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Lowd&Klea
Strategic Communications Agency''''(((</"(-);-9/&)<+"0
THE REVOLUTION WILL NOT BE TELEVISED...
This is an original article
compiled from deskbased
research undertaken by
Lowd&Klea.
Social Media
It’s far more likely to be streamed, downloaded as an app, available for anyone
to modify as opensource code, ‘liked’ on Facebook, or followed on Twitter.
Developments in technology and digital media are moving at a pace that has
been rarely seen since those in engineering during the 19th century. By the time
you read this some, or maybe all of the information in our report, will have
changed in some way. Having said that, at least this way you get a head start.
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Hardware
LOSERWINNER
What are we doing?
IS YOUR BUSINESS READY FOR THE NEW —“COOKIES LAW”?
!"#$%&#"'(#)"*+#Contact us at
Lowdandklea.Com
TOUGH ‘COOKIES’
Myspace unique visitors (US) January 2010 – 70 Million. January 2011 – 45 million
Best selling writer without a publishing deal on Kindle: Amanda Hocking – sells approx. 100,000 copies per month and keeps 70% 0f her book sales.
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40% increase in
video games in 2009
compared with the
previous year
Lowd&Klea
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Expectations for 2011 The impact on consumers
Hi-de-Hi! Has the credit crunch changed leisure habits for good?
53% of us stay in more. 59% spend
less when we go out
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!"#$:#"%-&<2#$*+$)"#$-*&)$*96,*'&$0"124#&$,&$,2$)"#$3#&),21),*2&$:#$1%#$0"**&,24$+*%$*'%$"*(,318&7$1&$01&"@&)%1..#3$+1-,(,#&$&:1.$+*%#,42$)%,.&$+*%$"*(,318$.1%=&$1)$"*-#;$
^*(,318$01-.&$&'0"$1&$_')(,2&$123$I*2),2L&$)"1)$1))%10)#3$1%*'23$1$-,((,*2$6,&,)*%&$1$:##=$3'%,24$)"#,%$.#1=$,2$)"#$`PaE&$1%#$#2b*8,24$1$%#21,&&120#$1&$+1-,(,#&$),4")#2$)"#,%$9'34#)&;$A2$+10)$I*2),2L&$&1:$BE`E$U'--#%$9**=,24&$%,&#$98$BEC;
D$%,&#$,2$)"#$1:1%#2#&&$*+$W4%##2L$"*(,318$*.),*2&$"1&$1(&*$9##2$&,42,/012);$
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A2$0*2)%1&)7$]'%*.#L&$):*$9,44#&)$"*(,318$*.#%1)*%&7$!dA$!%16#($123$!"*-1&$X**=7$"16#$3%1&),01((8$%#3'0#3$)"#$2'-9#%$*+$"*(,318&$9#,24$.')$*2$&1(#$)*$16*,3$9#,24$(#+)$"16,24$)*$3,&0*'2)$"#16,(8$,2$)"#$(1)#$9**=,24$-1%=#);$
;0.<)(.8=X*2&'-#%$0"*,0#$,2$:"#%#$)*$#1)$:"#2$)"#8$3*$#1)$*')$"1&$'2&'%.%,&,24(8$9#2#/)#3$)"#$9,4$21-#&$,2$+1&)$+**3;A2$BEEP$N0?*21(3L&$*.#2#3$BE$2#:$&)*%#&$123$0%#1)#3$OEEE$b*9&$,2$)"#$!de$:",(#$,26#&),24$1$+'%)"#%$fYc$-,((,*2$,2$&)*%#$%#2*61),*2&;
N#12:",(#$eSX$'23#%)**=$1$f`GE$-,((,*2$#5.12&,*2$)*$0%#1)#$YEE$2#:$*')(#)&$123$P7EEE$b*9&;$
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]6#2$-*%#$)#((,24$,&$)"1)$?*-,2*L&$1(&*$%#.*%)#3$)"1)$1$)",%3$*+$)"#$B;c$-,((,*2$"*'&#"*(3&$)"1)$,)$3#(,6#%#3$+**3$)*$3'%,24$)"#$/%&)$&,5$:##=&$*+$BEEP$:#%#$2#:$0'&)*-#%&;$
]6#2$)"#$)%13,),*21($/&"$123$0",.$&"*.$,&$.%*&.#%,24$,2$)",&$2#:$#26,%*2-#2)$:,)"$f`$,2$#6#%8$f`EE$&.#2)$*2$+**3$,2$)"#$de$9#,24$&.#2)$*2$/&"$123$0",.&;$
The impact on retailers
The way forward
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X*26,20,24$0'&)*-#%&$)*$)%,1($,&$=#8$:,)"$#2$*')$*+$)#2$13'()&$,2$)"#$de$&)1),24$)"#8$%#4'(1%(8$)1=#$13612)14#$*+$(#,&'%#$6*'0"#%&7$*++#%&$123$3,&0*'2)&$123$*6#%$"1(+$%#%0"$.%,0#&$9#+*%#$)"#8$4*$*');
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!"#$9#&)@.#%+*%-,24$1%#1$*+$)"#$,23'&)%8$3'%,24$)"#$.1&)$/6#$8#1%&$"1&$9##2$0'()'%1($(#,&'%#$&'0"$1&$-'&,0$0*20#%)&$123$+#&),61(&$RgaO;YCT$:",0"$"1&$&"*:2$)"#$&)%*24#&)$4%*:)"$,2$)"#$(1&)$8#1%7$)"#1)%#$RgBc;cCT$123$-'&#'-&$Rg`G;aCT;$D(($*+$)"#&#$1%#1&$"16#$9#2#/)#3$+%*-$&)%*24$,2@9*'23$)*'%,&-;$
]1),24$*')$123$3%,2=,24$,2$.'9&$123$91%&$h$:",0"$)*4#)"#%$100*'2)$+*%$cEC$*+$)*)1($(#,&'%#$&.#23$@$"16#$9##2$#5.#%,#20,24$0*2)%1&),24$+*%)'2#&$3'%,24$)"#$.1&)$/6#$8#1%&;$]1),24$*')$Rg`a;aC$98$61('#T$"1&$&##2$4%*:)"$R1(9#,)$:,)"$1$4%#1)#%$+*0'&$*2$61('#$&,20#$)"#$%#0#&&,*2$9#412T$:"#%#1&$.'9K$91%$3%,2=,24$R@B;FCT$,&$*2$)"#$:12#$1&$)"#$�)*%$%##(&$+%*-$)"#$W3*'9(#@:"1--8L$*+$)"#$&-*=,24$912$123$0*-.#),),*2$+%*-$0')@.%,0#$&'.#%-1%=#)$1(0*"*(;$
?%,2=,24$,2$.'9&K91%&$123$#1),24$*')$ROYC$123$OEC$*+$13'()&$%#&.#0),6#(8T$!1%#$:"#%#$.#*.(#$1%#$-*&)$(,=#(8$)*$"16#$-13#$0')910=&$1(%#1387$1(*24$:,)"$0('99,247$4*,24$)*$)"#$0,2#-1$123$)%13,),*21($41-,24$&'0"$1&$9#)),24$123$9,24*;$
i**=,24$+*%:1%37$2*2@i*))#%8$41-,24$(**=&$&#)$)*$9#1%$)"#$9%'2)$*+$+')'%#$&.#23,24$%#3'0),*2&7$1(*24$:,)"$6,&,)&$!)*$)"#-#$.1%=&7$0('99,24$123$"#1()"$0('9$
-#-9#%&",.&;$!"#$(#,&'%#$,23'&)%8$+10#&$1$)*'4"$),-#$,2$)"#$0*-,24$8#1%&$1&$,)$)%,#&$)*$)#-.)$0'&)*-#%&$910=$)*$91%&7$.'9&7$%#&)1'%12)&7$%#)1,($&.10#&$123$+*%#,42$"*(,318&;$A)$,&$6,)1($)"1)$)"#&#$0*-.12,#&$3#-*2&)%1)#$)"#$M'1(,)8$*+$)"#$#5.#%,#20#$)"#,%$.%*.*&,),*2$3#(,6#%&$123$)"#$61('#$,)$*++#%&;$
McDONALDS UK POSTED RECORDSALES OF MORE THAN
£200MIN DECEMBER 2010
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3#)2'%)#4*)5#$,)*+."$(")-/)$"
3-,4#&4>1+#?@-2
Pub and bar drinking
was shown to be
down 2.8% in 201015%
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!"#$%&'%"(&%)$(&?&2#;#*=$,($2&340$'##5$(".($("#$,5%.+($&1$("#$+*#0,($+*3-+"$.-0$.$53+"$0##%#*$*#+#'',&-$(",'$(,5#$.*&3-0$2,44$4#.0$(&$!"#$%&"'()*(+,!*-",.!*)&/"0%1)!2(-3",'$("#$-#2$2.(+"2&*0$1&*$("#$5.>&*,(/$.-0$,($,'$'&5#(",-8$(".($".'$3'"#*#0$,-$0,'(,-+($4,1#'(/4#$+".-8#'$*.("#*$(".-$("#$(#5%&*.*/$5#.'3*#'$&1$("#$*#+#-($%.'(<$
@#.0,-8$("#$2./$,'$("#$5,004#$,-+&5#=$5,004#$+4.''=$2"&$".0$%*#;,&3'4/$5.0#$14"-.&"5126"$7"-.&"(*'-!*-")%!-(+,!-($*".-0$0,'%&'.74#$+34(3*#$%*#)ABBC$#*.<$!"#/$".;#$4#.*-($(".($97.*8.,-:$,'$-&($.$2&*0$#D+43',;#$(&$("&'#$2"&'#$,-+&5#$5#.-'$("#/$0&-:($".;#$.$+"&,+#<$E4'&=$(".($2"#("#*$,(:'$("#$*,'#$,-$6-,((,-8$+,*+4#'=$1*##+/+4,-8=$&*$5.6,-8$("#$5&'($&1$2".($/&3$.4*#.0/$".;#$&*$9*#)%3*%&',-8:$,(#5'$".'$*,'#-$*.%,04/$,-$%&%34.*,(/<$!",'$1.+($".'$7##-$%,+6#0$3%$.-0$%*&5&(#0$7/$!F$+&5%.-,#'$2,("$%*&8*.55#'$'3+"$.'$GH,*'(,#:'$?&5#5.0#$?&5#I=$.-0$6##%$.-$#/#$&3($1&*$("#$3%+&5,-8$J".--#4K$'#*,#'$.+(3.44/$(,(4#0$GL.6#$M&$.-0$L#-0I<N1$2#$'%#-0$2#$+.--&($'.;#<$N1$2#$7&**&2$(&$'%#-0$2#$+.--&($'.;#$1&*$
("#$1&*#'##.74#$13(3*#$.-0$(",'$5#.-'$.!8(*)"*$"+*!*,(!2"'&,1%(-3/"9-"('*:-"4%1;&*-/"<.('"('"#$%&"-.!*"=1'-"+*!*,(!2"%*30#-+#$("&38"<$!",'$,'$'(.*(,-8$(&$4&&6$4,6#$.$2"&4#$-#2$+&-'35#*$5,-0'#(=$&-#$(".($%&',(,;#4/$#'+"#2'$("#$#'(.74,'"#0$*#(.,4$%*&+#''<
QUESTION?What effect has this behavioural
shift had on retailers both large
and small and what measures
have they taken to adapt?
Lowd&Klea
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!"#$%&'()
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<")=+-46)/%%,)"3$")"3%)#%(%//'+.>)+#)$/)*+,%&-$%&.$%/01203"&24%&!$*2&*2-"%&+5&24%&$%1%**0+36&4-*&4-/&-&,+$%&*0"30!1-32&$.6)4+.&%#)4$/"'.&)%77%(")+.)(+./-,%#)7%4-80+#$&24-3&9%&!$*2&24+#"42)&:4%&?-%/"'+.).+=)'/)=3$")/-:/%?-%.")
(3$.&%/)='44).%%6)"+):%),$6%)'.)+#6%#)"+)$6+5")$)@#%(+A%#1)5+/'"'+.B)7+#)&#+="3C
N-,(,.4$1&*#+.'('$1&*$ABOO$2#*#$(".($PH$#+&-&5,+$*#+&;#*/$2.'-:($4,6#4/$(&$%,+6$3%$'%##0$3-(,4$("#$5,004#$&1$("#$/#.*<$J,(,-8$("#$#-0$&1$'(,5343'$5#.'3*#'$'3+"$.'$("#$*#03+(,&-$,-$FE!$.-0$("#$+.*$'+*.%%.8#$'+"#5#=$+&3%4#0$2,("$.$%*#0,+(#0$*,'#$,-$,-(#*#'($*.(#'$.-0$%374,+$'#+(&*$+3('=$("#$JQN$".0$%*#0,+(#0$&;#*.44$RMS$8*&2("$&1$AT$1&*$ABOO<
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2#$.*#$'(,44$4#1($'(.*,-8$.($.$7,8$1.($BT<$R,;#-$("#$0#+,',&-$(&$3'#$.3'(#*,(/$5#.'3*#'$1&*$+&-(*&4$'3+"$.'$("#$A<XT$FE!$,-+*#.'#$1*&5$Y.-3.*/$ABOO=$("#*#$.*#$'#*,&3'$+&-+#*-'$(".($2#$.*#$-&2$7!,(*)"!"4$-&*-(!2"4&%($;"$7">'-!)?!-($*:/
=>$+%?'(7@)$417)AE4("&38"$,($,'$'(,44$(&&$#.*4/$1&*$".*0$.-0$1.'($0.(.=$,(:'$V3,(#$+4#.*$(".($("#$.8#$&1$7&**&2$.-0$'%#-0$9Z#2$J&-'35#*,'5:=$$!'";&+*&;"53"@12(&-"A,.$%"!-"-.&"7#8,--,-8$&1$("#$-&38"(,#'=$,'$2#44$.-0$-%123"$8&%/"A$"B.!-"('"2(6&23"-$"%&42!,&"9Z#2$J&-'35#*,'5:$.-0$2".($6,-0$&1$+&-'35#*$7#".;,&3*$+.-$2#$#D%#+($,-$$("#$4&-8#*$(#*5[
Expectations for 2011
The impact on consumers
Retail Recovery PositionRRP
0.6%GDP growth rates
contracted to 0.6%
For the last quarter
of 2010
87%Of UK households are
making changes in the
way they shop due to
the recession
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LT3"'=/-")%()60$-.%-.)#/)#0")%-#"'-"#)O)DQ)#/)UQV)/4)<=)'"3"-,")%()6/<%-.)4'/<)#0")%-#"'-"#W<$=2")4/').//*7)S$=2")@)1%&&)</3")/-#/)#0")%-#"'-"#5)6&/(")#0")(0/;)*/1-)$-*)#,'-)%#)%-#/)$)2%.)(#/6>'//<M
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The impact on retailers
Staging a recovery
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,78$%"$#9$'"&'$5$%:./"#18()$)'"(,)#0")2'$-*()#0$#)1%-)/3"')#0")-"Y#)="$')/')(/)1%&&)2")#0/(")#0$#)'"A"Y$<%-")#0"%')3$&,");'/;/(%#%/-()4'/<)$)&%4"6=6&")$-*)"Y;"'%"-6");"'(;"6#%3"7)8##'%2,#"()(,60)$()[,$&%#=5)*,'$2%&%#=5)6'$4#(<$-(0%;)$-*);'/3"-$-6")6$-)*'%3")($&"()$()&/-.)$()#0")6/-(,<"')%()(0/1-)2@"2&2@$A&D0##&3.'K04$&"&81"1-0"#&"14&"</#%/-$&)2$&$-6"7
QUESTION?With online purchases still only
accounting for around 8% of
total uk retail sales, where else
should we look for the growth
that will lead to recovery?
8%!"#$%&#"'(#)"*+#"#$%&'%!()!&%
;+<)(#)=*$(>?+@Revenue from online
purchases in May
2010 was up 22%
!"#$%&#'()*&#+!*#$%&#
same period in 2009
Internet sales still
only account for
around 8% of total
UK retail sales
The retail sector
generates 8% of the
UK gross domestic
product
Sensible and spirited
Where better to start in fashion than with the colours that get it noticed and dictate the theme for the seasons and their styles. Hopefully as you already know, Pantone offered us an escape from the economically imposed austerity that surrounds us with their colour for the year 182120 Honeysuckle. A vibrant and playful pink that led the S/S 11 theme of “An exotic journey” citing inspiration from destinations such as Africa, India, Peru and Turkey. This core colour was supported by equally fresh, fanciful and alluring colours including Blue Curacao, Coral Rose and Peapod.
For Autumn / Winter it would seem that global upheaval and the continuing need for courage in the face of economic adversity has informed in a focus on the art of colour and the theme of
“Sensible and Spirited”. As a result, Honeysuckle will be joined by colours that add stability to wardrobes such as Coffee Liqueur, Nougat and Orchid Hush. We await full details of S/S 12’s “Wonder” theme and as soon as we !"#$%&!$'(%)*+,--%.$%&!$%/01&%&*%23*45%%
Cause and effect
The rising price of cotton has seen dramatic rises over the last twelve months as the result of it’s scarcity and its impact on the industry has been severe. JustStyle’s report from October 2010 claimed that price increase was 127% in the 18 months leading up to September 2010. At least one of the outcomes of this has been forecasting from retailers including Primark, Next and H&M, that retail prices will have to increase 63%*07$0%&*%0$8$9&%&!$%$:;*3$3&6"-%growth in raw material prices.
FastFashion
This trend in the UK over the last decade 16<36/$7%.)%0";67-)%9!"3<63<%1&)-$1%"37%collections, offered at cheap prices has changed the overall structure of the industry. We have to ask the question of whether it’s due to continue to lead in light of increased raw materials costs and continued austerity measures. FastFashion, now that it is established will always have a place, but will consumers take a second look at quality garments that will last them longer when the constant purchasing of the fastfashion cycle starts to feel like an extravagance?
We’ll have to wait and see, but we hope that the route to retail economic growth can be found in a return to these steadfast labels and ‘quality over quantity’.
March 2009 – September 2010 price of cotton rose 127% from 51 cents per lb to 116 cents per lb
Lowd&Klea
Strategic Communications Agency www.lowdandklea.com
This is an original article compiled from deskbased research undertaken by Lowd&Klea.
O, Brave New World...!"#$%#%&'%(#)#&%$#*"+),#-%)(#$.)'#$/,,#.)0%#'.%#1(%)'%"'#/&23%&+%#4+(#lifestyle in the areas of fashion, technology and social trends? In this document $%#)/5#'4#6(40/7%#-43#$/'.#)#"&)6".4'#40%(0/%$#48#$.)'#'4#%96%+':#$.)'#'(%&7"#)(%#/&#'.%/(#)"+%&7)&+-#)&7#$.)';"#,/<%,-#'4#=%#,%8'#=%./&7#=-#'./"#'/5%#&%9'#-%)(>#
Fashion
In 2009 British consumers in the UK
spent £3.4bn on all forms !"#$!%&'#()!*+,-.#/0*#
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ADMIT ONE
ADMIT ONE
TV switch
On the whole television watching is still top of the list when it comes to how the majority of us spend our free time. What is and, for the greater part has, changed is how we choose to make use of it based on rapidly changing technology. Nearly 89% of homes in the UK had a digital television service at the end of !"#$%&'!$()*&!#&$+,$-../$*01$*2!"+)3"$satellite services had initially led the way, much of the recent growth in digital TV has come from the takeup of digital terrestrial television. Although not swift it’s a change that has been quite dramatic in the space of a decade. In Q1 2000, only 3% of households had this service connected to their main television set, by Q1 2009 this had increased to 38% of households.
Unsurprisingly one of the most '4304%5*0!$5"*03#'$!+$64#7403$"*84!'$40$recent years has been led by the advent of ondemand Internet television services provided by all of the major broadcasters and offering us both 7 day “catchup” TV
as well as older archive programming. 9"#$:#;48424!<$!"*!$7#=6#$3*40#1$"*'$meant an end to “appointmenttoview” programming and as a result given us more time to spend elsewhere – an ‘elsewhere’ which is predominantly becoming the ‘net.
High Street in the Home
This additional time spent on the Internet has had an impact on a number of traditional UK lifestyle habits, but one of the areas feeling it most is retail. TheHigh Street has continued to suffer, not only as the result of issues with the economy, but also because of where we are choosing to make our purchasing decisions. In comparison to the rest of Europe, the UK leads the way in the buying or ordering of goods or services over the Internet. In a Eurostat EU comparison from 2009, nearly 75% of people aged 16 to 74 had bought or ordered on the Internet in the 12 months prior to interview in comparison to the EU average of just under 40%.
Social trends
What are we doing?
THE 10 LONDON-BASED NATIONAL NEWSPAPER TITLES
SELL AN AVERAGE
9,540,993 A DAY
2!#30*#!+-#$!)'#Contact us at
Lowdandklea.Com
According to the National Lottery
Commission 70% of adults play the lottery
on a regular basis‘Greatest Hits
Queen’
5.7 m
UK TOP SELLING ALBUM 1956-2009
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Expectations for 2011
The impact on the public
A BITTERPILL?
Since January 2011 all local
authorities must publish
spending over £500
!"#$"%&'$(&)#*+,'(-*#.$'(-#
sought in the NHS by 2015
£530millionallocated to rolling out superfast
broadband during the current
spending review
SEVENTEEN PERCENTof the UK population have no
experience of the internet“
”
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The impact on the public sector The way forward QUICK STATS
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of council tax went uncollected in 2009/10
£1.1bn
£20billion
£FIVE HUNDRED
