Cool Hunting

The mystique surrounding cool hunters appears to be wearing thin. The Observer recently had a feature on a London based trend agency, Future Laboratories, and now the Independent has a small article on Lowe’s trend forecasting arm, Counsel.

"Trend-spotters used to be known as cool hunters. Now they go by more serious names, such as "consumer-behavioural consultants" or "leading-edge cultural analysts". But if you visit their websites (there are many), you’ll find they usually avoid giving themselves any definition at all. Theirs, after all, is a vague business, and not one that can easily claim to do exactly what it says on the tin.

Even in a media context, trend-spotters are regarded as waffling chancers in three-quarter-length trousers who ride around their east London offices on micro scooters shouting: "Kumquats might be big in 2007," before hurling in a massive invoice."