Henrik Vejlgaard

The trend bone's connected to the backbone . . . of your market 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

Anatomy of a Trend

The full story of how changes in style and taste take place Why do millions of people end up wearing the same style of clothing? Or have the same style in electronics, cars, and furniture? It's because of trends-the powerful process of change that takes place in the same way again and again across the globe. Drawing on his own and other sociologists' groundbreaking research, trend sociologist Henrik Vejlgaard unearths what happens when a new style emerge and go mainstream and examines the influential individuals who make trends happen. He documents that 6 very different groups of individuals play a huge role in the trend process. Style Eruptions is a follow-up to Anatomy of a Trend, his first book on the trend process which presented trends from a business perspective. With Style Eruptions he completes the story of one of the most puzzling mysteries of modern culture: how do changes in style and taste come about?

Style Eruptions

How young do you want to look? Are you in your forties and want to look like you are in your thirties? Or are you in your sixties and want to look like you are in your forties? This book will guide you to looking the age that you feel no matter what age you are. There are millions of women who feel the same way. All have very good reasons for this—they feel younger than they look. With this book you get advice and guidance on all the options that are available to you if you want to look younger. Look Younger Without Surgery is not about using cosmetic surgery. It is about understanding all the signals that our body, our clothes, and many other visual signifiers say about our age. When we understand these signals, we can start using them to our advantage. We can use make-up, fashion, accessories, and indeed our whole lifestyle to signal youthfulness.

Learn to Radiate Youthfulness

Look Younger Without Surgery

How young do you want to look?Are you in your 40s and want to look like you are in your 30s? Or are you in your 60s and want to look like you are in your 40s? This book will guide you to looking the age that you feel no matter what age you are.You are not the only one who wants to look younger. There are millions of women who feel the same way. All have very good reasons for this: They feel younger than they look. Now you have the chance to look the age you feel. With this book you get advice and guidance on all the options that are available to you if you want to look younger.Look the Age You Feel is not about using cosmetic surgery. It is about understanding all the signals that our body, our clothes and many other visual signifiers tell about our age. When we understand these signals we can start using them to our advantage. We can use make-up, fashion, accessories and indeed our whole lifestyle to signal youthfulness.

Look the Age You Feel

The full story of how changes in style and taste take place Why do millions of people end up wearing the same style of clothing? Or have the same style in electronics, cars, and furniture? It’s because of trends—the powerful process of change that takes place in the same way again and again across the globe. Drawing on his own and other sociologists’ groundbreaking research, trend sociologist Henrik Vejlgaard unearths what happens when a new style emerge and go mainstream and examines the influential individuals who make trends happen. He documents that 6 very different groups of individuals play a huge role in the trend process. Style Eruptions is a follow-up to Anatomy of a Trend, his first book on the trend process which presented trends from a business perspective. With Style Eruptions he completes the story of one of the most puzzling mysteries of modern culture: how do changes in style and taste come about?

The author describes the emergence of a radically new type of tribalism, one based not on the fixity of age-old ethnic tradition but on the fluidity of diverse lifestyle choices being made by contemporary individuals. --Stephen Bertman, PhD, author of Hyperculture and Cultural AmnesiaAmerican society is more diverse than ever. A country that used to think of itself as the great melting pot may soon be calling itself the great lifestyle buffet. With increasing affluence, more and more Americans are in a position to choose whatever lifestyle most appeals to them. The result is that the national landscape has become an intricate mosaic of varying styles, self-expressions, and ways of life. Even the distinction between majority and minority is starting to blur.Is there any pattern to this ever-shifting kaleidoscope of identities? Social scientist and communications specialist Henrik Vejlgaard puts the pieces together into a coherent picture in this fascinating study of American diversity. Applying the astute pattern-recognition skills that he demonstrated in his previous book, the critically acclaimed Anatomy of a Trend, Vejlgaard examines how we transform our identities into practical everyday living-into our lifestyle.Going beyond the usual markers of identity-race, ethnicity, religion, political affiliation, income level, etc-he focuses on modes of communicating group identity nonverbally through consumer choices, clothing fashions, personal color choices, adornments, accessories, logos, signs, and symbols. Curiously, what emerges from his analysis is a pattern as ancient as human culture itself-a new form of tribalism. He foresees this trend continuing so that by the end of the twenty-first century there will be less identification with nation-states and ethnic groups and more small-group identification. As globalization and mass communication continue to link us together, we may all become so used to diversity that the idea of conflict based on national identity distinctions may seem antiquated.A book of remarkable insights, The Lifestyle Puzzle will have great appeal to readers interested in popular culture, social change, and consumer tastes.Henrik Vejlgaard, M.A., M.Sc. (Copenhagen, Denmark), is the author of Anatomy of a Trend, the groundbreaking book about how changes in style and taste take place. Combining a background of social science and communication, he is a master of recognizing patterns where others see only chaos. He has lectured on lifestyle and trend sociology at the University of Copenhagen and the University of Arhus, both in Denmark. Anatomy of a Trend has been published in more than thirty countries and translated into, among other languages, Chinese, Korean, Spanish, and Italian. Previously he has written three books in Danish on lifestyle and trend sociology. Visit Henrik Vejlgaard online at www.henrikvejlgaard.com.

Who We Are in the 21st Century

The Lifestyle Puzzle

This fascinating study of American diversity suggests that as globalization and mass communication continue to link us together, we may all become so used to diversity that the idea of conflict based on national identity distinctions may seem antiquated.

Who We are in the 21st Century

American society is more diverse than ever. A country that used to think of itself as the great melting pot may soon be calling itself the great lifestyle buffet. With increasing affluence, more and more Americans are in a position to choose whatever lifestyle most appeals to them. The result is that the national landscape has become an intricate mosaic of varying styles, self-expressions, and ways of life. Even the distinction between majority and minority is starting to blur. Is there any pattern to this ever-shifting kaleidoscope of identities? Social scientist and communications expert Henrik Vejlgaard puts the pieces together in this fascinating study of American diversity in the twenty-first century. Applying the astute pattern-recognition skills that he demonstrated in his previous book, the critically acclaimed Anatomy of a Trend, Vejlgaard examines how we fold our identities into practical everyday life - into our lifestyle.

Henrik Vejlgaard

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