Anatomy of a Trend

How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90’s? All by understanding the inner workings of trends. Anatomy of a Trend draws on 20 years of the author’s consumer research to reveal the people, the places, and motives behind the buying behaviour that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalising on every stage of the trend process.