Malcolm Gladwell, “The Coolhunt”
(HCC Reader, pp. 119-131)
- What
is coolhunting? (p. 119)
- What
is the role of the “world of the street” in coolhunting?
(p. 120)
- Why
did coolhunting make the job of sneaker
designers and marketers harder rather than easier? (p. 120)
- Why
can’t Malcolm Gladwell write an “encyclopedia of cool”? (p. 121)
- According
to Malcolm Gladwell, how did Tommy Hilfiger become cool? (p. 121)
- What
is diffusion research? What do hybrid seed corn and Hush Puppy shoes have
in common? (p. 123-5)
- Why is cool something that companies and marketers can’t
control? (p. 125)
- What
are some of the different ways that cool hunters in the 1990s did
research? (pp. 127-8)
- What
are the three rules of cool? (p. 130)
- Malcolm
Gladwell published his essay “The Coolhunt” in
1997. How do you think coolhunting has changed
in the last 12 years?