Samenvatting

The Use of K-pop Idols as Trend Forecasting Tools

This thesis explores how K-pop idols and their fan communities co-create fashion trends, and how brands can leverage this dynamic as a forecasting tool. As traditional trend cycles become outdated in the fast-paced digital age, K-pop offers a real-time, emotionally charged alternative driven by highly visible idols and expressive fans. The research investigates how fans use fashion to express identity, how psychological attachment to idols influences styling, and how trends spread horizontally through social platforms like TikTok and Instagram.

Using a mixed-methods approach—combining surveys, interviews, content analysis, and case studies—the study focuses on BLACKPINK’s Jennie and her RUBY era as a key case. Findings show that fans adapt idol looks emotionally rather than replicating them literally, and trends gain traction when they align with shared emotional codes like confidence, rebellion, or softness. These insights led to the development of a Strategic Forecasting Framework designed to help fashion brands track, decode, and activate K-pop-inspired trends in real time.

The framework includes four steps: Observation (idol tracking), Codification (trend scoring), Interpretation (fan adaptation), and Activation (commercial application). It emphasizes the importance of fan-led creativity, emotional resonance, and authenticity in brand engagement.

Ultimately, the project demonstrates that K-pop fandom is not just a consumer group but a forecasting engine. Brands that embrace this cultural ecosystem can stay ahead of trends while building deeper, more relevant connections with Gen Z.