This week, Adrien Garcia, an entrepreneur and the founder of the podcast “Entreprendre dans la Mode” (Entrepreneurship in Fashion), interviews Pascal Monfort, the founder of the trend agency REC, to discuss the future of trend agencies and their role in today’s fashion industry. The podcast episode was recorded during the Salon du Luxe Paris 2019, thanks to a partnership with Plink, a white label podcast creation studio.
Trend agencies have come a long way since their inception in the 1960s. Pascal Monfort, who leads REC, a trend and marketing consulting agency, explains that they have evolved from simply talking about style to providing targeted and personalized trend recommendations. REC incorporates sociological and business-oriented elements into their analysis. With the advent of hyper-personalization, trend reports are being revolutionized.
The challenge for trend agencies like REC is to innovate and adapt in order to remain relevant in an information-saturated world. The integration of tangible and pragmatic elements, such as smart data, is crucial. REC aims to stand out amidst a sea of newsletters, blogs, and digital platforms.
According to Pascal Monfort, major brands face difficulties in connecting with their customers, unlike Digitally Native Vertical Brands (DNVBs). Brands turn to trend agencies like REC to initiate real conversations with consumers, moving beyond data and digital platforms. REC not only utilizes tools like Instagram to detect trends but also identifies specific types of experts or consumers who align with a brand’s universe.
Pascal Monfort describes trend agency work as a delicate balance between taking a high-level perspective and observing on the ground. While brand leaders have access to numerous tools, some even free, experts are still necessary. Trend agencies like REC prioritize being pragmatic observers rather than being seen as media entities.
To learn more about the podcast episode, click here: [insert link to the podcast episode]. For those interested in accessing the podcast on other listening platforms such as Ausha, Deezer, SoundCloud, and Apple Podcasts, click here: [insert link to other listening platforms].
