the vault

Episode 10: Agus Cattaneo, Trend Forecaster and Fashion Consultant

Trend forecaster and fashion consultant Agus Cattaneo joins us to explain what she does at New York, London, Milan and Paris fashion weeks. She’s different than the photographers at fashion week in that she’s looking at the trends, details, combinations that stand out. She tracks these trends from street style to couture, creating trend reports for her clients. She then works with buyers and merchants to make decisions around buying for the next season: what styles, how many, etc., projecting profits, sales and needs for their various departments. She also has clients that use her photos/data on the front end: they use her content on social media as it happens. It’s important to Agus that her data is displayed in a visual way, which results in thorough 700 page reports for her clients. She presents the name of the trend, the mood board, the color palette with the main colors and the accents, the shoes that go with the trends, the accessories, and videos to accompany the trend.

Agus started her career as a CPA, then at 22, when a car accident left her unable to walk, or even sit up for two whole months, she channeled her energy into creating accessories, which was her foray in to fashion and completely shifted her path. She recovered from the accident, and moved to New York to attend Parsons, equipped with hardly English, $100, and an unparalleled passion for what she does, she navigated life in the U.S., securing a job, an apartment, and a visa to stay. She now resides in Buenos Aires, Argentina, and travels the world covering fashion weeks, teaching, and consulting. She writes a trends column for the prestigious newspaper La Nación.

Links:

Agus on Instagram: @iamaguscattaneo

Agus' blog/website: aguscattaneoblog.tumblr.com

Trend forecasting services/publications Agus uses to support her work: WGSN, WWD, FashionSnoops

Book Agus referenced around 51:23 is The New Rules of Retail: Competing in the World's Toughtest Marketplace by Robin Lewis.

This episode is hosted by Avery D'Alessandro, and produced by Lynae Cook. Music is by Ben Betherum. We recorded parts of this episode in a Breather room, support us by using promo code VAULT to save on your first Breather room booking.