The world’s leading trend forecaster
WGSN is the world’s leading consumer trend forecaster, helping brands stay ahead of the curve in a fast-changing world. Our accurate forecasts provide global trend insights, expertly curated data and industry expertise to help our clients understand consumer behaviour and lifestyles, develop the right products at the right time and trade effectively.
Introducing WGSN
What we do
We analyse global cultural, consumer, and market shifts to deliver actionable forecasts across fashion, beauty, interiors, and beyond. Our proprietary methodology blends global cross-industry data and expert analysis to predict what’s next.
Our story
Founded in 1998, WGSN set out to help businesses anticipate change – not just react to it. What began as a small team has grown into a global network of industry experts, data analysts, strategists and advisory consultants, serving clients across six continents.
WGSN disrupted the design industry by bringing curated insights from around the world directly to our clients in a digital platform. We spotlighted emerging local and subcultures driving new consumer behaviours, empowering brands to act confidently.
Today, through constant innovation, significant investment in AI and data, and building a global forecasting team, WGSN has become the world’s most respected trend forecaster. More than 6,500 companies trust us to get it right, including 53 of the world’s 100 largest brands. A lot has changed, but our mission remains – to give businesses the vision, tools and inspiration to create tomorrow efficiently, successfully and sustainably.
Our methodology
WGSN employs a multi-layered and unique methodology that combines extensive proprietary and third-party data, internal frameworks, and expert analysis to ensure the highest quality of trend forecasting across macro, consumer, and product levels.
WGSN’s global macro trends are the foundation of all our forecasts. They are derived from a rigorous process of data consultation and expert review.
Data Sources: We consult 2,800 third-party global data sources.
Source Types: Institutional, NGO and media sources.
Process: Data from these disparate sources are triangulated with the assistance of AI to deliver overarching global macro trends and signals that underpin all WGSN forecasts.
Our long-term consumer forecasts are powered by a unique, proprietary framework designed to capture the complexity of evolving consumer landscapes.
Framework: WGSN uses its proprietary trademarked framework, STEPIC™.
Data Blend: STEPIC™ utilises a unique blend of quant and qualitative data points across its six pillars.
Output: This framework delivers our industry-agnostic long-term consumer forecasts.
Product forecasts are generated through the blending of five key proprietary data feeds and validated by our expert team to ensure high accuracy and market relevance.
Social: Unique social signal map tracking of 100k+ posts per month across multiple social media platforms.
Sentiment: Bespoke consumer surveys and a 30m+ consumer clickstream panel.
Search: 5+ years of data across digital marketplaces, social and search engines merged into unique Search Index.
Shelf: 300m+ SKUs tracked daily for 10k+ brands across 200+ retailers globally.
Shows: Tagging with proprietary taxonomy of 5m+ catwalk, tradeshows and street style images from 25 years.
Algorithm Evaluation: Our data scientists constantly evaluate our algorithms to tailor for each industry we serve and different market timelines.
Accuracy: This process delivers 94% accuracy across the specific TrendCurve forecasts.
Expert Review: We use an 'analyst in the loop' system to sense-check these forecasts.
Analysis: Our 250+ experts layer industry-specific analysis and recommendations to make these forecasts actionable and nuanced for different job roles and markets.
*WGSN Fashion TrendCurve AI model combines data from multiple sources, applying deep machine-learning algorithms enhanced by analyst-in-the-loop expertise to generate trend projections with 94% accuracy.
The WGSN way
Expertise
Decades of experience in trend forecasting, consistently getting it right for our clients.
Precision
Accurate, data-driven forecasts to help you innovate with confidence.
Global Reach
In-house trend experts work and live in all major markets in the Americas, Asia-Pacific, Europe and Africa, actively forecasting what’s coming next, and where and when it will happen.
Actionable Insight
Clear strategic guidance that can be implemented today for results tomorrow.
Teams we serve
WGSN ensures you get it right the first time
This is why we are the most trusted forecasting platform by professionals worldwide.
