Coolhunting: What is it? And its importance in fashion

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Have you heard or read about this word? Well, let us tell you that it is a profession.

 

Yes, you read correctly. And it is not a new or trending profession of modern times. Its first records are from the 90s.

 

Coolhunting is a term used in marketing and advertising but focused on the world of fashion. So, we have people who are dedicated to hunting trends. And by this, we mean that they study the environment and predict what will come soon in the fashion world.

 

Origin

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

During the first years of the 21st century, those who dedicated themselves to Coolhunting did fieldwork. In which, with cameras in hand, they walked the streets in search of new emerging styles.

 

However, at that time, many called themselves Coolhunters without really being able to do the job. Since they did not provide relevant and decisive data for the companies dedicated to fashion. That way, losing credibility of this practice and not being taken into account for a while.

 

Now, it resurfaced in the second half of the century thanks to implementing tools to do this more methodically. And it was retaken into account for the location and analysis of trends.

 

What is Coolhunting about?

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

It lies in “Hunting,” as its term indicates, the signs of changes related to the world of fashion. What is to come, what collections are possibly going to be launched, what trend is the one that will prevail in the next season. All are based on people’s behavior and the environment due to the emerging changes in culture. Or in some specific movement that is taking place somewhere.

 

An example of this could be the rise of trap music a few years ago. And its relationship with the Sporty style of dressing, which are strongly linked. A Coolhunter must have predicted this way of dressing when observing the heyday of this type of music.

 

In this way, people can provide precise and valuable data to companies that make a living in fashion. And thus, work with safe steps on their marketing plans and future campaigns, being innovative and staying at the forefront of the market.

 

What is a Coolhunter explicitly dedicated to?

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

Basically, they are dedicated to research. Like doing a college degree project, the coolhunter uses data collection methods to identify signals. Signals that they see as warning signs of a new trend.

 

Some data collection forms can be with the survey application, a direct method. Walking the streets in search of details, behaviors, and habits of the group. Or researching web pages related to fashion and see what the latest blog content and posts they have made are.

 

They look for all the information they investigate, once analyzed and interpreted, to yield a determining pattern of possible perspectives.

 

How to be a Coolhunter?

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

This is the tricky part, as not everyone can be a Coolhunter.

 

Due to the precision of the data and information required to be assertive, those who dedicate themselves to this must-have training in design, image, sociology, psychology, marketing, and history. To enable them to this hunt for emerging trends around the world that will serve the future of fashion.

 

There are also courses, talks, or seminars that can initiate you in this profession. If you want something more formal and more expert preparation, some universities offer much more extensive and complete courses. And even master’s degrees for this purpose, such as:

 

The Fontys University, located in Tilburg, Holland, the “International Lifestyle Studies” course, which lasts four years and prepares the student for the practice of Coolhunting

 

Another option is the University of Lisbon, which offers a master’s program in Culture and Communication. A career whose line of research is based on trend management and culture is perfect for deepening this skill.

 

Likewise, the University School of Barcelona, ​​Design, and Engineering has one year available for the “Postgraduate in Coolhunting, Design, and Global Trends.” They teach different techniques to apply in Coolhunting.

 

Additionally, it is essential that whoever wants to dedicate themselves to this line of work must have a broad general knowledge of culture, history of art, and geography. And keep up to date with world events of all kinds.

 

Importance of Coolhunting

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

Fashion companies will obtain ideas for their collections from the work carried out and the data and information collected.

 

Or learn about the work of the competition, a brand, or a designer.

 

Hence, the work of the Coolhunter is essential to create a line of products that appeal to the public and encourage them to consume and wear them.

 

 

 

Types of Coolhunting

 

Fashion Trends and Style - Coolhunting: What is it? And its importance in fashion - fashion

People practice Coolhunting in different ways:

 

Working for coolhunting firms or agencies, advertising, marketing, or large companies.

 

Casually and independently, the person is requested for specific or temporary jobs and is usually rewarded with products or gifts.

 

Digitally, known as digital coolhunting or coolhunting 2.0, it´s carried out through digital media or the internet to obtain information.

 

As you can see, the world of fashion is not that simple. But it always offers millions of possibilities to emerge and provide opportunities for entrepreneurship with dedication and commitment.