Product Description

According to 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.

She ought to know. As Target’s former VP of Trend, Design, and Product Development, Waters helped a dowdy regional discount chain become a national fashion destination. Today she consults for many different companies to help them stay ahead of the curve.

The Trendmaster’s Guide features her favorite tips and examples for understanding and anticipating trends. Every letter from A to Z offers an insight to help readers navigate the unknown and prepare for whatever their costomers want next. It’s a quick read that packs a lot of insight between “A is for antennae” and “Z is for Zen.”

Anyone can use the tools in The Trendmaster’s Guide to become more aware of the world around them. Even if you weren’t born with a trendspotting bone in your body, you don’t have to be a follower forever. No one these days can afford to just be catching on when others are already moving on.

Waters stresses that recognizing and reacting to trends is a learned skill, and it can be acquired without spending time in the streets of Milan or the high schools of Orange County. If you’ve ever witnessed a trend unfolding and said to yourself, “I should have seen this coming,” there’s hope. You too can become a trendmaster.

Product Details

• Amazon Sales Rank: #522721 in Books
• Published on: 2005-06-02
• Number of items: 1
• Binding: Hardcover
• 144 pages

About the Author
Robyn Waters is the former vice president of Trend, Design, and Product Development at Target, where she worked with designers such as Philippe Starck and Todd Oldham to reinvent everything from teapots to lamps. She is currently a consultant.

Customer Reviews

This Book = Not Worth Your Time
Frankly, not impressed at all with this book nor its writer. Full of fluff and "truthiness" (a person who claims to know something intuitively, instinctively, or "from the gut" without regard to evidence, logic, intellectual examination, or actual facts). A perfect word to describe this book, coined by our good friend, Stephen Colbert.

This book sucked./

Save Your Time and Money on This Awful Book!
This book was very disappointing, to say the least. It was terribly superficial and shallow, and lacked any intellectual sense of marketing expertise. After reading this book, I think anyone can understand why the author, Ms. Waters, was let go from Target...because fluff just doesn't sell.

Tendmaster's Guide is the new trend
This book is the trend catechism, a must-have for any company or department trying to understand how to make their company, products or services more appealing to consumers. With examples from the Hotel Monaco to dish soap, Waters serves up relevant examples that tell how fledgling trend spotters and entrepreneurs can sharpen their skills. And because it is all based on Waters' experience as VP of Design and Development at Target, the hottest "class for mass" retail store on the planet, you know she knows what she's talking about. You can read Trendmaster's Guide on the train and be enlightened on your way to work, because this book is exactly what's it's supposed to be: short, quick, revelatory. It's well worth the $13.