Feeling like a Subculture Tourist
As a designer and strategist, it is important to understand subcultures. The varying references, ideas and lifestyles inform projects from beauty to fashion, streetwear to luxury. Today, it feels the...
09 Dec 2021
Better Creative Briefs Through Empathy
The brief is either your favourite part of the process or another to-do on your never-ending list. As someone who has both written and received briefs, I understand the potential...
28 Aug 2021
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
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
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
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