In the book No Logo, Naomi Klein talks about the power of the brands and the impact they have in our society.
class we read a fragment of her book, where she talks about the Cool Hunters, professionals who work on making observations and predicting the changes of the new and present trends. I think that it is a great marketing strategy because people likes to be informed of the trends and it is a good way to emphasize with the customers. But at the same time I think it would be more original to create new styles instead of going outside with a camera and taking photos of people and copying their style.
Anyway, I don't think that we shouldn't be that much dependent on the trends and we shouldn't give too much importance to the cool hunters, but we like to fit in the society and look cool so we were what is trending and we buy to the popular cloth shops, even if we know that we are being manipulated by the companies and we are becoming more and more dependent to their brands arriving at the point that we feel identified with them.
