Translating and communicating a trend for your whole team to understand can often be one of the hardest parts of working with trends. Making trend information clear and considered can help to make the development of product collections or marketing campaigns go smoothly.
We’ve previously explored how trend forecasting adds value to even the best internal design teams; here we share some of our top tips to help design teams translate trends for buyers.
Create a Cohesive Look
Designers and Buyers have a different set of skills and when paired together can generate great results. A designer may think more creatively while a buyer can be more focused on commercial sales knowledge. However, when developing a new collection it’s essential both teams have a joint vision, especially when working with trends.
Clear communication of every aspect of the trend is pivotal to this and trend guides can be a great tool for this reason. Combining guides with a presentation or workshop, to kick-start the new season, can help your team have a clear vision of the trend and the collection you are anticipating. This is particularly important when working in larger teams with different buyers for each product category. Clear direction from day 1 will help create a cohesive range, which is key to a successful collection.
Colour
Colour palettes and colour application are a key aspect of working with trends. Within our trend books, we group each colour palette into colour combinations, identifying how these colours work together and in what proportions. Consider which colours will be your highlights, and how they work together with base shades. Breaking the palette down into a number of applications can be a helpful way to show buyers how the colours will move through the season and how they can be applied to product.
Language
It’s important to have a company-wide agreement on how to describe trends. When introducing a new trend to your buying team, make sure everyone is clear and understands the language of the business. Marrying clear descriptions with strong visuals will help to avoid misinterpretation and subjectivity.
Category Specific
When working with trends, creating category specific guides takes the guess work away for buyers and allows them to feel confident in their decisions. We work closely with our clients to provide this extra level of direction – helping both the Head of Design and Buying step back from some of the decision-making process.
Easy Wins
For both design and buying teams, it is important to identify the ‘easy wins’; looking at products that have worked in the past and how these can be updated using colour, material or pattern from the new season’s trends. It is important to identify where these will fit within a new collection or consider whether these products become part of a core range. Click here to see four easy updates for glassware for Spring Summer 2016.
Implementation
No matter how big or small your team is, it is crucial that you have regular implementation sessions. This will allow you to quickly identify areas that need to be improved or highlight what’s working well. Implementation sessions also give the whole team the opportunity to engage, share concerns or new ideas and ultimately support each other.
Trend Bible provide a range of consultancy services, from workshops to bespoke trend packages. To find out more about how we could improve your design and buying processes book your free consultation: enquiries@trendbible.com.
Alternatively, you can stay up to date with our latest news, insights and events with our free Monthly Trend Update – click here sign up now.
