Trends have become a commodity-an element of culture in their own
right and the very currency of our cultural life. Consumer culture
relies on a new class of professionals who explain trends, predict
trends, and in profound ways even manufacture trends. On Trend
delves into one of the most powerful forces in global consumer
culture. From forecasting to cool hunting to design thinking, the
work done by trend professionals influences how we live, work,
play, shop, and learn. Devon Powers' provocative insights open up
how the business of the future kindles exciting opportunity even as
its practices raise questions about an economy increasingly built
on nonstop disruption and innovation. Merging industry history with
vivid portraits of today's trend visionaries, Powers reveals how
trends took over, what it means for cultural change, and the price
all of us pay to see-and live-the future.
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