Relevant quotes by Robyn Waters

• “It’s a myth that trends can only be spotted early by überhip Bohemian types who are ever-so-much cooler than everyone else.Trends are indicators that point to point to what’s going on in the hearts and minds of consumers” (p.ix)
• “If you’ve ever witnessed a trend unfolding and said to yourself, “I should have seen this coming,”there’s hope.”(p. xx)
• “The deluge of trend options available today can be confusing.Combine this overwhelming input with type-A personalities who obsess over details, and you have a bad retail recipe: over designed products that spring from over-concieved strategies.” (p.6)
• “Big Pictures can be hard to find frame,but they’re worth looking for.Big picture = Big Opportunity.”(p.6)
• “Finding the big picture has everything to do with perspective.When you’re lost in the forest,step back- way back – and reexamine your original principles.”(p.7)
• “The most important thing is to look at the problem through the eyes and lives of the end consumer.”(p.7)
• “Trends with real staying power are often a series of smaller trends fused together.Trends that intersect and complement each other are more likely to be embraced by the consumer.When fusion occurs,it’s much esier to offer a product that is in sync with your customer’s values.” (p.24)
• “Think of each small trend you observe as a thread thatyou can weave,twist, plait, braid, knit, or splice together with other common strands into a tapestry of opportunity.”(p.25)
• “Now,in the age of the Internet,trends spread like viruses.”Word of mouse”is infinitely more powerful than word of mouth.” (p.58)
• “In order for a trend to resonate,it has to connect with what your audience considers important. That is to say,it must be consistent with their core values” (p.74)

Waters, R. (2005) The trendmaster’s guide: get a jump on what your customer wants next. NewYork:Portfolio

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Relevant quotes by Steve Krug

• “In most organizations,the people who end up being responsible for doing something about accessibility are the people who actually build the thing: the designers and the developers. […]Two arguments in particular seem to make them skeptical [of making their websites accessible]:
  • Since their world consists largely of able bodied 26-year olds, it’s very hard for them to believe that a large percentage of the population actually needs help accessing the Web.They’re willing to write it off as the kind of exaggeration that people make when they’re advocating for a worthy cause…” (p.170)
• “The worst thing about this skepticism is that it obscures the fact that there’s really only one reason that’s important:
  • It’s the right thing to do.

  And not just the right thing it’s profoundly the right thing to do, because the one argument for accessibility that doesn’t get made nearly often enough is how extraordinarily better it makes some people’s lives.”(p.171)

Krug, S. (2006) Don’t Make Me Think! A Common Sense Approach To Web Usability. 2nd ed.Berkeley: New Riders

Relevant quotes from “Politically correct down to a T: the rise of ethical chic” article

• “The clothes-buying public has become increasingly ethically aware over the past decade. There have been a number of high-profile allegations to disturb the liberal-minded fashionistas.”

• “It is part of a new trend to market “anti-sweatshop” clothes by selling ethical T-shirts, the most emblematic piece of clothing for independent youth.”

• “However, Rob Harrison, editor of Ethical Consumer, a Manchester-based monthly “shopping and politics” magazine, said the marketing strategy could backfire. Many “fair trade” companies, such as the coffee firm Cafédirect, had learnt that quality was a better selling point than ethics. “The more ambitious ethical companies are moving ethical claims to the back of their marketing mix,” he said.

Mr Charney, 34, said he agreed with Mr Harrison, and insists his central strategy is to build his reputation on high-quality garments made by a proud workforce.”

Carrel, S. (2003) ‘Politically correct down to a T: the rise of ethical chic’.
The Independant on Sunday [Online] available from http://news.independent.co.uk/uk/this_britain/article85848.ece
[accessed 11.10.2007]