Brand expert and semiologist Luca Marchetti to present QF partner university’s Crossing Boundaries talk next week

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VCUarts Qatar presents public lecture on trend forecasting methodologies
Team 24x7Qatar

Whether you are an established business or a start-up, understanding the market and being able to predict trends is essential to thrive and be sustainable. Recognising this, ‘Crossing Boundaries’, a lecture series held by Virginia University School of the Arts in Qatar (VCUarts Qatar) – a Qatar Foundation (QF) partner university – brings you a lecture by Luca Marchetti, a brand expert and semiologist. The online lecture will take place on Thursday, October 28, 2021 at 12:45pm, Qatar time, and is free to register for the public.

The lecture will provide the audience with an understanding of how research processes and prediction methodologies are crucial not only to fashion and design, but to businesses in general, said a Press note from VCUarts Qatar.

Participants will be able to learn more about analysis and foresight methodology developed by the trend forecasting agency ‘THE PROSPECTIVISTS’, co-founded by Marchetti in 2019. Their approach decrypts emerging signs, cultural relevance and manifestations to forecast what they will mean for brands, in the future.

During the lecture, Marchetti will explain basic methodological principles to discover the key evolving challenges that impact people’s lives, habits and behaviour. He will do this by giving the audience real life examples from the industry through various case studies related to art, pop culture, luxury and retail space design.

Marchetti is a senior lecturer at the Institut Français de la Mode in Paris since 2004, at the University of Bologna (Italy) and at the Sorbonne Nouvelle University in Paris in the context of the Master on “Creative industries” co-directed with the luxury group LVMH. He also works internationally as a brand consultant and event curator for brands or museums and regularly collaborates with magazines such as Vogue or Revue.

For more information on ‘Crossing Boundaries’ lecture series, please visit qatar.vcu.edu

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