Armida Ascano, Editor and Academy Strategist at Trend Hunter, knows a good time when she sees one, as her favorite trend daytime dance parties can attest to. Discotheque is a place in Sweden where workers can go at lunchtime to blow off steam. Though her career ambitions may have changed frequently overtime, the love and fervor she shares for her work has made Ascano realize that Trend Hunter best suits her personality.
What is your favorite trend and why?
My favorite trend at least for right now is daytime dance parties. A group of really hip young yuppies in Sweden are going clubbing over their hour long lunch break. It’s hilarious and amazing and I am ready to move to Sweden right now. I think it signifies this overarching trend of convenient leisure. Aside from this we see other things on the site like office equipment that also doubles as exercise equipment or saunas that are on the road on the back of a truck. It all ties in with people wanting to do what they think is fun, but on their own time.
How do you define cool?
I would say that whatever is cool is unpredictable. An artist being confident enough to release something without thinking about whether or not it will be liked, but more about whether it’s genuine.
What is your secret to uncovering the best trends?
If I had to give my secret to uncovering the best trends, I would say it’s a combination of research, intuition and observation.
What advice would you give to the business world?
My advice to the business world ties really closely into what I identify as my secrets for finding the best trends. Basically to keep your eyes peeled for everything. Don’t discount anything as a bad idea or something that’s not worth looking at. Especially right now, imagination is so key. Even if an idea sounds far-fetched or it might not have any backing to it, look into it anyway because you never really know where the hottest thing is going to come from.
What is the most remarkable way you see businesses changing?
The most remarkable way that businesses are changing is that communication is becoming so much more intimate with social media. Businesses are now more focused on personifying themselves, which is how it always should have been in the first place. Now that there are channels like Twitter, where you can communicate with consumers in real time it’s easier to look at a company like a person who is looking to help you and provide a solution to a problem.
What did you want to be growing up?
If you asked me when I was five what I wanted to be when I grew up I would say a chef. If you would have asked me when I was ten I would have said a ballerina. If you asked me when I was 15 I wanted to be an archeologist and then I wanted to be an actress. Sitting where I am now, I think I should have known when I was five that this is what I wanted to be.
What inspires or excites you?
What inspires or excites me is hip-hop or advertising. Everyone who knows me knows that I have a creepy obsession with hip-hop.
Any last thoughts you’d like to add about Trend Hunter?
I love you Trend Hunter!
Armida Ascano, Academy Strategist (INTERVIEW)
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