Trend forecasting: color, material, finishCMF Trends
WHAT & WHY
With the Starbucks Creative Studio now pulling together multiple deliverables (cups, gift cards, merchandise, packaging, in-store signage, social media, messaging, etc.) into a singular point-of-view for seasonal campaigns, our Trend & Concept team needed to establish our pulse on consumer behaviors, drivers and CMF trends we could draw from in order to deliver seasonal styleguides regularly.
BRAND
Starbucks
MY ROLE
Secondary trend research across a variety of industries
Lead collaboration sessions to identify macro trends and synthesize research into clear storytelling
Deck strategy, template design & art direction
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Associate Creative Director & Trend Strategist: Josephine Kimberling
Trend Strategist: Emilie Bélis, Trista Sydloski-Tesch
Copywriter: Francesca Merlini
ABOUT THE WORKCHALLENGE
At the time, WGSN and Stylus trend services had a variety of reports that didn’t tie together what we needed to inform our specific work. To work with their reports, we could either spend our time working with old forecasting reports and synthesizing the trends ourselves, or do research ourselves with current data and develop our own trend decks that were closer in to our brand’s needs. We chose the latter.
GOAL
Being on the Trend & Concept team, our goal was to identify high-level consumer behavior, drivers and CMF (Color, Material, Finish) trends for the year in order to pull from these findings to create seasonal styleguides. (The seasonal styleguides would help all creative teams achieve our broader creative studio goal to have a singular point-of-view across all in and out of store deliverables.)
RESULT
Our Trend & Concept team developed this CMF trend deck, including customer behaviors and drivers and presented it to the Creative Studio to provide a foundational understanding of trends coming down the pike that would influence their work.
See our Holiday Styleguide we developed from this work which is an example of this work applied.
The Work
Methodology
Without sharing our secret sauce, what I can tell you is that our research combined our macro trend methodology with additional visual research from areas such as runway, technology, trade shows, architecture, music videos and more to create a trend deck that was culturally relevant and addressed multiple deliverables.
*Additional details available upon request
