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- W2502013458 abstract "This chapter elucidates the drawbacks and problems related to trends. Trends lead to bad innovation ideas and strategies resulting in the thinking becoming too linear and too narrow. But it is seen that most businesses pay heed to trends within their marketplace and ignore any “mad” ones which seem less relevant. Whereas what is needed most is insight into what is missing from the market. Trends reports can also stop a person from thinking. They present answers before one has properly struggled to find better questions. Usually trend reports are used within big corporations, alongside processes like brainstorming, to go through the motions and be seen to be doing the right thing, to justify decisions. Even when one succeeds in creating one own trend, one cannot afford to sit on laurels. Fashion is a tough market that demonstrates the need for constant innovation. No matter how strong a brand is, several bad seasons will send one racing towards the red. The trouble with trends is that they often stop people from appreciating the diversity as well as the deeper structures of human nature. They tend to close down thinking and lead to linear ideas which seldom work. The problem may also be that the sort of company that makes heavy use of trend reports tends to be out of touch with customers as people and far from creative with its marketing." @default.
- W2502013458 created "2016-08-23" @default.
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- W2502013458 date "2012-01-02" @default.
- W2502013458 modified "2023-10-14" @default.
- W2502013458 title "The Trouble with Trends" @default.
- W2502013458 doi "https://doi.org/10.1002/9781119209324.ch3" @default.
- W2502013458 hasPublicationYear "2012" @default.
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