Trend forecasting to drive Africa’s growth

Futures summit aims to unlock ideas to put promising brands on map

SUCCEEDING at forecasting can define a brand’s performance in the marketplace, so trend forecasting is becoming increasingly important for creative industries – and South African businesses are no exception.

Global trend authority World’s Global Style Network (WGSN) will present the Futures Summit in Cape Town tomorrow at the Inner-City Ideas Cartel.

WGSN expanded its service in Africa having opened an office in Cape Town and the company believes the continent is an emerging market for potential growth of becoming an international trendsetter.

The trend forecasting company, which was founded 19 years ago, has 14 offices globally and has been operational in Africa for the past 10 years. It serves 6 500 companies in more than 94 countries.

WGSN chief marketing officer Paul Coxhill said: “We are focused on working with businesses in Africa and planning on growing our presence on the continent, as the market possesses huge potential for opportunities and growth.”

With an ever-changing consumer behaviour, speakers at WGSN Futures will educate about 100 business leaders on how best to channel future trend insights.

WGSN experts Andrea Bell, director of insight, and Lisa White, head of lifestyle and interiors, will demonstrate how the economy will shift consumer behaviour and how connecting with consumers on an emotional level through six main emotions, including joy and curiosity, will be crucial for brands to create a long-term relationship with them.

Global chief content officer at WGSN Carla Buzasi said: “We created WGSN Futures to challenge the way brands see the world, inspire individual creativity, and connect our community. Trends are everywhere. We see them in what we eat, where we live and how we connect with each other.

“Whether we’re aware of it or not, trends dictate the products we want and the services we crave. With slow-moving trends shifting in cultural values, creative industry leaders are needing to closely observe the changing behaviours, attitudes and beliefs of consumers.” Representatives from leading consumer brands including Adidas global senior communications manager Luceny Fofana and Woolworths SA’s head of design, Brian Mtongana, will reveal their strategies to future-proof their brands.

South African creative agency Andpeople’s Michael Leslie and Duncan Maclennan will talk about key trends emerging in Africa that any brands operating on the continent should be aware of.

South African influencer Trevor Stuurman will present his work as a photographer and multimedia visual artist.

Coxhill said that WGSN Futures would challenge the way brands saw the world, inspire individual creativity, and create a connected community.