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But they also believe that the trend it has identified – a surge towards Leadsom – is real.
(If the financial collapse has slowed this trend, it has done little to alter the mentalities behind it).
In the past, when a major company has embraced a health food trend, it has resulted in sweeter or saltier versions of the original.
Highlighted as this year's interiors trend, it has been used in London's hottest juice bars, restaurants and fashion stores as brands emphasise their authenticity and ecological credentials.
But there is one cool-company trend it has rejected: chatting with the world through blogs and dropping tidbits of information about its inner workings.
In this advanced stage of the mobile business, Italy is leading another trend: It has the greatest percentage of households in Western Europe that rely solely on mobile phones: 30 percent, according to Mr. Bernabè.
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A leader of the booming gastro pub trend, it had a great burger, delicious bratwurst and an impressive lineup of craft beers.
The fashion that we see from Los Angeles beats to its own drum and doesn't follow trends; it has its own style and aesthetic.
For a city generally regarded as an early adopter of trends, it has been a long wait for Mumbai to get its first microbrewery.
Every day it sends out a press briefing highlighting any trends it has identified.
After chronicling food and drink trends, it has now become the destination.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com