It is less true that brands are aware that the personality, lifestyle and, in general, the image of the models is something very relevant. Kenny Hill, Account Director for the J. Walter Thompson agency, explains, in relation to a campaign for Rimmel, that “Kate Moss is the ultimate London girl: cool, experimental and daring and a little chameleon [...], what that fits perfectly with Rimmel's experimental and funny face ”(quoted in Lim, 2005: 85 / TP).
In this context of diversification, trends are a key factor in the fashion world. To the extent that there is no single canon, as Lipovetsky affirms, "one imitates whoever one wants, as one wants" (1993: 161). For this author, the fashion public is increasingly autonomous and free: “The« street »has emancipated itself from the fascination exerted by the fashion leaders, and it no longer assimilates the novelties but at its own pace,« at his whim »” (1993: 158). This does not imply the death of trends, but only their diversification and unpredictability. In other words, there are more and more trends coexisting with time and they are becoming more mysterious and more difficult to forecast or manage. According to Erner, if once fashion brands could manage "what should be dressed", today "they are at the mercy of fashion, As much as they invest in advertising and appeal to the great tradition of luxury, they have to deal with the most changing part of our society: trends ”(2005: 18-19). For this author, current fashion is arbitrary, trends are unpredictable, success and failure are an enigma, and fashion has ended up configuring itself as a phenomenon in which everything is possible (2005: 83-106).
From this perspective, young people are again of vital importance, as they are the most important creators of the trends that will be followed later by the entire society:
“Almost all trends in mass consumption have their origin in this market. of teenagers. As fashion is a kind of "social contagion", as it has been called, it is in young people that it takes on a role of nature. The trends or whims of fashion that later spread to the adult market have their beginning here ”(Del Pino Merino, 1990: 112).
In this context of diversification, trends are a key factor in the fashion world. To the extent that there is no single canon, as Lipovetsky affirms, "one imitates whoever one wants, as one wants" (1993: 161). For this author, the fashion public is increasingly autonomous and free: “The« street »has emancipated itself from the fascination exerted by the fashion leaders, and it no longer assimilates the novelties but at its own pace,« at his whim »” (1993: 158). This does not imply the death of trends, but only their diversification and unpredictability. In other words, there are more and more trends coexisting with time and they are becoming more mysterious and more difficult to forecast or manage. According to Erner, if once fashion brands could manage "what should be dressed", today "they are at the mercy of fashion, As much as they invest in advertising and appeal to the great tradition of luxury, they have to deal with the most changing part of our society: trends ”(2005: 18-19). For this author, current fashion is arbitrary, trends are unpredictable, success and failure are an enigma, and fashion has ended up configuring itself as a phenomenon in which everything is possible (2005: 83-106).
From this perspective, young people are again of vital importance, as they are the most important creators of the trends that will be followed later by the entire society:
“Almost all trends in mass consumption have their origin in this market. of teenagers. As fashion is a kind of "social contagion", as it has been called, it is in young people that it takes on a role of nature. The trends or whims of fashion that later spread to the adult market have their beginning here ”(Del Pino Merino, 1990: 112).
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Young people therefore constitute one of the most innovative and, at the same time, most transgressive sectors of society. They are its main engine of change. And the capacity they show to generate new trends will be used for commercial purposes, thus becoming the main suppliers of news in the consumer society (Rom and Sabaté, 2006: 152). In this context, cool hunters or trend hunters appear, people in charge of the search for new fashions, consumption habits ... Their work involves taking a further step in market research, since they must be completely immersed in the universe of young people (Gil
Young people therefore constitute one of the most innovative and, at the same time, most transgressive sectors of society. They are its main engine of change. And the capacity they show to generate new trends will be used for commercial purposes, thus becoming the main suppliers of news in the consumer society (Rom and Sabaté, 2006: 152). In this context, cool hunters or trend hunters appear, people in charge of the search for new fashions, consumption habits ... Their work involves taking a further step in market research, since they must be completely immersed in the universe of young people (Gil
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