Introduction : Reflections on methodology -- Trend forecasters: fashion's "insurance companies" : Online trend forecasters: WGSN and Stylesight ; It all began in France ; Fashion, capitalism and modernity ; Fashion's movements ; Trend-forecasting agencies as tastemakers ; Two kinds of trend-forecasting agencies ; Offerings of trend-forecasting agencies: how do they claim their competence? -- Trend-forecasting agencies: backstage legitimacy : Inspirational or directive ; Fashion capital ; Confidentiality ; Merely communication or creating and influencing trends ; The phenomenon of self-fulfilling prophecies -- Tastemakers: hunt for the incipient taste : Tastemakers ; Tastemakers at a British fashion magazine ; Tastemakers at department stores ; Tastemakers at newspapers ; Bloggers as tastemakers ; Tastemakers at Swedish fashion magazines ; Tastemakers at Grazia UK ; Stylists as tastemakers ; Online fashion retailer as tastemakers -- Gender and trends: on variability : Femininity as volatile and capricious ; The importance of being right ; Fashion and trends: power and freedom -- Designs, brands and trends: to leave a mark : Mass-market fashion brands ; Consistency and change ; Brands in the mid-range segment ; Designer fashion brands ; The desire to be a trendmaker ; Trends as organizing principle ; Trends as personal growth ; Retromania ; Consistency versus change ; Consistency versus change and gender ; Fashion and economy -- Financialization and trends: trends as fashion risk : Fashion and capitalism ; Luxury fashion and trends from the analysts' perspective ; Trend services ; Valuation of stocks in the luxury segment ; Distinctive features of the luxury industry ; Relationship to trends ; The tension between consistency and change ; Growth in the luxury industry ; Mass-market fashion and trends from the stock analysts' perspective ; H&M ; The risk of not taking risks ; Valuation of fashion stock from the perspective of Swedish analysts ; Valuation of fashion stock from the perspective of British analysts ; The tension between consistency and change ; Expansion and growth -- The BRIC countries and trends : India ; China ; Russia ; Brazil -- Final discussion : Trends as organizing principle ; New ways to manage uncertainty ; Fashion capital strikes back ; The of consumer society ; Trend imperialism ; Trends have become low status ; The discourse of individuality ; The relationship between trends and fashion ; Trendification.