T
sveti Enlow is a trend
strategist and cultural
researcher who explores the
intersection of consumer
behavior, technology,
lifestyle, and design shis
to identify and translate
emerging trends into new product
opportunities to help clients anticipate
and plan for the future. Prior to
launching her own business, Tsveti
Enlow Consulting in 2019, Enlow held
positions with Icebreaker, including
Global trend & consumer insights
manager and International merchandise
manager among others. We caught up
with Tsveti recently to see what's on her
radar these days.
Q1: How does a trend strategist differ
from a trend forecaster?
In my view, the role of a trend
strategist is not limited to creating trend
reports, but also advising clients on how
these trends will specifically impact their
business. In addition, a trend strategist
can utilize trend insights to lead
workshops, develop future scenarios,
and create strategies that align with the
client's objectives.
Q2: What role does travel play in
conducting in-market research and can
you provide an example of an event or
place that was helpful in your work?
As a trend person, your brain never
really stops observing, gathering signals,
and analyzing patterns. Traveling and
being in the world is essential to the
trend process. It is the time where you
connect the dots between sometimes
seemingly unrelated events, and
suddenly, the whole puzzle falls into
place. Traveling allows you to observe
INSPIRED SOLUTIONS
48 • March/April 2023 sportstyle • sportstylemag.com
A PROCESS & PASSION FOR DISCOVERING THE NEXT NEW THING.
TSVETI ENLOW
DESIGN: TRENDSETTER
