Whether you are an established business or start-up, understanding the market and being able to predict trends is essential to thrive and be sustainable.

Recognising this, Crossing Boundaries, a lecture series by Virginia University School of the Arts in Qatar (VCUarts Qatar) – a Qatar Foundation partner university – brings you a lecture by Luca Marchetti, a brand expert and semiologist. The online lecture will take place this Thursday, 28 October at 12:45 pm. The event is free and open to the public.

Luca Marchetti
Luca Marchetti

The lecture will provide the audience with an understanding of how research processes and prediction methodologies are crucial not only to fashion and design but to businesses in general.

Participants will learn more about analyses and foresight methodology developed by THE PROSPECTIVISTS, the trend forecasting agency co-founded by Marchetti in 2019. Their approach decrypts emerging signs, cultural relevance and manifestations to forecast and what they mean for brands in the future.

Trend forecasting

During the lecture, Marchetti will explain the basic methodological principles to discover the key evolving challenges that impact people’s lives, habits and behaviours. He will do this by giving the audience real-life examples from the industry through various case studies related to art, pop culture, luxury and retail space design.

Explaining the lecture further and what the audience will gain from it, VCUarts Qatar Exhibitions and Lectures Manager Isabelle St-Louis, said that trend forecasting is becoming more and more relevant in business practice, especially in the fashion sector. She said that its importance in decision making cannot be overlooked by brands and designers.

Which designer wouldn’t want to know the future of his/her business?

In this lecture, Marchetti will reveal a part of his methodology and tools to help every designer predict that. He will show how identifying sources and recognising patterns among customers can make it possible for businesses to predict future trends, and adapt their strategies accordingly.

Marchetti is a senior lecturer at the Institut Français de la Mode in Paris since 2004, at the University of Bologna (Italy) and at the Sorbonne Nouvelle University in Paris in the context of the Master on creative industries co-directed with the luxury group, LVMH. He also works as a brand consultant and event curator for brands or museums and regularly collaborates with magazines such as Vogue or Revue.

He recently published Fashion Curating / La Mode Exposée: Understanding Fashion through the Exhibition (HEAD Publisher, 2017) and Exhibit! Fashion on display: exhibitions and brand spaces (with Simona S.-Reinach, Mondadori-Pearson, 2020).

Crossing Boundaries

VCUarts Qatar has enhanced Qatar’s art and design scene through its Crossing Boundaries lecture series. The series offers the public a chance to interact with and be inspired by world-class designers who – through the application of design thinking across multiple disciplines – present their perspectives for innovative solutions to global concerns.

For more information on the lecture series, visit qatar.vcu.edu

Check out Marhaba’s FREE e-Guides for everything you need to know about Qatar.