When I was at university, I had no idea that trend forecasting was an industry. I studied a Bachelor of Design and thought the job streams coming out of that were pretty binary: you would either become a designer or a buyer for someone else. But it was always the narrative behind the product that I loved most: who was the customer? What were their views and values? And what would motivate them to wear my designs?
I then did a Master’s of Communication and created a blog all about that narrative: why people choose
