The book “The Anatomy of a Trend” shows how the well-known WGSN portal predicts trends by assuming itself as a valuable tool for companies wishing to be on the rise.
Consumers know the trends that surround and redefine their daily lives. But often, they do not realize what was in their origin.
Co-working spaces, for example, have emerged to respond to the new needs of a “creative class” and detox shakes stand have stood out in a world where well-being is more important than ever.
Macro trends last for years or decades.
Therefore, the WGSN considers that by identifying trends before they reach critical mass, companies can take advantage of potentially unlimited growth.
To do this, you must connect the dots between influences in order to identify macro trends, filter them into your DNA and innovate at the right time, presenting them to your customers.
Succeeding in forecasting can lift or topple the largest companies today. WGSN presents the classic example of Amazon: in less than two decades, Amazon has evolved from a small start-up that tried to persuade consumers to trust the Internet to becoming one of the largest companies in the world.
From the origins of e-commerce to the launch of the Kindle, passing by its current investment in artificial intelligence, the company boldly invested in trends, even when a short-term view suggested that it might be risking too much.
The book “The Anatomy of a Trend” is now available online for download.