Jan 17, 2019 | By Alice Gividen
Big data meets consumer insights. Experience WGSN.
Jan 05, 2016
By WGSN Insider
On Katie May Atkinson’s phone there is a stream of notes. It’s a mix of swimwear brands she’s loving, Instagram accounts to follow and the new lingerie start-ups she is obsessed with. Then there’s her jam-packed calendar of Intimates tradeshows she’s attending this year ( it’s a lot) and the numerous pictures of her cats (Monkey and Beau in case you were wondering.) After initially studying design, and working as a fashion designer both in London and in Sweden (fun fact: she learnt to speak Swedish to land her old job- talk about motivated!), she began covering the Intimates beat as a freelancer for Stylesight, then worked for e-commerce site ASOS, before she joined WGSN in October 2014.
At Insider, we cosied up to Katie’s desk and asked her to tell us what her average day is like.
6.15am: My alarm goes off. I resist the urge to press the snooze button and head to the gym. The London Underground tube has Wi-Fi now, so I use this pretty quiet time to check my emails. I also look on Instagram to see if there are any cool new swimwear brands to watch out for.
7.30am: I’m in a spinning class, or on the TRX. I definitely need a gym session to wake me up and keep my energy high for the day.
8.50am: I love to walk over to the office, but not before a pit stop in this cool, independent coffee chain called The Department of Coffee and Social Affairs. The guy working the coffee machine is lovely, he’s an actor and keeps me in the loop about his auditions, he also makes me laugh with tales of his jobs. Plus the music is always so good in there.
10am: Report building time. Each report has a different focus. I use analytics to make sure each report is what my clients want, in terms of current trends and forecasting two years ahead. In addition to long-term forecasting, I try to do 2-3 one page trend alert reports a month, spotlighting anything that’s making an impact right now. I also think globally, offering fresh, new reports from each continent. Depending on the time of year, I might also be preparing for a webinar I’m giving on key trends.
11am: It’s time to schedule my diary. I attend a lot of tradeshows, and swimwear presentations.
For early 2016 alone I’m headed to Paris and New York. So I try and make some time to get my schedule together and sync it with my colleague Jo. It’s not just about making sure we see all the brands that are at the tradeshows, but we need to book follow-up appointments, and do store visits. I’m currently gearing up for Interfiliere in Paris. I love staying at the hotel nearby, the food is so yummy and it’s the best place for downtime after the tradeshow.
12pm: Lunchtime! I normally head to Detox Kitchen around the corner for its buffet of salads and grilled salmon.
3pm: By this point I normally fall off the wagon, and have a few Jaffa Cakes and a handful of Minstrel chocolates. I’ll also use this time to CAD.
I design the CADs that appear on WGSN that can be downloaded by the designers or buyers who subscribe. Each CAD is different, I’m influenced by what I am seeing in the moment and new, key shapes. At the moment we use a Wacom tablet to draw the CADs, I’m super excited for the iPad Pro arrival with the Apple pencil, it will offer a fresh, new way to CAD.
4pm: I’ll email some ideas over for WGSN Insider and check Instagram again.
5.30pm: Head home
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