How companies predict fashion trends and kill individuality | Mahir Can Işik | TED Institute

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Apparently, popularity can be predicted and companies are buying it. Increasingly, fashion brands are relying on trend forecasting agencies in order to create the “next big thing.” However, fashion buyer Mahir Can Işik says these predictions are putting creativity at the risk of irrelevance. (Currently, more than 12,000 brands get their predictions from the same agency.) Işik calls for a renaissance of self-expression and individuality in order to break free from the sterile suggestions of forecasters.
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Опубликовано:

23 сен 2024

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Комментарии : 21

@gregdahlen4375 5 лет назад

funny thing, even if you do something really distinctive, it will probably play into some trend somewhere

@mnrea111 3 года назад

This is such an important video right now and this is literally one of the least viewed TedTalk lol

@mc2782 3 года назад

ok I agree with fashion is a way of expressing our individuality and designers do limit themselves by following a trend that is already pre-planned by the forecasters however my understanding is that by doing so fashion forecasting helps the big to small brands by laying out a foundation on what is and is not in trend which is basically marketed to the public via influencers and celebrities

@dudenamedchris3325 Год назад

That's... The point? Their job is to make clothes desirable in order to sell more? Clothing can be used to express, but fashion is no more than a scheme

@TsetsiStoyanova 3 года назад

Good job young man, and excellent English too!

@mateomusic5813 5 лет назад

Well, their “norm core” is what we call “Core” trends in fashion because they are essentially classics that return every season successfully. So, that project was pointless. Only people that work in trend forecasting will understand what he actually just did. As I look at that mock-up layout, there are core colors. Now if they did an actual fashion trend analysis (not classic or core) his layout would be different.

@jungkooks_microwavephobia 3 года назад

it doesn’t make sense that he is so frustrated that the fashion industry isn’t based on individuality but mass production when probably the majority doesn’t search for it? Many want to dress like everyone else or want to dress “boring” bc they feel safe while not standing out. Its hard being an innovator when you’re being viewed as weird, something most people fear to an extent. Fashion has definitely been a tool for self expression but that doesn’t only individuality more often than not its about social status.

@violetaga2578 3 месяца назад

This is much more sensationalist than informing

@ramsiamakhawlhring4335 5 лет назад

Wow!

@terliklidinazor5547 4 года назад

COME TO BESİKTAS

@freddyf7055 3 года назад

come to Galatasaray

@crazydog3307 2 года назад

oh so this is why companies make horrible fashion decisions

@stardustgirl2904 9 месяцев назад

Fashion trends, make everyone fall in line❗I believe this is why no one's taught to write ✍️✍️ in cursive anymore ❗Cher said she got tattooed to be different, now everyone is tattooed so she got hers removed!🎉🎉🎉🎉🎉

@laurabonciu8350 6 лет назад

I`m glad that almost no one is watching this. You should not talk about a topic that you do not understand completely. What about the tools used, about the cool hunters, about the emergent movements that are influencing the market, about the small brands that are innovating. Of course that mass market companies are influenced by WGSN, Trendstop, etc, however the streets and the movement of the world is influencing our and their decisions. I think that is really sad that you cannot understand that is a bivalent relation.

@Pandariansiguess 6 лет назад

I think what he meant to say is that, as compared to previous generations, the market is becoming more and more generic. I think he does understand the topic to a certain degree, as do you, but from different perspectives. Companies are growing larger by the day, and the bigger they get the more insurance they need to have, hence, the reliance on WGSN and other trend forecasting agencies. His point in the video talks about how trend prediction is killing individuality by placing more importance on marketing than design. Small innovative brands that thrive rely heavily on marketing, without which, they will be irrelevant to the current hyper-informative era. You are saying that trend forecasters and movements have a bivalent relationship; but, I don't see how that is contradictive to what he is saying. By taking ideas and spreading that into the mass market; doesn't that make something less brand-relevant, doesn't it kill the idea of individuality? Also ps; I think he meant to direct the message to the people who are actually taking the lion share of the fashion business, a.k.a, the successful fashion businesses.

@gregdahlen4375 5 лет назад

doesn't he take that up at the end of the talk? he says there are still gonna be disrupters and they will succeed

@norway963 4 года назад

@@Pandariansiguess relationship; but, I don't see how that is contradictive to what he is saying. By taking ideas and spreading that into the mass market; doesn't that make something less brand-relevant, doesn't it kill the idea of individuality?excacly!