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'Cool hunters' hired by companies to find the next big thing

Lacher and Freeman
Jane Lacher, left, and Amanda Freeman in search of "cool"  
November 21, 1998
Web posted at: 9:57 p.m. EST (0257 GMT)

NEW YORK (CNN) -- In the retail trade, finding the next big thing before anyone else does is the key to success. But just how do companies find out what's cool?

By hiring "cool hunters," people who comb the malls and streets, looking for new trends. CNN's Cynthia Tornquist takes a look at these trendologists whose job is to spot cool fronts.


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