Where trends come from (2): Hotspots & Second spots

Soho and Shoreditch are great places to spot future and emerging trends.

We all know or have heard of the trendiest places – from Shoreditch to Soho. Perhaps you love it there and feel at home. Perhaps you feel a bit uncomfortable and a bit out of place. Perhaps you think its slightly ridiculous. These are great places to spot future and emerging trends. Here you kind find the beard parlours, breakfast cereal cafes and achingly cool coffee shops selling kombucha and bullet-proof coffee. These locations are great for seeing future products and big trends.

But not all the trends break out of Shoreditch and Soho. Many of these  just fizzle out.

Some drinks and fashion trends can really take off like mojitos and beards. Others fizzle out like bullet-proof coffee and cereal cafes. If you want to know if rum really is going to be the next gin then these may be not the best places to look. We have identified a set of “second spots” where trends are really beginning to take off and burst outside of London and other big urban centres. This unique list of second spots gives us a unique window on the products and services about to emerge in the market.

If you’d like to discuss trends coming down from hot spots and second spots in your industry and whether they are ready to hit the mainstream, then please make contact.