12
Nov
2014
Trendsetter: A contemporary phenomenon?
Posted On November 12, 2014
By Marta Delgado
And has No Comment
When thinking of trendsetters one is always tempted to think of bloggers, twitters and celebrities but when we look a bit back in time, we can see the same patterns already in the 18th century when Josiah Wedgwood, an English potter, was granted the permission to name himself “Potter to Her Majesty”.
Anything made for the Queen was automatically exhibited before it was delivered and reproductions were on sale.
Being at the top of the social pyramid, the Queen set trends for her subjects, as they wanted to rise as close as possible.
Wedgwood was fully aware of the relationship between his sales and a prominent endorser and actively used clues to reinforce it (Queensware, Royal Pattern,…)
