By Henrik Vejlgaard
Why do hundreds of thousands of individuals prove donning an identical sort of clothing?What makes humans swap their tastes in nutrients, track, and cars?It's as a result of trends-the robust technique of switch that has effects on each around the globe.Drawing on his groundbreaking learn, pattern sociologist Henrik Vejlgaard finds crucial clues approximately how tendencies emerge and pass mainstream and examines the influential people who make this happen.Throughout are real-life tales of either recognized and nameless movers and shakers who've had world wide impact in altering our types of residing, together with enterprise leaders, designers, and artists, whereas additionally conveying the interesting improvement of little-known traits that completely illustrate the trend's lifestyles cycle. Anatomy of a pattern explores each point of this extraordinary process-making it effortless that you can enjoy the strong social dynamic that motives tendencies to take off and spread.Vejlgaard grants the instruments and data you must capitalize on each level of the craze approach. As you achieve perception into this element of human habit, you are going to greater comprehend tendencies and the way they impact society, and finally find out how you could expect destiny wishes.
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Additional info for Anatomy of a Trend
In the 1990s, the big breweries made the mistake of overlooking the signs that beer drinking was apparently becoming untrendy. Statistics show that in the 1990s, there was a decreasing demand for beer in many Western countries. S. population about its drinking preferences. In 1992, 47 percent gave beer as their favorite adult beverage. In 2005, only 36 percent named beer as their favorite adult beverage. In Germany, beer consumption fell by 20 percent in the two decades from 1980 to 2000, and in the beginning of the twenty-first century it fell even more.
Trend spotting is possible because the key element in the development of any trend is observing, either in real life or in the media. What the trendsetters observe, we can also observe. A new trend has almost always been simmering for some time before it starts boiling. If a new, innovative style is visible in two (or more) industries at the same time, it is likely to be a trend. A new trend is often a reaction to what has become mainstream or what has been on the market for many years. Changes in style often go from one end of the style spectrum to the other.
As beer became less and less popular, wine was becoming more and more popular. As the taste in adult beverages changed in the wine industry’s favor, this meant that wine became mainstream, and the trendsetters then reacted to this. In the 1990s, there was a change in favor of wine from certain districts, countries, and types of grapes. To quote Time magazine: “Like hemlines and flares, wine varieties come in and out of style. ” So according to Time, there are also fads in the wine industry. In the beginning of the twenty-first century there was, for instance, an interest in older varieties, like Malbec and the hybrid Incrocio Manzoni.
Anatomy of a Trend by Henrik Vejlgaard