Domain 01

The Role of Trends

Approved training

DOMAIN 01 / CHAPTER 01: SOCIAL ROLE OF TRENDS

Lesson 01: Trends as a Social Currency

A - A BIT OF HISTORY

  • An anthropological trait
  • A matter of status
  • Fashion governed by etiquette
  • Positioning within society

B - CONTRASTING DYNAMICS

  • Mirrored societal codes
  • Case study: Lacoste
  • Exchange of codes between generations
  • Disruptions vs. mimicry

Lesson 02: Trend Diffusion

C - DIFFUSION THROUGH MIMICRY

  1. Trend diffusion curve
  2. Innovation curve by Bryce Ryan & Neal Gross
  3. Choosing the right timing
  4. Analyzing failures
  5. Focus on pioneers
  6. Focus on followers
  7. Slow diffusion of long-lasting trends

D - BREAKS AND DISRUPTIONS

  1. Accidental trends
  2. Trends and counter-trends
  3. Generational trends
  4. Key events – Case study: #MeToo

Lesson 03: The Spirit of the Times

E - TRENDS AS REFLECTIONS OF SOCIETY

  1. Accessible information for all
  2. A way to define eras
  3. Understanding the spirit of the times

F - DECODING THE SPIRIT OF THE TIMES

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

MODULE D1/02: SOCIO-ECONOMIC CONTEXT

Lesson 01: Interactions Between Socio-Economic Contexts and Trends

A - ANALYSIS METHOD

  1. Introduction
  2. Examples
  3. Formal analyses
  4. Singularity analyses
  5. Aesthetic analyses
  6. Historical analyses
  7. Economic analyses
  8. Value analyses
  9. Key personalities
  10. Conclusion

B - SOME RULES

  1. The hemline index
  2. The lipstick index
  3. Political and economic launches

Lesson 02: Major Evolutions in Fashion

C - BUILDING A TIMELINE

  1. Studying fashion and key events
  2. Timeline example
  3. Generational study

D - STUDY OF SELECTED SILHOUETTES

  1. Integrating silhouettes into the timeline
  2. 1950s
  3. 1960s
  4. 1970s
  5. 1980s
  6. 1990s
  7. 2000s
  8. 2010s

Lesson 03: Contemporary Focus

E - IN CHINA

  1. Fashion as soft power
  2. China timeline
  3. Mao era
  4. Deng Xiaoping era
  5. Xi Jinping era
  6. A compressed generation
  7. Style evolution

F - CONTEMPORARY TRENDS

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

MODULE D1/03: TRIBES & CONSUMERS

Lesson 01: Introduction

A - CONTEXT / HISTORY

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

B - TODAY

C - THE POSTMODERN TRIBE

  1. What is it?
  2. From a marketing perspective

D - CONSUMPTION SUBCULTURE

  1. What is it?
  2. From a marketing perspective

E - BRAND COMMUNITY

  1. What is it?
  2. From a marketing perspective

Lesson 02: Identifying Profiles

F - DIFFERENT TRIBES

  1. Slow fashion
  2. Upcycling
  3. Eco-conscious fashion

G - DIFFERENT SUBCULTURES

  1. Introduction
  2. Men’s tribes
  3. Women’s tribes

H - DIFFERENT BRAND COMMUNITIES

I - DO TRIBES OVERLAP? CAN YOU BELONG TO MULTIPLE TRIBES?

Lesson 03: Types of Consumers

J - ONLINE CONSUMER TYPES

  1. Introduction
  2. Types of internet users
  3. Types of consumers
  4. Conclusion

K - CONTEMPORARY TRENDS

  1. Introduction
  2. Types of consumers in real life

THE 10 CONSUMPTION TRENDS

MODULE D1/04: COMPETITIVE INTELLIGENCE

Lesson 01: Introduction / Context

A - LATE 20TH CENTURY, EARLY 21ST CENTURY: AN INDUSTRIAL REVOLUTION

B - A NEW INDUSTRIAL REVOLUTION IS EMERGING

  1. The consumer
  2. Technology

C - INTRODUCTION

D - COMMERCIAL MONITORING

E - A BENCHMARKING TOOL

F - OBJECTIVES OF COMPETITIVE INTELLIGENCE

G - BENEFITS OF COMPETITIVE INTELLIGENCE

Lesson 02: Theoretical Frameworks

H - SWOT ANALYSIS APPLICATION

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

I - PORTER’S FIVE FORCES

  1. Introduction
  2. Definition
  3. The five forces
  4. Using the model
  5. Market opportunities and threats in fashion

Lesson 03: Competitive Intelligence Method

J - APPROACH

  1. Methodology
  2. Tools

K - RESOURCES

  1. Outsourcing
  2. Internal resources

L - PROFILE OF AN ANALYST