★The coolhunter has become an indispensable figure in the fashion business. A figure that arises out of major companies’ need to satisfy their customers’ tastes and preferences and to anticipate “what is to come”. He/she is the vehicle linking industry and the market.
★Written by a professional in the field who makes available to the reader experience and knowledge of the ins and outs of a profession on the rise.
★A very visual book. Its clean, modern design and careful selection of illustrations make it a unique and original book.
★From the very beginning the book seeks to connect with the reader by using language that is dynamic, with a touch of irony. The author speaks to the reader in the first person, starting from personal experience, sharing it and inviting readers to continue “investigating” on their own.
★The author uses a slightly irreverent, demystifying approach to this unpredictable marketing technique whose aim is to “capture” what is cool, what is important, what makes money.

This book is aimed at young people interested in the marketing of fashion trends and communication, as well as students in upper cycles having to do with the world of fashion who are curious to know what coolhunting consists of and who may even see in it a professional opportunity for the future.

What is a coolhunter? With his or her extraordinary capacity to see what is different, the trend hunter is the person who, in a crowded party, knows how to rapidly pick up on some unusual detail or characteristic that turns out to be attractive because it is outside the norm. He or she takes note of the music that people get excited about and the drinks they like best. Exchanging opinions about different tastes, the coolhunter covers restaurants, museums, galleries, exhibitions, and bars and keeps up on the media day by day, always on the look out for the latest trends. The coolhunter’s profile is that of a young professional with an artistic background, capacity for research, a lot of intuition and, most of all, curiosity.

The beginnings of this profession date back to early ‘90s, with the recent introduction of a democracy of fashion – which began to take off in the ‘60s when it was the street and young people who set the trends.

Working material consists of reports that are full of notes, photos, drawings and evaluations of styles that are prepared for brands, designers, companies or centers devoted to monitoring trends.

At the end of each chapter there is a short description of about three lines, in italics smaller than the typography of the text, which lists in detail the place and time those lines were written, along with the music, clothes, food or drink and surroundings that accompanied them. A fourth line of the text will include the Google Tip, an extra to use to google terms, names or concepts of interest.

The structure of the book is made up of three practical parts. The first part talks about coolhunters. The second part talks about the market and the companies that need their services, while the third part concludes by dealing with the new state of affairs that has come about over the last ten years, in which, thanks to the vast number of media available, anyone – with the right tools – can keep informed about what is cool today, now, and what is not.

1.Why does cool matter?
2.To be or not to be
3.That certain something
4.Where cool is. Places to find it
5.How much is an idea worth?
6.Do it right, do it wrong
7.Laboratories and agencies
8.The psychogeography of cool
9.Sources of information
10.The future of cool