Jan 14, 2021 | By Hannah Manton
Big data meets consumer insights, Experience WGSN.
I’ve loved fashion my entire life, but it took me until high school to realise it, and it didn’t occur to me that I really wanted to or could pursue a career in fashion until after college. I’ve always been an artist and a writer, I’ve been reading magazines since I was 10, and I’m a huge shopper. As I’ve gotten older though, I’ve realised just how intricate and nuanced the industry is and how much I’m interested in the business side of fashion. Coming to terms with my own shopping habits at various points in my life made me interested in how everyone else shops as well. Also, discovering WGSN’s work was a huge turning point for me. I didn’t know that trend forecasting was a career, but I instantly knew that it was something I wanted to do.
What have you been dedicating your time and attention to lately?
I’ve been writing my website and weekly newsletter, Fashion Physics, where I muse about everything from Pantone’s Colour of the Year and shopping malls to recruitment stories for multi-level marketing companies. I created Fashion Physics for my Master’s project and it got great reviews from my judging panel. The concept is consumerism from a consumer’s perspective. It’s not perfect and it needs a revamp, but the amount of work I put into it at the time was wild. As for studying, I’ve been reading books on trend forecasting and keeping up with fashion publications online as well.
I believe in a more conscious fashion business, where consumers will change their behavior. Big players will understand their social relevance to lead the change and the migration from fast fashion to a more sustainable way of business, valuing seamstress jobs that still work under poor work conditions.
I have a natural curiosity that drives me to explore and learn as many things as I possibly can. I’m always clicking on articles, subscribing to new newsletters, or reading books. I’m almost always in search of an ‘aha!’ moment or looking for an answer to a question I have. Also, my mum is my biggest supporter and gives me the confidence to pursue what I love and not second-guess myself. She’s the best, really.
So many things! I want to learn trend forecasting in and out, how consumer insights are developed, and how to be a better writer. I want to be absolutely unstoppable.
Hillary is mentored by Cassandra Napoli, Strategist at WGSN Insight based in New York, USA. Cassandra is a digital culture and marketing expert who helps brands better engage with consumers by uncovering what makes them tick online.
Keep your eyes peeled as we reveal more WGSN Future Makers over the coming weeks, here on WGSN Insider. Can’t wait? Get to know other Future Makers.
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