The Hummer and the Mini: Navigating the Contradictions of the New Trend Landscape

The Hummer and the Mini: Navigating the Contradictions of the New Trend Landscape

Robyn Waters


From the previous trendmaster of Target—how the ability of contradictory tendencies will help reframe your online business strategy 

Contradictions are all over the place! nowadays we put on previous military with new Gucci, Hanes T-shirts with Armani matches, couture Chanel with classic denim. Suburban mansions are full of flea industry reveals, and we sing their own praises our Michael Graves teakettle from objective on Viking stoves in our gourmand kitchens that would even comprise cupboards bought from IKEA.

When Robyn Waters started her profession within the past due Seventies, a pattern was once outlined as whatever that everybody sought after while. style and enterprise magazines proclaimed what used to be "in" and what used to be "out." again then, it used to be particularly effortless for corporations to figure out the subsequent monstrous development, and trip all of it how to the bank.

In today’s market the "next great factor" has been changed by way of 1000 subsequent huge issues. And as a way to realize what shoppers are hungry for corporations have to observe what’s important…to them. this day a cookie cutter technique now not works. Waters explains that for each development there’s an both legitimate countertrend.

In The Hummer and the Mini, Waters explores the hot development panorama and urges businesses to forestall trying to find the one correct answer in their undefined. there are various reliable how you can layout items, boost a line of products, item a shop, or craft a advertising message. you could thrive via promoting large vehicles (the Hummer) or tiny ones (the Mini). you could flip whatever outdated into anything new and fascinating (the Vespa) or flip a commodity right into a luxurious (In-and-Out Burgers on the Oscars). you can also customise a product designed for the hundreds (personalized postage stamps) or promote much less as extra (Minute Clinics).

Through full of life stories of influential tendencies and countertrends, The Hummer and the Mini will aid you reside with the contradictions, utilize the inconsistencies, and include the paradoxes of commercial as a resource of clean ideas.

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