Emerging Futures: un quadro metodologico per l’integrazione creativa tra metodologie di forecast e foresight nella moda

Abstract

The intersection of forecasting and foresight in the fashion context is possible: this industry, due to its deeply rooted nature in both data and trend analysis and the understanding and anticipation of emerging futures, represents fertile ground for the integration of advanced integrated methodologies. The presentation of a successful case highlights the importance of a combined approach that merges data-driven predictive analysis (forecasting) with speculative and strategic exploration of the future (foresight), all through the creative codes of fashion. The method of Emerging Futures, developed by researcher Arianna Mereu and illustrated by Camilla Marzapani’s “Unnatural Selection” research project, illustrates how one can benefit from this approach to anticipate cultural, technological and consumer changes, thus implementing the ability to innovate with the help of a framework that is at once analytical, creative and visionary. Thus, a methodological framework for the practical application of forecasting and foresight is proposed, offering new perspectives for business and social anticipation and strategy.