In this two-part episode, I talk with trend researcher and strategist Tsveti Enlow. After opening the first youth hostel in Bulgaria at the age of 19 a few years after the fall of communism, Tsveti went on to study international business in the United States and became an expert in identifying trends and connections across art, business, and culture.

Tsveti and I talk about her consistent path of creating her own roles, becoming a trend strategist and how that role is changing, and the need for self-care in a career that runs 24/7.

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Tsveti Enlow/ Trend Researcher and Strategist

Tsveti is an independent trend researcher and brand strategist who partners with brands, trend, and creative agencies to deliver bespoke solutions. By exploring the intersection of consumer behavior, culture, lifestyle, and design shifts, Tsveti identifies and translates emerging trends into new opportunities to help her international and domestic clients anticipate and plan for the future.

Passionate about people, culture, design, and the active outdoor lifestyle, Tsveti naturally found her way into a career centered around trends and insights in the active market. Tsveti started her trend research and strategy career with the performance merino wool-focused brand Icebreaker because she was drawn to the brand’s purpose and commitment to using natural materials. Tsveti held roles from  International Merchandising to Global Trend + Consumer Insights management, helping the company build both European and global market direction.

With an education in International Business, including a minor in Spanish, Tsveti’s foundation also includes founding and managing the first international hostel, Hostel Sofia, in Bulgaria, from funding to marketing to training staff for the 50-bed facility. As a part-time creative, part-time analyst, and full-time cultural anthropologist, Tsveti travels extensively to conduct in-market and consumer research as well as cover global events and trade shows in design, lifestyle, fashion, and outdoor/active. As a consultant, Tsveti tracks down and reports on trends and translates them into commercially viable insights to help clients stay relevant to evolving consumer needs.

UnStruktured is produced by Struktur Society. Original music and sound editing by Greg Brace Music. © 2023 StrukturSphere llc

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