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Presentation by futuristAnne Lise Kjaer

TheCatalan Agency for Competitiveness - October 29, 2009

THE FUTURE OF LUXURY 2015+Tomorrows People & Emotional Consumption


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THE JOURNEY

Todays Society

Luxury Today and TomorrowTrend MappingKey Society DriversTomorrows ConsumerCase StudiesCompetitive P.O.A.Conclusion

Luxury Trends 2015+

www.kjaer-global.com


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1970s 1980sNeo-Fordism

INDIVIDUAL CORPORATE

THE FUTURE

1910s

Militarism

1950s 1960sFordism

EMOTIONAL

CONSUMPTION

EMPOWERMENT

BRANDS

Luxury Trends 2015+

Self-Realisation Brand Equity

Mass ProdcutionMass Consumption

Sustenance Basic Products

Security More Choice

1990s 2000sPost-Modernity

The 21st century

Specialisation

Social ResponsibleToday

Neo-Holism / Glocalisation

Individualisation

Sustainability

1920s 1930s

Subconscious Automatism / BernaysPublic RelationsSocial Attachment

pre 1900 1900

Industrialisation / Urbanisation

kjaerglobal2009evolutionofneedsintheWest

EVOLUTION OF CONSUMPTION

We are entering a new era where value sets are shifting



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Luxury Trends 2015+

Sustainability is our new religion - transforming our world, society and how we do business


THE SUSTAINABILITY AGE


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Luxury Trends 2015+

Companies and organisations must facilitate, educate, inspire and

convey an ethical message to meet the needs of tomorrows people

EMPATHIC LEADERSHIP



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CONTRASTS CO-EXISTLuxury Trends 2015+

Conscious Consumption - Deep LuxuryConspicuous Consumption - Shallow Luxury



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THE WHOLE BRAIN

RIGHT BRAINSynthesis & Big Picture

LEFT BRAINAnalysis & Details

4. SPIRITUAL1. SCIENTIFIC

2. SOCIAL 3. EMOTIONAL

Luxury Trends 2015+

1 2 3 4www.kjaer-global.com


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LifestyleCurators

ClimateChange

FoodieCulture

PersonalPampering

PERSONAL FULFILMENT

2.SOCIAL

3.EMOTIONAL

4.SPIRITUAL

1.SCIENTIFIC

UNIVERSAL AWARENESS

EmpowermentBrands

RethinkingWork/Leisure

Web 2.0

COMMUNICATION NATIONCARING COMPANIES

AuthenticityRediscovered

PURCHASE DRIVERS GLOBAL SUSTAINERSHEALTH & WELLNESS

PATCHWORK SOCIETY

GreyPower

RedefinedFamilies CreativeClass FemaleEmpowerment Five StarYouthECONOMIC DRIVERS

CustomisedConvenience

PREMIUM ECONOMIES

InnerPeace

RediscoveredWisdom

KarmaCapitalism

Art / ScienceConvergence

ConvergenceTechnology

PermaYouth

GLOBAL POLITICS

CreativeCapital

Living theBrand

One PlanetLiving

WORK/LIFE BALANCE

Philanthropy

CreditChallenges

EmergentMarkets

CulturalConsumption

IntelligentReduction

Luxury Trends 2020+

Transparency

DeepLuxury

ConsciousConsuming

EMERGENT TECHNOLOGIES

SmartEverything

CleanTech

Glocalisation RetailCurating

TREND ATLAS



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NAVIGATING COMPLEXITY

Trends can present new opportunities. However without a Trend Atlas navigating

the future is like travelling to an unknown location without your GPS switched on

Luxury Trends 2015+



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KEY DRIVERS

* Transparency

* New Economies & Glocalisation

* Convergence Technology & Convenience

* Empowerment Brands

* Intelligent Consumption

* Authenticity Rediscovered

* Deep Luxury & Personal Pampering

* Philanthropy & Karma Capitalism

Luxury Trends 2015+



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TRANSPARENCY

The urgency of sustainable consumption requires all to promote a transparent and authentic

understanding of quality and manufacturing including respect for each other and the planet

Luxury Trends 2015+


Patagonia invests in clean tech, policing waste and encourage tracebility

Katharine Hamnett & Lily Cole fight child labour in the fashion industryLuxury ethical council: initiated by luxury cashmere brand Rumah


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GLOCALISATION & NEW ECONOMIES

Connectivity and integration drives globalisation. Local cultural capital reflected in the

brand is attractive to tomorrows people and gives an edge over global competition

Luxury Trends 2015+


Story telling, especially about origin and people is vital

Still Made Here home-grown creative capital gains currency

iittala

GroupsheadofficeinHelsinki

SavilleRowtailors

Global trade / local values HSBC sponsor China Design Now


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Iconic brand culture has resulted in people increasingly being attracted by the emotional

aspects of brands. Be inspiring, informative and ethical - truly empowering people

EMPOWERMENT BRANDSLuxury Trends 2015+


Danish Luxury label Noir founded Illuminati to manufacture high quality cotton fabrics in Uganda

www.eco-asia.info/content/en/f-noir

Frederic Malle Perfumer Creater of bespoke personal fragrances


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CONVERGENCE TECHNOLOGY & CONVENIENCELuxury Trends 2015+

Convergence technology has empowered the individual in ways previously undreamt of.

We can shop 24/7, find the best deal on compare sites and get support by social networks


Applications software makes peoples life easier Connecting with people via social networks to stay ahead of the competition


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INTELLIGENT CONSUMPTIONLuxury Trends 2015+


The influential and informed individual practises sustainability by doing and this is filtering

through every level of society. Businesses must offer intelligent choices with authentic values

Quiet understated luxury Absolute limited editionConscious and ethical One Planet Living for global change


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AUTHENTICITY REDISCOVERED

In a world of mass produced we crave authenticity and timeless quality. We want

the real thing: experiences that enhance our lives and tell a story of origin and traceability

Luxury Trends 2015+

Time before everything became branded and disposable

Going back to your roots to recover your economy

Simple and honest design where quality and utility are intrinsic


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DEEP LUXURY & PERSONAL PAMPERING

Meaning and empathy are increasingly important factors in understanding

consumer needs. Good karma and personal pampering has become big business

Luxury Trends 2015+


Luxury spas for personal pampering to improve health

Foodies want local and high quality

Consumers want products with personal meaning


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PHILANTHROPY & KARMA CAPITALISMLuxury Trends 2020+


Growth global philanthropy indicates people need for social participation and value-related

self-expression. Wealth is now measured by how much you can afford to give away

Karma Capitalism - The Co-operative Bank and Amnesty International have joined forcesGates and Buffet are leading the way in philanthropy

AMEX Red support Good Causes

Member of the G.O.O.D. Club


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The key trends clearly indicate

a polarised society sharing

lifestyles and value sets

across conventional borders

TOMORROWS PEOPLE


Luxury Trends 2015+


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The WE people The ME People

CONTRASTING MINDSETSLuxury Trends 2015+



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EXCLUSIVEDeep Luxur y

The Trend Atlas indicates two key types: ME and WE people. The trends are closely

linked to value sets that are essential when creating products and services

REALAuthenticity

HOLISTIC

Personal Pampering

PROGRESSConvergence Technology

STIMULATINGNew Economies

INFORMEDIntelligent Consumption

ENGAGINGEmpowermentBrands

EMPOWERINGConvenience

FULFILLMENTPhilanthropy

HONESTTransparency

UNCONVENTIONALKarma Capitalis m

TOGETHERNESSGlocalisation

CULTURAL

POETIC

NATURE

URBAN

EmotionalRational

ME

WE

Luxury Trends 2015+ LUXURY KEY DRIVERS



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Luxury Trends 2015+ URBAN TRIBES



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COMMUNICATION & MEDIA

Specialist, individual & forward-thinking

Clubs/magazines for connoisseurs

Networking - an 'insider

ATMOSPHERE

Urban and contemporary

Scene setting - social performance

Polished surfaces

KEY DETAILS

Designer furniture and fittings

Style before comfort

Indoor & outdoor blend seamlessly

Luxury Trends 2015+ URBAN TRIBES - EXPERIENCES



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DESIGNERS

Comme de Garcon

Yohji Yamamoto

Costume Nationale

FASHION & TEXTILES

Luxury materials

No superfluous trims

Leathers and fur

SILHOUETTES

Urban / Architectural / Technical

Sleek and Tailored

Sophisticated, Sexy Avant-garde

Luxury Trends 2015+ URBAN TRIBES - FAVOURITE BUYS



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Luxury Trends 2015+ CULTURAL EXPLORERS



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ATMOSPHERE

Urban community

Social space and themed interiors

Quirky, ironic and humorous

KEY DETAILS

Untreated woods and brick walls

Well-worn leather

Informal with focus on music

MEDIA & COMMUNICATION

Intimate, stimulating and imaginative

Insider knowledge viral marketing

Peer-to-peer networks & web focus

Luxury Trends 2015+ CULTURAL EXPLORERS - EXPERIENCES



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DESIGNERS

Marc Jacobs

Paul & Joe

Paul Smith

FASHION & TEXTILES

Contrasting reclaimed / luxury materials

Loves badges, details and trims

Abundant fabric and layering

SILHOUETTES

Eclectic with a personal twist

Influenced by global culture

Relaxed, informal edgy sporty

Luxury Trends 2015+ CULTURAL EXPLORERS - FAVOURITE BUYS



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Luxury Trends 2015+ NATURE SUSTAINERS



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KEY DETAILS

Un-pretentious without pastiche

Cosy, caring and authentic

Organic Everything

ATMOSPHERE

Inclusive spaces

Sustainable & honest materials

Relaxed and informal


Socially & environmentally responsible

Goods labelled with clear informationTransparent sourcing

NATURE SUSTAINERS - EXPERIENCESLuxury Trends 2015+



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DESIGNERS

No Logo & Independent brands

Charity Shops

Edun

FASHION & TEXTILES

Organic materials, dyes and prints

Sustainable sources

Wooden beads, shells & cork trim

SILHOUETTES

Relaxed - Casual

Soft and Layered

Thoughtful and Creative

NATURE SUSTAINERS - FAVOURITE BUYSLuxury Trends 2015+



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Luxury Trends 2015+ POETIC MODERNISTS



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Inconspicuous Luxury


Logic & intuitive information architecture

Always Ideas over Logos

Complex simplicity - a bit surreal

ATMOSPHERE

Calm and intimate

Curated, Intriguing and spiritual spaces

Considered and thoughtful

KEY DETAILS

Inconspicuous High-spec Luxury

Insider design and designers

Sophisticated, artistic and light

POETIC MODERNISTS - EXPERIENCESLuxury Trends 2015+



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DESIGNERS

Hussein Chalayan

Jens Laugesen

Modern Vintage

FASHION & TEXTILES

Rich and textured fabrics

High tech accessories and materials

Shells and Mother of Pearl

SILHOUETTES

Geometric - intellectual cuts

Minimal and modern romantic

Otherworldly - pure and refined

POETIC MODERNISTS - FAVOURITE BUYSLuxury Trends 2015+



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PLAN OF ACTIONLuxury Trends 2015+


# 1: From:Arrogant and snobbish

To: Welcoming and Nurturing

# 2: From: Brand validates customers

To: Customers Validate Brand

# 3: From: Price Premium is imposed

To: Price Premium is Earned

# 4 From: Command and control management

To: Team-based Innovation and Learning

# 5 From: Key assets - bricks & mortar

To: Key Assets - People & Relationships

# 6 From: Economies of scale

To: Economies of Customer Share

# 7 From: Me too in multiple segments

To: Unique & Exclusive in Few Segments

# 8 From: Customers adapting to business

To: Bus iness Adapting to Customers

# 9 From: Dialogue - feared and ridiculed

To: Dialogue - Embraced and Ac ted Upon

# 10 From: Disconnected interactions

To: Seamless Customer Journeys

# 11 From: Traditional luxury marketing

To: Word-of-Mouth, Referrals

# 12 From: Socially disengaged

To: Socially Responsible


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CONCLUSIONLuxury Trends 2015+


To lead have perspective and be people-centric - truly empower people on all levels. Only

then can you create successful products to engage tomorrows emotional experience hunters

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