THE TEAM
FIONA HARKIN
For over 25 years she has tracked the signals, shifts and structural forces that shape how people live, spend and make meaning – most recently as Director of Foresight at The Future Laboratory, where she led macro-trend research across multiple sectors and industry challenges ranging from Consumer Lifestyle, Digital Commerce and Sustainability to the Luxury, Fashion, Beauty, Marketing, F&B, Travel & Hospitality and Technology industries.
Whether developing foresight strategies, consumer insights, cultural directions or brand propositions, commercial relevancy is at the core of her work - bringing invaluable insight, clarity and direction to individual brands.
At FITH Futures, Fiona brings that intelligence to bear on the most misread consumer of our time: the 50+ individual, starting with Gen X. Not as a demographic to manage, but as a market to understand – from the inside out.
Co-founder of FITH Futures and one of the UK's leading voices in consumer foresight and cultural intelligence. From the dot com bubble to the AI boom, Fiona has worked in – and built – many of the UK’s major foresight, insight and consumer trend agencies, including WGSN and Stylus Media Group.
RUTH
CHAPPLE
Brand strategist, trend forecaster, trained fashion designer and - with a Distinction in MSc Psychology - one of the few people in consumer foresight who can explain not just what people are doing but the behavioural science driving it. Ruth brings nearly three decades of that thinking to FITH Futures, which she co-founded to correct one of the most expensive blind spots in modern marketing.
Her career has been built inside the platforms that shaped how the industry reads cultural change. At WGSN she led the womenswear division as the platform was rewriting how global fashion understood its own consumers. At Stylus, Marc Worth brought her in to build the fashion arm from scratch — team, strategy, content architecture and a season-neutral drop format now standard practice across the sector.
Nearly three decades of consultancy across retail, brand strategy and consumer research have followed — always with creative instinct and commercial rigour in equal measure.
At FITH Futures, all of that experience is brought to bear on a single, significant opportunity — the 50+ consumer, starting with Gen X. A generation that has been consistently underestimated, persistently underserved and is about to become impossible to ignore.
CLIENTS
Agencies:
WGSN
Stylus Media Group
The Future Laboratory
Bureaux
TBWA
Retail
Woolworths SA
Marks & Spencer
House of Fraser
Debenhams
Fashion & Beauty
Estee Lauder
ANNEMARIE BÖRLIND
Primark
Footlocker
G Star
River Island
Jacques Vert
Jack Wolfskin
Esprit
Russell Athletic,
Le Coq Sportif
Ocean Pacific
Fat Face
Red or Dead
Dr Wolff
No Planet B
ANNEMARIE BÖRLIND
Swedbank
Logitech
SSE
Design Hotels
Marriott
VW
Mattel
Lenovo
Vodaphone
Supermarkets
Sainsburys
Tesco
Health
NHS
Unilever
Luxury
LVMH
Loewe
Day Birger et Mikkelsen