iCoolhunt

Once a coolhunter identifies a potential trend, he must consider whether that trend has any potential.

Much like fire, trends require kindling. Without the right fodder, they will not spread. Here are some signs to look for:

• A Powerful Endorsement- small scale trends may need only local influencers to get them off the ground, but it takes the adoption of a famous, usually aspirational figure to inspire the masses to adopt something new.
• Media influence- popular TV shows influence culture more than one might expect. Though many fashion trends are spread thanks to popular movies and shows, even language and behavior can be altered by truly popular productions.
• Necessity- even if a trend is not particularly “shiny” it has potential to spread if people have no other choice.
• True Utility- a trend need not be necessary to spread; so long as it makes sense and offers a compelling improvement over current conditions, it has potential.

Some trends remain with a small group, and despite their potential, never spread. Nevertheless, the presence of any of these above factors is a sign that a maybe-trend has a decent shot at the big leagues.

by Simone Smith

How are trends created? How do they die? Let’s have a look at the lifecycle of a typical trend.

Birth 

As with all forms of evolution, developments begin with mutations. The potential for a trend begins when someone wears, tries, says, or does something differently.  

Recognition

A fledgling trend will fizzle out and die if it is not recognized and adopted. A potential trend must have some sort of value or compelling trait that makes it conducive to replication. 

Spread

The point at which a trend gains real potential is the point at which it comes into contact with a trend setter: someone with a significant amount of social clout who comes into contact with a high volume of people. By adopting the mutation in concern, a trend setter will expose the development to a high volume of people who are likely to adopt it and evangelize it themselves. 

Hitting the Big Time

If a trend is adopted and spread by a trend setter, it can fairly be called a trend, however when a trend is helped by means unattainable by mere humans, it becomes something truly significant. 

This happens when trends are adopted and promoted by celebrities, featured in magazines and media outlets, and worked into books, movies, and television shows. At this point, a trend is exposed to a huge amount of people who, depending on the nature of the source, are very likely to adopt it- or at least spread it (thereby aiding further adoption). 

Selling Out

Once a trend gains considerable significance, people will inevitably begin to monetize it. This may happen after its initial spread, but will be even more pronounced should the trend make it into major media outlets. 

At this point, the trend has a presence in stores and is used as a crutch to sell magazines and pitch television shows. Trend setters and most of the trend’s early adopters are not likely to be involved with the trend at all any more- the only adherents at this point are latecomers and the trend’s original, hardcore adherents. 

Death

A trend dies once everyone, even out-of-the-loop latecomers, see it as old news. Though components of the trend may now be a part of mainstream society, they are by no means new, cool, or exciting, and are likely to be seen as outdated. 

Zombie Stage

Some dead trends enjoy a short resurgence in popularity after their death as nostalgia, satire, or irony brings them back into vogue. Such revivals are typically short lived.

Rebirth 

After a trend has been completely obliterated, it may be reborn in a new form a long time after its last cycle. Those adopting this reborn trend are not likely to have ever come into contact with the trend in its previous incarnation. 

At this point, the trend begins its lifecycle anew, and may continue to do so for an infinite number of cycles. As they say, history is destined to repeat itself. 

The fun in this, of course, is that coolhunters will always have something new to search for. Happy hunting! 

Many people imagine trend setters to be young, fashionably dressed urbanites. Many are, which is why marketing agencies spend so much time trying to figure them out, but not all trend setters are alike, and many do not conform with the common stereotypes.

Trends come in many shapes and sizes. There are fashion trends and tech trends, but there are also language trends, lifestyle trends, religious trends, and dental care trends. Basically, there are trends to be spotted for every facet of life that you can imagine. While we are well acquainted with fashion, lifestyle, and tech trends courtesy of the media, coolhunters must also pay attention to trends in other areas.  

One must also keep in mind the fact that the uber-cool trend setter in one field may be a hopeless looser in another, and that a painfully missing fool in one arena may be the king of his own game! 

As a coolhunter, it is up to you to choose which fields you will explore. Though some are more popular than others, there’s something for everyone! 

Are you familiar with the concept of the eternal return?  It can be easily summed up with the line: “All of this has happened before, and all this will happen again.”

 References to the eternal return have been traced back to ancient Indian and Egyptian philosophy.  It was discussed by Pythagoreans, Stoics, Christians, Jews, and modern philosophers (Nietzsche included) alike.  Are coolhunters exempt from those who can benefit from the concept? Absolutely not!

One often hears about fashions, lifestyle movements, and designs “making a comeback.”  Understanding that all things run in cycles is key if you want to be a successful trend spotter.

For this reason, history buffs make excellent coolhunters, and if you’d like to up your iCoolhunt game, consider reviewing trends, movements, and fads of the past.  You’ll be surprised to find styles and concepts that are uncannily similar to vogue contemporary movements- as well as of-the-moment fads that are a throwback to the days of yore.  Before long, you’ll be able to notice rekindling movements well before they hit the mainstream.

For your next coolhunting mission, consider, then, visiting a history museum instead of the hottest club.  Chat up your local librarian instead of the local hipster. And pass up the latest near-future novel for some good old-fashioned historical fiction.  You’ll be surprised by the wealth of coolhunting knowledge a bit of perspective can give you!

by Simone Smith

Just as a well-trained hunter may learn a great deal by observing animal tracks and broken twigs on the ground, an adept coolhunter can discern fascinating details by perusing urban streets and sidewalks.  Today more than ever, the ground beneath us harbors interesting clues surrounding the latest design and lifestyle trends. Two particularly valuable markings to look for are street art and chalk markings.

Street Art

While most of us are accustomed to finding street art plastered over urban walls (and now, many indoor gallery walls as well), more and more of the most interesting contemporary graffiti can be found on streets and sidewalks.  Most of ground-bound street art is stencil work, however some pieces (such as those by Stikman, a well-traveled American artist) are made with material similar to that used to delineate crosswalks and lane markers.  By getting to know major street artists in your city, you can bring yourself closer to the latest design and artistic movements- plus get a whiff of social commentary or an inkling of the local zeitgeist.

Chalk Markings

Though traditionally associated with child’s play (and sometimes street art), chalk markings serve as excellent clues revealing new urban gaming movements.  Chalk has increasingly been appropriated by fully grown (if youthful at heart) adults for use in alternate reality games (to mark clues and game elements), scavenger hunts, and extended, marathon-like games of tag.  If you find unusual markings on the ground made in chalk, and happen to notice a pattern with them, continue investigating- you just might discover a fascinating (and cutting edge) new urban game!

by Simone Smith