An article in the Guardian (November 22, 2016) titled “The hygge conspiracy” describes the marketing of the Danish concept of “hygge”, which implies cosiness, as a fashion trend. Cashmere cardigans, sewing patterns, wallpaper etc are all linked to this concept and marketed as a fashion trend, with an avalanche of books on the subject to suggest associated linkages to cosiness. Can fashion trends be created, by offering an ecosystem of products, from books to products, and thus improving sales forecasts?  Since the actual concept of hygge in Denmark differs from its use in British, will the gap cause a backlash and thus a demand drop ?   Will authenticity of the concept require that the associated products succeed in Denmark before being offered in Britain?