Lucia Chrometzka and Elisabetta Pasini were invited by ISEM, a Fashion Management School based in Madrid to hold a two-days workshop for professionals and one day workshop for the MBA students regarding the analysis of global and local trends, using the methodological tools of the Institute. The workshop included sections dedicated to methodology and research findings but also training for the development of brand strategies: a chance of experiencing the unique expertise of Future Concept Lab’s trend analysis.

The workshop, entitled “Coolhunting, aprenda a anticipar las tendencies del mercado” (Coolhunting, learn to anticipate the trends) was held from the 15th-16th June 2006 at ISEM in Madrid. The 100 participants, divided equally between professionals who hold key positions in companies like Zara and Loewe but also Myrurgia, Tous and Kiabi, and MBA students, arrived from different parts of Spain in order to participate at this occasion.

During this occasion, the FCL trend experts, Elisabetta Pasini and Lucia Chrometzka, after presenting the Institute’s methodological tools for identifying and developing innovative ideas and new business occasions, explored the efficient mix between creative brainstorming and step-by-step development of new brands based on the FCL working process model, with the objective to identify new projects which can be successful in the Mediterranean territory, and more specifically in Spain, including hypothesis of a specific target, products, communication and entry strategies. The participants worked in groups (12 in total), and each group presented the final project to the rest of the audience, which was followed by discussion on how to develop further the business idea, working on each project’s unique and original aspects.