Comments on: Is WGSN Destroying Creativity?

By: friday

friday — Thu, 12 Mar 2009 00:50:38 +0000

WGSN was the best service at one time. It is now an overpriced, underused, over rated website with tons of information that people do not need. for those of you that will respond and are real users, ask yourself if you are getting what you are paying for or better yet, why are you paying for things you just don’t need. not smart in this economy. there are better alternatives.

By: yeahok

yeahok — Thu, 19 Feb 2009 13:51:10 +0000

trends are bullshit anyway. from a business standpoint i can understand how it helps bring in the money, but from a creative standpoint, it’s a load of shit. great designers and artists aren’t concerned with what others are doing and do their own thing

By: Bob Dobelina

Bob Dobelina — Fri, 06 Feb 2009 08:08:59 +0000

WGSN Sucks. Its just reporting what designers are doing. Always looking atthe designers and copyingthem! We have it in the company and pay very much money for it.Get inspired, be creative and be profesional in your creative job. kick out WGSN of your working live. It was only started by some guys to make a lot of money. They started this with a Japanese bank and made it. They have sold for a lot of money to EMAP. They have paid far to much for it( with money from other people). The world is paying for it today with the financial crises. The japanese bank is trying now todo the same with Stylesight. They suck as well.

By: lotte

lotte — Tue, 03 Feb 2009 14:56:37 +0000

my company has also stopped wgsn – when the decision is between peering into the screen looking at the same images every other fashion designer in the world is looking at, or having the budget to do trips and research for ourselves the latter wins. I feel sorry for the designers that are denied doing their own original research because the company spends so much on subscribing to wgsn – promoting copycat mentality even further.

By: pop

pop — Sat, 31 Jan 2009 19:25:32 +0000

I am a former user of WGSN. The company I work for has switched to the supposedly less expensive Stylesight several months ago.

I think WGSN does a much better job with trends for graphic designers than Stylesight does.

While Stylesight has a ton of info which may be well suited for fashion designers, I think WGSN had more eye-candy and trend information for artists like me who are not looking at particular high profile fashion designers and couture.

Also, WGSN’s internal site search would find whatever I was looking for – it’s relevant and well labeled, and would specify what season the images and graphics belong to. Stylesight does not do this with their graphics.

Stylesight only has a tiny fraction of the trimming and packaging trends that WGSN focuses on.

I’m grateful I still have some source of trend info with Stylesight, but…
I miss WGSN!!!

By: Chris

Chris — Thu, 11 Dec 2008 16:33:31 +0000

Gotta say, I work for the company that owns WGSN. I don’t know about the content, but the lasses working in that department are goregous! :)

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By: Jane

Jane — Tue, 15 Jul 2008 14:34:16 +0000

Copying didn’t start with wgsn; it started since human began putting clothes on themselves. China don’t need wgsn to copy, they can start copying as soon as they are doing samples for the western brands, they don’t even need to wait til the shows are out. And come on, copying? This is what 80% of the industry do. Nobody needs wgsn to copy, people have been copying before wgsn’s existence. I don’t think wgsn is even really meant to be like the “creative” website anyway, but more like providing You more creative ways to copy. You made the “apparel” (not fashion) seem way too glamorous.

By: BKK

BKK — Fri, 13 Jun 2008 09:58:29 +0000

Hi
I agree with the article above, but one more things WGSN has their own clients who need to copy to surf their market, the world is change. We should accept that most of the suppliers even in East or West they coppied, but to stop and againts the coppier, the fashion information provider pls do not provide this kind of information. Coppier population are growing, because of ….. how to stop them. WGSN is clever thay they found this channel to supply the demand of coppied favor but during they gain profit, they are killing the fashion process. Let’s protest…., but how much?

By: liuck

liuck — Tue, 03 Jun 2008 10:46:31 +0000

piers, probably if 2500 industry/brands use wgsn around the world, there is a reason… don’t you think so? think and than write, not write and than think!

By: freedomthinkers

freedomthinkers — Tue, 13 May 2008 21:56:12 +0000

Interesting debate.Does wgsn destroy creativity? Probably, but in business quality and creativity is sadly,generally bi-passed in the pursuit of a fast buck.So maybe its businesses and colleges who religiously follow wgsn catwalks that only have themselves to blame? My company used WGSN but it has really gone down hill from the early days when the info. was professional and informative. what ever happened to trends-think-tank…the only useful bit?? Having access to the same info is not the problem [nature of the internet] the question is how accurate, inspiring and informative is this information? Competition to wgsn can only be a good thing. Ultimately the real winners will be those companies that employ the best creative thinkers and really value, trust and listen to their own talented teams!?

By: Bella

Bella — Sun, 27 Apr 2008 11:18:12 +0000

As a business development specialist working with media agencies and who has a real passion for individual style (instead of copying others), this debate has been a real eye opener and to respond to the opening question…no, I don’t think WGSN (or any style/trends predictor) is killing (or can kill) creativity.

I’m in favour of the argument that design should inspire rather than create the ‘me-too’ effect that we all too often see around us. Furthermore, I consider WGSN (and its competitors) as providers of guides to trends, taken from all aspects of daily life, which allow its subscribers to interpret its content in a way that suits their own brand offerings and ultimately their business. It takes a bold brand (and I agree with one of the commentators above), like H&M’s COS to innovate and stand out from the homogenisation of women’s fashions, for one. Reiss is another, although it takes some of its cues from the catwalks…it does so subtly.

In my conclusion, I’d say that these style ‘guides’ if anything steer creativity rather than kill them and I for one would love to work with the likes of WGSN to help drive their ‘new business’ in both fashion and non-fashion categories.

By: sunil cunningham

sunil cunningham — Tue, 08 Apr 2008 15:55:23 +0000

Haha, what a debate!- where trend prediction has become a parody of itself: ‘a self forfilling phophecy’

Its just like asking the designers at Ford Motors to step aside and ask fo a focus group of 12 grey 50 somethings to innovate something fresh and radical!all you get is the Mondeo!

looking at current trends is useful, but slavishly following them can be counter productive to the act of creativity itself.

I feel Designers have the responsiblity to innovate and push things forward visually, to convey, exanimate, or transmute culture or observations into an expressionate form…

Without a true what I call ‘innovation stratergy’ Design is simply rendered down to a ‘re-hash’ mechanism!
I’d argue that ‘design process’ is simply a guide for un-creative brains to operate within! to allow the self effected to ‘play’ design- to the tune of their own ego’s.

Design is about meting the needs of other humans, not just helping yourself.

Design across the board can divided into to seperate camps: the ‘innovators’ and the ‘copyist’
…fashion is ultimatley going to be a re-hash or pastitche of other designs and styles, its based apon what is going on in the world around it. Fashion retail is becoming a ‘globalising monoculture’

Emergent trends either ‘bubble up’,(from sub culture) ‘or trickle down’ from something aspirational? But I’d say that sprks of creative genius can fly when you stop to be quiet, or engage in creative diaglog with others, like y’know-brainstorm

When the business side of things (i.e the need to make big profit margins) takes over the innovative focus within a creative company this kills off the industry.
Perhaps design and business parts are two very differant animals?
“sure- let them sniff eachother for a bit, even let them share a cage, but try not to let them mate too much- as the fur will start flying!”

To me, its interesting & amusing to watch the trendsetters fight it out over who saw the ‘Emporers new clothes’ first!

Accept the fact that when everyone see’s the world in the same generic way the realms of fashion and design become a stagnent boring reflection.
True creatives choose to see things differently, to find another way, and even in some ways try to buck the trends.

By: Genevieve

Genevieve — Tue, 04 Mar 2008 14:50:44 +0000

Thank you very much for providing an alternate view on trend forecasting and in particular to WGSN.
It was very informative and thought provoking, I agree with the general premise that the widespread use of WGSN may stunt new and original ideas.
Whilst I was working in manufacturing we were encouraged to use ideas from other companies, whether they were high end designers, high street brands or innovative market designer-makers.
However the general rule of thumb would be that whatever garment we “took inspiration from” would need to be six steps removed from the final sales sample.
In a way this recycling of ideas leads to a slow and easy-to-consume evolution of style.
This mass use of trends in the industry creates a combined consciousness of style which different brands tailor to their individual customers.
The very definition of Mode is “the value which appears most frequently in a particular set” and Fashion “style that is popular at a particular time”, without the trends, the meaning of the word fashion would be lost.
And as harsh as it may sound, trends create shorter product lifespan and increase the demand. Let’s not be naive in thinking fashion is all about aesthetics and design, one look around a busy high street and you’ll see that it’s clearly not the case.
Also it would be wrong to assume that consumers want to be individuals. Take for example the “emo” subculture; or any other subculture; they claim to want to be different and unique and to represent that in looks, but that look is very clearly representative of the subculture they belong to. Consumers want strong, clear cut trends.
On the subject of creativity, there are a finite number of ways to cut a garment, no matter how numerous they are or how inventive. And there’s no such thing as an original thought, everything we think has been influenced by our experiences either consciously or subconsciously.

NB: “analise” very funny, glad to see some people have retained a sense of humour despite working in this industry.

By: LOVE WGSN

LOVE WGSN — Wed, 13 Feb 2008 17:06:00 +0000

To Evelyn….yes i have friends that use WGSN in Europe (Giorgio Armani) and they use WGSN….

DOES WGSN DESTROY CREATIVITY? NOOOOOOOO

Is a way to get inspired and not be wrong……

FIRST OF ALL…..Lets take an example of John Galliano, Hussein Chalayan…all the designers that sell creativity…..at the end of the day they DONT SELL….That is why they have to run to Dior and get paid…to maintain their line that is based upon ego and CREATIVITY….if you ask most BIG designers what pays their bills is not their collections….unless they become a bit more commercial….

WGSN GIVES YOU BOTH….You can be as creative as you can by using all the images of inspiration and all the information in Think Tank (whoever is not a user of WGSN can’t give an opinion) and however wants to be more commercial you have your TRENDS AND WHAT IS IN STORE……

to the comment of WGSN doesnt know how to spell…THIS HAPPENS IN THE WALL STREET JOURNAL OR VOGUE! WGSN that is updated daily and gets information from more than 30 countries worldwide….and in this fast pace enviroment i think it would be almost imposible not to make mistakes……unless we are robbots…..

I LOVE WGSN AND THINK IT HAS CREATE A REVOLUTION IN HOW THE INDUSTRY WORKS…AND YES THERE IS MANY COMPANIES THAT TRY TO COVER THEIR SITE WITH SUGAR AND TRICK YOU IN THINKING THEY HAVE SUBSTANCE…..THEY MOST FAIL…..AND YES THEY ARE CHEAPER….WGSN IS “EXPENSIVE”….BUT IS THE SAME THING…DRIVE A HYUNDAI AND YOU WILL SEE WHAT YOU GET OR DRIVE A MERCEDEZ AND SEE THE DIFERENCE….HAVE BEEN USING IT FOR YEARS……HAVE RESEARCHED OTHER PROBABILITES AND THERE IS NOTHING LIKE IT.

By: WGSNer

WGSNer — Mon, 11 Feb 2008 10:11:21 +0000

Another thing occurs to me . . . trend agencies (in general) in fact fosters creativity and can democratize access to inspiration in much the same way as affordable camcorders and digital cameras have put creativity in the hands of YouTubers.

In the past only the most resourceful and well-funded designers had the budget to access visual inspiration from as broad a spectrum as Japanese rock festivals, Brazilian street art, Miami Art Basel,etc.

Most retailers subscription to a trend service will include all levels of a buying team. As a result, often you’ll find junior buyers with their own clothing lines or empowered to pitch ideas within the businesses in which they work. This is not necessarily because they are piggy-backing on catwalk ideas but because they’ve been exposed virutally to inspiration they may not have otherwise had access to.

Thanks for posing this question! I’ve enjoyed the debate.

By: Someone Highly-Bothered

Someone Highly-Bothered — Tue, 13 Nov 2007 10:19:34 +0000

Great point… not to mention that WGSN gets its information by freeloading on press trips and blackmailing events to bring more than 1 journalist to these events, using the time to give talks and lectures, where they sell their product at the expense of other countries tax payer´s money… After the recent buy-out (140 million GBP) one would think that their new owners EMAP could afford their own tickets… but then again, that´s what happens when you have a monopoly, right?

By: Wow, another former WGSN staffer

Wow, another former WGSN staffer — Thu, 08 Nov 2007 06:15:29 +0000

All I have to say is who cares? WGSN paved the way, that is correct, but who cares? I can’t waste another minute thinking about this debate.

By: evelyn

evelyn — Fri, 02 Nov 2007 09:39:51 +0000

How can I find out who/which companies all have access/membership to WGSN?
I’m guessing all the high street stores do, but georgio armani?
is there any way of finding out?

By: U Missed The Point

U Missed The Point — Sat, 20 Oct 2007 00:14:05 +0000

Is WGSN Destroying Creativity?

No.

Buyers, Merchants, DMM’s, GMM’s and any other retail executive whose salary, bonus and other financial incentives rely upon a strong and predictable selling season are responsible for killing the creativity of most every designer employed in America today. The reality is that designers have little say in what makes actually makes it to the showroom or store.

Anyone who has had any real exposure in the industry in present day America knows that.

But I am preaching to the choir here, right?

Putting aside that the main culprit was completely overlooked, it makes no sense whatsoever to blame the tools that designers use to create their lines or assortments.

Just as a dictionary doesn’t guarantee the user to turn out elegant prose or a palette of oil paints a masterpiece, WGSN is only as brilliant as the user is talented.