The mechants of cool - Brad Lawhon World History Sullivan...

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Brad Lawhon August 25, 2006 World History Sullivan The Merchants of Cool I was some what shocked at the magnitude and pure energy that companies go through seeking that thought or concept which is going strike at the pop culture society driven almost entirely by the American teen. The fashion industry and music labels actual hire certain individuals who are referenced as “cool hunters”, who are hired to seek just that. What is considered to be cool and what is not anymore because the term cool is continuingly morphing into different forms. The teen population is the hardest demographic for companies to market at because they are not responsive normal ad campaigns and traditional techniques but respond only to what is considered to be cool. This is the job that these hunters are hired to seek and define what is cool at the time and come up with ways to market these trends to the targeted teen population. Defining what is cool at the time may include walking through the malls or gong to concerts and taking
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The mechants of cool - Brad Lawhon World History Sullivan...

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