Before watching “Trend Beacons”, I did not think I would have learned as much as I did. This film referenced many aspects of our course material covered thus far. First, a trend analysis and the zeitgeist was mentioned and compared to the ocean and its waves. Fast trends and networking were also mentioned in the film and they both relate to the class discussion of our world of fashion today. Lastly, Baudrillard made an appearance when nostalgia, the disappearing past and the “rose tinted” spectacle was discussed.
In addition to reviewing concepts we discussed in class, there were also many other interesting subjects we had not gone over. For example, I had no idea that forecasters would publish books for clothing companies to purchase. I previously thought that all trend forecasters would work with a company and that there was not an option of a forecasting business by itself. I also liked how the speakers in the video did not use the word “trend”, which essentially is a short-lived fad, but instead speak of it as a “direction” something is going in. Lastly, the 80% chance of a woman buying an article of clothing based on shop window displays and if her friend is wearing it was astonishing. This goes to show that we are not only influenced by what’s on the runway but more so by what is around us and our environment.
There were also some parts of the movie that I did not fully understand such as the two men who publish forecasting books. It was mentioned constantly that this is not the time of the “guru” but a collective mindset. However, these two men were extremely private with their work and prohibited others from entering the studio. I could not understand if they were stuck in the previous ways of being the next guru and wanting to have all of the answers. They could also want to be a more private group because privacy in today’s society is very hard to come by and we are becoming less private every day with new technology. I also did not understand why 3D printing in a car was necessary. I know it was running off of the car’s electricity, which the car was not getting from solar energy, but by a car charging port. Lastly, the idea of being transhuman by 2045 was confusing to me because I did not understand exactly what they meant. Would we be able to advance in our technology to that level in a few short years?
The three main points I took away from the documentary were how important trends are in the industry, the issue of ethics and sustainability and that privacy is a new luxury today. It is crazy to think that demographics can soon be narrowed down to the individual! All of this information would be beneficial to any TMD student who has not taken this class. With the courses we have taken I belive TMD students would understand everything I described aside from the mention of authors. I recommend this film to any student studying fashion because I learned a lot about a different segment of the industry (trend forecasting) that I would not have learned about in this program otherwise.