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The annual Hot & Not List of market researcher Klaus van den Berg has been released. Since the early 1990s Van den Berg has been studying consumers, costumers, trendsetters and stakeholders for companies, governments, NGOs and charities. The lists are based on analysis of cutting-edge international lifestyle media.
In 2009 Nigella Lawson (pictured) and Kate Ryan are HOT, but according to Van den Berg, Glamour, Hair Extensions and Desperate Housewives are NOT.
“In good times and in bad, new trends are always a hot conversation piece. This year the coolest charts will be the financial listings and economic overviews. Because people will act more aware, critical and cautious in all aspects of their consumer lives, trends will be cooled down accordingly,” Van den Berg said.
So in 2009 getting back to basics, bargain shopping and toning down are HOT but accessories, personal shoppers and showing off are NOT. Also falling out of favour this year are Hair Extensions, Wannabee Model Competitions, Mediation and Carbohydrates.
“This year’s trends will be less in your face and more ‘tongue-in-cheek’, if not to say ‘tongue-in-chic’, than last year’s. Forget glamour. In 2009 humour will be the best rumour around the trend.”
| HOT 2009 Kate Ryan Touch Big bags Sharp silhouettes Back-to-the-Basic Life Nigella Lawson Bargain hunters Toning down Salads Jokes Grey hair Mono-tasking Grace Jones Comedy Greenland Penguins Sessilee Lopez Monopoly Beach wear Positive news 90s house music samples Meditation Vitamins Coupe Stephanie de Monaco Humour |
NOT 2009 Eurovision Song Contest Scroll Back packs Mix & Match Accessory Life Desperate housewives Personal shoppers Showing off Appetizers & desserts Critique Coupe soleil Multi-tasking Studio 54 revivals Reality Iceland Teletubbies Wannabe model competitions Roulette Street wear Negative news 80s electro music samples Mediation Carbohydrates Hair extensions Glamour |
In late December 2008 Van den Berg said: “In good times and in bad, new trends are always a hot conversation piece. Next year the coolest charts will be the financial listings and economic overviews. Because people will act more aware, critical and cautious in all aspects of their consumer lives, trends will be cooled down accordingly. Next year’s trends will be less in your face and more ‘tongue-in-cheek’, if not to say ‘tongue-in-chic’, than last year’s. Forget glamour. In 2009 humour will be the best rumour around the trend.”
Source: Klaus van den Berg B.V.