Forecasting
What a Forecast Agency Actually Sells to Its Subscribers
Reports, palettes, consumer research and analyst time — the trend business packages judgment on the future into annual subscriptions that brands plan around.
The The Trend Mag guide to
Forecasting
Forecasting explains the discipline itself: where practitioners source data, how far ahead a call can hold, what a color council decides, and how confidence ought to be stated. Old forecasts are revisited and scored here, wrong ones included. For people who forecast professionally or buy the output.
How trend forecasting is actually done: data sources, lead times, panel work, confidence levels, and the difference between a microtrend and a shift.
Forecasting
Who Invented Trend Forecasting, and When It Really Began
The profession traces to an American color trade association founded in 1912 — and to interwar European committees that learned to agree on palettes two seasons ahead.
Forecasting
How WGSN Spots Movements Before They Have a Name
The forecasting company's analysts are trained to treat small, strange, half-formed behaviors as evidence — years before those behaviors become trends anyone can buy.