The Hunt for Cool – Jessica Laskey

Posted: March 9, 2012 in Uncategorized

After reading this article, I feel like the whole concept of “coolhunting” has changed drastically since the piece was written in 1997. Every brand or store now has their own website, and they use these websites to their advantage. The marketing team can place pictures of new products on their website and wait to see what consumers do with them. Do they click on the picture? Do they change the colour? Do they completely skip over it because they don’t like it? With new technology comes new ways of finding what people want to buy. Simply creating a website and tracking how many views a certain product gets has become the new alternative to hiring people to go out and hunt for what’s cool. Not only is this new medium most likely a lot cheaper, but it is also catering to the desires of the technology generation. People are starting to shop online more and more today, eliminating the need to walk into a store. By having everything online, brand marketers are able to meet the needs of consumers today while learning what products they like the most. 

  1. ct340blog says:


    I completely agree with this post. Corporations are also finding it very useful to not only use their own websites to determine what people like, but also using other major websites such as social media sites (Facebook). When I log in to my Facebook, on the Right-hand side of the page are constant ads by businesses and brands. Facebook shows me which one of my friends “like” these items and even suggests brands/people/things I might like as well, based on my history. This is the gem of the internet. Coolhunting no longer requires a person to go out on to the streets and talk to people about what they want to see on the market or what they think is cool or going to make it big. Coolhunting can come down to a computer program telling you how many people viewed something and how many people “liked” it. This type of “coolhunting” also involves young teens and children, most of whom have access to the internet in one way or another.

  2. Leisha Senko says:

    That’s a really great point, It’s so true that many of us (myself included) will personalize a lot of things on websites and maybe not buy them in the end). I spoke to my friend who’s in fashion school right now though, and apparently the idea of early adopters and the whole process gladwell described is really drilled in to their heads. She said just what you said though, that often the changes made are very small so that people will make that leap. So perhaps someone saw an orange shirt and wanted to change it to pale pink, and that was a popular trend, designers work on a pendulum and make gradual shifts and that’s why color is so important. Maybe one year super long bohemian skirts are cool, the next year maybe knee length with pastels is in. All of these things go back and forth, skirts get as short as they can before they start becoming longer, and I can only imagine how great it would be to have raw data detailing what people are wanting to buy in order to design for the next season.

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