It is difficult to translate the term cool from English, although in reality we all know what it is and what it means. Is that. The cool is the cutting edge of fashion, the advance, the cool. Cool people are those it people, another of those terms in the world of fashion that have become popular, who know what is trending. All these terms and all this behavior Estonia Phone Number List could seem simply irrelevant issues closely linked to the world of fashion, but they are, in reality, powerful engines of consumption, very dynamic engines that are always changing and that modify what is worn, what is bought and what is rejected. At the end of the day, cool is what makes you pay more money for a product, that you fervently want a certain thing and not another and what can make a brand experience a moment of great take-off or collapse irretrievably when it loses his throne.

What exactly is cool and how is it created in the consumer’s mind? What do brands that want to take advantage of it need to know?

In an extensive article, Quartz discusses how the idea of ​​cool is created and how the concepts of what is acceptable and aspirational and what is not are established. Cool is a kind of seal of approval, which marks that the best is being done, and it is also something that is constantly in flux, an element of a rather fleeting and limited life with an expiration date.

Things are not desirable and wonderful forever and cool always comes at a time when it disappears, mutates and changes. The example they put in the analysis is the perfect example of how things change. At the end of the 90s, bell bottoms lived a revival and regained their position as the top trend, after years of being something of a 70s memory. For about ten years, flared trousers were ubiquitous, the highest example of fashion, but as they appeared they disappeared, condemned as old-fashioned and leaving space for pintillo trousers, when tighter the better.

Cool doesn’t last forever and brands have to be fully aware of it. What makes the trend go away? The issue is also closely linked to consumption. As what is ‘the most’ becomes popular and becomes the dominant trend, things change axes and a new element that is cool is sought. When everyone has something or uses something, that something is no longer attractive. In fact, right now, when straight and skinny pants are the dominant ones in consumption, they have already begun to stop being so on the catwalk, returning to loose legs.

The neuroscience of cool
Although what is cool and what is not very marked by what happens around and by what influencers command, it is not the only thing that must be taken into account to understand how these consumption engines are created. True, that a product is associated with a fashionable character or that an influencer (and now, with the era of social networks, they are much easier to find) embrace a trend does a lot to promote it. However, not everything comes from outside. The human brain also processes what is cool and what is not cool differently.

This was demonstrated by a study by the California Institute of Technology, which measured the brain’s response to cool things and not cool things. During the viewing of each of these elements, the areas of the brain that turned on were those that were linked to social emotions. In other words, these elements made the study participants feel pride, shame or similar emotions. This means that cool and uncool things are closely linked to brain circuits that generate feelings of disgust and reward, which makes it possible to explain the cool element from another point of view.

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