Hot Brands Verdict
This is an absolutely fascinating book, which we loved here at Hot Brands, Vajlgaard adopts a step-by-step approach to investigating trends; the difference between trend creators and trendsetters and how trends begin and grow. The book is packed with detail, but written in a very accessible style as he analyses how trends emerge and the famous and not so famous people behind them. Many our well known brands are analysed, giving the background to how they first evolved, for example Ugg boots were ‘originally created by shearers who wrapped Merino sheepskins around their feet to keep them warm’… ‘In the 1970s Australian surfers began using them to warm up their feet after surfing.

American surfers who had been to Australia also started wearing the boots in the 1970s. In 1978 an Australian surfer named Brian Smith went to the United States with a few pairs of Ugg boots in his rucksack. He tried to sell them in New York, but with no success, but when he went to Los Angeles he found his market”. Vejlgaard then goes on to chart the history of the development of Ugg brand and their subsequent adoption by celebrities. He uses this example to make the point “There are only a limited number of cities that have the characteristics that will make a trend spread nationally, or globally” He suggests that the cities that are the most influential in affecting global style and taste, are Los Angeles, San Francisco, New York City, Paris, London, Milan, and Tokyo.

If you are interested in trends, this book is essential reading, we loved it and would highly recommend it.

Available from >> www.mcgraw-hill.co.uk