View Post

The Crystal-Ball Gazers –
Will featured in The Independent

Will Higham spent his early career in the music industry. He identified the rise of the older entertainment consumer — “50 quid bloke” — and the retro trend. His recent interest is the “Saffys,” teens who, like their Ab Fab namesake, eschew the hedonism of their parents for more conservative interests. … Leading trend analysts can earn a fortune by …

View Post

The way trends spread
Feature on Will in The Hindu

How do trends spread? Through the process of trend diffusion, says William Higham in ‘The Next Big Thing’. In scientific usage, diffusion is the process whereby liquids or gases intermingle and move from an area of high concentration to an area of lower concentration, he explains. Likewise, “when people who have adopted trends mingle with those who have not, the …