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Methodology
This seminar will provide a practical and fun exploration of Ms. Water’s trend tracking philosophy that simplifies and demystifies the art of trend. You will learn how good trend research, effectively translated, can become the platform for great design, and help put a little soul back into the $.
The course is taught by two professionals that helped large corporations (Target and Kimberly Clark) effectively track trends and translate them via great design into market leading products. Robyn Waters and Gary Springer will share complementary insights into integrating trend and design to deliver beauty not just to products, but also to the bottom line.
The seminar will follow the A to Z format of the original Trendmaster’s Guide From A to Z that Ms. Waters designed and self-published in 2003 after leaving her position at Target as Vice President of Trend, Design, and Product Development. Her simple and witty real world approach to trend
merchandising resonated with many in the design world, and the following year her handbook was published in an expanded version (Penguin Portfolio, 2004) as The Trendmaster’s Guide: Get a Jump on What Your Customer Wants Next. Both versions of the book will be provided to participants and will serve as a guide to a lively and exchange on how trend and design can be leveraged as a major corporate advantage.
The course instructors will share case studies, anecdotes, strategies and insights from their combined years of experience in the corporate world of marketing, manufacturing, and retailing. Robyn Waters will share her trend philosophy that helped drive Target’s success and provide you with a framework to understand trends “from the inside out.” Gary Springer will share insights and provide direction on how to effectively promote the role of design as part of an overall corporate strategy. Case studies will be shared on how great brands like John Deere, Kleenex and Huggies used design as a weapon to ‘de-commoditize’ consumer products and create strong brands.
Course Outline
In one and one-half days of presentations, discussions, and projects, we will simplify and demystify the trend tracking process and provide insights into how good trend research can become a foundation for design with heart.
Day 1
Day 2
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