THE BRAND: REFLECTIVE JOURNAL

For the next twelve weeks I will be documenting the creative development of my Final Major Project journey through this blog. It is important that I evaluate my innovative ideas, and any risks taken as these create informed judgements that will lead to a structured final outcome. This online platform will pose as a reflective journal to assist me in cohesively recording, and analysing the physical outcome of my Final Major Project. 

 

Within the sphere of the fashion industry, the role of the trend forecaster has become greater than just predicting seasonal mass-market trends. A trend forecaster monitors the flow and temperament of the Zeitgeist, which establishes niche ideologies within society, and individual consumer aspirations. For trend forecasters it is fundamental to track and identify the evolution of fashion as it moves through an era in order to understand where it will shift to next. A forecaster contributes to the shaping of a person’s identity, similar to a stylist or designer they have to consider the intended connotations associated through an image, or in this case trend report. The conceptual nature of trend forecasting inherits no artistic limitations, allowing for a wide range of mediums to be applied, and in addition illustrating diverse forecasting capability.  
 

Crafting a new fashion and lifestyle brand requires me to take on the role of trend forecaster, stylist, designer, and creative marketing director. This project will consist of a contemporary package that proposes an innovative, active, fashion and lifestyle brand, with the all-year round holiday girl aesthetic in mind. The final outcome will hypothetically be used to provide buyers, investors, and industry creative professionals with a visual package for a new and inspiring, unique type of brand. 
 
I consider Clare Varga, head of youth, street, sport and active-wear at WGSN an inspiration within the trend-forecasting compass. Clare’s in-depth understanding of the active apparel market places her at the helm of the WGSN sports team. With over 16 years of sportswear expertise and a strong creative vision in design and product creation, Clare’s role within the fashion industry has inspired me to push my creative potential and produce a Final Major Project that embodies a wide range of skills.  

 Clare Varga, WGSN (Twitter 2014), Pure Lime (2010)