Presentation by futurist Anne Lise Kjaer The Catalan Agency for Competitiveness - October 29, 2009
THE FUTURE OF LUXURY 2015+ Tomorrow’s People & Emotional Consumption
THE JOURNEY
• Today’s Society
• Luxury Today and Tomorrow
• Trend Mapping
• Key Society Drivers
• Tomorrow’s Consumer
• Case Studies
• Competitive P.O.A.
• Conclusion
Luxury Trends 2015+
www.kjaer-global.com
1970s – 1980s Neo-Fordism
INDIVIDUAL CORPORATE
THE FUTURE
1910s Militarism
1950s – 1960s Fordism
EMOTIONAL CONSUMPTION
EMPOWERMENT BRANDS
Luxury Trends 2015+
Self-Realisation Brand Equity
Mass Prodcution Mass Consumption
Sustenance Basic Products
Security More Choice
1990s – 2000s Post-Modernity
The 21st century
Specialisation
Social Responsible Today
Neo-Holism / Glocalisation
Individualisation
Sustainability
1920s – 1930s Subconscious Automatism / Bernays Public Relations Social Attachment
pre 1900 – 1900 Industrialisation / Urbanisation
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EVOLUTION OF CONSUMPTION
We are entering a new era where value sets are shifting www.kjaer-global.com
Luxury Trends 2015+
Sustainability is our new religion - transforming our world, society and how we do business www.kjaer-global.com
THE SUSTAINABILITY AGE
Luxury Trends 2015+
Companies and organisations must facilitate, educate, inspire and convey an ethical message to meet the needs of tomorrow’s people
EMPATHIC LEADERSHIP
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CONTRASTS CO-EXIST Luxury Trends 2015+
Conscious Consumption - Deep Luxury Conspicuous Consumption - Shallow Luxury www.kjaer-global.com
THE WHOLE BRAIN
RIGHT BRAIN Synthesis & Big Picture
LEFT BRAIN Analysis & Details 4. SPIRITUAL 1. SCIENTIFIC
2. SOCIAL 3. EMOTIONAL
Luxury Trends 2015+
1 2 3 4 www.kjaer-global.com
Lifestyle Curators
Climate Change
Foodie Culture
Personal Pampering
PERSONAL FULFILMENT
2. SOCIAL 3. EMOTIONAL
4. SPIRITUAL 1. SCIENTIFIC
UNIVERSAL AWARENESS
Empowerment Brands
Rethinking Work/Leisure
Web 2.0
COMMUNICATION NATION CARING COMPANIES
Authenticity Rediscovered
PURCHASE DRIVERS GLOBAL SUSTAINERS HEALTH & WELLNESS
PATCHWORK SOCIETY
Grey Power
Redefined Families Creative
Class Female
Empowerment Five Star
Youth
ECONOMIC DRIVERS
Customised Convenience
PREMIUM ECONOMIES
Inner Peace
Rediscovered Wisdom
Karma Capitalism
Art / Science Convergence
Convergence Technology
Perma Youth
GLOBAL POLITICS
Creative Capital
Living the Brand
One Planet Living
WORK/LIFE BALANCE
Philanthropy
Credit Challenges
Emergent Markets
Cultural Consumption
Intelligent Reduction
Luxury Trends 2020+
Transparency
Deep Luxury
Conscious Consuming
EMERGENT TECHNOLOGIES
Smart Everything
Clean Tech
Glocalisation Retail Curating
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+
www.kjaer-global.com
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+
www.kjaer-global.com
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+
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Patagonia invests in clean tech, policing waste and encourage tracebility
Katharine Hamnett & Lily Cole fight child labour in the fashion industry Luxury ethical council: initiated by luxury cashmere brand Rumah
GLOCALISATION & NEW ECONOMIES
Connectivity and integration drives globalisation. Local cultural capital reflected in the brand is attractive to tomorrow’s people and gives an edge over global competition
Luxury Trends 2015+
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Story telling, especially about origin and people is vital
‘Still Made Here’ – home-grown creative capital gains currency
iittala Group’s head office in Helsinki
Saville Row tailors Global trade / local values HSBC sponsor ‘China Design Now’
‘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 BRANDS Luxury Trends 2015+
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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
CONVERGENCE TECHNOLOGY & CONVENIENCE Luxury 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
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Applications software makes peoples life easier Connecting with people via social networks to stay ahead of the competition
INTELLIGENT CONSUMPTION Luxury Trends 2015+
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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 edition Conscious 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
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+
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Luxury spas for personal pampering to improve health
Foodies want local and high quality
Consumers want products with personal meaning
PHILANTHROPY & KARMA CAPITALISM Luxury Trends 2020+
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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 forces Gates and Buffet are leading the way in philanthropy
AMEX Red support Good Causes
Member of the G.O.O.D. Club
The key trends clearly indicate a polarised society – sharing lifestyles and value sets across conventional borders
TOMORROW’S PEOPLE
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Luxury Trends 2015+
The WE people The ME People
CONTRASTING MINDSETS Luxury Trends 2015+
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EXCLUSIVE Deep Luxury
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
REAL Authenticity
HOLISTIC Personal Pampering
PROGRESS Convergence Technology
STIMULATING New Economies
INFORMED Intelligent Consumption
ENGAGING Empowerment Brands
EMPOWERING Convenience
FULFILLMENT Philanthropy
HONEST Transparency
UNCONVENTIONAL Karma Capitalism
TOGETHERNESS Glocalisation
CULTURAL
POETIC
NATURE
URBAN
Emotional Rational
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
MEDIA & COMMUNICATION • Socially & environmentally responsible • Goods labelled with clear information • Transparent sourcing
NATURE SUSTAINERS - EXPERIENCES Luxury 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 BUYS Luxury Trends 2015+
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Luxury Trends 2015+ POETIC MODERNISTS
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Inconspicuous Luxury
MEDIA & COMMUNICATION • 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 - EXPERIENCES Luxury 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 BUYS Luxury Trends 2015+
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PLAN OF ACTION Luxury Trends 2015+
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# 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: Business Adapting to Customers
# 9 From: Dialogue - feared and ridiculed To: Dialogue - Embraced and Acted 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
CONCLUSION Luxury Trends 2015+
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To lead have perspective and be people-centric - truly empower people on all levels. Only then can you create successful products to engage tomorrow’s emotional experience hunters