framework to assess the consumers’ potential interpretation and response to
their products.
The demand for trend analysis by luxury brands has led to the emergence
of a services sub-sector within the fashion industry, known as the ‘Fashion
Trend Service’. This service is provided by several companies like online-
based Trendwatching.com, which supplies up-to-date information on
consumer trends through individual trend scouts all over the world. Other
companies like hintmag.com and jcreport.com offer fashion trends informa-
tion through online magazines available by paid subscription. Yet other e-
zines like Daily Candy provide fashion trends and news to the public for free.
The fashion trend information service also extends to trend advice provided
by the likes of Hong Kong-based Parisexchange.com. Another aspect of the
trends service for consumers is Trend Analysis and Intelligence, being
pioneered by London-based company, The Future Laboratory and Nice-based
company, Style Vision. The utilization of fashion trends companies indicates
that assessing consumer response is a key tool for the development of effec-
tive branding strategies.234
luxury fashion brandingFigure 7.2 The luxury
industry’s leading
information source,
Luxury Briefing Journal,
is available only by
subscription through
http://www.luxury-
briefing.com. It
addresses the luxury
sector’s need for
relevant market
information and
analysis.
Photography by Jonathan
Glyn Smith