Book dossier

Anatomy of a Trend

by Henrik Vejlgaard

How did Harley Davidson innovate their motorcycle's design after observing the Hell's Angels? How did Burberry revive their stuffy brand to create phenomenal success? And how could beer companies have prevented huge losses in the 90s? 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 the motives behind the buying behavior that creates trends. Using the ingenious metaphor of a detective novel, global trend expert Henrik Vejlgaard reveals the essential clues for capitalizing on every stage of the trend process.