Today we’d like to introduce you to Abby Caperton.
Abby, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
In college, I studied art, design, and business which helped me land my very first real job as a fashion designer for Target. Not only was this a dream job for me, it was also an incredible training ground where I was able to learn from the best designers in the industry and work for one of the most recognized brands in the world. The best part was seeing the whole country wearing my designs!
I was at Target for over ten years and held many different design positions, working on several owned brands and categories from kids swimwear to accessories to even launching Target’s first-ever plus-sized brand. As time went on, I became more and more passionate about curation, concepting and understanding trends. It’s all about being able to see what looks fresh and telling a visual story that will inspire people. At this point, I was pretty much getting paid to research, travel, and shop…and then bring those creative insights back to my team. And I never wanted it to stop!
With Target, I made my way to LA and eventually took the leap to launch my own creative agency called WARM + COOL. We do several things but in a nutshell, we help organizations and brands understand the current and future trendscape. Basically, I still get paid to research, travel, and shop…and that’s the way I like it!
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
There are always struggles!! Especially when you run your own business. I try to keep a growth mindset…every time I make a mistake, it’s an opportunity to learn more and try again. This isn’t always easy for a Virgo!
So let’s switch gears a bit and go into the WARM + COOL story. Tell us more about the business.
We launched in 2015 as a bespoke trend forecasting service and have since evolved to an interdisciplinary creative agency – working at the intersection of design, behaviors, and fashion.
At the core of our business is helping our clients identify and understand trends – from macro socio-cultural lifestyle shifts to the next it color. Magic happens for brands who get curious, stay ahead of the curve and focus on the right inspirational inputs. We help brands do this through our trend forecasting presentations, trend treks (finding inspiration out in the wild), and leading in-person discovery sessions where we work directly with teams to ideate, curate, and align on various creative initiatives. We also work with brands to build partnership strategies, which is so important to stay relevant.
We are differentiated through our West-Coast lens and our interdisciplinary/studio model. We are a diverse team of designers, trend analysts and critical thinkers – bringing the best talent and broad perspective to every project. A big part of our work is filtering out all the noise and helping clients focus on what’s most important for them – now and in the future.
Has luck played a meaningful role in your life and business?
I don’t think much about luck, but I do consider myself very lucky. I spend most of my day utilizing my talents, collaborating with amazing people, and discovering new sources of inspiration. And many people have helped me get here! I think some of the luckiest moments have come from years of cultivating strong relationships and putting my best work out into the universe. And I feel especially lucky when I get to mentor others who have a passion to build their own creative business.