Dennis Claesen, Trend Forecaster at the H&M Group, opened by walking students through the layered logic forecasters use to read trends; separating mega trends, macro shifts, and micro trends.

From there, Dennis introduced three shifts he sees redefining the next chapter of retail. The first, Decentralizing Cultural Power, captures the move away from a Western-led aesthetic toward a more global mix of influences. The second, AI from Innovation to Everyday Infrastructure, traced how AI is becoming embedded in the invisible layers of consumer life. Dennis highlighted the tension between efficiency and humanity, the rise of AI-assisted design and campaigns and the parallel counter-current of analogue revival, handcraft and "human-origin" signaling on the runway. The third, The Softening of Aspiration, explored the tension between discipline and indulgence and how customers are increasingly seeking emotional security and experiences that feel meaningful on a personal level.

Students then took on the creative assignment in groups: choose one of the three shifts and build a business or brand concept for H&M that responds to it. The challenge pushed students to think like forecasters and merchandisers at once: connecting the macro signal to a clear consumer need, defining what makes the concept distinctive and considering how H&M's scale, assortment and brand voice could bring the idea to life. The workshop offered a rare look into how trend forecasting actually shapes commercial decisions.

A big thank you to Dennis Claesen for sharing his expertise and to H&M for hosting.

Matilda Nordgren, Key Account Manager, H&M Retail Club 2025/26