The Trendera Files

In deciding to launch a new trend study, Jane and team were careful to create something that was unique and differentiated itself. In order to do that the study had to be about forecasting, not reporting, which meant not only making the information extremely current and forward thinking but talking to those consumers that really matter to brands, those with Influence. It is no longer about talking to the Super Trendsetter, because things are moving too fast and those individuals do not always have the influence.

Trends are moving faster than ever. With the speed of the Internet, manufacturing, even travel, we now have access to trends more quickly. The time it takes for a trend to be seen on an obscure fashion blog to the aisles of Target seems to be months if not weeks. The sphere of influence has grown from just the individuals seen on the street to a blogger, a stylist, a DJ, to anyone who might be experimenting with trends.

So where does that leave us? With (approximately)
Super Influencers (15%)
Influencers (35%)
Mainstream (50%)

The Super influencers are the same as ever, experimenting creating and doing it because they want to. Today with little money to spend they are forced to be more creative then ever before. There size has grown, slightly, as they have incorporated a few more into their fold.

But the Influencers are a bigger group, and more powerful. Due to their bigger volume, they are able to wield more influence than ever.

And the Mainstream is they way it always has been. Waiting for trends to catch on.

So WHO are we talking to for the Trendera Files? Well, the Influencers because they are the key to trends that will go mainstream. We talk to SOME Super Influencers to see what is on the edge; but they aren’t the key.

The Trendera Files is a multi-media trend study covering attitudes and behaviors among 8-44 year olds. The report includes access to an interactive community of our "Influencers". The Trendera Files covers what consumers are into or over, and digs into the “Why?” the change is happening. With easy to use Bottom Lines explaining why each trend matters, marketers take away actionable insights throughout the report.

The Trendera Files reveal not only who the consumer is today, but also who they will become, giving marketers and brands the ability to be a step ahead. The Trendera Files is a forecasting tool not a reporting tool.

Trendera Files Comprehensive Report and iPad:

The January report will be dedicated to forecasting what we are predicting to see the coming year with Societal Shifts as well as Briefs (industry specific trends) from fashion to entertainment.

• The first edition of report comes with an iPad for new subscribers, in order to view the fully clickable PDF of the report and future monthly reports.

• Each Societal Shift and Brief (industry specific trend) comes with a one to two sentence “Bottom Line” takeaway of why it is relevant to youth culture.

10 Monthly Trendera Files Reports:

• Monthly Report Content:Ten monthly reports, each covering timely Societal Shifts, topical trend Briefs, along with information on current websites, blogs, apps to know and a variety of other trend reporting to keep clients constantly up to date on quickly evolving tech, marketing, fashion, and social landscapes. Monthly reports are fully clickable and will arrive to everyone on the client mailing list in an easily readable e-mag format.

• Influencer Data: Four of these reports will come with additional freshly fielded Influencer data and statistics to give clients a view of consumers’ up-to-the-minute tastes and behaviors. These statistical indexes will also have a Societal Shift(s), Briefs, and Now Trending pieces, which will be supplemented by both the chartable data and relevant statistical findings.

Where We've Been &
Where We're Going