With a decade’s worth of experience in trend forecasting, I help brands to cut through the noise to create workable strategies for the future. My work includes creating bespoke reports and presentations for brands such as Nike, ASOS, Shiseido and Samsung via agencies. This involves in-depth research and analysis, extensive writing and visual composition.
Using qualitative methods as well as ethnography and netnography, I capture consumer sentiment as it evolves. In my part-time post as Lecturer in Consumer Insights at London College of Fashion, I help students understand consumers using mixed research methods, and encourage them to apply this research to real-world scenarios.
With insider knowledge of the fashion industry, it is impossible to turn a blind eye to the destruction and waste it causes. I champion sustainability by educating clients and consumers about the impact of their decision-making and purchases. I write for various publications, including my blog, as well as host sustainable fashion styling events.