TRENDFORECASTING:

27.09ATHENS

TODAY & TOMORROW

A deep dive into the methodology of trend forecasting to guide

strategic innovation

Organized by

Elena Marinoni Trend Forecaster and Strategic Design Consultant

with

The Workshop Trend Forecasting is a research method which belongs to the family of market research methodologies.

Trend Forecasting is aimed at investigating:• Social change by focusing on the

behaviors of trend setters, lead users and creative communities

• New lifestyles and innovative aesthetic languages

• Emerging consumer trends and innovative customer experiences

Trend Forecasting is regarded as a strategic tool to support:• Design thinking• Innovation funnels for the

development of new concepts or product/service systems

• Marketing, Communication and Retail strategies

Trend ForecastingSome of the trends that will be presented to the audience during the virtual tour are the following:

Live commerceThe boom of broadcast-style consultations that enable online shoppers to connect directly with store assistants or brand-affiliated influencers

Branded ‘Second’ StoresNow perceived as entrepreneurially attuned rather than mired in the ‘second-hand’ stigma of yesteryear, smart brands are pulling resales back in-house

Retail TherapyAs consumer interest in self-care grows, the influence of sports and the quest for wellbeing have the potential to reinvigorate retail

Indicative topics • An introduction to trend forecasting

intended as a research method aimed to support creative processes, design thinking and strategic innovation

• The dictionary of the trend forecaster: what’s the difference between trends, micro trends, mega trends, paradigms, styles, fads.

• The evolution of trend research tools over the time, from trend books and cool hunting to AI-driven trend forecasting platforms

• How do trends spread? The curve of trend diffusion and the 3 rules of market epidemics

• The five steps of the trend forecasting methodology

• Trend Forecasting Industry: Past, Present and Future

• Focus on emerging trends in CX, Retail, Consumer behaviors

Learning Outcomes• Providing participants with an

overview of the key trends that are reshaping the market across different industries

• Training awareness about the recurring dynamic between social

change, emerging lifestyle trends and new consumer behaviors

• Methodology to identify tendencies and seize emerging phenomena that can influence innovation in different spheres

Who should attend?The workshop is addressed to professionals from middle, senior& top level management workingin the fields of marketing, communication, customer experience, retail, design, innovation, new product/service systems development.

Why attending?• Update yourself and train your

capability to spot emerging trends

• Gain an overview of the most interesting trends that are catching on across different industries and learn how to turn these insights into a competitive advantage in your business sector

• Get inspired from virtual tours that highlight best practises and remarkable case studies from a wide range of business sectors, ranging from consumer electronics to fashion, from automotive to food and beyond

TRENDFORECASTING:TODAY & TOMORROW

Workshop VenueOrganised by

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Registrations T: +30 210 6096921 Email: info@secretkey.grFor more information visit www.secretkey.gr

The InstructorElena MarinoniTrend forecaster and Strategic Design Consultant

Graduated in strategic design at Politecnico of Milano in 2002, she has been working for many top national and international companies to tune in with demand evolutions and emerging trends in order to support innovation funnels, new concepts development, marketing and communication strategies. She is Trendwatching Director at Milano Retail Tour and Head of Trend Research at Nextatlas, an Artificial Intelligence driven trend forecasting platform based on a crowd-sourced data stream of contents shared by an international community of +300k trendsetters gathering online on social media such as Instagram, Twitter, Tumblr. She is Professor of Trend Forecasting and Strategic Innovation at Politecnico of Milano. Since 2007 she has been lecturing at Istituto Marangoni, teaching: Trend Forecasting, Sociology of Consumption, Future Fashion, Cool Hunting & Cult Searching, Contemporary Fashion Panorama, Contemporary Design Analysis, Strategic Design & Competitive Market Scenario. Over the years, she has developed a solid competence in such areas as fashion, design, new lifestyles, luxury scenario, consumption trends, advanced forms of retail and shopping experience, brand strategic positioning. Previously, she has been working at Radar Trend Distilleryand at market research firm GPF Managing Director.