Forecasting Trends on Etsy with Jessica Richards

As we move into a new year, staying ahead of trends is more important than ever for businesses looking to scale and stay competitive. In a recent episode of the Etsy Seller Success podcast, I sat down with style storyteller and trend forecaster Jessica Richards to dive deep into the world of trend forecasting. From understanding consumer behavior to identifying emerging movements, Jessica shared valuable insights that can help businesses make informed decisions about what to sell and how to connect with their audience.

Jessica’s Journey into Trend Forecasting

Jessica’s career in trend forecasting began in corporate retail fashion. Starting as an administrative assistant, she quickly realized her strength in storytelling and her ability to translate emerging trends into relatable and actionable insights. She honed her skills in trend forecasting, traveling the world, analyzing consumer behavior, and presenting influential trend talks that even vendors relied on for inspiration.

However, like many professionals in the fashion industry, Jessica faced unexpected challenges, including a layoff in early 2020. Instead of allowing this setback to define her, she pivoted by leveraging her knowledge and began offering online trend forecasting sessions. Her keen observations on emerging trends, like the rise of Zoom-ready accessorizing, gained recognition—including a feature in The New York Times. This milestone solidified her expertise and propelled her into entrepreneurship, where she now helps brands understand and predict consumer trends.

Understanding Trend Forecasting

Many people, including Jessica’s own family, have wondered what exactly a trend forecaster does. Trend forecasting involves analyzing various sources of inspiration—runway shows, consumer behavior, cultural shifts, and more—to predict the colors, prints, silhouettes, and styles that will be popular in the future.

Jessica’s approach is unique because she focuses on storytelling. Instead of simply presenting color palettes or design elements, she delves into the “why” behind trends, making them more accessible to brands and designers. Large trend forecasting organizations provide broad reports, but Jessica offers a more personalized and approachable way of understanding these movements.

The Evolution of Trends: From Nolita Fairytale to the Barbie Phenomenon

One of the most compelling examples Jessica shared was the rise of the feminine and girly aesthetic over the past few years. She first identified this trend in 2021 and named it “Nolita Fairytale,” referencing the downtown New York neighborhood known for its chic, slightly edgy fashion. This trend emphasized ultra-feminine, whimsical fashion pieces like frothy dresses paired with sturdy footwear, such as motorcycle boots.

By 2023, this trend had evolved into a full-blown cultural movement, fueled by the anticipation of the Barbie movie. Hair bows, pink hues, and hyper-feminine silhouettes became mainstream. Jessica emphasized that when a trend resonates deeply with consumers, it doesn’t simply disappear after a season—it evolves.

The Rise of Personalization and Authenticity

Another major trend Jessica highlighted is the shift toward personalization and self-expression. This is evident in the popularity of customized products, like monogrammed Stanley tumblers and other personalized accessories. Rather than consumers being told what to buy, they now seek products that reflect their unique identities.

According to Jessica, the personalization trend is not slowing down. In fact, businesses should explore even more ways to allow customers to make products their own, whether through customized designs, mix-and-match options, or exclusive personalization features.

How to Stay on Top of Trends—Even Outside Major Fashion Cities

One of the biggest misconceptions about trend forecasting is that you need to live in a major fashion hub like New York or Los Angeles to stay informed. Jessica debunked this idea, emphasizing that trends are accessible to everyone thanks to social media and the internet. She recommended the following strategies for staying ahead:

1. Social Media & Online Research – Platforms like Instagram and Pinterest are goldmines for identifying emerging styles and trends.
2. Retail Observation – Pay attention to what is selling in major retail stores and how brands are evolving their offerings.
3. Consumer Behavior – Listen to your audience and observe how they express themselves through fashion, accessories, and lifestyle products.
4. Cultural & Entertainment Influences – Trends are often reinforced by pop culture, movies, celebrity endorsements, and major societal shifts.

The Future of Trend Forecasting and Jessica’s Next Steps

Looking ahead, Jessica is expanding her work beyond traditional trend forecasting. She is integrating elements of personal development and self-discovery into her practice, offering bespoke affirmations and meditation sessions to help individuals align with their personal brand. She believes that understanding oneself is just as important as understanding market trends, and she aims to help others build confidence in their unique style and messaging.

For those interested in following Jessica’s journey or seeking personalized trend insights, she can be found on Instagram at @JessicaXRich and through her website, JMRtrend.com.

Final Thoughts

Jessica’s insights serve as a powerful reminder that trends are not just fleeting moments; they are part of a larger cultural narrative. Whether you’re an Etsy seller, an independent designer, or a brand strategist, staying ahead of trends requires curiosity, observation, and an understanding of consumer desires. By keeping an open mind and embracing the ever-evolving nature of trends, businesses can create products that truly resonate with their audience and stand the test of time.

Stay inspired, stay informed, and most importantly—stay ahead of the trends.