What is a shared situation
Awareness?
A teams ability
to recognise a pattern in a fluid situation
and to use this information to anticipate what might happen. (Opinion formers)
3 steps to the
process:
- Observe the raw data – market clustering, how you see is different to other opinion
- Spot patterns to form hypothesis as to how the situation might unfold – have they got a similar ideology? Do they share the same beliefs?
- Test the hypothesis – more than one options
- Fords – something which is easily accessible, idea that fits into the moments, and idea that is sold quickly (fast-fashion) – there to sell quickly
- Trafalgar – slow fashion, idea evolves slowly over time – develop over seasons (designer will touch on time and time again: theme that they are revisiting) e.g. Vivienne Westwood touches on 18th century British fashion constantly
- Bubble up: trends emerge from the street and enter fashion to work their way up
- Trickle down: conceptual dress, designers who’s clothing may be difficult to interpret and understand – who are the opinion leaders so Zara looks a lot like designers Celine etc. (watched and distilled designers to simplify for fast-fashion or high street at more affordable prices)
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