Anatomy of a Trend

by Henrik Vejlgaard

Why do millions of people end up wearing the same style of clothing?. What makes people change their tastes in food, music, and cars? . . It's because of trends-the powerful process of change that affects every industry across the globe. . . Drawing on his groundbreaking research, trend sociologist Henrik Vejlgaard unearths essential clues about how trends emerge and go mainstream and examines the influential individuals who make this happen. . . Throughout are real-life stories of both famous and anonymous movers and shakers who have had worldwide influence in changing our styles of living, including business leaders, designers, and artists, while also conveying the fascinating development of little-known trends that perfectly illustrate the trend's life cycle. Anatomy of a Trend explores every level of this remarkable process-making it easy for you to benefit from the powerful social dynamic that causes trends to take off and spread. . . Vejlgaard delivers the tools and knowledge you need to capitalize on every stage of the trend process. As you gain insight into this aspect of human behavior, you will better understand trends and how they affect society, and ultimately learn how you can predict future needs. .

Genres: Social Science, Business, Nonfiction, Fashion

256 pages, Hardcover

First published August 27, 2007

Reviews

[Becca · Rating 3 out of 5]

This is a short book about how things become trends. Some of the ideas are really interesting, such as late v. early adopters and who tends to be in which group. But overall, I found the book poorly organized, with a concept being explained very abstractly, alternating with examples without demonstrating how the example fit the concept, rather than really using examples to illustrate the concept.

I also found that the book didn't age well, in part because Vejlgaard was really concrete in some parts. For instance, he names the people who tend to be trendsetters: e.g. artists, gay men, rather than why some groups are trendsetters. But also, I suspect Vejlgaard is himself a late adopter: despite a heavy focus in the book on social networks and media to spread trends, the internet isn't mentioned until the epilogue, on page 200, and even then Vejlgaard says "the speed of media has changed [from newspapers and magazines], but the type of media has not." Even in 2006, this was abundantly untrue and in 2018, it's laughable to think about discussing trends without invoking social media.

[Ivaylo Yorgov · Rating 1 out of 5]

Very basic, oversimplified, lacks depth, not at all inspirational. Not to mention that the description is misleading: "this text draws on the author's 20 years of consumer research to reveal the people, the places and the motives behind buying trends." The author may well have 20 years of research experience but I saw no data at all in the book - only statements which lack any proof; and when it says 'buying trends', in 90% of the times you should read 'fashion trends'.

[Mike Saunders · Rating 3 out of 5]

Quick read on the plane home. The book is well structured and easy to speed read. While I didn't find many 'new' points on identifying trends its a great book that has a good foundation for trendspotting.

Easy to speed read and gleam the insight

[Omer Zeybek · Rating 4 out of 5]

Very basic and quick guide for every leaners. It would be a good starting point if you want to learn more on how do the trends occur, improve and transform to a mega trend

[Randyansyah Rachmanalan · Rating 4 out of 5]

A good book that explains why trends emerge

[Jeff · Rating 2 out of 5]

This book is about the different factors that go into a trend, including the people, places, and motivations involved. There are some interesting insights, though there were also passages with a lot of words that didn't really say much, or that pointed out the obvious. Much of the focus is on fashion trends, not trends in general, so if that's not your thing, you may not find this book as compelling. Similar to another reviewer, I got the sense that the author took his master's thesis and adapted it to book form. It didn't read like a book written for a popular audience.

[Sean Conner · Rating 2 out of 5]

Goodness this reads like a PhD thesis. It's dry and doesn't make any bold claims. That said I have to admire Henrik's depth of historical research. His trend tracking goes back over a hundred years! - That's some due-diligence right there. - Overall not a very good read, but a valuable reference.

[Nat]

perfect for trend scout. one can easily finishes this small book in one short trip. when you are back from the trip you will be ready to be the new trendhunter :)

[Michael · Rating 3 out of 5]

Good, albeit obvious.