Roadmaps and models to identify socio-cultural trends and their strategic application in products and services
DOI:
https://doi.org/10.5965/1982615x14322021228Keywords:
trend, culture, coolhunting, strategyAbstract
It is increasingly important to present a roadmap for the identification and mapping of mentality and socio-cultural trends and to understand how it contributes to the development of products and services within the scope of trend analysis and strategy. The present panorama of Trend Studies allows generating a basic theoretical-conceptual map that serves as a methodology for organizing sets of ideas and, consequently, practices as a means of systematizing, constructing and confirming the DNA of a trend. This article seeks to explore the intersections between the analysis of culture as a process for the identification of existing mentalities, through a script that facilitates the observation / collection and the systematization of information to present a solid descriptive text of the trends. In addition, the main results of applying trend research to a map of potential products and services in a strategic scope that address this knowledge are highlighted.
Downloads
References
CANTÚ, W.; LOPES, C.; GOMES, N.; Prado, G. The Gaze of Culture and Communication. Proceedings of the DDC'19 - 6th Doctoral Design Conference - Transformations. Lisboa: Edições IADE, 2019.
CARERI, F. Walkscapes: o caminhar como prática estética. São Paulo: Gustavo Gili, 2013.
CRAMER, T; DUIN, P. Van Der; HESELMANS, C. Trend Analysis. In Patrick van der Duin (ed), Foresight in Organizations - Methods and Tools. NY: Routledge, 2018.
CRAMER, T. Becoming Futurists: Reluctant professionals searching for common ground. PhD Thesis, Maastricht University, 2020.
DINERSTEIN, J. The origins of cool in postwar America. University of Chicago Press, 2017.
DRAGT, E. How to Research Trends. Amsterdam: BIS Publishers, 2017.
DRAGT, E. How to Research Trends: workbook. Amsterdam: BIS Publishers, 2018.
DU GAY, P.; HALL, S.; JANES, L.; MADSEN, A. K.; MACKAY, H.; NEGUS, K. Doing cultural Studies: the story of the Sony Walkman. 2 ed. Sage Publications and Open University, (2013) [1997].
EAGLETON, T. Culture. London: Yale University Press, 2018.
ECKERT, C.; DA ROCHA, A.L.C. Etnografia: saberes e práticas. Iluminuras, 9 (21), 2008.
ERNER, G. Sociología de las Tendencias. Tradução de Cristina Zelich. Barcelona: Gustavo Gili, 2016.
GEERTZ, C. A interpretação das culturas. Rio de Janeiro: LTC, 2014.
GLADWELL, M. The Coolhunt: who decides what’s cool? Certain kids in certain places–and only the coolhunters know who they are. The New Yorker, Anals of Style, 1997.
GLOOR, P.; COOPER, S. Coolhunting. EUA: Amacom, 2007.
GLOOR, P.; KRAUSS, J.S.; NANN, S. Coolfarming – How Cool People Create Cool Trends. Boston: MIT Center for Collective Intelligence & Galaxyadvisors, 2009.
GOMES, N.P. Gestão da cultura: estratégia e articulações no âmbito do branding e das tribos urbanas. E-revista LOGO, v8, nº2, 2019.
GOMES, N.; COHEN, S.; FLORES, A. Estudos de Tendências: Contributo para uma abordagem de análise e gestão da Cultura. Moda Palavra, 11 (22), 2018.
HALL, E.T. Beyond Culture. New York: Anchor Books, 1981 [1976].
HALL, S. (Ed.). Representation: Cultural Representations and Signifying Practices. Walton Hall: The Open University, 1997.
HEATH, J.; Potter, A. The Rebel Sell: Why Culture Can’t be Jammed. Toronto: Harper Perennial, 2005.
HIGHAM, W. The Next Big Thing. London: Kogan Page, 2009.
HOLLAND, Gwyneth; JONES, Rae. Fashion Trend Forecasting. Laurence King, 2017.
JENKS, C.; NEVES, T. A walk on the wild side: urban ethnography meets the flaneur. Journal for Cultural Research, 4 (1), 2000.
KJAER, A.L. The Trend Management Toolkit: a practical guide to the future. London: Palgrave Macmillan, 2014.
KONGSHOLM, L.; FREDERIKSEN, C. Trend Sociology v. 2.0. Herning: Pej Gruppen, 2018.
LIU, A. The laws of cool. Knowledge Work and the Culture of Information. University of Chicago Press, 2004.
MÁRTIL, Victor. Coolhunting – el arte y la ciencia de descifrar tendencias. Barcelona: Empresa Activa, 2009.
MASON, H.; MATTIN, D.; LUTHY, M.; DUMITRESCU, D. Trend Driven Innovation. New Jersey: Wiley, 2015.
MCCRACKEN, G. Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, vol. 13, 1986.
MCCRACKEN, G. Chief Culture Officer - How to create a living, breathing corporation. New York: Basic Books, 2011.
MOSIELSKI, J.M.T. Coolhunting: Evaluating the Capacity for Agency and Resistance in the Consumption of Mass Produced Culturally-Relevant Goods. Carleton University, 2012.
NOAH, K.; PRESSMAN, G. Marcas Cool – como criar produtos que se destacam e modas que permanecem. Tradução de José Nogueira. Lua de Papel, 2008
O'ROURKE, K. Walking and mapping: Artists as cartographers. MIT press, 2013.
PINK, S. An urban tour: The sensory sociality of ethnographic place-making. Ethnography, 9 (2), 2008.
PINK, S. Engaging the senses in ethnographic practice: Implications and advances. The Senses and Society, 8 (3), 2013.
PORTA, D.; KEATING, M. Approaches and Methodologies in the Social Sciences: A pluralist Perspective. Cambridge: Cambridge University Press, 2008.
POWERS, D. Trend - The business of Forecasting the Future. Chicago: University of Illinois Press, 2019.
RAYMOND, M. The Trend Forecaster’s Handbook. London: Lawrence King, 2010.
RECH, S.; GOMES, N.P. (2017). Mente Coletiva e Análise de Tendências. in Sandra Rech (org), Seminário nacional de pesquisa e extensão em moda: deslocamentos. Florianópolis: UDESC, 2017.
RECH, S.; SEIBEL, S.; FELIPPE, A. Trend Research and Artificial Intelligence: the case of the company Coleção.Moda. E-Revista LOGO, v.9, nº1, 2020.
RINALLO, Diego; GOLFETTO, Francesca. Representing markets: The shaping of fashion trends by French and Italian fabric companies. Industrial marketing management, v. 35, n. 7, p. 856-869, 2006.
ROHDE, C. Serious Trendwatching. Fontys University of Applied Sciences and Science of the Time, 2011.
SCHEIN, E.H. Organizational culture and leadership. 3rd ed. Jossey-Bass: San Francisco, 2004.
SCHMIEDEL, T., vom BROCKE, J., RECKER, J. Culture in Business Process Management: How Cultural Values Determine BPM Success. In J. vom Brocke and M. Rosemann (eds.) Handbook on Business Process Management, Berlin: Springer, 2015.
SELFRIDGE, R. J.; SOKOLIK, S. L. A comprehensive view of organizational development. MSU Business Topics, 47, 1975.
STOCK, T.; TUPOT, M.L. Mapping Culture. New York: scenarioDNA inc, 2015.
VEJLGAARD, H. Anatomy of a Trend. New York: McGraw-Hill, 2008.
WILLIAMS, R. The Long Revolution. London: Penguin Books, 1965 [1961].
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Nelson Pinheiro Gomes, Suzana Amarante de Mendonça Cohen, William Afonso Cantú, Clarissa Martins Alves Lopes
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
When submitting an article for publication in ModaPalavra e-periodico, the author (s) agree (s) with the following terms:
- Authors maintain the copyright in their manuscripts and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution-NonCommercial 4.0 International, which allows sharing the work with the acknowledgment of authorship and the initial publication in the journal without payment ;
- Authors may use the same results in other publications after the first publication, provided that they indicate ModaPalavra e-journal as the original publication medium;
- Authors are authorized to take additional contracts, separately, only after the original publication in ModaPalavra e-journal, provided they indicate ModaPalavra e-journal as the original publication medium;
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page), only after the editorial process and the first publication, provided they indicate ModaPalavra e-journal as the original publication medium;
- To indicate ModaPalavra e-journal as the original publication medium, authors should use the following text template: "This article was originally published by ModaPalavra e-periodical, under a CC BY NC license, in its volume [insert volume] number [insert number] in the year of [insert year], and can be accessed at: http://www.revistas.udesc.br/index.php/modapalavra/ ";
- The opinions expressed in the articles are the author’s sole responsibility, not necessarily reflecting the journal’s opinion. The publication of any material that is owned and held in copyright by a third party, including – but not limited to - articles, photos or drawings was previously authorized by their representatives to be published in ModaPalavra e-journal.
