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Kurzbeschreibung
The trend bone's connected to the backbone ...of your market. How did Harley Davidson innovate their motorcycle's design after observing the Hell's Angels? How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90s? All by understanding the inner workings of trends. "Anatomy of a Trend" draws on 20 years of the author's consumer research to reveal the people, the places, and the motives behind the buying behavior that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalizing on every stage of the trend process.
Synopsis
The trend bone's connected to the backbone ...of your market. How did Harley Davidson innovate their motorcycle's design after observing the Hell's Angels? How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90s? All by understanding the inner workings of trends. "Anatomy of a Trend" draws on 20 years of the author's consumer research to reveal the people, the places, and the motives behind the buying behavior that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalizing on every stage of the trend process.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
Format:Gebundene Ausgabe
Vejlgard's interest in trends is narrower then could have been guessed from the book's title and cover. His main focus is on changes in style and taste, i.e. things that would be described as "trendy". Something like mobile microblogging, playgrounds for seniors or "staycations" - developments that could also be called trends - do not occur in Vejlgard's Anatomy. This is a limit I found disappointing.
Vejlgard entertains with a wide array of interesting examples - ranging from the history of specific haircuts to the rise and fall of fashion labels. Even when he ventures into more mundane fields like microbrewing, Vejlgard fails to connect the emerging trend pattern to the existing needs and desires in a society that this trend is thriving on.
In his model, trends spread from trend creators to trend setters and trend followers and - in some cases - to mainstream. He identifies the usual suspects among the trend setters and the trend setting cities and other pre-condititions for turning a fad into a trend. In Vejlgard's view trends come about mainly as a reaction to mainstream or simply because trendsetters have a need for perpetual change. Although "megatrends" are mentioned, Vejlgard refrains from connecting them to his trends. He claims that megatrends are hard to predict and would fill a number of books to analyse. Well. I would not subscribe to that notion.
His exclusion of megatrends is a strange inaccuracy, given that he is establishing a list of cues that help to determine whether something new will likely turn into a trend or not.
Vejlgard is also not at ease with the effects of web2.0 and social media. Only at the very end does he ponder whether the internet will change or speed up the trend process the way he described it. He concludes that no, there will be no changes. However, what he describes ("As the world becomes more individualized, with media to suit individual needs, fewer people will read the same media, and this means that a less-varied group of people will get the same information at the same time. And this will make it more difficult for a trend to gain momentum."
Others have described this as an effect of the "long tail" and called it "microtrends".
On the whole: Some good points that can be transferred to a more general or more analytic model for describing how trends come into being. Probably perfect reading for aspiring fashion trend spotters. Some disappointment that "The Anatomy of a Trend" does not put a trend into its socio-economic context and is focussing on the trendy trends.
Vejlgard entertains with a wide array of interesting examples - ranging from the history of specific haircuts to the rise and fall of fashion labels. Even when he ventures into more mundane fields like microbrewing, Vejlgard fails to connect the emerging trend pattern to the existing needs and desires in a society that this trend is thriving on.
In his model, trends spread from trend creators to trend setters and trend followers and - in some cases - to mainstream. He identifies the usual suspects among the trend setters and the trend setting cities and other pre-condititions for turning a fad into a trend. In Vejlgard's view trends come about mainly as a reaction to mainstream or simply because trendsetters have a need for perpetual change. Although "megatrends" are mentioned, Vejlgard refrains from connecting them to his trends. He claims that megatrends are hard to predict and would fill a number of books to analyse. Well. I would not subscribe to that notion.
His exclusion of megatrends is a strange inaccuracy, given that he is establishing a list of cues that help to determine whether something new will likely turn into a trend or not.
Vejlgard is also not at ease with the effects of web2.0 and social media. Only at the very end does he ponder whether the internet will change or speed up the trend process the way he described it. He concludes that no, there will be no changes. However, what he describes ("As the world becomes more individualized, with media to suit individual needs, fewer people will read the same media, and this means that a less-varied group of people will get the same information at the same time. And this will make it more difficult for a trend to gain momentum."
Others have described this as an effect of the "long tail" and called it "microtrends".
On the whole: Some good points that can be transferred to a more general or more analytic model for describing how trends come into being. Probably perfect reading for aspiring fashion trend spotters. Some disappointment that "The Anatomy of a Trend" does not put a trend into its socio-economic context and is focussing on the trendy trends.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
7 Rezensionen
19 von 20 Kunden fanden die folgende Rezension hilfreich
Better than THE TIPPING POINT
14. Oktober 2007
Format:Gebundene Ausgabe
This concise book is superior to Malcolm Gladwell's best-seller, The Tipping Point. Gladwell's popular book was based on an appealingly superficial premise: that a trend spreads like a disease, multiplying geometrically until it reaches a population "tipping point," whereafter it increases to epidemic proportions. While that handy metaphor describes how a trend spreads, it doesn't really explain why, nor does it explain why one phenomenon becomes an enduring trend while another becomes just a mere short-lived fad. Unlike Gladwell, who is a journalist, Vejlgaard is a trained social scientist. Like an epidemiologist, he examines modern trends under a microscope, discovering the source of their unique power. He detects, moreover, a traceable and predictable pattern that all true trends tend to follow. An especially valuable book for professionals in advertising, marketing, and product development, and for all the rest of us who want to better understand the material forces that shape our lives.
Stephen Bertman, author, Hyperculture: The Human Cost of Speed
Stephen Bertman, author, Hyperculture: The Human Cost of Speed
4 von 4 Kunden fanden die folgende Rezension hilfreich
Moderate; but by no means spectacular
22. Oktober 2008
Format:Gebundene Ausgabe
Having read Gladwell's Tipping Point I turned to Anatomy of a Trend for a more academically rigourous approach to the study of trend diffusion. I'm sad to say that this book most certainly didn't meet expectations. Written in much the same pop-sociology/psychology tone as Gladwell, Vejlgaard supports his central argument with rudimentary psychology theories such as Maslow's Hierarchy of Needs and the Big 5 Personality Index. There is the occasional interesting idea but nothing the you can take away or apply in the real world. Most of the book is supported by lengthy examples which also happen to appear in The Tipping Point like the Hush Puppies or Harley Davidson. If you occasion upon this book in a library then you might get it out, but as for forking over money for it - think carefully and definitely don't but this book in a double deal with The Tipping Point. They are practically the same. Nevertheless, it's a fairly easy read if you have a spare couple of hours and are really interested in this stuff.
4 von 4 Kunden fanden die folgende Rezension hilfreich
This books is an eye opener
15. Oktober 2007
Format:Gebundene Ausgabe
This book is an eye opener. It explains what a trend is and how it evolves and how it affects us all. The best part is about the trendsetters and where to find them. For years I have been looking for a book that explains what a trend is and now that I found it I feel that all my questions have been answered. I can recommend the book to all with an interest in trends and trendspotting.
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