Fashion Buyer and What is a Trend Forecaster | S1, E4 | Future of Fashion | British Vogue

Summary

In this episode of 'Fashion Detective,' Alexa Chong explores the world of trend forecasting and meets Paul Smith, who has kept his brand relevant for over 45 years. She learns about the various roles within the fashion industry, including buyer Jud Crane at Selfridges, who shares insights into creating store environments. Trend forecasting's impact on fashion is discussed, with a focus on how global influences shape future trends. The episode also touches on the DIY culture in fashion and the rise of individual creators, hinting at a shift towards more personalized and accessible styles.

Takeaways

• 😀 Paul Smith has kept his fashion brand relevant for over 45 years by embracing change and moving with the times.
• 👔 The fashion industry offers a variety of creative jobs beyond just designing, including buying, press, social media, shop design, and management.
• 🚴‍♂️ Paul Smith's initial interest in fashion was sparked by a racing cyclist suit, leading to a career in fashion after an accident.
• 👗 The role of a buyer involves selecting items to sell based on personal taste and market trends, aiming to create an environment for customers.
• 🌟 Trend forecasting involves looking at cultural influences from various fields to predict how fashion will evolve in the future.
• 🌐 WGSN is a global leader in trend forecasting, providing valuable insights to thousands of brands worldwide.
• 🎨 Fashion is deeply emotional and personal, used to express identity and create a persona, making it an art form for many.
• 📈 The influence of fashion has shifted from top-down (elite designers) to peer-to-peer, with social media playing a significant role.
• 👖 The role of a trend forecaster involves researching and compiling information from various sources, including retail, catwalks, and social media.
• 🌱 The fashion industry is experiencing a DIY shift, allowing individuals to create their own trends and styles, reflecting a broader cultural change.

Q & A

What is the role of a trend forecaster in the fashion industry?

A trend forecaster identifies and analyzes emerging trends across various cultural influences such as street fashion, food, cars, and more. They collect and present this information to customers, helping to set a backdrop for how fashion will develop in the future.

How does Paul Smith maintain the relevance of his brand?

Paul Smith maintains the relevance of his brand by embracing the new and moving along with the times. He encourages young people to explore various roles within the fashion industry beyond just design, highlighting the many creative paths available.

What advice does Paul Smith give to young people interested in fashion?

Paul Smith advises young people to be open to various roles within the fashion industry, not just focusing on becoming designers. He emphasizes the importance of being creative and exploring different areas such as buying, press, social media, and shop design.

What is the significance of the role of a buyer in fashion retail?

The role of a buyer is significant as they are responsible for selecting products that will appeal to customers. They need to have a good understanding of customer preferences and market trends to make successful selections.

How does Jud Crane, the director of women's wear and accessories, describe her job?

Jud Crane describes her job as seeing things she loves and buying them so that other people can buy them. She also mentions the importance of creating an environment for the customer by challenging brands to think differently about their portrayal in the store.

What is the importance of emotional connection in fashion according to the script?

The script highlights that fashion is not just about image; it's about identity, how one feels, and creating a persona. It's an emotional art form that allows people to express personal aspects through what they wear.

How has the influence of fashion changed with the rise of social media and peer influence?

The influence of fashion has shifted from being top-down, dictated by designers, to being more peer-to-peer influenced. Social media has played a significant role in this change, as it allows trends to spread quickly and makes it harder for anything to remain underground.

What does the script suggest about the future of fashion in terms of individual creativity?

The script suggests that the future of fashion is moving towards more individual creativity and DIY culture. People are creating their own careers, whether as bloggers or online shop owners, and have the means to communicate their style to others.

What is the process of trend forecasting as described in the script?

The process of trend forecasting involves looking at cultural influences from various sources like street fashion, food, cars, and more. Trend forecasters collect this information and present it to customers to help them anticipate future fashion developments.

How does the script describe the evolution of fashion from an elitist industry to a more inclusive one?

The script describes the evolution of fashion as moving from an elitist industry, where trends were dictated by a few, to a more inclusive one where individuals have the power to create and share their own styles through various platforms, reflecting a broader range of influences.