Learning from trend forecasters who transcend viral moments
+the social media metrics to pay attention to and the cultural moments | news that caught our attention this week
quick summary ⚡️
Highlighting 3 creators in trend forecasting and analysis to keep you up on the most emergent fashion trends
The social media metrics you should be prioritizing
Tapping into GenZ’s love of group chats, the rise of “virtual influencers” and more in the cultural moments and news that caught our attention this week
Kicking off the year on a high note with a big client thank you
2024 outlook: forecasters & trend reporters
Curated by Megan Collins, Cultural Anthropologist, Generational Expert and contributor to the MTD blog
It’s the beginning of a new year, so your feeds were likely just flooded with the annual proliferation of people’s notes app IN & OUT lists. It's become an annual social media tradition for people to post at the end of the year what they are leaving in the past and focusing on in the future. For some this is largely about the personal while others take this as an opportunity to try their hand at trend forecasting and analysis. From making declarations about what fashions are decidedly out, to making pop culture predictions about celebrity behavior, this is a moment where we collectively get out our crystal balls and give Nostradamus a run for his money.
As a professional trend forecaster, I have mixed feelings. On the one hand, I love to hear people’s observations and analyses and think that thoughtful and critical discussions about trends and why they matter are important. On the other, I’m always wary of the pitfalls of empowering just anyone to be an “expert” especially when it comes to consumption. At their best, trends can be a powerful way for humans to come together and celebrate creativity. At their worst, they’re contributing to a problematic cycle of consumption that prioritizes chasing the latest fad for the sake of it.
To find the middle ground, this month we wanted to share 3 creators in trend forecasting & analysis who transcend the latest “viral” internet aesthetic to strike the balance of art, science, and engaging commentary to keep you up on the most emergent trends in the fashion space (and consumers in general).
Mandy Lee aka @OldLoserinBrooklyn
As her handle suggests, Mandy Lee is a Brooklyn-based fashion commentator and trend forecaster. Contrary to her handle she’s anything but a “loser” and in fact is one of the leading analysts of what we wear and why in the current social media era.
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Ana Andjelic
From her illustrious Substack
to her book The Business of Aspiration to her latest role as chief brand officer tasked with making E-Spirit relevant again. While her work is thematically about fashion and branding, it also discusses the importance of brand storytelling and cultural relevance.
Rian Phin aka @thatadult
If you’re looking for big-brain thoughts on today’s runways look no further than Rian Phin aka @thatadult. When I see her signature burgundy hair on my fyp I always stop to see what insightful dissertation on fashion she’s going to (seemingly) casually drop. She’s a true innovator who thinks outside of what’s going to be commercially successful.
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more from Megan on the MTD blog
the social media metrics that actually make a difference
It’s easy to get distracted by the flashy metrics, but it’s important to focus on the things that will actually move your business forward [sales, new clients, etc.].
Here are some tips on how to hone in on exactly who your target audience is:
Identify what you think your audience looks like [age, gender, interests, location, etc.].
Now look at the numbers on your social platforms. On the backend analytics, check to see if the audience data aligns with what you think of your target audience.
Combine who your audience is and who you’d like to be reaching into 3 sections; superfans - your diehards, converts - those within reach, and aspirational - major goal audience.
Once you are consciously creating content, double down on analytics. Measure how content performs.
more on the MTD blog
💎cultural gems💎
The cultural moments and news that caught our attention this week:
With Gen Z all about the group chat now, here’s how marketers are adapting (DigiDay). “Brands have always wanted to be where culture is happening. But increasingly, especially amongst Gen Zers, culture seems to be cultivating in ad-free, closed-off group chats and more private online communities, like Discord or the fediverse.”
AI is coming for influencers (Intelligencer). We’re seeing more and more “virtual influencers” entering the space, able to be “always on” for their audiences.
Social media management ins and outs for 2024 (Rachel Karten on LinkedIn). One of our favorites: “Loosening up on LinkedIn… but not crying on LinkedIn.” IYKYK
The 8 things you should move forward or leave behind in 2024 (Dee Poku on Instagram). “Everything on this list comes from personal experience and I’m sharing not because I think I’m some wise oracle but because we learn best from one another’s personal journeys.”
What will life be link in 2024? (NY Times). The Times Style Desk shares their predictions for 2024, from social media to Grand Theft Auto.
The recap industrial complex (Taylor Lorenz on Instagram). “Essentially every app you use incentivizes you to create this highly packaged and curated recap of your consumption patterns, content, experiences, whatever, for the year.”
inspo
✍️ notes from Melissa Blum, M.T. Deco Founder & CEO
it’s not everyday you get featured in the acknowledgments section of a nytimes bestseller, so we’re definitely kicking off this year on a high note—huge thank you to client Noa Tishby for the honor - be sure to check out her book Israel: A Simple Guide to the Most Misunderstood Country on Earth… and specifically page 307 in the latest edition for the M.T. Deco shoutout 😊
For some help kicking 2024 off on the right foot, download the MTD Habit Tracker ⬇️
