WGSN has created a first-of-its-kind forecasting methodology tool—TikTok Analytics, to give brands a definitive prediction of which beauty and fashion trends to invest in and which ones to ignore. 
 
TikTok Analytics combines data analytics, expert insight, and WGSN’s STEPIC model to identify trends and fads. This tool enables brands to incorporate trends into their long-term product and marketing strategies and avoid the short-term reactive approach.
 
The algorithm analyzes a trend’s health, strength, and stability in the context of its macro forecasts. WGSN can predict the lifespan of a trend, anticipate what will come next, and identify any risks to avoid. 
 
Clare Varga, Director, WGSN says: “This new series will be a game-changer. We have created a first-of-its-kind proprietary methodology combining data and human forecasting expertise to provide clients with a comprehensive analysis and visualization of a TikTok trend’s strength and lifespan. This is crucial for planning and product development, ensuring our clients are always ahead of the trends.”
 
Mirela Dufrayer, Brand & Content Marketing Manager, WGSN, adds: “Developing forecasting solutions that support the responsible evolution of the fashion industry is part of our commitment to sustainability. By pointing out the right trends, we ensure clients don’t create excess inventory. Knowing which trend to invest in and when means brands can reduce their carbon footprint and develop products with longevity.”

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