONSUMERS

J - TYPES OF CONSUMERS ON THE WEB

  1. Intro
  2. The different types of Internet users
  3. The different types of consumers
  4. Conclusion

K - CONTEMPORARY TRENDS

  1. Introduction
  2. The different typologies of IRL consumers

 

THE 10 CONSUMER TRENDS

AREA 01 / CHAPTER 04 - COMPETITIVE INTELLIGENCE

Lesson 01 / INTRODUCTION / BACKGROUND

A - END OF THE 20TH CENTURY, BEGINNING OF THE 21ST CENTURY AN INDUSTRIAL REVOLUTION

B - A NEW INDUSTRIAL REVOLUTION IS COMING

  1. The consumer
  2. The technology

 

C - INTRODUCTION

D - BUSINESS INTELLIGENCE

E - IT IS A BENCHMARKING TOOL

 

F - OBJECTIVES OF COMPETITIVE INTELLIGENCE

G - VALUE OF COMPETITIVE INTELLIGENCE

Lesson 02 / THEORETICAL REFERENCES OF THE CONCURRENTIAL WATCH

H - APPLICATION OF THE SWOT GRID TO COMPETITIVE INTELLIGENCE

  1. Definition
  2. Method
  3. External opportunities
  4. External threats

I - APPLICATION OF THE FIVE FORCES MODEL

  1. Introduction
  2. Definition
  3. The 5 forces
  4. Using the Model
  5. Market Opportunities and Threats in Fashion
Lesson 03 / CONCURRENT WATCH METHOD

Lesson 03 / CONCURRENT WATCH METHOD

  1. The approach
  2. The tools

K - MEANS OF COMPETITIVE INTELLIGENCE

  1. In subcontracting
  2. In-house

L - THE PROFILE OF A WATCHDOG