How is a trend created?

What do people like today? What will they like tomorrow? And most important of all – what is popular today, and is going to remain popular in future? Trend analysis is an exciting and important task in the development of successful products. Experts make a distinction here between fashion trends and megatrends. The latter follow social developments, have more complex, long-term implications and relate to each and every one of us. Nobody can get away from them.


‚Cocooning‘ or ‚homing‘ is one such megatrend – the tendency to withdraw into the private sphere, motivated by the desire for security and protection. All-embracing digitalisation is another megatrend, which has already given rise to the proverbial ‚Facebook generation‘. Fashion trends, on the other hand, tend to be shorter-lived, are in key with the spirit of the times and find their most conspicuous expression in clothing. It is not always clear where they come from. Often they spring from minority groups, subcultures or special milieus.


How do we detect such short-lived fashion trends? To begin with there is trend research based on statistics, which registers patterns of consumer behaviour. Often trend scouts can detect the shape of things by attending the relevant trade fairs. And it is always important to keep an eye on the horizon – to glance through the journals at news stands, frequent forums in other industries, rummage through a whole range of shops and allow yourself to be inspired. If you have the necessary sensitivity for sustainable tendencies, you can distinguish between short-term fashion trends and those that point to the future.


This is the creative element, practically amounting to genius. And with all that knowledge at our back, we at Geuther develop innovative products, dive into new worlds of colour, let ourselves float on a sea of patterns and print designs and anticipate fashion‘s coming wave.