From buyers, for buyers – predict fashion trends and reduce risks

In today’s fast-paced fashion world, relying only on historical fashion trends and data is no longer enough. Seasons change faster, consumers act less predictably, and Artificial Intelligence (AI) is changing how decisions are made.

In our latest blog post for Buyers, we discussed how the industry long relied on spreadsheets and past sales data, hoping the past could predict the future. But retail has evolved. Now, the challenge is clear: how do we balance safe bets with bold newness without compromising margins and relevance?

Read our full content and explore how to look to the future, predict behaviours and build more strategic assortments, using tools and insights that give buyers confidence.

Changes in fashion trend forecasting – why history is no longer enough

For a long time, purchasing decisions followed what worked in the past. However, consumer behaviour keeps evolving – an insight WGSN highlights. We reveal how consumer behaviour is influenced by economic and political changes, technological advancements and cultural phenomena among other factors.

In a volatile market, relying on yesterday’s data can create costly blind spots. Fashion cycles are shorter than ever, driven by TikTok and other social media. Predicting what customers will want next season has become the biggest challenge for buyers.

While trying to anticipate changes, buyers still face the pressure to negotiate better prices, optimise product mix and deliver novelties quickly, balancing innovation and profitability.

Don’t get stuck in the past — predict

To stay competitive, buyers must look beyond the past. This means combining predictive trends, data and human expertise to create more reliable future assortments.

Imagine having a tool that quantifies market gaps, compares your purchasing strategy with the market and helps you identify sector growth to act quickly. That’s the security and speed buyers need.

The WGSN Fashion Buying platform was developed by ex-buyers who understand what buyers need the most. Our platform offers

Predictive analytics: AI that predicts tomorrow’s demand so you create your assortment based on the future, not the past

Balanced assortments: balance core items with bold bets on emerging trends

Simulations and calculators: test different scenarios before investing

The role of Artificial Intelligence for buyers

What is the role of AI in the daily lives of buyers? While AI won’t replace the buyer, it will expand their vision if used correctly. By analysing vast data, AI identifies trend signals before they become popular and allows quick and confident adjustments.

Historically, buyers relied on past data and their experience to decide how much to invest in each category, which trends to bet on and which pieces to keep as core items.

WGSN’s Fashion Buying platform was created with this new challenge in mind: to improve the buyer’s performance through an ecosystem of intelligent tools.

Next steps – prepare your next buying cycle

The future of assortment planning is collaborative. Connect with other buyers, discuss real challenges and work strategically with AI. Are you ready to focus on future demand instead of past sales?

Join us to unlock the potential of smart buying. Learn more about the movement here.