Trend hunters

cool hunting

If we are faithful to the classic marketing theory, the success of a company lies in its ability to anticipate market needs based on analysis of consumer trends. Thus, the designs would be based primarily on statistics and market research.
But while the numbers are fine for analyzing certain aspects of the market, real designs, good designs, are what create the trend and this is not based on other trends. From the point of view of the company this may be riskier or less profitable because of the process, but ultimately to be successful, it is an inevitably longer process but the result is the receiving a more powerful success and more satisfying one.
So I prefer to speak of designers as artists and not as statesmen. Creators, taking into account the needs of people (and not statistical trends), develop their abstracts and make them real, useful and beautiful ideas.
And here I pose another major dilemma: if it doesn’t become a trend, does this mean it is not a good design? I think not ... There can be great designs that never become a trend or a fashion; maybe for the reason of its circumstances, living in anonymity for years until a situation leads it to fame. How many great artists have died without knowing the success their works would have after their deaths? The difference simply lies in the amount of followers obtained: if you have many followers you are in the trend, if you have a few followers it is because of an unconventional design.
And this is the heart of the matter and the drama of the designer, to some extent; he needs to create a trend to gain prestige and spread it into his products. Because if a designer has followers, their products have followers ...
Photo: book cover of "Coolhunting digital"

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