Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 388,988 cutting edge ideas.

Brand Extentions in Retail (INTERVIEW)

Ruben Alcaraz, Director of Branding at Affliction Clothing
Taylor Keefe
August 29th, 2012
With extensive knowledge in marketing and branding, Ruben Alcaraz, Director of Branding and Insights at Affliction Clothing, understands opportunities in retail spaces that other brands tend to overlook. We spoke with Alcaraz to get his take on brand longevity and why breaking from traditional perspectives is important.

3 Questions with Ruben Alcaraz

1. How do you motivate your team to come up with good ideas?

There really isn't a secret sauce of formula, but rather the exposure to view new perspectives. Another great motivator is the cross-functional team work. People that aren't jaded from different points of view come at it from different perspectives. At the end of the day, people in think tanks and research groups think in a certain way and really take that formal approach. It's about breaking from that structure and getting fresh perspective.

2. How do you create a culture of innovation?

I don't think you can create a culture, I think it just happens on its own. You can’t engineer cool. With our culture, it was about a bunch of guys in their 30s that wanted to do something edgier - they had a passion for it. The world caught on to their style and it's become very successful. They didn't sit down a review how they wanted the culture to be, it was already incorporated into their lifestyle. With new and emerging brands, you just have to recognize the landscape and ride the wave until you get to the point in the life cycle and strategically position yourself for growth for what's around the corner, the days where you're not the coolest in town anymore. When a brand is established, then it's about mining the data, understanding the trends and learning how to tweak and position the brand for longevity.

3. Are there specific areas of your culture that you would like to enhance?

Yes but it's not something you purchase from outside consultants. It's something that's innate and unique to have. You have to have the will to learn, understand and recognize what's happening in your space by thinking beyond today. What's cool today will not always be cool tomorrow.