Armida is the VP of Research Strategy at Trend Hunter, leading the research team to push innovative ideas to some of the world's top organizations, such as Crayola, McDonald's and P&G. As well, she heads up Trend Hunter's speaking engagements, creating and executing Custom Trend Sessions and Workshops for clients and conferences around the world.
She has been featured on Rogers TV, CP24, CBC and dozens of publications, discussing millennials, branding, gender equality in the workplace and celebrity culture -- though she will chat about these topics with anyone who is willing.
What is unique that's not in your bio?
I'm afraid of ketchup. No, my dog was not run over by a ketchup truck or anything like that.
What's your favorite accomplishment?
Going from hopeful ad student to brand manager of Canada's largest trend spotting community in under a year.
How do you define cool?
Rihanna performing at the Victoria's Secret Fashion Show, 2013;
Rihanna on the cover of Vogue Brazil, May 2014;
Rihanna in the music video for BBHMM, 2015;
Rihanna every damn day because she is exactly who she appears to be and will not apologize for it (!)
What is your secret to uncovering trends?
Observation + Intuition + Research
What do you enjoy most about Trend Hunter?
I know this is cliche, but we really are like a family. When your career begins at a start-up that hires predominantly Millennials, you and your colleagues essentially get to watch each other grow up. I have complete faith that everyone here has each other's back.
For the work itself, Trend Hunter has given me the opportunity to use the billions of views we get to tell a story. I love using page views and crowdsourced content to paint a comprehensive picture for our clients. This is what makes me so excited to head up our Trend Sessions and Workshop content.
What is your favorite trend?
I recently read a trend article about a hip, young group of yuppies in Sweden who hold raves over their lunch break. I may move to Sweden.
What are your tips for writing a juicy post?
Don't over-think your writing.
How do you reset to be creative?
I make a new, weirdly themed playlist on Spotify. Here are a few list themes I've made so far:
Songs to Lip Sync To,
Actually Good Disney Songs,
Ghost in the Shell,
Spooky Music to Cuddle To
What inspires or excites you?
Any form of great storytelling -- and that could be anything from a beautifully composed song, to a well thought-out campaign. My go-to, however, is anime. The writers and animators behind a great anime series or film are just willing to go places you would never see in any other genre.
Predict something awesome for 2020?
Awesome things are unpredictable, though.