At WGSN, we employ a multi-layered and unique methodology that combines extensive proprietary and third-party data, internal frameworks and expert analysis to ensure the highest quality of trend forecasting across macro, consumer, and product levels.
Methodology proof points
Macro trends
WGSN's global macro trends are the foundation of all our forecasts, derived from a rigorous process of data consultation and expert review.
Data sources: We consult 2,800 third-party global data sources.
Source types: Institutional, NGO and media sources.
Process: Data from these disparate sources are triangulated with the assistance of AI to deliver overarching global macro trends and signals that underpin all WGSN forecasts.
Consumer behaviour and lifestyle trends
Our long-term consumer forecasts are powered by a unique, proprietary framework designed to capture the complexity of evolving consumer landscapes.
Framework: WGSN uses its proprietary trademarked framework, STEPIC™.
Data blend: STEPIC™ utilises a unique blend of quantitative and qualitative data points across its six pillars.
Output: This framework delivers our industry-agnostic long-term consumer forecasts.
Product forecasts
Product forecasts are generated through the blending of five key proprietary data feeds and validated by our expert team to ensure high accuracy and market relevance.
Proprietary data feeds:
Social: Unique social signal map tracking of 100k+ posts per month across multiple social media platforms.
Sentiment: Bespoke consumer surveys and a 30m+ consumer clickstream panel.
Search: 5+ years of data across digital marketplaces, social and search engines merged into a unique Search Index.
Shelf: 300m+ SKUs tracked daily for 10k+ brands across 200+ retailers globally.
Shows: Tagging with proprietary taxonomy of 5m+ catwalk, tradeshows and street style images from 27 years.
Accuracy and validation
Algorithm Evaluation: Our data scientists constantly evaluate our algorithms to tailor for each industry we serve and different market timelines.
Accuracy: This process delivers 94% accuracy* across the specific TrendCurve forecasts.
Expert Review: We use an 'analyst in the loop' system to sense-check these forecasts.
Analysis: Our 250+ experts layer industry-specific analysis and recommendations to make these forecasts actionable and nuanced for different job roles and markets.
*WGSN Fashion TrendCurve AI model combines data from multiple sources, applying deep machine-learning algorithms enhanced by analyst-in-the-loop expertise to generate trend projections with 94% accuracy.
With us, you can
Reduce risk
When the margin for error is minimal, reducing risk is essential. WGSN gives you the clarity and confidence to get it right the first time, helping you avoid costly mistakes, make better decisions, and pinpoint the most valuable opportunities.
Validate your thinking
WGSN validates your vision, combining strategic forecasting, data analysis and expert industry knowledge to confirm you’re on the right track. Our forecasts turn emerging trends into actionable strategies that unite stakeholders early, securing buy-in across teams and fast-tracking ideas into results.
Make confident decisions
Our rigorous, data-led forecasts empower you to identify and act on the trends that will shape the products your customers desire, enabling you to make informed decisions that drive profitability, accelerate growth, and set you apart from the competition.