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Trend Q&A: How to future-proof your brand and more

Tweakment culture, low-rise jeans, future-proofing
WGSN Original Image, Jason Leung/Unsplash
Dec 21, 2022 By WGSN Insider

Tweakment culture, the return of low-rise jeans and future-proofing your brand. That and more in 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 President and CEO Carla Buzasi takes us to Seoul, Los Angeles and New York to gain insight from our expert forecasters.

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

Q: With the rise of tweakment culture, how is the beauty industry acknowledging this trend through product development?
“We’re seeing more tweakment-inspired products come to the fore, including beauty tools and product solutions for post-procedure and recovery. Ingredients such as salicylic and hyaluronic acid that mimic tweakment-like results are also on the rise, while Google search terms including ‘enzyme peels’ and ‘creams like botox’ have seen significant YoY increases.”
– Sharon Ahn, Analyst, WGSN Beauty
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Q: The low-rise jean has been making a comeback in recent years, but how should womenswear brands tackle this polarising youth market-led trend?
“Womenswear brands should trial low rises and bestselling silhouettes to provide fashion newness in a familiar fit. Alternatively, play up your mid-rises, which offer a hint more of midriff but have wider appeal. Customers are stumped on how to wear the low-rise as it involves an entire silhouette rethink, so it’s key to show them how to style the piece.

“It’s also worth noting that the low-rise is tied to the Y2K trend – the era of the size zero aesthetic – and there are concerns that its return could pull back recent gains made by the body positivity movement.”
– Susie Draffan, Senior Denim Strategist, WGSN Fashion
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Q: What is a long-range forecast and how will that help future-proof your next business innovation?
“Long-range forecasting uses a range of methodologies to unearth and discuss useful ideas about the future. This approach will help key decision-makers navigate towards the best course of action with confidence, as it’s key to bring resilience in the face of uncertainty.”
– Maxine Apolito, Tech Trend Researcher, WGSN
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