number 4 trendbook
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Trend book.Fashion and Marketing consultancy.
Trend prediction 2013/14
contents.
•Introduction to Lifestyle as a Trend
•The Team
•Our Trends -shoptech-vivenda-experientialism-adentrum
•The Future
•Conclusion
•Bibliography
number 4.
We are a modern, new and fun mar-
keting consultancy who will work to-
gether with your company having in
mind their values and ideas to create
a successful result and new opportu-
nities for the companies future. Your
company will always be guided in the
most professional way thanks to our in-
dividual knowledge of cultures and a
broader set of mind. The road to suc-
cess is always under construction, but
we have the perfect tools to make it
happen
Lifestyle.
Our trends together sum up as a life-
style concept, as our trends show a
type of everyday life. How these affect
our routine from health to moods and
place. All in all affect the way we live
and our future. Our lifestyle trends
show the emotions and physicality in
our surroundings.
the team.
Research analyst Advertising/PR
Journalist Layout and graphic design
Our trends.
SHOPTECH
VIVENDA
EXPERIENTIALISM
ADENTRUM
shoptech.
Interactive Mirrors
Click & Collect Service
Self - Checkout
Mobile Apps
3D & Augmented Reality
Shoptech is a megatrend which explains how the
shopping experience is changing due to technol-
ogy. People have less time to go shopping and now
shop online. Due to Mintel statistics 35% of Brits
are shopping online and by 2015 sales are expected
to increase 45% to reach a staggering £6.9 billion.
Due to this, retail stores are trying to make the
shopping experience easier and more exciting to
bring consumers back to stores. The following ex-
amples show how technology has already changed
the shopping experience and what will become the
future of shopping.
interactive mirrors. Click & Collect service.
Interactive Mirrors are a new way of how the shopping experi-
ence is changing. These mirrors allow customers to capture im-
ages of different outfits, glasses or other fashion items onto a
digital touch screen with an inbuilt camera that doubles as a mir-
ror. Customers can try on the products and then share the images
with family and friends using facebook, email or twitter. Some
examples of the new interactive mirrors are the ‘MiMirror’, de-
veloped by technology firm, Toshiba Tec. This mirror is seen in
Republic in the new Westfield shopping Centre in Stratford and
provides the customers with a more versatile experience. These
interactive mirrors make it a more fun and interactive shopping
experience for the customers and bring them back to the stores
instead of shopping online.
The Click & Collect service is an easier method of buying
online and collecting in the store making it more efficient
for the customer. This makes it faster for the customer to
get their delivery if they do not want to wait and can just
buy the item and collect it the next day. An example of
the click and collect service is in New Look. Goods can be
released using a hand-held device so there is no need for
staff to use the tills. Delivery to stores is free for custom-
ers, who will be kept informed of the progress of their
orders such as when they have been dispatched and when
they are ready for collection. Click & Collect has become
a powerful weapon in the armoury of multichannel retail-
ers and will continue to do so.
SELF - CHECKOUT. mobile apps.
Mobile apps are a big advance in technology and tak-
ing over the way we shop today. Applications give more
information on the stores and clothing. These apps are
becoming even more common with all retail stores pro-
viding an easier way of shopping for the busy working
customer and making it more efficient. You can browse
and pay for an item on your phone without even step-
ping into the shop, find the closest shop to you if you
need to go in and try or pay for something and track
your orders to see where they are and when they will
be delivered. Many shops also provide users with fash-
ion content and style advice such as New Look that have
recently launched their own app.
Another way the shopping experience is changing is
using mobiles. Aurora, the fashion group that owns
Oasis, Warehouse and Coast has started trialing mo-
bile payment. In a move towards offering self-check-
out this will allow customers to serve themselves.
Already staff are able to scan products anywhere
in the store using a scanner and then complete the
payment with an ipad. This is the first step towards
customers serving themselves where they would just
use their phone to scan an item and then pay for it on
an ipad in the store. This is designed to axe queues
as they will be able to directly pay once the product
has been scanned. For staff, the devices for scanning
can also be used to check stock availability and
check the website if customers are looking for spe-
cific products. Self-Checkout has not yet started in
store, but this will be a definite trend and change
the shopping experience in the future.
They also have a barcode scanner that can be used to
access more information on the products and shop-
pers can scan items and check whether they are avail-
able in a specific size or colour. These apps are used
to enhance customer experience not only in the store
but also online.
3D & Augmented reality.
3D and augmented reality gives the customers
real time interaction with brands and makes it a
fun and interesting experience. 3D & Augmented
reality promotes your brand and attracts and en-
gages the audience making it a modern and fun
way of shopping. An example of this is Hugo Boss
in the new Westfield Centre, which is said to be
the largest sharp manufactured single video wall
in Europe. You are able to dress mannequins in dif-
ferent outfits and take part in games. This shows a
whole new meaning to window-shopping and the
way customers shop.
future.
• More advanced interactive mirrors, one
in each fitting room.
• Self-checkout. Customers serving them-
selves.
• More click & Collect services being seen
in all brands.
• Mobile apps becoming more advanced.
• More interaction with the customers.
vivenda.
Japanese & Thai
Animal Rights & Fair Trade
Helping money
Health
Garden State
This trend finds inspirations from the
current food trend to develop into the
future.
japanese & thai.
Japanese products launched more than
230% from 2010 till now. Ethnic food lov-
ers say they were introduced to the cuisines
by tv programming, newspapers and maga-
zines. More and more consumers are hun-
gry for exotic flavours on their plates. Due
to the economic downturn and the growing
popularity of cooking, more consumers are
having fun with home cooking and saving
money experimenting with new foods and
flavours. (Statistics by Mintel) (Good food Magazine)
Animal rights & fair trade
The food industry is now finding ways to
support animals and traders around the
world. As consumers respond to the ‘lo-
cal trend’ they are understanding that local
means not only supporting farmer and pro-
ducers in their own area, but also choosing
organic and fair trade products and supports
local economies all over the world. As well
respect given to the environment. In Janu-
ary whole food markets will require that all
meat sold to it will be under the new animal
welfare standards.
helping money.
We know due to travel and cooking shows
as well as the increase of ethnic foods, have
helped the food market grow in 2010 till
present. Home cooking is benefiting from
cooking sauces and ingredients as consum-
ers are becoming more familiar with differ-
ent cuisines. Consumers are becoming more
comfortable with a wider variety of ethnic
flavours. The market is now worth 180 mil-
lion and will be increasing 44%.
(Statistics by Mintel)
(Market Research)
(Fair Trade.org)
health.
Mintel’s stats explain: In UK almost a quarter
of women wear clothes in sizes 18 and over.
Meanwhile in the USA adults age 20 and over
are obese. The majority of consumers which are
23 million believe they know what to do to keep
healthy and are commited to leading a healthier
lifestyle and change eating habits to more organ-
ic foods and meals made from home rather than
eating out. Therefore the future may see a wider
array of healthy fare and products. 8million con-
sumers consider organic to be an important is-
sue when deciding what to buy.
garden state.
Consumers are starting to find their own
ways in bringing healthy to the home with-
out spending so much on organic food. As
organic produce is still economically out of
reach for many. Whilst food prices raise, we
may see a boost for seed sales as this trend
develops. Organic food is expected to grow
by 12% in 2014. 1/5 of consumers will start
to grow their own produce at home.
(Statistics by Mintel)
(Good food Magazine) (Organic Trade)
future.
• Organic and healthy food become the life
saver for not only obese people, but also
children start to eat healthy.
• The homeowner will start to grow their
own produce and save money.
• Consumers will start eating and buying re-
sponsibly to change the environment for the
better, to waste less food and give respect to
animals and producers around the world.
• Asian cuisine will rocket high with its mar-
ket and consumers will see this as a new ex-
perience and how these new ingredients are
experientialism.
Fashion Hosts
Sustravelling
Culture Dipping
Fast Luggage
Interactive Holiday
The new consumer is not only look-
ing for efficiency in everyday life, but
is also looking for unique experiences.
The consumers time has been consid-
ered more and more precious and free
time is now used wisely.
fashion hosts.
Fashion hotels are a way for fashion designers to en-
large the brands image to a larger audience. The fashion
houses partner with a hospitality company to co-brand
a new property or signed on to redesign the interiors of
an existing hotel. They are a new way to advertise their
company by recreating themselves as lifestyles brands.
Well-designed hotels can act as a live-in portfolio for the
brand. The guests are immersed from floor to ceiling in
the brands lifestyle—linens, rugs, cutlery and toiletries
are not only part of the experience but of course also
available for purchase at the on-premise. Credibility in
fashion has a profound fragility and one misjudged
Sustravelling.
Because of travelling, the environment, the
culture and the economy are threatened.
Sustainable travelling protects our natural
and cultural heritage. A company that com-
mits to sustainability makes itself more at-
tractive to responsible travellers, one of the
fastest growing segments in the travel indus-
try. Travelling responsibly means conserving
natural resources, supporting local cultures,
and making a positive impact on the places
we visit.
diffusion line or franchise can kill a label like it did with
Christian Lacroix that went bankrupt in late 2009, but
his stylish hotel still lives on. Rooms range from $1,100
to $11,000 a night. An expensive hotel though is nothing
new and competition is fierce.
(Zeitgeist Liganova.com)
(Guardian.co.uk)
culture dipping.
The holiday experience has been now tak-
en to another level with the cultural expe-
rience. Travellers don’t want to sit and do
nothing anymore but want to learn about
the country that they are visiting. In order
to do that they will go and spend their time
in cooking classes or culture tours organized
especially for their personal experience of
that culture they will dip into.
fast luggage.
Consumers are nowadays more and more into the fastest way of doing
things because of the lack of time and are looking for efficient products
that make life easier for them everyday. The fast luggage trend is the new
way of travelling for the new consumer. New concepts of luggage have
been created.
Eg:* Designed by Joey Roth : Instead of unpacking your clothes once
you reach your destination, the carry-on suitcase functions as a wardrobe
while you’re on the go.
*TITAN Highroller: This travel suitcase is also a scooter. It includes a spe-
cial external compartment for a laptop that also turns into a laptop table.
*JIBO is a suitcase which focuses on Storages and Mobility. It has a di-
vider in the suitcase or double protector of your expensive articles. It can
also be taken out to expand the space.
(Intrepidtravel.com)
(Tuvie.com)
interactive holiday.
The consumer will be able to reach or shop in a
place on the other side of the world only using their
computers. While being busy with work and life,
the person will be able to interact in another part
of earth. As we can already see with Google Earth
and other websites, you can visit a town without
being there physically and you can shop on a street
without using your legs. Google maps has now in-
troduced the ‘helicopter view’, which is a virtual
flight along the consumer planned path, whether
travelling by foot, car or via public transport.
future.
• The consumer will want to interact more
with the labels lifestyle.
• Tourists taking more care of the environ-
ment they are in.
• Making travelling easier and more com-
fortable for the customer.
• Travelling will become more about learn-
ing the culture the consumer is visiting.You can pause the flight and check out the surround-
ing area in 3D - by selecting links to photos, YouTube
videos or Wikipedia pages related to locations and at-
tractions in the area.
(Google Earth)
adentrum.
Modular kitchen
Smartglass
Wave walls
Natural shower
Sunshower
‘Adentro’ Spanish for ‘inside’. A trend
based on interiors which happen inside
therefore, ‘-trum- was added to create
the name. A whole variety of colours
put together to create an extravagant
rainbow of future concepts designed by
designers all over the world.
modular kitchen.
A very clean and practical idea of a
kitchen . Designed by Fevzi Karaman,
combining a sink and furniture, in the
smartest way.
This concept was awarded with the
first prize at ‘Silverline Kitchen design
Contest’
It is a modular design made to save
space and time.
(Tuvie – Design of the future)
smartglass.
The whole new era of technology has
also been reflected in simple things
like glass. Smart-glass, as the word al-
ready explains, is an intelligent glass
that may vary or change its transpar-
ency depending on the light outside or
electronically. It will eventually be used
around the world to make life more ef-
ficient, quick and easy.
wave walls.
These futuristic concept of walls were
created and designed in shape of waves.
The modern art of the three dimentions
is clearly being reflected in these col-
ourful pieces of interiors. At this point,
colours become important since each
of them represent a different mood.
“Feel the peace and tranquility created
by the rolled and formed panels that
define rolling waves”
(Moz Designs Inc.) (Smart-glass International)
(Interiordesign.net)
Natural shower.
Simulate living life in the wilds of na-
ture and inspiring the future. A natural
filtering principle called ‘Phyto puri-
fication’. The water is being regener-
ated and reclycled by this ‘mini-eco-
system’ bathroom in only a few steps.
This product is already being used in
ecological purification systems.
sunshower.
Sunshowers, a revolutionary product
that brings all the benefits of the sun
into your bathroom. Tanning showers
are a much healthier option. They will
be time and space saving.
(Inhabitad - Design will save the world)
(Diamond bathrooms.com)
future.
In the future these concepts will be-
come more popular. Techonology will
continue to expand and interfere with
interiors creating more concepts eve-
ryday.
moodboards.
moodboards. moodboards.
moodboards. bibliography.http://www.retail-week.com/
http://www.mpdclick.com/mudpie/action/viewHome
http://www.stylesight.com/
http://www.thefuturelaboratory.com/
http://www.sustainabletravelinternational.org/
http://www.plan4sustainabletravel.org/
http://www.kent.gov.uk/
http://www.tribes.co.uk/responsible_travel
http://www.responsibletravel.com/
http://www.responsible-travel.org/
http://www.businessinsider.com/luxury-hotels/
http://www.cnngo.com/
http://www.smartglassinternational.com/
bibliography.http://www.just-food.com/
http://www.bbcgoodfood.com/content/magazine/
http://www.forbes.com
http://smallbiztrends.com
http://lowfatcooking.about.com
http://livingmaxwell.com/organic-food-trends-for-2011
http://www.marketresearch.com
http://uk.westfield.com/stratfordcity/
http://www.cultureholidays.com/
http://www.mintel.com/
http://www.tuvie.com/
http://goto.interiordesign.net/
http://inhabitat.com/
number 4.Roksana Divsalar
Anjali Soneji Ambra Hooper
Tatjana Hené
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