Cool hunting

Cool hunting

Coolhunting bezeichnet das professionelle Aufspüren, Identifizieren und Kommerzialisieren von kommenden Trends, vor allem Lifestyle-Trends.

Coolhunting-Unternehmen haben sich darauf spezialisiert mit (Trend-)Scouts entsprechende Entwicklungen möglichst früh ausfindig zu machen, indem die aktuelle Jugendkultur laufend beobachtet und auch interviewt wird. Sobald interessante Sachverhalte von den Coolhunting-Unternehmen identifiziert wurden, werden sie weiter analysiert und in Szenarien und Reports verarbeitet.

Diese Trend-Reports werden dann der Industrie für meist sehr hohe Preise verkauft. Unternehmen, die Trend-Reports kaufen, versprechen sich davon Hinweise auf neusten Produktentwicklungen. Unternehmen lernen so von den Kunden (z.B. Jugendlichen auf der Straße).

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