“What I do is pattern recognition, I try to recognize a pattern before anyone else does. I then point a commodifier at it, it gets productized, turned into units and marketed.”

William Gibson clarifies the essence of the title not only through these two sentences but throughout his whole novel. He manages to take it a few steps further and does not only relate this to the fashion and the art of trend spotting, but to any aspect of understanding and locating potential advantages.

In an exaggeratedly detailed way of describing inessential objects, he does not bore nor lose track of the reader. Instead he surprises with comparasions and examining resemblances that concerns a wide audience and in a way involves the reader.

The structure of the segments and the way of displaying them is, according to a character in the book, is the cleverest example of marketing, which is an relatively interesting point of view. He shows a -for the year of publication- unseen new kind marketing strategy that creates both desire and expectation while also building awareness.

His very particular way of describing the way people are dressed and the brand knowledge he has, suggests that the author himself is very familiar with the fashion industry. He namedrops a lot of luxury brands and describes their iconic styles ten years ago, which have shown to be somewhat similar to what they represent presently. Also mentioning labeling and the way a product is positioned.

The main character unintentionally sets a benchmark for the impenetrable style icon. Her allergy to trademarks and logos and somewhat modest way of dressing is currently appreciated. She handles to perfectly reveal her capacity through what she is wearing and seems to come off in an extremely intelligent way.

Or mirror-world smart as the narrator himself might have said.

PATTERN RECOGNITION BY WILLIAM GIBSON

JENNIFER GREEN