London, March 2024 - Leading trend forecaster WGSN launches TikTok Analytics, a revolutionary, first-of-its-kind forecasting methodology that goes beyond views and virality, giving brands the definitive forecast of the trends to invest in and the ones to ignore.
Genuine trend or just trending this week? A fad to test or a product to invest in? Navigating all the trends on TikTok can be overwhelming. In today’s fast-paced digital world, where there is an endless stream of aesthetics going viral on the platform, how can brands keep up?
WGSN has the answer: a brand new, proprietary methodology that combines data analytics, expert insight and WGSN’s signature STEPIC model to ensure brands cut out the noise and identify the trends that matter.
Why is this methodology so revolutionary?
The trend forecaster’s approach identifies the TikTok trends that matter by analysing their health, strength, and stability in the context of their macro forecasts. This enables WGSN to predict the lifespan of a trend, anticipate what will come next, and identify any risks to avoid. By doing so, brands can incorporate trends into their long-term product and marketing strategies and avoid the short-term reactive approach.
No more TikTok FOMO. Instead of jumping from trend to trend, decision-makers can confidently stay ahead of whatever the algorithm throws at them, and eliminate the anxiety around keeping up with every trend.
Trends on TikTok don’t just spring from nowhere - and they aren’t as ‘fast’ as people assume. By framing the trends within proprietary macro forecasts, WGSN delivers a contextualised view and predicts where each trend will go next.
Carla Buzasi, CEO of WGSN, said: ”In the hyper competitive beauty market, identifying fad vs trend is essential. With our truly unique, ground-breaking TikTok Analytics forecasts no brand needs to waste time nor investment on here-today-gone-tomorrow product fads, and instead can get ahead of the market with the trends that will really change the bottom line.”
Director of WGSN Beauty, Clare Varga, said: “This new series will be a game-changer. We have created a first-of-its-kind proprietary methodology combining data and human forecasting expertise to provide clients with a comprehensive analysis and visualisation of a TikTok trend’s strength and lifespan. This is crucial for planning and product development, ensuring our clients are always ahead of the trends - even the weird ones!”
Mirela Dufrayer, Brand & Content Marketing Manager, WGSN, said: “Developing forecasting solutions that support the responsible evolution of the fashion industry is part of our commitment to sustainability. By pointing out the right trends, we ensure clients don’t create excess inventory. Knowing which trend to invest in and when means brands can reduce their carbon footprint and develop products with longevity.”
Notes to editors
For quotes and interviews with WGSN’s consumer experts, contact press@wgsn.com. More information about the TikTok Analytics forecasts can be found here.
About WGSN
WGSN is the global authority on consumer, lifestyle and product design trends, helping brands around the world create the right products at the right time for tomorrow’s consumer.
WGSN's trusted consumer and design forecasts power outstanding product design, enabling our customers to create a better future. Our services cover consumer insights, beauty, consumer tech, fashion, interiors, lifestyle, food and drink forecasting, data analytics and expert advisory.
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