Ideas worth spreading

How companies predict fashion trends and kill individuality

49,165 views | Mahir Can Işik • TED@Tommy

Apparently, popularity can be predicted and companies are buying it. Increasingly, fashion brands are relying on trend forecasting agencies in order to create the "next big thing." However, fashion buyer Mahir Can Işik says these predictions are putting creativity at the risk of irrelevance. (Currently, more than 12,000 brands get their predictions from the same agency.) Işik calls for a renaissance of self-expression and individuality in order to break free from the sterile suggestions of forecasters.

Apparently, popularity can be predicted and companies are buying it. Increasingly, fashion brands are relying on trend forecasting agencies in order to create the "next big thing." However, fashion buyer Mahir Can Işik says these predictions are putting creativity at the risk of irrelevance. (Currently, more than 12,000 brands get their predictions from the same agency.) Işik calls for a renaissance of self-expression and individuality in order to break free from the sterile suggestions of forecasters.

About the speaker

Mahir Can Işik

Rebel with a cause

As the retail buyer for Tommy Hilfiger, Mahir Can Işik is an expert in deciding the best merchandise assortment for the brand. He was born in Turkey, attended a French school and graduated from an American college. He wakes up unnecessarily early, doesn’t watch television and has an impressive collection of sneakers.

About TED Institute

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