A lot has been said about trends. Advertisers glorify trendwatching as a remedy on all occasions, in glossy magazines, the words "the trendsetters", "trends" and "trends" flashed on almost every page, and projects the trends presented as the key idea, appear at the speed of light.

Whether it's as beautiful as it looks in the press? Just how easily, how can we describe the trend-the prophets? Is fashion actually comes from the people, or is it a delusion imposed on us by the information disseminated by various fashion sources?

Let's try to work it out.

It is known that the mass production of clothing in the 50-ies to be organized and orderly in America, which is not true of Europe, where this process was not observed any coherence. Then some experts from France went to the States in order to seriously study this issue and to gain some experience in the organization of the apparel market. On their return Home, the French government established a special Department, which from that time was engaged in the fashion market and funded by the income from the textile industry. Why was this division created? In order to minimize uncertainty and streamline the market. If buyers and suppliers of materials and manufacturers and clothing retailers will have the information equally, the market will be more organized, because the manufacturer will receive the information that the most popular at the moment. For example, if in this season the increased demand for pink clothes, fabrics manufacturers should focus on producing materials of this particular color that will help them successfully implement their product.

Fashion is a special kind of business that is closely associated with the risk, and the basic idea of the work of this organization is to help the workers of the fashion industry to the max to reduce possible errors.

In 1973 this Department was headed by Nelly Rodi, which by 1985 were able to create already and your Agency. In 1991, the international Committee of fashion becomes her property, moreover, recently privatized. So Nelly became the main consultant for the study and development of fashion. Currently, as well as Li edelkoort, Martin Larper and Make Arnodin, can be called great teachers trendwatching. The Agency, created by them, reminiscent of advertising, but in a completely different way position themselves and offer wider services. They begin their research by collecting information from street people, carried out various studies on their basis develop a strategy for the development of the brand, as well as widely advertise.

It turns out that fashion trends come with the usual streets from completely ordinary people, which may be one of us.