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You are here: Home / NEWS & POLITICS / What’s Hot and What’s Not in 2009

What’s Hot and What’s Not in 2009

4 January 2009 by Deborah Robinson

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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.

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