CASE STUDY
How did our client launch a hit sneaker
with the help of our trend analysis?
*For confidentiality reasons, the name of the brand has been omitted.
CONTEXT
Our client, a tastemaker in the fashion industry, wanted an
overview of the sneaker market’s future bestsellers in order to
understand which shoe models to focus on for its next collection.
In addition, the client wanted to know if it should avoid certain
styles that were losing their desirability.
THE CHALLENGE:
DESIGNING A PRODUCT ALIGNED WITH THE
BRAND’S DNA AND CUSTOMER EXPECTATIONS
The objective was to develop a sneaker style that would become
a fashion hit. A few months after our collaboration, we were able
to measure our client’s success in sales: the sneaker had
become a “must-have” sneaker and been widely adopted by
micro-influencers.
Our client’s positioning:
• Target: 20 to 50 year-old fashion-forward women
• Price range: between 350€ and 800€
• Time-to-market: 6 months
2
WE APPLY OUR VISUAL RECOGNITION TECHNOLOGY
TO SOCIAL MEDIA IMAGES
METHODOLOGY
IN-HOUSE METHODOLOGY
DATA
IMAGE RECOGNITION
TECHNOLOGY
TREND RELEVANCE
ASSESSMENT
TREND FORECASTING
TECHNOLOGY
Heuritech analyzes 3 million
Instagram images and videos daily.
We have defined 4 representative
panels of consumers, from
superstars to macro and micro
influencers to mass market.
Heuritech has developed a
technology which analyzes image
content in a very detailed way: we
can recognize fashion trends by
product type as well as by defining
features: colors, patterns, textures,
shapes, details etc.
With the help of our algorithms, we
identify the relevance of a trend
through 4 sets of criteria:
its past behavior (automatically
clustered into 7 categories),
magnitude, forecasted upcoming
growth and adoption.
Heuritech has developed an in-house
technology that can forecast how
trends will evolve over time and
understand their adoption from
influencers to the mass market.
3 MILLIONS IMAGES ANALYZED
2000 PRODUCT DETAILS DETECTED
7 TREND BEHAVIORS
3
80 HISTORICAL TRENDS BACKING OUR
METHODOLOGY
THE TREK SNEAKER IS A RISING STAR
VS. THE SOCK SNEAKER
After reviewing different sneaker styles among top market trends, our client decided to focus on 2 styles that
were a good match for its brand DNA and product positioning: the Sock sneaker & the Trek sneaker. These two
styles had been adopted by the fashion set, however, they were both at very different adoption stages, and
were therefore reaching different consumer targets.
FORECASTS IN 6 MONTHS
TREK SNEAKERS
Trend Behavior
RISING STAR™
Fast-growing
Trend Adoption
KEY INFLUENCERS
Fashionable trend
RESULTS
40/100
ADOPTION SCORE
SOCK SNEAKERS
TREK SNEAKER
The Trek sneaker had spread among
influencers and was growing at a very fast
pace, however the trend had not yet
reached the mass market. Therefore, by
investing in this Trek sneaker trend we had
identified as Rising Star, our client would
reaffirm its status as a trendsetter and
seize the opportunity of a high potential
trend.
Moreover, the real-life pictures from
Heuritech’s Moodboard confirmed that this
style was aligned with the brand’s edgy
customer target.
SOCK SNEAKER
The Sock sneaker appeared to be a popular
trend that had already been adopted by the
crowd. It had been spread over to the mass
market, with several brands featuring the
product. While Balenciaga had been the
precursor, several fast fashion brands such
as Zara were already proposing similar
models. We predicted that demand would
be declining in the next 6 months.
It presented a risk for a luxury brand to
launch a sock sneaker as its momentum
had passed.
4
Trend Behavior
FALLING STAR™
Quickly declining
Trend Adoption
CROWD
Popular trend
75/100
ADOPTION SCORE
CONCLUSION
Our client created a Trek sneaker
model which was a commercial
success and allowed the brand to
reinforce its position as a tastemaker.
ABOUT
ABOUT HEURITECH
HEURITECH
Heuritech is a cutting-edge technology company that provides
fashion brands with the vision they need to stay ahead of
today’s dynamic market and trends.
Using advanced artificial intelligence (AI) to translate realworld images shared on social media into meaningful insights,
Heuritech empowers brands to forecast demand and trends
more accurately, produce more sustainably, and achieve
unprecedented competitive advantage.
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