England and France: Ann Kuo
Program: UW Retail Trends in Europe, Summer
Ann’s Major: Consumer Behavior and Marketplace Studies
How were your program academics similar or different from taking classes at UW-Madison?
Academically, the program was far more experiential than a traditional classroom setting at UW–Madison. While lectures and readings laid the theoretical groundwork, our learning truly happened on the streets, in stores like Selfridges or Galeries Lafayette, and during our field visits to trend forecasting agencies. Unlike a typical semester where discussions are often hypothetical, this program demanded real-time observation and immediate application of concepts. It made trend tracking feel dynamic and alive, not just academic.
What is your most memorable experience from your program?
My most memorable experience was visiting the trend forecasting agency – Trend Union in Paris. Sitting in the same room with professionals who work at the forefront of global fashion trends made everything we had learned in class come to life. Their presentation on upcoming macro and micro trends was not only insightful but also showed how theory connects to real-world forecasting. Walking through the streets of Paris afterward, I started noticing trend cues everywhere from color palettes in boutique windows to styling choices on pedestrians. That moment makes me realize the diversity and variety in the world and how things are unique and creative in different aspects.
Engaging with trend professionals and observing fashion capitals like Paris and London helped me sharpen my analytical eye and creative thinking.
What did you learn about yourself or the world because of your experience?
I learned that I thrive in fast-paced, culturally rich environments and that I’m more adaptable than I thought, especially since I have already been abroad a year ago to London and I am originally an international student from Taiwan. Being in the cities like London and Paris pushed me to be more independent, confident, and observant, which are the traits that are crucial in the world of fashion and retail. I also gained a deeper understanding of how culture influences consumer choices and how trends are not just aesthetic movements but reflections of social shifts, values, and aspirations. Most importantly, I discovered a new sense of direction in combining creative thinking with strategic analysis, something I now want to pursue more deeply in my future career (fashion industry).
What is your advice for someone considering your program?
Go with an open mind and a curious eye. Trend forecasting is all about observation and interpretation, so take time to slow down and really look at the world around you. Don’t be afraid to take notes, snap photos (when appropriate), and start connecting what you see to what you’ve learned. Also, embrace the cultural immersion. Every museum visit, café stop, or walk through a neighborhood can contribute to your understanding of lifestyle trends and consumer behavior. Lastly, pack comfortable shoes because you’ll walk a lot, and every step is worth it and you will explore different things every day.