Chrissy Hilton Gee, Trend Researcher

The talk given by Chrissy Hilton Gee, a trend researcher for Trendstop, was very useful in reinforcing the introduction to this subject.

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Trendstop, October 2016

The main points from her talk were:

  • TREND = The general direction which something is developing or changing
    • Find movements and inconsistencies
    • Identify patterns
  • It is about what the consumer wants, not what the researcher may be interested in
  • Diffusion of Innovation Theory
    • Focus on the Innovators & Early Adopters for analysis of emerging trends

She gave a preview of two AW’17 trends that Trendstop had investigated. The first one, Generation PHYGITAL really stood out to me as a prominent movement, based around:

  • The growing influence of digital natives/Generation Z
    • By 2020, will be 40% of all consumers
  • The blurring of the physical and digital worlds
  • Impact on retail:
    • Consumers want functionality and a voice

She sampled Keiichi Matsuda’s HYPERREALITY which provocatively portrayed the merging of the physical and digital realities.

screen-shot-2016-11-17-at-21-09-08

The video is depicting an extremised scenario where the two realities have merged to the point of identity crisis and there is a total personalisation of the world as an immersive experience. This highlights very pertinent themes in our digital age; it depicts an inundation of images and a high saturation of technology in the imminent future.

It opens up the scope for understanding the target consumer and is definitely an area I am interested to explore in my trend research.

The video can be viewed here.

 

Sources:

http://hyper-reality.co/

 

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