Hot, Not, Wot?

HeatmiserOK, let me set this up by providing the explanation of who the person being cited is from the press release that her firm put out: “Marian Salzman, president of Euro RSCG Worldwide PR, North America, is known across industries for her annual analytical take on about a dozen business, consumer and social trends that she believes will become prominent in the coming year.”

Known across industries, perhaps, but heretofore not known across GloNo.


Anyway, Ms. Salzman has developed one of those Hot/Not lists. Categories include “Business,” “Fashion and Beauty,” “General Culture,” “People,” and “Places. ” I must confess that some of them are somewhat mystifying, as in “Madoff malaise” is Hot—so it is a good thing to be tired of that scam artist?—while “The BP Gulf Crisis” is Not—huh? The whole oil slick and Gulf devastation is now negatively recherch√©?

And while you’ll note that there is no specific “Music” category, and while you might imagine that consequently music would be a big part of the “General Culture” category, in the Hot department there is one item: “A cappella groups (thanks, ‘Glee’!).” So the next time you’re in a New York subway, perhaps you’re going to want to prepare yourself for doo-wop versions of Journey songs or something.

Music makes it foremost in the “People” section of Hot, though not so much as the makers of music as much as personalities. That is, leading the list of “People” is: “The Beatles (OK, when are they not hot?)”—how about when half of them are No Longer With Us?

Then there are “Mariah Carey’s unborn children,” “Florence and the Machine” (which according to the Wikipedia entry is a misspelling, as it should have the plus sign rather than the conjunction), “Keith”—and I’m not exactly sure who this is, as it could be Keith Richards or Toby Keith or someone that splits the difference—, “Gwyneth Paltrow (the singer)”—which is evidently another Glee gloss—, and “Kanye West.”

Over at the “Not” side of the ledger, there is a “Mick,” which may validate the “Keith” as being Richards, not Olbermann.


MARIAN SALZMAN’S HOT 100

Business

•Madoff malaise

•Sunday news programs

•All eyes on Washington, D.C.

•Kickstarter’s first million-dollar project

•Square (paying through your mobile device)

•Google’s culturomics database

•Promoted tweets (will they work?)

•Rise of the “collegepreneur”

•Group text-messaging apps (Fast Society)

Fashion and Beauty

•Patriotism (Americana Western and military style)

•Eco-chic

•Cropped jeans

•’70s-inspired looks (and vintage YSL)

•Color and prints

•Embellished stockings

•Kitten heels

•Infinity scarves

•The ballerina look (√† la Black Swan)

•Anything Kate Middleton wears (and therefore Issa)

•Messenger bags (more free hands to hold things)

•Red shoes (could be Converse, pumps, flats; shows a little edginess)

•Indie Carine Roitfeld

•William Rast for Target

•Uniqlo

•Marchesa (thank you, Nicole Richie’s three wedding dresses)

•Jewel tones

•Dressing up

•Pixie haircuts

•Brazilian hair-straightening

•Redheads

•Vajacials

•Clean-shaven

General Culture

•Muppets (Jason Segel’s upcoming movie)

•Pies (the new cupcakes)

•Chinese five-spice powder (and other extreme Indo-Chinese foods/spices, such as serrano chiles, Sichuan peppercorns and cumin)

•Road trips (a new way to avoid a patdown)

•Niche gyms (Flywheel, SoulCycle)

•Vacations with purpose

•Intimate wedding ceremonies

•Sending handwritten letters/postcards

•Vespas/scooters (saving the environment one bike at a time)

•A cappella groups (thanks, “Glee”!)

•Outdoor markets

•Technology-free resorts and vacations

•Random acts of kindness

•Junk-food-free homes

•Noodle bars

•Westerns

•Fast-food fries with sea salt

•Anti-energy drinks

•Piloxing (and other blended exercises)

•”The Real Housewives of Beverly Hills”

•About.me

•Hipster flea markets

•Renting

•The Sensa diet

•Home and rooftop gardens

•Branzino

•Honeysuckle (Pantone predicted this as the color for 2011)

•Mom-and-pop shops

•Baking

•Bowling

•Pepsi

•Bourbon

•Reading the classics

•Fiat

•Lotus

People

•The Beatles (OK, when are they not hot?)

•Cathie Black (the schools superintendent)

•Drew Brees

•Mariah Carey’s unborn children

•Dan Choi

•Bill Clinton

•Jeffrey Deitch in L.A.

•Michael Douglas

•Jimmy Fallon

•Florence and the Machine

•Tom Ford

•Jane Fonda

•Kirsten Gillibrand

•Jon Hamm

•Arianna Huffington

•Keith

•Kate Middleton and Prince William

•Piers Morgan

•Kelly Osbourne

•Gwyneth Paltrow (the singer)

•Natalie Portman

•Billy Reid

•Zoe Saldana

•Jason Segel

•Kanye West

•Oprah Winfrey

•Mark Zuckerberg

Places

•Bali (thanks, Julia Roberts)

•Brazil

•Dubai

•Fiji

•Fort Greene, Brooklyn

•Morocco

•Nashville

THE NOTS

Business

•Luggage fees at airports

•Airlines in general

•A non-socially-active company

•The BP Gulf crisis

•Rising unemployment numbers

•MySpace (no redesign can bring it back)

•Car recalls

•Insider trading

•Russian spies

Fashion and Beauty

•Silly Bandz

•Skinny jeans

•The raw-food-diet wardrobe (we’re looking at you, Lady Gaga)

•Snooki slippers

•Actually, make that anything “Jersey Shore”

•Sky-high platforms

•Designer Uggs (studded, sequined or metallic, these boots are out)

•Harem pants

•Suspenders (out with the King; Larry, that is)

•Small, impractical clutches

•Lingerie as outerwear

•Capes (we’re fine with the fact that not all of us can be superheroes)

•Clogs

•French Vogue Carine Roitfeld

•’60s hippie fashion (but ’60s ladylike is in)

•Somber palette of black and grey

•The Gap (and its logo fiasco)

•Shag haircuts

•Dressing down

General Culture

•Cupcakes

•Long flights (no one wants a TSA patdown)

•Generic gyms

•Cheap beer

•Reality TV (enough, already)

•Remakes of TV shows (“90210,” “Melrose Place,” etc.; stick with the originals)

•Sending e-cards

•SUVs (still on the road and ruining the environment)

•Flash online sales (going broke saving money)

•Celebrity perfumes (who wants to smell like Britney Spears and Jessica Simpson?)

•Celebrity kids

•Vuvuzelas (still have that annoying ringing in your ear?)

•Facebook/Twitter updates of what you ate for lunch

•”Bridalplasty”

•”American Idol” on Thursday nights

•The new “Law & Order” (a show that belongs in New York and New York only)

•Hair whipping

•Four Loko

•The toddler who smokes 40 cigarettes a day

•Bedbugs

•Celebrity stalkers

•”The Real Housewives of Orange County”

•Buying

•Cleanse diets

•Tuna

•Blue

•Mega-chain retail

•Roasting

•Brunettes

•Vajazzling

•Beards

•Karaoke

•Coke

•Vodka

•Reading the tabloids

•T.I.

•Spray tans

People

•Julian Assange

•Cathie Black (the publisher)

•Rod Blagojevich

•Anderson Cooper

•Chelsy Davy

•Jeffrey Deitch in New York

•Brett Favre

•Mel Gibson

•Kate Gosselin

•Rielle Hunter

•Jesse James

•LeBron James

•Levi Johnston

•Terry Jones

•Jay Leno

•Lindsay Lohan

•Bernie Madoff

•Mick

•Sharon Osbourne

•Sarah Palin

•Charles Rangel

•Charlie Sheen

•Tiger Woods

Places

•Alaska

•Hawaii

•The Jersey Shore

•Las Vegas

•Mexico

•Miami

•Williamsburg, Brooklyn

To download Salzman’s “11 Trends for 2011” report, which also includes two dozen short takes called “Future Bytes”—and her report for 2010, which features a look back at her forecasts from the previous five, 10 and 15 years—go to www.eurorscgpr.com.

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