View
461
Download
0
Embed Size (px)
Citation preview
FASHION FORESIGHT HOW FASHION ILLUSTRATES THE WORLDrsquoS
MOST PRESSING MEGA TRENDS
Any person business or brand looking to understand ndash and lead ndash cultural shifts can turn to the fashion industry as a bellwether Fashion not only shapes culture it acts as a mirror to society reflecting important cultural shifts that may otherwise be imperceptible
The fashion industry caters to early adopters and seeks inspiration from the edges where trends and cultural shifts start It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (ie MegaTrends)
For these reasons the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order
In this report wersquoll take a look at MegaTrends impacting life and society illustrate how they are manifesting within the fashion industry and translate what it means for all brands
After yoursquove read this the length of a hemline will take on entirely new meaning and you will never view paisley the same
2
LEGEND CATEGORY MacroTrend = Detailed in this report = Not detailed in this report
AGEGENERATION Longevity
Declining Birth Rates Multi-Gen Households
New Masculinity Power Woman Blurred ID
GENDERSEXUAL ORIENTATION
Minority Majority Mixed Children Hyperculture
RACEETHNICITY
Income Gap Wage Disparity Liveable Wages
INCOME
Globalization Urbanization Shifting Soils
GEOGRAPHY
FAMILYSOCIAL SIngletons Modern Family Singularity
Moral Imperative Provenance Radical Transparency
IDEOLOGY
Kidult Hack-Life AnalogDigital
LIFESTYLE
Superhuman Personalized Medicine Citizen Doctor
HEALTH
Work Shift Crowd Economy Self-Made
INDUSTRY
SPIRITUALITYRise of the Nones Ancient Wisdom OnenessEmpathy
Warped Perception MashupAppropriation Tangible-Intangible
ART AESTHETICS
Rising Pollution Climate Change Sustainability
ENVIRONMENT
Questioning Capitalism Jobless Growth Entrepreneurship
ECONOMIC
Icon Toppling Declining Freedom Lack of Privacy
POLITICAL
SCIENCE Phase States Living MatterMicrobial Magnetism
Data Divinity Frictionless Smart
TECHNOLOGY
MEGA TREND TABLE OF CONTENTS
New Semantics Snack Media Refreshed Classics
MEDIACOMMUNICATIONS
3
The great thing about fashion is that it always looks forward
Oscar de la Renta
4
Source Administration on Aging 2015 NYTimes
12 of all people worldwide live in a country where the birth rate is
lower than the 21 babies required to replace both parents
721M older persons in the US by 2030 more than twice
the number in 2000
MEGATREND LONGEVITY
THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING
5
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Any person business or brand looking to understand ndash and lead ndash cultural shifts can turn to the fashion industry as a bellwether Fashion not only shapes culture it acts as a mirror to society reflecting important cultural shifts that may otherwise be imperceptible
The fashion industry caters to early adopters and seeks inspiration from the edges where trends and cultural shifts start It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (ie MegaTrends)
For these reasons the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order
In this report wersquoll take a look at MegaTrends impacting life and society illustrate how they are manifesting within the fashion industry and translate what it means for all brands
After yoursquove read this the length of a hemline will take on entirely new meaning and you will never view paisley the same
2
LEGEND CATEGORY MacroTrend = Detailed in this report = Not detailed in this report
AGEGENERATION Longevity
Declining Birth Rates Multi-Gen Households
New Masculinity Power Woman Blurred ID
GENDERSEXUAL ORIENTATION
Minority Majority Mixed Children Hyperculture
RACEETHNICITY
Income Gap Wage Disparity Liveable Wages
INCOME
Globalization Urbanization Shifting Soils
GEOGRAPHY
FAMILYSOCIAL SIngletons Modern Family Singularity
Moral Imperative Provenance Radical Transparency
IDEOLOGY
Kidult Hack-Life AnalogDigital
LIFESTYLE
Superhuman Personalized Medicine Citizen Doctor
HEALTH
Work Shift Crowd Economy Self-Made
INDUSTRY
SPIRITUALITYRise of the Nones Ancient Wisdom OnenessEmpathy
Warped Perception MashupAppropriation Tangible-Intangible
ART AESTHETICS
Rising Pollution Climate Change Sustainability
ENVIRONMENT
Questioning Capitalism Jobless Growth Entrepreneurship
ECONOMIC
Icon Toppling Declining Freedom Lack of Privacy
POLITICAL
SCIENCE Phase States Living MatterMicrobial Magnetism
Data Divinity Frictionless Smart
TECHNOLOGY
MEGA TREND TABLE OF CONTENTS
New Semantics Snack Media Refreshed Classics
MEDIACOMMUNICATIONS
3
The great thing about fashion is that it always looks forward
Oscar de la Renta
4
Source Administration on Aging 2015 NYTimes
12 of all people worldwide live in a country where the birth rate is
lower than the 21 babies required to replace both parents
721M older persons in the US by 2030 more than twice
the number in 2000
MEGATREND LONGEVITY
THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING
5
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
LEGEND CATEGORY MacroTrend = Detailed in this report = Not detailed in this report
AGEGENERATION Longevity
Declining Birth Rates Multi-Gen Households
New Masculinity Power Woman Blurred ID
GENDERSEXUAL ORIENTATION
Minority Majority Mixed Children Hyperculture
RACEETHNICITY
Income Gap Wage Disparity Liveable Wages
INCOME
Globalization Urbanization Shifting Soils
GEOGRAPHY
FAMILYSOCIAL SIngletons Modern Family Singularity
Moral Imperative Provenance Radical Transparency
IDEOLOGY
Kidult Hack-Life AnalogDigital
LIFESTYLE
Superhuman Personalized Medicine Citizen Doctor
HEALTH
Work Shift Crowd Economy Self-Made
INDUSTRY
SPIRITUALITYRise of the Nones Ancient Wisdom OnenessEmpathy
Warped Perception MashupAppropriation Tangible-Intangible
ART AESTHETICS
Rising Pollution Climate Change Sustainability
ENVIRONMENT
Questioning Capitalism Jobless Growth Entrepreneurship
ECONOMIC
Icon Toppling Declining Freedom Lack of Privacy
POLITICAL
SCIENCE Phase States Living MatterMicrobial Magnetism
Data Divinity Frictionless Smart
TECHNOLOGY
MEGA TREND TABLE OF CONTENTS
New Semantics Snack Media Refreshed Classics
MEDIACOMMUNICATIONS
3
The great thing about fashion is that it always looks forward
Oscar de la Renta
4
Source Administration on Aging 2015 NYTimes
12 of all people worldwide live in a country where the birth rate is
lower than the 21 babies required to replace both parents
721M older persons in the US by 2030 more than twice
the number in 2000
MEGATREND LONGEVITY
THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING
5
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
The great thing about fashion is that it always looks forward
Oscar de la Renta
4
Source Administration on Aging 2015 NYTimes
12 of all people worldwide live in a country where the birth rate is
lower than the 21 babies required to replace both parents
721M older persons in the US by 2030 more than twice
the number in 2000
MEGATREND LONGEVITY
THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING
5
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Administration on Aging 2015 NYTimes
12 of all people worldwide live in a country where the birth rate is
lower than the 21 babies required to replace both parents
721M older persons in the US by 2030 more than twice
the number in 2000
MEGATREND LONGEVITY
THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING
5
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Along with the Dolce amp Gabbana FallWinter 2015 fashion pictured here hip edgy fashion brands are bringing back legends as their spokesmodels Joan Didion for Ceacuteline Joni Mitchell for Saint Laurent Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece
MEGATREND LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
7
2X The number of fathers who
are home with their kids has doubled since 1989
Source Pew Research
MEGATREND NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
8Source Business of Fashion The Guardian
40 of hosiery sales in the UK Tights
store comes from men (aka ldquoMantyhoserdquo)
MEGATREND NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS
For over five years the growth of the menswear
market has outpaced womenswear
8
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
9Source She-conomy Bureau of Labor Statistics Forbes
85 of all brands purchased are
made by women
70 of mothers with children under
18 are in the workforce
$18 TRILLION
The projected global income of women by 2018
MEGATREND POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
10Source Forbes NPD
$323B spent by US consumers on
apparel footwear and accessories in 2014 +$2B from 2013 can be
traced back to ldquoAthleisurerdquo
Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the ldquoAthleisurerdquo lifestyle
WOMENrsquoS FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND POWER WOMAN
10
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Culture must come to be perceived not as an extra as a form of ldquodecorationrdquo but as deeply useful It can answer political and even existential questions
Miuccia Prada
11
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
12Source Administration on Aging 2015
700000 transgender individuals in the US
50+ gender identities added
by Facebook in 2014
MEGATREND BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
13
GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges amp Co created Agender ldquoa celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion music and design collaborationsrdquo
MEGATREND BLURRED ID
13
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
14Source US Census Pew
2043 The projected year when the US population will no longer have a
caucasian majority
MEGATREND MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY
15 of all new marriages in the US
were between spouses of a different race or ethnicity mdash more
than double the share in 1980
14
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
15
The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades with more shades already in the works
MEGATREND MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE
15
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
16Source Pew Research
85 of people in the UAE were foreign-born ndash the highest of any country
MEGATREND HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE MADE ldquoFOREIGNrdquo CULTURES ACCESSIBLE
458M people living in the US were born
in other countries
16
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Fashion often takes inspiration from global cultures Though go too far and you risk being accused of appropriation
MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION
MEGATREND HYPERCULTURE
17
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
18Source Forbes
331X The average CEO earns 331x times
more ($117M) than the average employee ($35293)
Companies with high wage gaps are thought to be cannibalizing their own consumer base if people that work for the company canrsquot afford to buy the product
THE INCOME GAP IS WIDENING AT AN ALARMING RATE
MEGATREND SQUEALING
18
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
19Source Fast Company Tech Times
Retailers like 76lt100 in Pittsburgh PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities
MEGATREND SQUEALING
INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION
19
New design innovation uses technology to create
one pair of shoes with multiple looks creating
economic efficiency
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Fashion is not something that exists in dresses only Fashion has to do with ideas the way we live what is happening
Coco Chanel
20
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
21Source National Geographic Pew Research via Slate
54 of kids in the US are being
raised in nontraditional families including single
parents cohabitating parents stepparents or grandparents
MEGATREND MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
22
Brands like Butchbaby amp Co are creating ldquoalternityrdquo (play on maternity) wear that is gender neutral
MEGATREND MODERN FAMILY
GENDER-NEUTRAL ROLE-AGNOSTIC APPAREL IS ON THE RISE
22
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
23Source AAFAThe Atlantic
98 of American fashion is produced abroad
111 The increase in active Pinterest
users in 2H2015 which helps fuel the desire for consumption
MEGATREND GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION OFTEN AT A COST
23
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
24
Brands like Fjallraven are creating products from ethically-sourced premium materials that can be traced back to the farms and fields where they originated
MEGATREND GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS
24
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Census Bureau The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD KIDS ARE GROWING UP FASTER
30 of American Millennials
live with a parent (up from 23 in 2000)
77 of parents blame the web for
their children growing up fast and 70 of children
surf the web unsupervised
25
MEGATREND KIDULT
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Paper Magazine
Brands Like Fendi Moschino and Anya Hindmarch are incorporating playful elements into their designs
26
MEGATREND KIDULT
LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD
ldquoMy goal is to be as close to a five-year-old or a four-year-old or a three-year-old as possiblerdquo
Kanye West Paper Magazine
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Science fiction has popularized ldquomechsrdquo to such a degree that there is a growing sense of ldquoprosthetic priderdquo in external enhancements
Exoskeletons will amplify human strength and expand our physical (and mental) capabilities
HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS
27
MEGATREND SUPERHUMAN
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Many fashion designers are partnering with tech companies to create luxury wearables and playing with emerging technologies like 3D printing to experiment with design inside a new medium
Expect your clothing to do more than make you look good embedded technology can read biometrics and provide feedback bringing new emotions sensations and abilities to the wearer
28
FASHION AND TECH WORLDS ARE COLLIDING RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND SUPERHUMAN
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Jeremiah Owyang Crowd Companies
157K Uber rides taken each day
29
MEGATREND CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES
285K items funded on Indiegogo daily
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION
247K items are sold on Etsy every day giving
burgeoning designers a platform on which to sell their wares
Source Tech Crunch
TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and
drivers to offer same-day delivery
30
MEGATREND CROWD ECONOMY
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
ldquoThisstuff Oh Okay I see You think this has nothing to do with you You go to your closet and you selectI dont knowthat lumpy blue sweater for instance because youre trying to tell the world that you take yourself too seriously to care about what you put on your back But what you dont know is that that sweater is not just blue its not turquoise Its not lapis Its actually cerulean And youre also blithely unaware of the fact that in 2002 Oscar de la Renta did a collection of cerulean gowns And then I think it was Yves Saint Laurent who showed cerulean military jackets And then cerulean quickly showed up in the collections of eight different designers And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you no doubt fished it out of some clearance bin However that blue represents millions of dollars and countless jobs and its sort of comical how you think that youve made a choice that exempts you from the fashion industry when in fact youre wearing the sweater that was selected for you by the people in this room from a pile of stuffrdquo
Miranda Priestly The Devil Wears Prada
31
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Youtube Facebook
28M people on Facebook joined the conversation about the
ice bucket challenge via likes shares and comments
32
MEGATREND ONENESSEMPATHY
THE INTERNET HAS DISSOLVED BORDERS BETWEEN ldquoUSrdquo AND ldquoTHEMrdquo
4M The approximate number of video results for a YouTube
search of ldquoice bucket challengerdquo
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Fashion is a way to show solidarity from the cause-specific ribbons worn on
lapels at red-carpet events to the ldquoI am Trayvon
Martinrdquo hoodie
75 countries involved in the
FashRev event held each April Consumers will no
longer disassociate what they wear with who made it
33
MEGATREND ONENESSEMPATHY
CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Climate Apartheid is the result of a growing wealth disparity created by those who have and donrsquot have climate-controlled accommodations for extreme weather created by global warming
34
MEGATREND CLIMATE CHANGE
GLOBAL WARMING IS CREATING A ldquoCLIMATE APARTHEIDrdquo
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Garment makers are proactively investing in alternatives to traditional cotton including a more drought-tolerant variety Other alternative fibers include recycled polyester made from plastic bottles fiber grown from bacteria and self-repairing adhesive that will make garments last longer
Alternative fibers also help reduce emissions giving manufacturing a cleaner carbon footprint ndash something thatrsquos increasingly important to consumers ndash without impacting costs
Source NPR 35
MEGATREND CLIMATE CHANGE
SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Gallup
400K business are started in the US
each year however 470k fail
36
MEGATREND ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE BUT IS NOT CREATING JOBS
The top countries where entrepreneurship is thriving are Hungary Denmark Finland
New Zealand Sweden Israel and Italy The US is ranked 12th
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Brands are going beyond their core products to become talent incubators ndash eg Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio
Source Billboard 37
MEGATREND ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS ANGEL INVESTORS AND COMMUNITY DEVELOPERS
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
There has never been more creative freedom and potential or more opportunity to connect and learn But the pace of change also presents challenges feelings of fear distrust and uncertainty are pervasive
Angela Ahrendts Apples SVP of Retail
38
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source BRG CIO
74 The average number of hours
people spend looking at screens in the US
92 of people in the US worry about their online privacy and 91 say
they would avoid companies that do not protect usersrsquo privacy
39
MEGATREND LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source BetaBrand SaintChic Wired
From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage fashion design technology and trends are emerging to address privacy concerns Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust
40
MEGATREND LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source NutraIngrediants USA Huffington Post
$24B Global sales of probiotics in
2014 were up 144 from 2013
41
MEGATREND LIVING MATTERMICROBIAL
CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS
77 The average South Korean eats 77lbs of kimchi in a year and the rest of the world is catching on with an increased
interest in the health benefits of fermented foods
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source Wired Fast Company
Material innovations are taking many forms Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves Freitag creates biodegradable jeans from sustainable linen and Scough uses fabric that filters germs
42
MEGATREND LIVING MATTER MICROBIAL
THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Physical assistive devices are being replaced by gestures Gestures are thought to be more human and haptic than tapping and swiping Other once-visible interfaces are now disappearing into the background while some physical objects are emerging to enhance the once abstract
43
MEGATREND TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Source PSFK
With embedded technologies apparel can become a playful and expressive communication tool Some creative uses include gaze-activated fabric that lights up biometric sensors that reveal the wearerrsquos emotions and hangers in the store that offer the advice previously provided by a personal shopper
44
MEGATREND TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Emojis gifs and image macros are the new language Complex and nuanced people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret The same visual can simultaneously convey different messages depending on the audience
45
MEGATREND NEW SEMANTICS
VISUAL COMMUNICATIONS ARE REPLACING WORDS
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Symbolism is prevalent in streetwear brands like Hood by Air and KTZ
Emoji-infused fashion shows how serious the industry is about humor even dubbing the genre LOL-core
SourceThe Guardian 46
MEGATREND NEW SEMANTICS
FASHION PARTICULARLY STREETWEAR IS DRIVING ADOPTION OF NEW SEMANTICS
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
From Amazonrsquos On-Demand Drone Delivery to smart-home devices that automatically order household items when yoursquore running low services are emerging to make life in general more frictionless
47
MEGATREND FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Tommy Hilfiger mens jacket Designed by Pvilion a Brooklyn-based innovator of flexible PV solar products ndash this one-of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go In direct sunlight the battery charges beyond the capacity of most smartphones 50 of all net proceeds from this jacket support the Fresh Air Fund
48
MEGATREND FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry because the fashion industry is highly responsive to cultural shifts
Business innovations often start in the fashion industry and make their way into other industries
The fashion industry not only shapes consumer behaviors but holds up a mirror to it
50
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
CULTURAL CHECKLIST FOR BRANDSSpeak to and reflect a diverse population ndash age race size gender etc Be sensitive to cultural appropriation Design for modularity and multi-purpose Radical transparency can build trust and earn loyalty Appeal to the consumerrsquos carefree inner child Invest in material innovation Open up your brand to invite in outside partners (open brand API) Leverage rather than compete with the collaborative economy Create jobs and develop communities with angel investing and talent incubation Toss the legalese in your privacy policy Design for microbially balanced rather than germ-free Experiment with gesture-controlled experiences Understand where your brand can appropriately enter the visual conversation Make your consumerrsquos life more frictionless
51
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESSWe will continue to track MegaTrends adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening Stay tuned
Reach out to us if you want to explore how to apply these learnings ndash and future MegaTrend insights ndash to your business We can package MegaTrend insights in a variety of formats such as
Customized ldquoMegaTrendrdquo reports designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly ldquoMegaTrend Pulsesrdquo ndash sharable newsletters on MegaTrends and marketing opportunities
52
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
53
SOCIAL AGENCY
PR AGENCY
DIGITAL AGENCY
SEARCH AGENCY
EVENT MARKETING
AGENCY
ADVERTISING AGENCY
AGENCY OF RELEVANCE
- Social amp Cultural Listening - Competitive Intelligence amp War
Gaming - Segment Analysis amp Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content amp Influencer Strategy - Editorial amp Cultural Calendars
- Macro Trend Identification amp Quantification
- Projecting Segments into the Future (Consumers of the Future)
- Product Service amp Packaging Development
- Business Model Design amp Reimagination
- Business Context Analysis - Futurism - Whitespace Identification - BrandPartner amp Acquisition
Recommendations
- Pre-Planned (7030) Content Production - Online and Offline
- Real-time Content Production - Real-Time Commerce - Social Media Content (short and
long form) - posts tweets vines videos blogs etc
- Community Management - Influencer Outreach - Channel Optimization amp Fan Base
Development - Analytics amp Measurement - Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL INTELLIGENCE
INNOVATION
CONTENT amp DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
54
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
55
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
FASHION SNOOPS + SPARKS amp HONEY COLLABORATION 13 13 sparks amp honey (wwwsparksandhoneycom) is a New York--based agency with a mission to open minds and create possibilities for brands in the now next and future Employing a disruptive marketing platform and cultural newsroom model sparks amp honey uses a unique combination of tools algorithms and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations sparks amp honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands ndash innovation cultural insights and content Fashion Snoops (wwwfashionsnoopscom) is a leader in fashion trend tracking and forecasting Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel accessories beauty home deacutecor culture and more If something is happening in the world of fashion Fashion Snoops is there In addition to its subscription-based online tracking and creative platform Fashion Snoops partners with clients to help them develop innovative new products ideas and strategies that are culturally relevant and grounded in the clientrsquos brand values Fashion Foresight is a collaboration between sparks amp honey and Fashion Snoops who came together to create a complete view of the state of fashion as a reflection and driver of culture
56
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
57
CULTURAL STRATEGYWe use 247 cultural intelligence to identify trends and territories attuned to brand DNA bull Cultural Tension and White Space Mapping bull Collaborative Workshops bull Organizational Design bull Tailored Culture Operating Systems
57
SPARKS amp HONEY OFFERINGS
OPEN RESEARCHWe are always on tracking signals and establishing cultural context in a collaborative and agile environment bull Cultural Listening bull Trend Analytics bull Research Entertainment bull Open Research Platforms
CONTENT amp BRAND EXPERIENCEWe create branded content and storytelling experiences that conquer new territories bull Editorial amp Content Strategy bull Social Marketing bull Future-Focused Brand Experiences bull Collaborative Executions with Persons of Interest
INNOVATIONWe partner with people and organizations to promote curiosity and drive innovation leading to new business models next generation products and groundbreaking ideas bull Incubator Design Startup Matchmaking Startup Incubation bull Expert Forums
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
Sign up on our website to receive updates and future reports wwwsparksandhoneycom
For more information 2128945100
infosparksandhoneycom
sparksandhoney facebookcomsparksandhoney
58
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved
IMAGE SOURCES
59
Page 1 Photo by Michael Mandiberg Yigal Azrouel Fashion Show at Eyebeam Sept 5th 2008Page 2 Photo by Purple Crow Satiny Pooled Fabric September 13 2006Page 5 Photo by Vinoth Chandar The Beauty of Old Age March 5 2013Page 6 Photo courtesy of Dolce amp Gabbana all rights reservedPage 7 Photo by BlueOrange Studio all rights reserevedPage 8 Photo courtesy of Gucci all rights reservedPage 9 Photo by Julian Fong Wonder Woman November 16 2010
Page 10 Photo courtesy of Christian Dior all rights reservedPage 12 Photo by Natasha Kramskaya Rainbow flag sun wind and blue skyPage 13 Photo courtesy of Selfridges all rights reservedPage 14 Photo by Carnaval King 08 Sayulita July 15 2008Page 15 Photo courtesy of Christian Louboutin all rights reservedPage 16 Photo by poolie Dominik S Worldwide September 23 2012Page 17 Photo courtesy of Fashion SnoopsPage 18 Photo by Coco Curranski Front Runners November 18 2011Page 19 Photo courtesy of Sandro all rights reservedPage 21 Photo by Mike Slichenmyer One Happy Family June 30 2007Page 22 Photo courtesy of Butchbaby amp Co all rights reservedPage 23 Photo by Solidarity CenterSifat Sharmin Amita Rana Plaza rally April 24 2014Page 24 Photo courtesy of Fjallraven all rights reservedPage 25 Photo by Todd Huffman Settlers of Catan Party Crew September 1 2007Page 26 Photo courtesy of Fashion SnoopsPage 27 Photo by Ekso Bionics Bionic Exoskeleton September 27 2011Page 28 Photo by Maurizio Pesce XYZprinting inBloom Dress 3D Printed Outfit January 7 2015Page 29 Courtesy of Jeremiah OwyangPage 30 Photo by Kamyar Adl Express Delivery April 5 2007Page 32 Photo by Angelin Song Ice bucket challenge lol June 1 2015Page 33 Photo courtesy of Fashion Revolution all rights reservedPage 34 Photo by Tim J Keegan Lake Hume at 4 - 6531 February 2 2007Page 35 Photo by Gloria Cabada-Leman Cotton October 18 2011Page 36 Photo by eren sea+prairie fresh August 20 2010Page 37 Photo by fr4dd studio0035 November 4 2013Page 39 Photo by jseliger2 cell phone zombies-1215 April 18 2014Page 40 Photo by Leland Francisco mask September 22 2011Page 41 Photo by Jeremy Keith Kimchee April 15 2008Page 42 Photo by Freitag all rights reservedPage 43 Photo by Intel Free Press Hand Gesture Controls on an Ultrabook September 13 2012Page 44 Photo courtesy of Sangli Li Sangli Li - Expressive Wearable 2015 all rights reservedPage 45 Photo by The All-Nite Images A (Snowy) Day In New York December 14 2013Page 46 Photo courtesy of Fashion SnoopsPage 47 Photo by Don McCullough Drone and Moon April 22 2013Page 48 Photo courtesy of Tommy HilfigerPvilion all rights reserved