A fascinating look at the predictable patterns behind trends
It is one of the most puzzling mysteries of modern culture: how do changes in style and taste come about?
It’s all part of the inner workings of trends. In Anatomy of a Trend, pioneering trend sociologist Henrik Vejlgaard reveals this startling truth: there are actually predictable patterns behind every trend.
Vejlgaard builds a captivating body of evidence that proves anyone can recognize an emerging trend, evaluate it, and make predictions as it follows its course.
Includes business cases and easy-to-follow trendspotting guidelines.
Henrik Vejlgaard, M.A.,M.Sc., is a pioneer in trend sociology, the study of the trend process. Combining a background of social science and communication, he consults with a wide cross section of companies and industries on the topics of innovation and product development. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus School of Business, both in Denmark. He has written three books in Danish on consumer behavior, trends, and design strategies.
Introduction: From Intuition to Knowledge 1
An Unsolved Mystery: Investigating the Trend Process 3
The Cast of Characters: Trend Creators and Trendsetters 29
What's the Motive? Psychology at Work 59
The Setting: Where Worldwide Trends Begin 81
The Plot Thickens: Dissecting Real-Life Trends 119
Toward the Climax: Identifying the Final Clues 147
Anticlimax: Ups and Downs for Businesses 171
Epilogue: A Continuing Story: The Future of Trends 193