ABSTRACT
The trend forecasting process comprises a modern activity in which the rigorous study of trends is crucial as well as the observation of the dynamics that involve the consumer, brands, and forecasting agencies. In the current state of decentralization and fragmentation to which most of the global social conglomerates are submitted, it is a challenge to know whether the trends contained in them, in constant movement, translate the surrounding environment or if in reality are fortuitous expressions. Nevertheless, they are phenomena that can not be ignored, and their analysis gives rise to activities that are increasingly essential in most business and creative contexts.
