Anatomy of a Trend [Paperback]

Henrik Vejlgaard (Author)

Book Description

Publication Date: August 27, 2007

The trend bone's connected to the backbone. . . of your market

How did Harley Davidson innovate their motorcycle's design after observing the Hell's Angels? How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90s? All by understanding the inner workings of trends. Anatomy of a Trend draws on 20 years of the author's consumer research to reveal the people, the places, and the motives behind the buying behavior that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalizing on every stage of the trend process.

Editorial Reviews

From the Back Cover

A fascinating look at the predictable patterns behind trends

. .

It is one of the most puzzling mysteries of modern culture: how do changes in style and taste come about? It's all part of the inner workings of trends. In Anatomy of a Trend, pioneering trend sociologist Henrik Vejlgaard reveals this startling truth: there are actually predictable patterns behind every trend. Vejlgaard builds a captivating body of evidence that proves anyone can recognize an emerging trend, evaluate it, and make predictions as it follows its course.

. --This text refers to an out of print or unavailable edition of this title.

About the Author

Henrik Vejlgaard, M.A.,M.Sc., is a pioneer in trend sociology, the study of the trend process. Combining a background of social science and communication, he consults with a wide cross section of companies and industries on the topics of innovation and product development. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus School of Business, both in Denmark. He has written three books in Danish on consumer behavior, trends, and design strategies. Visit his Web site at www.henrikvejlgaard.com.

--This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 272 pages
• Publisher: McGraw-Hill (August 27, 2007)
• Language: English
• ISBN-10: 0071700773
• ISBN-13: 978-0071700771
• Product Dimensions: 7.9 x 4.9 x 0.9 inches
• Shipping Weight: 9.6 ounces
• Average Customer Review: 4.3 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,925,728 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

19 of 20 people found the following review helpful:

5.0 out of 5 stars Better than THE TIPPING POINT, October 14, 2007

By 

Dr. Stephen S. Bertman - See all my reviews
(REAL NAME)   

This review is from: Anatomy of a Trend (Hardcover)

This concise book is superior to Malcolm Gladwell's best-seller, The Tipping Point. Gladwell's popular book was based on an appealingly superficial premise: that a trend spreads like a disease, multiplying geometrically until it reaches a population "tipping point," whereafter it increases to epidemic proportions. While that handy metaphor describes how a trend spreads, it doesn't really explain why, nor does it explain why one phenomenon becomes an enduring trend while another becomes just a mere short-lived fad. Unlike Gladwell, who is a journalist, Vejlgaard is a trained social scientist. Like an epidemiologist, he examines modern trends under a microscope, discovering the source of their unique power. He detects, moreover, a traceable and predictable pattern that all true trends tend to follow. An especially valuable book for professionals in advertising, marketing, and product development, and for all the rest of us who want to better understand the material forces that shape our lives.
Stephen Bertman, author, Hyperculture: The Human Cost of Speed

4 of 4 people found the following review helpful:

2.0 out of 5 stars Moderate; but by no means spectacular, October 22, 2008

By 

The Armchair Reviewer (Brisbane, Australia) - See all my reviews

This review is from: Anatomy of a Trend (Hardcover)

Having read Gladwell's Tipping Point I turned to Anatomy of a Trend for a more academically rigourous approach to the study of trend diffusion. I'm sad to say that this book most certainly didn't meet expectations. Written in much the same pop-sociology/psychology tone as Gladwell, Vejlgaard supports his central argument with rudimentary psychology theories such as Maslow's Hierarchy of Needs and the Big 5 Personality Index. There is the occasional interesting idea but nothing the you can take away or apply in the real world. Most of the book is supported by lengthy examples which also happen to appear in The Tipping Point like the Hush Puppies or Harley Davidson. If you occasion upon this book in a library then you might get it out, but as for forking over money for it - think carefully and definitely don't but this book in a double deal with The Tipping Point. They are practically the same. Nevertheless, it's a fairly easy read if you have a spare couple of hours and are really interested in this stuff.

4 of 4 people found the following review helpful:

5.0 out of 5 stars This books is an eye opener, October 15, 2007

By 

Anita Burr (New York, NY, USA) - See all my reviews

This review is from: Anatomy of a Trend (Hardcover)

This book is an eye opener. It explains what a trend is and how it evolves and how it affects us all. The best part is about the trendsetters and where to find them. For years I have been looking for a book that explains what a trend is and now that I found it I feel that all my questions have been answered. I can recommend the book to all with an interest in trends and trendspotting.