The Power of Concept Novelty

If you’ve ever had the feeling we are recycling concepts over-and-over, trust me, you’re not the only one. Creating something that has never been done before is not easy in...

11 Apr 2019

Today’s Misconceptions Around Luxury

Luxury is becoming even more ubiquitous and attainable than ever. At every turn, it seems like there is a new ‘luxury’ brand or product. This can cloud consumers’ understanding of...

21 Mar 2019

The Real Top Ten Qualities of All Strategists

There are many types of strategists within the creative industry, from brand to social media strategists. Even as job descriptions differ, there are similarities in skills and requirements. I’m sure...

03 Feb 2019

Types of Strategist in Creative Industries

It’s confusing, all of these strategist positions that appeared over the last decade. When starting a creative project, whether marketing or retail, it feels like you need a strategist. But...

17 Jan 2019

Why Brands Use Creative Agencies or Consultants

When I worked for a brand, I always found it odd that we used agencies for some of the most interesting projects. ‘Certainly, that’s why we have internal teams’, I...

07 Nov 2018

Difference Between Creative and Brand Strategy

It’s getting confusing these days with the many types of strategy required for creative projects. However, the two that overlap often are brand and creative strategy. This is because they...

25 Oct 2018

What is a Creative Strategist?

Creative strategy is used across multiple industries, whether adverting, marketing or physical environments. But as job descriptions and requirements for each differ, it can be difficult to understand what unites...

02 Sep 2018

Establishing a Collective Trend Process

For the last three years, I led our trend research in Europe. Many might see trend analysis as either acting like a fashion oracle or collecting pretty images. Well, it...

07 Dec 2016

The Future is Not Your Heritage, Sorry

The most meaningful necklace I received said, “Always Go Forward and Never Turn Back.” Sure, it had some religious connotations, but the message stuck. Every generation cycles though craving past...

11 Aug 2016

What Does Heritage Mean?

Heritage. If you work within the greater fashion industry, whether its footwear, apparel or marketing, someone mentioned the word heritage. You probably tried it on for size, mixing it with...

07 Jul 2016

Trend Versus Opportunity

So you’ve identified something that is going on, so what? When evaluating if a trend is actually an opportunity, three things are important: consumer, brand and timing. Of course all...

12 Jul 2015

Fifty Words to Describe Macro Fashion Trends

When presenting macro fashion trends to a team or client, it’s not just photographs that communicate your point. Having a poignant title helps many to grasp the overall concept before...

22 Apr 2015

What is a Fashion Trend?

The word “trend” gets thrown around frequently, especially as it comes attached with a variety of meanings. In this article we will look at fashion trends, since they inevitably affect...

10 Mar 2015