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Cool Hunting

Cool Hunting. Marketing Perspective on Product Design in Retail. Cool Hunting. A term coined in the 90’s referring to marketing firms who looked to design and develop the newest trends.

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Cool Hunting

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  1. Cool Hunting Marketing Perspective on Product Design in Retail

  2. Cool Hunting • A term coined in the 90’s referring to marketing firms who looked to design and develop the newest trends. • The marketing firms then sold these ideas to retail establishments who created the designs “risking” that cool was found and would be popular.

  3. Cool Hunting • The “hot new designs” influence... • Art (ex. Magic Poster, Window Pictures, Wall Paint Colors) • Retail Merchandise (ex. Tights, Baggy pants, Khaki’s, Knee Length Socks, Not Socks) • Music (ex. Reggae, Punk, Techno, European, Alternative) • Shoes (ex. Knee length boots, Low Rise Sneakers, Design your own shoes) • Gaming (ex. Puzzle Solving games, War Rally Games, Real Life Solutions Gaming) • Travel (Ex. Costa Rica, Thailand, Backpacking)

  4. Cool Hunting • While some cool hunters physically hit the streets to find the newest trend. www.coolhunting.com www.trendhunter.com • Others rely on members to provide the proof for what is the newest trend. www.looklook.com

  5. Cool Hunters Movie Notes • Alpha Consumer: A term used by marketers to define the “cool people” setting trends within their peer group. Usually the alpha consumer is setting this trend a year before it is mainstreamed. • Noncool: A term used to define the Alpha Consumer and their peer group

  6. Cool Hunters Movie Notes • Urban Pioneers: People who are established in music, fashion, film, marketing, and advertising. • Examples of Urban Pioneers: Irma Zandle – President of Zandle Group Founder of the trend industry Started the business of cool in 1986 Zandle Group prints the Hot Sheet at $15,000 a subscription

  7. Cool Hunters Movie Notes • DeeDee Gordon & Sharon Lee: Founders of LookLook These two women are trend spotters who use the internet and over 20,000 contacts to predict the next trends. They define “kids” as ages 14-30 Companies use LookLook as a huge consumer base to poll, for example Calvin Klein’s fragrance Crave. The name was chosen by LookLook’s “youth information specialists.”

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