Coolhunters have traditionally roamed the streets, trendy clubs or art galleries, and from their knowledge and intuition help fashion brands to set the trends for the coming seasons. It seems clear that by this simple definition, we are not talking of a science, maybe it is an art itself, but definitely not an exact science.
For some years, probably since 2002-03 when the term “2.0″ was coined (although created in 1999), Coolhunting 2.0 is a well-known concept. When searching Coolhunting 2.0 through the Internet, we can find that some concepts are repeated, at least in Spain, thanks mainly to literature created by people such as Victor Gil (@victorgil), Daniel Córdoba-Mendiola, Anna Maria López (@annaomline) or Manuel Serrano (@ManoloSerrano). But for us, the interesting concept is the consumer and trends panel 2.0.
This week we started a netnography project on a clothing brand. We would like to research the potential of sites like Chicisimo.com or Chictopia.com to create trends panels, in this case, within the clothing sector, trying to go beyond the panels of which, for instance, Victor Gil speaks (presentation in spanish), which monitor the mentions on blogs, Twitter, Google searches and so on. We want Coolhunting to become a scientific art.
Today, the project is in the process of refining the data. We extracted a total of 3,000 looks of a particular brand from three different websites and now we want to see what patterns we can find.
In the next post we will explain what we have analyzed and the results of the research, and what’s more important for us, the potential of value for brands in the extraction, visualization and data analysis.
Ah, what brand have we chosen for this test? A brand that:
- Was born in Barcelona.
- Is international.
- The Data Republic members (currently all men) love their male line
June 30, 2011 5 Comments