25 of the best Coolhunts - Fontys ACI

Introduction
In September 2011 the program International Lifestyle Studies started at the Academy
for Creative industries in Tilburg.
It was quite unique that this program could start : it was a time of recession and the Dutch
Ministry of Education did not feel like accrediting new programs.
Many new educational initiatives died in times of financial uncertainty with the Department
of Education. But fortunately International Lifestyle Studies could start. It was a solid signal
that the government had faith in this new program.
Before the government gives permission for a new program to start, the idea for the
program needs to be proposed to representatives of the business sector.
In an ideal situation they also cooperate in further developing the program.
This way a solid basis is created. The graduates would like to have jobs in which their
expertise is wanted by the trade and industry.
Definitely with an innovative program such as International Lifestyle Studies, this all
worked out excellently.
Many companies such as Nike, The Efteling, Hema, Philips Design, Fair Trade Original,
Mundial Productions and Royal Hotel and Catering Industry, underlined the need for
an extensive program trendwatching and innovation. They made it quite clear that the
expertise and competences of this education are of great importance for the future.
Research questions for trendwatchers
International Lifestyle Studies takes trendwatching seriously. How to learn to watch trends
in a good, solid and professional way is one of the main cornerstones of the course.
Regularly trendwatching is associated with either a search for the latest gadgets or a
search for the latest fashion trends. International Lifestyle Studies is focused on a deeper
and broader search. An education cannot be based on a search for nice gadgets. Trendwatching
in the field of fashion already takes place in some other programs. But never in
a four year program accredited by the government.
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