trend: what lies beneath

Olivia Sulistio | @candrakirana

Joan Vinge

KEYWORDS

noun /fām/ The condition of being known or talked about by many people.

1 Inspect the business issue

2 Inspect what it means in real life

3 Relate that to something in popular culture

Source: Northen Planner

BRAND

BRANDS

An underlying idea or principle that

directs society‟s movement giving a

consequential impact on the culture,

society or business sector through

which it moves.

Synthesized from The Trend Forecaster‟s Handbook

1 What are the key themes of this pop culture

expression?

2 Do these themes appear in other pop culture

expressions?

What are the key themes of KPOP?

Colourful “playroom” Fantasy of innocence

Carefree playfulness

Bag of feelings Pretty look

Do these themes appear in other pop culture

expressions?

Unyuuu!

Cemungudh!

Ciyus miapah!

Rainbow

cake

Customized

candy store

Bar modeled

after playground

Cute pose

Out-of-the-

blue

flashmob

Parody to

express a

protest

Galau!

Cute pose

noun /fām/ The condition of being known or talked about by many people.

1 Inspect the business issue

2 Inspect what it means in real life

3 Relate that to something in popular culture

Source: Northen Planner

FEA is a cologne brand for teenage girlswith

feminine flowery scent.

However as more competitors offering new and

different scents to choose, girls are changing its

cologne brand based on what is new and cool.

With no new scents to offer, how can FEA be sexy

again for these girls?

1

2

Unyuuu!

Cemungudh!

Ciyus miapah!

CONSUMER TENSION:

Girls want to project itself as innocent people however their adolescent

hormone often(uncontrollably) tempt them to do not-so-innocent stuffs.

PRODUCT TRUTH: FEA‟s flowery scent smells like an innocent spirit –feminine and sweet.

3

Strategic Direction:

Portray FEA as the scent that lets you get away with anything.

Executional Strategy:

Dramatize the FEA‟s innocence effect by showing how a girl is not suspected

of doing „bad‟ deeds despite of much evidence proves otherwise.

Olivia Sulistio | @candrakirana