The Hummer and the Mini

The Hummer and the Mini
Robyn Waters' latest work explores the nature of paradox in the new trend landscape

By Alison Embrey Medina, Managing Editor
May 01, 2007

In an increasingly complex retail landscape, the trendspotting business is no longer a black-and-white undertaking. For every trend, there is an equally significant countertrend that deserves as much, if not more attention and credibility. In "The Hummer and the Mini: Navigating the Contradictions of the New Trend Landscape," famed trendspotter Robyn Waters, president of RW Trend LLC and former vice president of trend, design and product development at Target Corp., explores this phenomena of contradiction at length.

Contradictions in marketing are everywhere, and businesses must embrace the trend/countertrend phenomena emerging today in order to survive. There is room for the super-sized Hummer and the tiny Mini Cooper, the "cheap-chic luxury" and the "upscale discounter," Waters poses. Today's society is woven together by the consumer pursuit of simultaneous opposites. "No wonder it's cool to wear Old Navy with new Gucci, Hanes T-shirts with Armani suits, fur stoles with cargo pants and turtlenecks--even Converse high-tops with tuxedos," the book reads.

"Given the contradictory nature of today's consumer, it is wise to stay open to finding ways to connect to [your] customer," Waters emphasizes. "It's completely valid for a business to choose to specialize on one specific end of the trend spectrum." Taking the "less is more" approach may make it easier to stay consistent, but retailers run the risk of ultimately needing to evolve their strategy as the customer changes and evolves, Waters adds. "As long as a business stays open to doing that and encourages innovation within its culture, it will likely be able to change and flex with the customer," she points out.

A business can also choose to embrace both ends of the trend spectrum at the same time. Target's "Expect More Pay Less" brand promise indicates that they will give you more value, design and quality for much less than other retailers. "As a result, they are often called 'the upscale discounter,' Waters explains. "That paradoxical term also shows that you can meet the consumers' needs on both ends of the spectrum."

In Chapter 1, Waters opines that "bigger is not necessarily better," and offers the paradox of the Mall of America (which is adding on even more space this year) versus the emergence of more intimate village and lifestyle shopping centers. The message is that there is room for both in today's marketplace."I believe that all of us exhibit schizophrenic buying and shopping behavior at different times," Waters says. "The book 'Trading Up' (by Michael Silverstein and Neil Fiske) offers a simple yet brilliant profile of this new consumer that loves to shop across channels--a woman who wears Prada, drives a Mercedes, and goes to Costco to stock up on her bulk paper goods."

Perhaps the greatest paradox of "The Hummer and the Mini" lies in this challenge: "how to make something truly unique for the mass market." And yet, there are companies that have successfully accomplished this."What makes these companies stand out is that they have found a way to create an intimate and personal relationship with each and every one of their customers," Waters explains. "Dell, Apple, Jones Soda, Mini Cooper, Toyota Scion, M&M's, Kleenex and even the U.S. Postal System--all offer custom-designed products." Waters notes her adoration of the term that trendwatching guru Reinier Evers coined: "Customer made" as opposed to custom made.

"I believe there's no one 'right way' or one 'next big thing,'" Waters says. "There are many different 'next big things' and even contradictory options may appeal to any customer at different times."

For the retail industry, the take-away of "The Hummer and the Mini" rings loud and clear, Waters stresses: "By staying open to the push and pull of opposites, we can help keep our retail landscape from turning sour."

To sign up for Robyn Waters' free Trend/Countertrend newsletter, please visit www.rwtrend.com.