This Trend Director Shares How Social Media Has Revolutionized Style
“Don’t be restricted; push yourself to learn from other people and areas. You never know what door it might open in the future.”
Have you ever wondered who makes all those big decisions about what’s “in” in fashion? Us too. We sat down with Erin Fletcher, trend director at Cotton On, one of our Desert Pop Up partners, to find out how her team tackles trend forecasting, buying, and merchandising for the brand.
Below, Erin shares the most rewarding parts of her job, how the industry has changed since she started, and the best advice she’d give to anyone just starting a career in fashion.
Working in trend forecasting/direction sounds like a dream job for a lot of women. Can you tell us a bit about your career path?
I studied design at University and was lucky enough to move straight into the industry once I graduated. I started my career at an iconic Australian retailer which I’d grown up wearing! After working my way up for a few years I took the leap and moved from Australia to the USA where I landed a dream job working for a retailer in Philadelphia – stepping outside my comfort zone, moving across the world was one of the best things I’ve ever done. After a few years in the USA, an opportunity presented itself at home in Australia working for Cotton On which I have always admired. I started my role as the Cotton On Women’s Trend Director in January. My day-to-day role includes creating and setting a vision for trend stories, ensuring the brand’s DNA is protected.
What’s the most rewarding—and most challenging—part of your work?
Rewarding: I work with a creative and dynamic team to deliver amazing and affordable fashion to people on over 18 countries. Working for an Australian based global brand like Cotton On and creating a product that I’m proud of is something I could have only dreamed of when I started out in the industry.
Most challenging? With the introduction of social media new trends are constantly emerging. We’re always working to tight deadlines to deliver the new trends that meet our customer’s needs across the globe.
What advice would you give to someone who’s just starting out in the fashion industry and would like to be where you are someday?
Do more than what’s on your job description! Take every opportunity to learn as much as you can. Don’t be restricted, push yourself to learn from other people and areas. You never know what door it might open in the future.
“Don’t be restricted; push yourself to learn from other people and areas. You never know what door it might open in the future. ”
What are your go-to sources of inspiration for trend forecasting?
Instagram has been a game changer in trend forecasting allowing me to see different trends from around the globe as they’re emerging. I also love to look back on nostalgic references like TV shows and movies from the 80’s and 90’s.
I’m always on the lookout. I find that my weekends are a great time to see what people are wearing on the streets and in my role I’m lucky to travel a lot, which I love! I’m always inspired seeing how people dress differently not only in different countries but different neighbourhoods within a city. New York is a huge inspiration, each borough has a unique look.
Let’s talk about this season in the US. What were some of your trend references for what’s out now?
We’ve been so inspired by 90’s street and surf revival - hello TIE DYE!!!! Being an Australian brand, born on the shores one of Australia’s most iconic surf breaks, Bell’s Beach, I think we really can talk to this first hand! We’re also loving that natural hand crafted vibes like crochet and straw bags. All paired back with your classic denim is going to be huge this summer.
What pieces should we be investing in for summer 2019?
Anything tie dye! The new longer length Bermuda denim shorts, a flippy printed wrap dress and a strappy sport sandal!
How has trend forecasting changed since you started working in fashion?
Global accessibility – geography doesn’t play a part anymore, we’re so connected. I can open my phone and see what people are wearing on the streets of Korea or on the beaches in LA. When I first started you had to physically get on a plane to see global trends. Nothing beats travelling but the introduction of social media and the internet has certainly changed the way we forecast trends and the pace it moves at.
What’s the best advice you’ve ever received?
Fortune favours the bold - I accepted a job in a city I had never even set foot in! I moved to the USA and it turned out to be one of the most rewarding & creatively fulfilling times in my life.
If you could go back and tell your 18-year-old self anything, what would it be?
You’ll learn more from the things that you perceive as a negative than those that we’re easy. There will be some bumps along the way, if you can learn from those experiences it makes the success all the more worthwhile.
This post is sponsored by Cotton On. Sign up for Cotton On & Co Perks and get a $10 reward!
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It's been said that "Good clothes open all doors," and perhaps no one knows this to be true more than the entrepreneur—which is why we're kicking off Style Guides, our new series on women who've merged business and fashion sense to build seriously stylish careers. These icons understand that personal style is a lot more than just what you put on in the morning. Rather, it's how you present yourself, define your brand and stand out in a crowded space. So stop, look and listen.—PRESENTED BY TOPSHOP
Our obvious first choice to profile was Jayne Min. After starting her career in streetwear, Jayne captured a loyal following through her blog, Stop It Right Now, where she showed off her monochrome color palette, a knack for pairing high-end labels with skate sneakers, and a fluid androgyny that was the epitome of tomboy chic. Now, she works on both sides of the camera creative directing, styling, designing, and then some for brands such as Stella McCartney, Moda Operandi, Calvin Klein and Marni. We caught up with Jayne, gave her a few pieces from Topshop, and she gave us a piece of her mind.
Instagram: @STOPITRIGHTNOW
Wearing: Topshop white cropped trousers & funnel neck top
What are the first 3 apps you check in the morning (in order)?
Mail, Calendar, Notifications
What's next on your to-do list?
Volunteering at shelters!
What’s your earliest internet memory?
AOL chat rooms
What was a breakthrough moment in your career?
In my design career, finally designing at my teenhood dream skate company (Emerica). In my internet career, being featured in Vogue for the first time in the September issue 2012.
You've been granted a 2-week, all expenses paid vacation: Where do you go?
I would either do a Europe tour of London, Berlin, Antwerp, Copenhagen; an Asia tour of Tokyo, Seoul, Hong Kong; or go with my dad to climb Kilimanjaro again.
Who would be your dream person to call up for business advice and why?
Not specifically for business but for general career and family balance advice, probably Phoebe Philo. Obviously she's widely loved for her designs, but I admire and respect her as a working family woman. It's aspirational.
"I admit I've pushed it a few times wearing bathrobes around the office."
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What's your go-to look on the job? Off-duty?
Comfort is everything, on and off duty. I've been fortunate to have had a career that didn't require me to have a separate work closet. Being a designer in the skate apparel industry, I was always free to wear whatever I wanted. I admit I've pushed it a few times wearing bathrobes around the office. AC in the workplace is a serious issue. You'll rarely ever catch me in a skirt.
Any words of advice for fellow creative hustlers?
Have respect for your profession and take the time to learn the craft and learn from and respect your predecessors. And never think you're above anything.
3 most-used emojis?
Heart, Devil, Poop
Photos by Calvin Lim, @killacalshoots
What to Wear & Where: Topshop x Create + Cultivate
We teamed up with @topshop to pick a few of our favorite looks for work, play, and #createcultivate!
See them all on Instagram and get tickets to shop the Topshop pop-up at #createcultivateCHI on Aug 15th!
We teamed up with @topshop to pick a few of our favorite looks for work, play, and #createcultivate! We've been posting them all week and here's a roundup of all the looks (and where to get 'em).
See them all on Instagram @createcultivate and get ready to shop the Topshop pop-up at #createcultivateCHI on Aug 15th!
[clockwise from top left]
At the Office
White Trousers, Ribbed Funnel Neck Top, Fringe Boots
At the Conference
Graphic Striped Top, A-line Bouclé Skirt, Strappy Pointed Flats
T.G.I.F.
Ribbed Funnel Neck Top, Fluro Mini, Satin Sneakers (on sale!)
The Interview