Seasonal Trend Development

Synthesizing global research and competitive insights into strategic trend guides that serve as the north star for design teams

Role

Design Director, Creative Lead

Scope

7+ Global Heritage Brands

Deliverables

Global and Brand Focused Trend Guides

Frequency

Bi-Annual Seasonal Cycles

Overview

As Design Director, leading seasonal trend development means more than creating compelling presentations - it's about forecasting future business needs and setting the design team up for success. I orchestrate the complete process from early research through final deliverables, synthesizing inputs from license partners, trend agencies like WGSN and Doneger Tobe, competitive market analysis, and our own business data to create actionable direction.

This work requires balancing creative vision with strategic business thinking. I partner with data analysts to understand what's resonating in our business, conduct competitive shopping to identify market opportunities, and collaborate with factories and tanneries to understand material possibilities. The result: comprehensive seasonal trend books that guide our design teams throughout development, ensuring creative work is both inspired and commercially grounded.

The Trend Development Process

Successful trend development requires a systematic approach that transforms raw insights into actionable creative direction. Here's how I lead teams through each critical phase of the seasonal development process.

1

Trend Research & Data Analysis

I begin each season by synthesizing insights from multiple sources - trend forecasting agencies (WGSN, Future Snoops, Doneger Tobe), license partner direction, and our own business data analysis. Working with data analysts, I identify patterns in what's selling, what's declining, and where opportunities exist. This isn't just about aesthetics; it's about understanding the business landscape and translating that into creative direction that drives results.

Trend forecasting research
Data analysis and business insights
License partner collaboration
2

Competitive Shopping, Trade Shows & Factory Partnerships

Understanding the competitive landscape requires getting out into the market. I conduct extensive competitive shopping to see what's resonating at retail, attend trade shows to spot emerging trends, and meet directly with factories and tanneries to understand material innovations and manufacturing capabilities. These firsthand insights inform what's actually achievable and help identify white space opportunities where we can differentiate our brands.

Competitive shopping analysis
Retail market research
Trade show attendance
3

Seasonal Trend Development Books

All research, insights, and competitive analysis culminates in comprehensive seasonal trend books. These aren't just pretty presentations - they're strategic documents that synthesize all learnings into actionable direction for the design team. Each book includes color stories, material direction, silhouette guidance, and brand-specific applications. These become the north star that guides designers throughout the season, ensuring cohesive direction while allowing creative freedom within a defined framework.

Trend book cover and introduction
Color story development
Material and texture direction
Silhouette and style guidance
Brand-specific applications
Seasonal theme pages
Product inspiration
Mood boards
Hardware and details
Category breakdown
Design direction summary
Final trend book pages

Impact

Effective trend development creates alignment across the entire organization. When done well, it provides clear direction that empowers designers, aligns with business strategy, and ultimately drives successful products that resonate with consumers. The seasonal trend books become living documents referenced throughout development, ensuring our creative vision translates into cohesive collections that perform at retail.