The retail world is constantly evolving at an unprecedented pace. Preparing your business to tackle the
changes ahead involves understanding the needs of your future customers through trend forecasting. SIRS
collaborates with WGSN, the global authority on consumer and design trends, to provide trend analysis
and product merchandising insights to help you curate relevant products and navigate the retail landscape.
This two-day masterclass offers customised modules to guide you in the effective development of
product collections for retail and acquire practical skills and methodologies to capitalise and execute on
market trends. You will gain a comprehensive understanding and implement effective processes from
trend research to product creation at a commercial level and drive innovation and future strategy in your
business by adding another dimension to creativity that people bring to their work. Start speaking the
same trend language as your customers using macro trend forecasts to extract relevant takeaways from
conceptual themes. You will also develop skills to translate global trends to local perspectives, apply
brand and market filters to create a commercially viable product, and pick up the right trends at the right
Course Title | Mode of Training | Course Ref
Understanding Your Future Customers
Synchronous E-learning - TGS-2021004118
Disrupt to Innovate: learn the importance of creativity and disruptive thinking in businesses
Understanding the Direction of Change: discover the different types of trends that impact consumers, trend evolutions and adoptions concepts
Consumer and Brand Relationship: understand consumer demographics and psychographics and brand segmentations
Research Methodology: appreciate WGSN’s proprietary methodologies, including key areas of
research, identify qualitative and quantitative data, how to extract meaning from insights and
develop a rationale that supports creative curation
Collection Planning: explore frameworks for curating product collections based on market best
practices and consumer preferences, including how risk is managed throughout the merchandising process
Seasonal Forecast: discover latest seasonal forecasts for retail to provide context to
market trends and how they relate to emerging consumer lifestyles
Collection Planning Application: apply product trends and curation frameworks into collection
development through guided interactive online exercises
Who Should Attend
This masterclass is suitable for Merchandisers, Buyers, Business Owners, and PMETs.
2 days (9am - 6pm daily)
Jien Goh Futures Consultant WGSN
A culturally-engaged strategist, Jien is driven to help clients connect the dots between current societal shifts and future growth opportunities.
Jien’s background in design & innovation informs her approach. She has partnered with iconic brands to deliver actionable growth strategies that bridge the gap between data-robust insight and creative thinking.
Jien has helped shape the future of brands across sectors spanning fashion, beauty, consumer tech and food & drink. Some of her clients include LVMH, Loewe, Inditex Group, Cotton On Group, Coty Paris, Hyundai, Samsung, Kelloggs, Diageo and Beam Suntory. She has also taken the (virtual) stage at conferences for the likes of Singapore Design Centre, Singapore International Retail Association and Singapore Management University.
Outside of work, Jien finds beauty in the less quantifiable worlds of yoga and art. She is currently obsessed with #tablescaping and is starting a passion project centred around the eco-conscious curation of thrifted vintage & artisanal dinnerware