The Cool Hunt Youth culture is inter-reliant on the media and marketers. Previously, fashion trends were established by “the big couture houses”, whereupon consumers would try to emulate these styles, but over the past few decades, trends are now determined by consumers and then tracked by the designers. (The Cool Hunt). Using "coolhunters" allows a company to better accommodate its customers by providing more customized merchandise. It obviously is not a perfect tool to establish current trends, but it assists marketers in better understanding its consumers. By distinguishing specific regional, cultural, and age- and gender- related differences that develop the various needs, wants, demands, and desires of different target markets, companies are given the opportunity to provide what it is that these groups are seeking; providing guidelines for what to expect. “Coolhunting is not about the articulation of a coherent philosophy of cool. It’s just a collection of spontaneous observations and predictions that differ from one moment to the next and from one coolhunter to the next.” (The Cool Hunt). Businesses often produce merchandise that has the potential to excel, but because of insufficient research, this merchandise gets directed towards the wrong market. An example of this, given from The Cool Hunt, involves a representative for Reebok. The company’s DMX RXT model was unsuccessful in its originally placed women's department, but after consulting with male consumers, it was revealed that the company could improve sales of the shoe simply by marketing them to men rather than the initially intended demographic. There are some constraints regarding coolhunting. What is considered "cool" varies between several different factors including culture, age, and gender. “Cool is too subtle and too variegated to be captured” through analysis; “cool is a set of