S10 E1 The Secret Tool: Inside the World of Trend Forecasting with Jane Kellock

This week, we're joined by Jane Kellock, Founder and Creative Director of Unique Style Platform (USP), one of the UK's leading trend forecasting consultancies.

Jane's career has taken her from designing womenswear and leading design teams at Topshop to becoming one of the UK's most respected voices in trend forecasting. Along the way she's worked with WGSN, Stylus and Debenhams, helping brands understand not just what's trending now, but what's coming next.

In this episode, we dive into how trend forecasting has evolved over the years, from the early days of carrying film cameras around trade shows and shopping trips, to today's world of AI, algorithms and endless streams of consumer data.

We also explore one of the biggest challenges facing buyers and brands today: how do you balance instinct with insight? Jane shares why having a clear point of view matters more than ever, how to avoid blindly following trends, and why some of the most valuable inspiration can come from completely outside your category.

Whether you're a buyer, designer, merchandiser or brand founder, this episode is packed with practical advice on spotting opportunities, understanding consumers and building products that feel both relevant and authentic.

Key Takeaways

1) Trends should inform your decisions, not make them for you: One of the biggest misconceptions about trend forecasting is that it's simply about predicting colours, prints or viral products. Jane explains that forecasting is really about understanding cultural shifts, consumer behaviour and the wider forces influencing how people live, shop and spend. The strongest brands don't copy trends directly - they filter them through their own identity and customer lens. As Jane reminds us, not every trend is your trend.

2) Don't lose your gut instinct in a world obsessed with data: With more data available than ever before, it can be tempting to let spreadsheets drive every decision. But Jane argues that some of the most successful products come from experience, intuition and a deep understanding of your customer. While data is a valuable tool, it shouldn't replace creativity. The best buyers and designers know how to balance insight with instinct, using both to make confident decisions rather than relying entirely on one or the other.

3) The best inspiration often comes from outside your category: Some of Jane's biggest sources of inspiration aren't found on a fashion catwalk. From hospitality and interiors to gardens, travel, architecture and everyday observations, she believes the best trend spotters are naturally curious about the world around them. For buyers, that's a valuable reminder that trend awareness isn't built solely through reports and social media feeds. Sometimes the most useful insights come from getting out, exploring new environments and paying attention to how consumers are living their lives.

To learn more about Jane's work, consultancy projects, trend subscriptions and upcoming events, visit: https://uniquestyleplatform.com/

And if you'd like more trend analysis, buying insights and conversations like this, join us at: https://www.jointhebuyersclub.co.uk/

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