The read of Trends is: What are others doing and what would they like to do(?). In early civilizations wilderness people tracked how the sun set, and the length of day to build calendars. They watched the behaviors of others to know how to act, and to gage acceptable behavior. Those who approved of being treated obnoxiously were treated lowly; those who were exceptionally critical of all things were treated as leaders. Early beings watched the animals because they were not only the food resource, but the ‘Jones’ of fur coats, fine cutlery, and how to socialize family. The Indians valued animal traits and made up stories on their behalf. Finally, people were interesting enough that they watched what each other had and did from country to country, and from kingdom to democracy. Diversity was the key to being watched and valued.
Marketing and entrepreneurial endeavors ask: What would people like to do, and what can those asking get away with (?). What do you think of polka dot string bikinis and everyday hiking boots that will level anyone near you? Do you want to be sensible or daring, or do you care? The answer is all of the above, in right proportion. Pants, shirts, dresses and suits will never disappear for jumpsuits, because there are racks and customers dedicated to pants, shirts, dresses and suits. Jumpsuits will not push out all longstanding markets. Conversely, some of the most innovative businesses are from individuals who wanted something else from their commercial experience. Their intuition and innovations contribute to society, and they are rewarded with success. Defining a new trend mostly speaks to changing a lack in the old trend. Being the trend, as many of these businesses are, speaks to great innovation coupled with social savvy.