The power of the Coolhunters
A coolhunters are people who identify new styles and sell their talent convincing to the companies that their elitist styles are mass potential fashion.
They move around a spiral: when “last thing” approaches the “current thing” and this fact triumphs, more evasive the new thing turns and therefore the services of coolhunters become more necessary to identify the scant top trends. On the other side, it’s necessary companies which turn the feeling of the trendspotter in a mass reality.
There are diverse categories of coolhunters, with different levels of commitment and experience:
- “Gurus”: they receive enormous quantities of money for reports (about fashion, decoration, food, etc.) that they sell to big multinationals.
- “Observant people”: They observe in the street and they receive check-gifts for informing about theirs sensations. They travel constantly to the vanguards capitals in search of the last thing in streetwear.
In any case, it isn’t sufficient with having intuition or being creative to be a good coolhunter. They have to dominate concepts of art history, communication, psychology, scenery, sociology, marketing and graphical and industrial design.
In Europe the name of reference in the professional coolhunting world is Nelly Rodi. She is the founder of the consulting with her name who offers services of creative advices to companies as L’Oreal from 1985.
In Spain we have Daniel Córdoba who created the past year in Barcelona the consultancy “The Hunter”, with 12 local professional and 8 correspondents for the world: Madrid, Bilbao, Valencia, London, Paris, Berlin, New York and Tokyo.
To satisfy the increasing demand of these professionals, we can find postdegrees in coolhunting. There aren’t excuses to accede to this profession. You can avoid to be “uncool”!
They move around a spiral: when “last thing” approaches the “current thing” and this fact triumphs, more evasive the new thing turns and therefore the services of coolhunters become more necessary to identify the scant top trends. On the other side, it’s necessary companies which turn the feeling of the trendspotter in a mass reality.
There are diverse categories of coolhunters, with different levels of commitment and experience:
- “Gurus”: they receive enormous quantities of money for reports (about fashion, decoration, food, etc.) that they sell to big multinationals.
- “Observant people”: They observe in the street and they receive check-gifts for informing about theirs sensations. They travel constantly to the vanguards capitals in search of the last thing in streetwear.
In any case, it isn’t sufficient with having intuition or being creative to be a good coolhunter. They have to dominate concepts of art history, communication, psychology, scenery, sociology, marketing and graphical and industrial design.
In Europe the name of reference in the professional coolhunting world is Nelly Rodi. She is the founder of the consulting with her name who offers services of creative advices to companies as L’Oreal from 1985.
In Spain we have Daniel Córdoba who created the past year in Barcelona the consultancy “The Hunter”, with 12 local professional and 8 correspondents for the world: Madrid, Bilbao, Valencia, London, Paris, Berlin, New York and Tokyo.
To satisfy the increasing demand of these professionals, we can find postdegrees in coolhunting. There aren’t excuses to accede to this profession. You can avoid to be “uncool”!
posted by Pumuky's & CO. at
12:36 AM
1 Comments:
Hi Pumuky. I heard about coolhunters some years ago but I didn´t know anything about Nelly Rodi and Daniel Cordoba. From my point of view I think it has to be a very difficult task. You always have to be on the last tendences, more than that, you have to know which one will be the last tendences (it is like someone who can see the future). I don´t think that just doing a postdegree in coolhunting you will be a coolhunter. I suppose this is like art (painters, sculptors, etc…) Not just studying Arts you will be a good painter or sculptor. I suppose Nelly Rodi and Daniel Cordoba have something else (something special) that makes them be so famous. I suppose these “gurus” must be like the President of the Federal Reserve in USA, I mean, that man open his mouth and the world economy shakes.
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Ladybird, at 11:23 AM
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