10
TRENDS
1
Work with a partner. Read these situations, then
discuss the questions below.
a
The owner of a fashion magazine in Los Angeles
wants to find out which styles are popular in youth
subcultures of big cities. For example, she would like
to find out if young people in Moscow or London
have similar styles to youth in Istanbul or Berlin.
b
The owners of a luxury hotel in Kraków would like
to give their guests a better experience. They want
to find a way of showing visitors why they should
always choose their hotel.
c
The owners of a clothing company in Manchester
are preparing their business plan. They want to
make clothes for only one of the following: children
(0–17), young adults (18–30), adults (31–64) or
pensioners (65+). They want to find out which is best.
1
Why might trends be important to the owners of
each of these businesses?
2
What advice would you give them? Why?
2
10
You are going to watch an interview with
Cate Trotter, Head of Trends at a London-based
trend-spotting consultancy. Watch the interview and
do the following.
1
While watching, decide which businesses in
Exercise 1 Cate can help. Circle the letter (a–c) if you
think she can give them advice and help.
2
After watching, work with a partner. How does Cate
help businesses?
3
Decide if these statements are true (T) or false (F).
Then watch the interview again to check your answers.
1
The history of a trend is important to Cate’s work.
2
Cate gives presentations and reports to her clients.
3
Trend tours help her clients understand a trend from
a customer’s point of view.
4
Sustainability affects the food business more than
other types of business.
5
Understanding trends gives companies an advantage
over others.
6
Global trends usually appear in different countries at
different times.
4
Work in small groups. Cate says that she helps
businesses find new opportunities.
What opportunities might come
from the following trends?
•
More and more people
getting a university
education
•
Higher prices for food,
especially meat and fish
•
A larger number of
adults who choose to be
single and live alone
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