Hello out there (?)  Hello …..anyone…. we need help.

Does trend forecasting work for you?

If yes, HOW?  And does it work usually, or exceptionally?  By which we mean do you follow the forecasts regularly or only sometimes (and even then because it confirms something you have already decided upon?)

Do you follow closely the latest shifts in colours, materials and designs? 

WHY?

Or do you study the forecasts, figure out what everyone else will be offering next season – and do the opposite?

Timely action by major leather buyers has, hopefully, prevented vast acres of the Amazonian rain forest from being further destroyed.

Big brand names, such as Nike, Timberland, Marks & Spencer, were made aware of the potential ecological catastrophe, local NGOs nudged them into recognition that a problem existed and, whoa, many major leather industry players undertook NOT to buy product originating from this area.  Some say the fashion industry gave in too quickly, too eagerly: labeling themselves as easy targets for the next ‘big threat’ coming down the pike.

What do you think? Has prompt action averted a crisis?  Or was the threat overblown by NGOs to justify their existence?  From the perspective of a company/ brand name, what would you have done?   What was the ‘proper’ response in your opinion?