Relevant quotes by Robyn Waters

• “It’s a myth that trends can only be spotted early by überhip Bohemian types who are ever-so-much cooler than everyone else.Trends are indicators that point to point to what’s going on in the hearts and minds of consumers” (p.ix)
• “If you’ve ever witnessed a trend unfolding and said to yourself, “I should have seen this coming,”there’s hope.”(p. xx)
• “The deluge of trend options available today can be confusing.Combine this overwhelming input with type-A personalities who obsess over details, and you have a bad retail recipe: over designed products that spring from over-concieved strategies.” (p.6)
• “Big Pictures can be hard to find frame,but they’re worth looking for.Big picture = Big Opportunity.”(p.6)
• “Finding the big picture has everything to do with perspective.When you’re lost in the forest,step back- way back – and reexamine your original principles.”(p.7)
• “The most important thing is to look at the problem through the eyes and lives of the end consumer.”(p.7)
• “Trends with real staying power are often a series of smaller trends fused together.Trends that intersect and complement each other are more likely to be embraced by the consumer.When fusion occurs,it’s much esier to offer a product that is in sync with your customer’s values.” (p.24)
• “Think of each small trend you observe as a thread thatyou can weave,twist, plait, braid, knit, or splice together with other common strands into a tapestry of opportunity.”(p.25)
• “Now,in the age of the Internet,trends spread like viruses.”Word of mouse”is infinitely more powerful than word of mouth.” (p.58)
• “In order for a trend to resonate,it has to connect with what your audience considers important. That is to say,it must be consistent with their core values” (p.74)

Waters, R. (2005) The trendmaster’s guide: get a jump on what your customer wants next. NewYork:Portfolio

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