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122 HTE<br />
TRENDS<br />
incubation centres is that they can have easy access to<br />
University-offered mentoring as well as entrepreneurial and<br />
R&D consulting services, opportunity to meet with angel<br />
investors, and work in rent-free office spaces but most importantly<br />
strong scientific and technical infrastructure that<br />
Business Incubation Centres can provide to start-ups.”<br />
“We are the first and only Turkish Agency to<br />
operate in fashion forecasting”<br />
Explaining the specifics of fashion forecasting, Özen added,<br />
“We focus on current and upcoming fashion trends by<br />
closely monitoring the latest news and updates on fashion<br />
world as well as on society while interpreting these trends<br />
based on latest economic developments in business world<br />
in order to predict future fashion trends. Our initial goal is<br />
to reveal the impacts of customer behaviour and economic<br />
trends on creative trends and pick out the ones that may<br />
potentially become rising trends. The most important thing<br />
we cannot afford to overlook at this stage is to be able to<br />
set trends to determine customer buying trends that have<br />
the capability to set great number of people into motion. In<br />
other words, our job is to monitor current trends in women’s’<br />
clothing, men’s clothing and accessories, and identify<br />
new trends; predict all aspects of fashion needed for fashion<br />
creation and design, including different types of fibres,<br />
fabrics, silhouettes, patterns, colours, fashion details and<br />
life styles; forecast when consumers would be ready to embrace<br />
a new trend at which market level and for what price<br />
(statistical methods and databases are used at this stage),<br />
and ensure our forecasts to help fashion companies have<br />
advantages over their competitors by receiving prior knowledge<br />
of upcoming trends. I would also like to underline the<br />
fact that we are a pioneer agency since we are the first and<br />
currently only Turkish agency to operate in fashion trend<br />
forecasting.”<br />
Gonca Gül Özer, The founder of Gona Trend<br />
Predicting the right trend is key<br />
Stating, “Purchasing professional trend consulting services<br />
costs less than in-house training of a fashion trend analyst<br />
and can help companies make money directly”, Özen also<br />
expressed that wrong trend forecasting would do more<br />
harm to companies than good, but with the right forecasting<br />
techniques and methods, we can ensure that companies<br />
are protected from any potential harm. In this context, it is<br />
of utmost importance to make accurate and spot-on trend<br />
predictions for all decision-making processes including design,<br />
manufacturing, sales and marketing.<br />
Currently pursuing her second master’s degree in Fashion<br />
Design from Altınbaş University, Gonca Gül Özer aims to<br />
collaborate with AU School of Fine Arts and Design faculty<br />
but especially with AU School of Engineering and Natural<br />
Sciences for the development of a new software to predict<br />
the latest fashion trends.<br />
<strong>January</strong> <strong>2019</strong>
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