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Trend Q&A: Exploring LATAM trends and more

Model posing with one hand on waist at end of catwalk
WGSN Original Image, Yogendra Singh/Unsplash
Nov 30, 2022 By WGSN Insider

Latin American trends, Shanghai Fashion Week and remaining culturally relevant. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s CEO Carla Buzasi takes us to Bogotá, Hong Kong and London. Hear from the friendly faces of our Customer Experience, Production and Consultancy teams.

Watch the full episode below or read on for highlights of this episode:

Q: How can we use the trends in Latin America, especially with the southern hemisphere’s opposing seasons to Europe and the US and slower market trends?
“It is key to understand where your market is within the trend adoption curve. Local culture and perspective are also important, as this might change the way the market resonates with trends. For Latin America, start considering what will be in store in the north six months in advance.”
– Maria Pascua, Senior Customer Experience Specialist, WGSN
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Q: Who are the most exciting designers to keep an eye on and what are the key street style trends from Shanghai Fashion Week?
“Having observed street style for the past four years, Shanghai natives have stayed committed to their signature looks while incorporating the latest trends such as denim on denim, column skirts and monochrome. Black-and-white combos and monochrome prints dominated the streets, with attendees choosing the perennial duo for modern and hyper-wearable city dressing.”
– Anastasia Sinjiashvili, Production Lead, WGSN
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Q: How can our consumer insight team create tools and evidence to become more culturally relevant?
“Value and mission is a start for teams and marketers reviewing brand guidelines. WGSN’s consulting division often creates bespoke tools such as personas to represent target users of a particular product or service. This unites teams on a memorable view of audiences and culture and reflects their needs, desires and pain points. Evidence is critical and in many cases, combining digital ethnography, social listening and local experts is key to navigating culture and unlocking opportunities.”
– Chloe Jerrard, Head of Tech Consultancy, WGSN
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