Lidewij Edelkoort is one of the world’s most famous trend forecasters.
“After this pandemic, we will fully engage with the next challenge, which is climate change”
As an intuitive thinker who travels the world studying the evolution of socio-cultural trends before sharing this information with her clients in industries as diverse as fashion, textiles, interiors, cars, cosmetics, retail and food. Under her Paris-based company Trend Union, Edelkoort creates trend books two or more years ahead that are tools used by strategists, designers and marketeers at international brands.
Edelkoort has worked for some of the world’s best-known companies, for example: advising Coca-Cola how Sprite should communicate with emerging youth archetypes; defining how western perceptions of Japanese culture can benefit Nissan to improve sales and build their identity abroad; explaining how technology, design and services will be affected by newly-formed social networks amongst consumers under 20 years-old for Time Warner Cable; forecasting new consumer archetypes for Esprit as far forward as 2068; and proposing business development ideas for Lacoste’s expansion into new fields of interest outside of fashion.