trend analysis for fashion and creative professionals

Trendstop.com is the online trend book - We cover all aspects of fashion trend inspiration, whether you are interested in trend forecasts for Summer 2010, street fashion photos from Tokyo or close-up shots of the latest runway shows.

Our trend HQ is in London, where we have a team of researchers, analysts and writers that sorts through global trend research. Our research is provided by a worldwide network of trend hunters based in key cities around the world, including London, New York, L.A., Tokyo, Paris, Milan, Berlin, Barcelona and Moscow.

Trend forecasting is a form of market research. We track down the early adopters of new fashion looks and our experienced analysts draw conclusions on when a particular look is likely to hit the mainstream. This gives our Clients time to react to forthcoming trends, and get their collections ready in time for the demand.

We are specialist trend spotters, so we really eat, breathe and sleep trends 24/7, wherever we are. This week we've been to Milan Fashion Week, Premiere Vision fabric show in Paris, Colette (the coolest store in Europe), pop concerts of Gwen Stefani and Prince, the Green is the New Black launch in Hoxton, Doors and Concrete off Carnaby St and some vintage stores in Brighton.

The site is updated daily with average five new trend stories or galleries. The beauty of an online service is that the information can be constantly updated, and publishing can happen really fast. This means that if we spot a trend today, it will be on the site tomorrow.

We're a bit like having your on-desk research assistant when you don't have the time for the legwork or the extra budget to hire a full-blown research team. We make sure the Client is aware of all the global trends they need to know and we translate cool trend concepts into wearable commercial fashions.

Clients also use us to get presentation, visual merchandizing, styling and photo shoot ideas.

Our clients are anyone who needs accurate, cutting-edge and commercially viable trend information, from freelance designers to global corporations such as Hewlett Packard and Sony Ericsson.

Our multi-leveled research covers all fashion market levels from catwalk couture to mass produced fast fashion. Designers, buyers and stylists all benefit from Trendstop's vast and detailed content.

As well as the obvious fashion clients, we know that companies outside of the main clothing industry find Trendstop's many sections and cultural analysis a great tool for research on color, lifestyle and youth trends.

We also encourage young groundbreaking designers to subscribe as we know that our service can aid them. After three seasons a young designer loses their new status and needs to hit trends in shape, color or detail, in combination with their signature look to attract a wider range of buyers and press enabling further growth.

I come from Finland but moved to London at the age of 19 to study fashion. I graduated from Central St Martins with first class honors in 1999.

During my internship in the mid-1990's I got involved with training fashion designers to use CAD software. As well as training, it became my job to help CAD-illiterate designers at mass manufacturers to get their basic design shapes into the computer. I drew for them libraries of skirts, shirts, jackets etc. as well as all the detailing, such as pockets, collars, zips etc, to go with them.

I discovered that each company needed similar garment basics, so soon after I graduated I set up my first company, which would sell pre-made computerized design libraries for the fashion industry. My first clients were Marks & Spencer and River Island.

As well as basic shapes, designers wanted to know what the trend shapes for next season were - would skirts be pencil, pleated, short or long? Drawing trend specs based on the catwalks became a natural progression.

Over the years the trend research team and the scope of our analysis grew and in 2004 it became our main business.