Coolhunters - BBC DVD
£565.00
Recommended retail price: £585.00
Stock type: -
Stock reference: 54.077
£565.00
Recommended retail price: £585.00
Stock type: -
Stock reference: 54.077
They have phenomenal power and influence - but you probably never knew they existed. Since they are a relatively long established out on the streets, checking out the new cool thing.
"Coolhunters" are people whose job it is to track down the elusive trends and looks of the future. Armed with hidden cameras and bugging devices, they scour the streets, clubs, festivals and ghettos for what is "cool" - then they try to persuade the big corporations to mass-produce it.
In Coolhunters we are introduced to one of the UK's original coolhunting agencies, Informer. Informer employs around twenty staff and they are all young (in their twenties), funky - and as far away from the traditional idea of businesspeople as you could imagine. They act as an interface between their corporate clients - Nestlé, Coca Cola, Bulmers etc - and the youth market these companies are hoping to tap into.
Since they are a relatively long established coolhunting agency, Informer have been able to create a "coolhunting bible" called the Youth Monitor, which they publish every two months on CD-Rom, and which provides the latest trends and ideas in youth culture. Their job is to track down the elusive trends and looks of the future.
Armed with hidden cameras and bugging devices, they scour the streets, clubs, festivals and ghettos for what is "cool" - then they try to persuade the big corporations.
Episode 1: Puma
Former clothes shop assistant Tony Bertone is Puma's Global Director of Brand Management. Coolhunters follows him as he attempts to come up with two revolutionary trainer designs which will put Puma back up there with market leaders Nike, Adidas and Reebok. Tony's only 27 but his flair, fast-talking and his boyish enthusiasm have ensured a meteoric rise through the company ranks. He loves the groundwork, drawing inspiration from everything from backpacks to bike helmets in his quest to find a killer concept.
Episode 2: Jeans
Levi's 'Engineered' range launched last year boasted a twisted seam and halted the slump in the market which had left the company $2.3 million in debt. Coolhunters charts the progress of engineered designers Christine Detlefsen and Frederik Willems now under pressure to follow up their recent success with a new line. From London's museums to China's back streets the pair collect suitcases full of material in the hope that something will catalyse their search for the next big thing in jeans design. Levi's also employs seven trend scouts, based in Europe's main cities. Selected on the basis of their lifestyles and cultural interests they're paid to scour their cities for the latest trends coming up from the street.
Episode 3: Food
Marks and Spencer and Selfridges do battle in the high streets for upmarket consumers of innovative foreign food packages. M&S are working on a 'Fusion' range combining Asian and American influences and inspired by chef Peter Gordon. All agree the meals look and taste great but when it comes to packaging they run into problems. Meanwhile Head of Selfridges Food Hall Jean-Paul Barat heads for North Africa, 'coolhunting' new lines for his Moroccan range.
Episode 1: Puma
Episode 2: Jeans
Episode 3: Food
Duration 3 x 50 minutes.
Certificate UC
Released 2004
Contents - 3 x DVD
Order online through our secure server, or by telephone.
Return to
Being in Business
Parthenon Consultancy Ltd, PO Box 235, East Molesey, KT8 1WE
Telephone or Fax: 020 8979 7287