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Limited-time offer available! This PDF is just a very small sample of our Asia Pacific Trend Report. Remember: this sample contains short extracts from just three featured themes, there are 10 themes and 40+ trends in the 100+ page report! For more information please go here: www.trendwatchingreports.com And if you have any questions, please contact Paul Backman at [email protected]. SAMPLE AISA PACIFIC TREND REPORT Released 28 March 2013, available to pre-order NOW!

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Split into major themes and featuring 40+ trends, the report covers every major development in the Asian consumer arena, illustrated with tons of best-of-the best recent consumer innovations drawn from our Asia Pacific research team, and our spotters across the region. Remember, this is just a sample ;-) Visit our website for more information!

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Page 1: trendwatching.com's Asia Pacific Trend Report SAMPLE

Limited-time offer available!

This PDF is just a very small sample of our Asia Pacific Trend Report.

Remember: this sample contains short extracts from just three featured themes, there are 10 themes and 40+ trends in the 100+ page report!

For more information please go here: www.trendwatchingreports.comAnd if you have any questions, please contact Paul Backman at [email protected].

SAMPLE

AISA PACIFIC TREND REPORT

Released 28 March 2013, available to pre-order NOW!

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LUXYOURYLuxury is in the eye of the beholder

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*One example: luxury conglomerate Richemont reported flat sales in China during Q4 2012, after several years of ‘exceptional growth’.

Luxury – from Louis Vuitton to Shanghai Tang (we know, the list is endless) – has played a central role in the recent Asian consumption story. But the dance of success, status and material display so visible in many Asian societies – and so fundamental to luxury consumption – is evolving. In 2013, the luxury slowdown affecting some* is only a staging post in a wider, more momentous shift: as Asian consumers mature, so too are the ways in which they display wealth, differentiate themselves from the pack, and mark status. From ultra-opulence, to customized, to affordable mass-chic, ideas of what constitutes luxury are in transformation.

DRIVIng ThIS Theme:

A speciAl relAtionshipWhile worldwide luxury goods revenues grew by an estimated 10% in 2012 (down from 11% in 2011), in Asia-Pacific that figure was 18% (Luxury Goods Worldwide, Bain, October 2012). The takeaway? Asian consumerism is intertwined with luxury consumerism: as the first grows and matures, so does the second.

AccelerAting Affluence huge growth and rising affluence amid the Asian middle classes has put entry level luxury within reach of many more people. And that growth is set to continue: around 85% of the anticipated growth of the global middle class – from 1.8 billion in 2012 to 3.2 billion in 2020 – will come from Asia, except Japan (OECD, July 2012). That means high net Worth Individuals and other traditional luxury consumers must push the boundaries of luxury ever harder – or rethink their conception of it – to mark themselves out as special.

DiversificAtion of luxurymeanwhile, the rapidly rising middle classes are as eager to embrace luxury as their hnWI peers. globally, one in four purchases of personal luxury goods now comes from a Chinese consumer (Luxury goods Worldwide, Bain, October 2012). But for millions of these mass-lux consumers, creativity, uniqueness and self-expression are key. The result? A shift in the popular idea of what ‘luxury’ constitutes, and what a luxury product or service must deliver.

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WHITE COLLAR CHIC

MiDDle clAss spenDingYes, it’s those ballooning Asian middle classes again. Another sign: the proportion of middle class people in India is set to rise from 28% in 2010 to 45% in 2020 (Boston Consulting Group, Oct 2012). Millions of new Asian middle class consumers want affordable luxury options that serve their lifestyles.

quick fixesSaving enough to afford high-end luxury may take years for many among the Asian middle class, if it’s possible at all. Meanwhile, mass chic and affordable luxury can be bought on impulse. And – as we all know – when it comes to human nature, impulse often wins ;-)

everyDAy chicPut a luxury twist on mass market, off-the-shelf buys, by tweaking anything from ingredients to design to packaging. Look at what Burger King did with its Angus Beef and Truffle Burger.

MiD-MArket luxLaunch a new product line, pitched squarely at mass affluent consumers lusting after affordable luxury. Take inspiration from Shiseido’s ZA cosmetics range. Just be careful not to dilute your brand with too many sub-brands or product ranges.

locAl MAss luxLocal luxury brands such as Indian leather accessories brand Hidesign are producing affordable luxury lines that resonate with local tastes. Learn from, or partner with, similar examples in your sector.

nextWhy

Lux fOR LEss

While millions of Asian, newly affluent middle class consumers aspire to international luxury brands, most remain out of their price range. So, now more than ever, these consumers are hungry for exciting yet affordable luxury choices. Are you ready for the rise of Asian mass luxury consumption?

In May 2012, US fast food chain Burger King added the USD 5 Black Truffle Angus XT burger to its Hong Kong menus. The limited edition burger was part of a month-long promotion of the restaurant’s premium food line, which aims to boost sales in the Chinese market by offering the public upscale menu options.

September 2012 saw the Japanese launch of ZA, a new product line by Japanese cosmetics brand Shiseido tailored for Asian women. Marketed as a ‘masstige’ brand across eight Asian countries, the ZA range in Japan features 19 cosmetic products priced between JPY 630 and 1260 (USD 7 and 14).

Gourmet burger range in Hong Kong

‘Masstige’ makeup enters Japan

BuRgER KIng

sHIsEIdO

4LUXYOURY

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China’s leading women’s lingerie brand and e-tailer La Miu offers consumers a luxury shopping experience at an affordable price. In July 2012, the brand announced a partnership with popular Hong Kong model Zhou Xiuna. Lingerie pieces start from CNY 150 to 220 (USD 25 to 35). Meanwhile In October 2012, Sri Lanka’s first homegrown premium lingerie brand Amante was relaunched in its home country, after enjoying years of success in India. Amante offers premium satin and lace apparel. Its lingerie sets retail for approximately LKR 2,500 (USD 24).

In March 2012, Indian leather accessories brand Hidesign debuted its collection of women’s handbags under its new sub-brand, ‘Alberto Ciaschini, Handcrafted by Hidesign’. Priced between INR 8,000 (USD 145) and 25,000 (USD 456), the range of limited edition accessories targets India’s burgeoning luxury market. Italian designer Alberto Ciaschini leads the design department at Hidesign.

In October 2012 in Mumbai, Italian leather accessories brand Furla launched its flagship boutique in India, aimed at India’s emerging affordable luxury market. The brand offers a range of mid-market handbags, shoes, scarves and quality leather products, generally priced at INR 3,500 to 50,000 (USD 64 to 916.50).

La Miu and Amante Homegrown Indian brand expands its affordable luxury offerings

Furla opens first Indian store

MAss Lux LIngERIE HIdEsIgn

fuRLA

white cOLLaR chic5

LUXYOURY

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sTATus sTORIEs

evolutionAs traditional markers of affluence (the Gucci handbag et al) edge closer to ubiquity, middle class consumers are turning instead to experiences that tell others they are tasteful, cool and connected.

connectionExperiences generate currency to spend in the STATUSPHERE, in form of STATUS STORIES. With more Asian consumers online, those stories are becoming more shareable, and so more potent than ever.

connoisseursIn an evolving status arena, STATUS STORIES are increasingly linked to STATUS SKILLS. Cue experiences that allow consumers to develop and flaunt abilities that others aspire to.

WoW fActorMaybe you think your service already has the ‘wow’ factor. But is it as eye opening as the floating cinema created in Thailand by the Film on the Rocks Yao Noi Festival?

hAnDs on Challenge your consumers with hands on experiences that earn them STATUS SKILLS, as Singapore’s Baker & Cook do with their New World baking classes.

ArtificiAl scArcity: Keep your offering exclusive – hard to access, rare, or ‘secret’ – to help Asian consumers feel special. Prohibition-themed bar The Library in Singapore requires a word of mouth password to enter.

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sTAnd OuT ExpERIEnCEs = sTORIEs WORTH sHARIng

Amazing experiences are becoming a central part of the evolving Asian STATUSPheRe. now, as Asian consumers push the bar ever higher when it comes to prized experiences, expect rising numbers to dive into the opulent, the rare, the edifying and even the downright bizarre all in search of the ultimate STATUS STORY.

HuLLETT HOusE

In April and May 2012, Hong Kong-based and Michelin-starred Hullett House held a series of dinners recreating the Titanic’s last supper, to mark the centenary of the sinking of that ship. Replicating the original ten course menu available in the Titanic’s First Class Dining saloon, Hullett House even offered the same vintage 1907 Heidsieck & Co. Monopole champagne that the Titanic’s passengers enjoyed. Tickets cost HKD 15,000 per head (USD 1,935).

Hong Kong hotel recreates the Titanic’s last supper

BAKER & COOKCelebrity chef teaches New World baking techniques

During October and November 2012, celebrity chef Dean Brettschneider held a range of baking classes at his café Baker & Cook in Singapore. Priced at SGD 120 (USD 99), each workshop gave participants the opportunity to learn basic or advanced bread-making or pastry skills with the award-winning New Zealand baker.

6SHIFTING STATUS

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LIn BIAO’s CAvE

In July 2012, the former hideout of ex-Chinese Communist General Lin Biao was converted into a military-themed bar. Located atop a mountain in the Beijing suburbs, customers enter the clandestine bar through an old aircraft fuselage and can enjoy drinks surrounded by military memorabilia.

Ex-Communist leader’s bunker turned into bar

ARCHIpELAgO CInEMA

In March 2012 in Thailand, Film on the Rocks Yao Noi Festival created a floating cinema in Nai Pi Lae lagoon off Thailand’s Kudu Island. Made from recycled materials, the Archipelago Cinema consisted of a floating screen and raft-like auditorium situated in the middle of the lagoon; guests were taken there by boat.

Floating Cinema in lagoon

THE LIBRARy

Opened in November 2012 in Singapore, The Library is a Prohibition-themed bar that requires a password to enter. Patrons enquire at neighboring cafés for the changing password, which will be a book title, and enter the bar by knocking on a storefront wall that resembles a bookshelf and asking to ‘borrow’ the book.

Hidden bar requires password

StatUS StORieS7

SHIFTING STATUS

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fEsTIvAL fEvER

spenDing spikesAs disposable incomes increase across the region, festivals are time for even more guilt free, feel-good purchasing. Consumer spending spikes around Lunar New Year, Diwali, Eid and other key festivals. China’s Ministry of Commerce reported Lunar New Year 2012 retail sales of CNY 470 billion (USD 75 billion).

curAtion kuDosWith ever more consumers now making discretionary festival purchases, consumers want the kudos that comes from having found festival goodies that no one else has.

convenience cultureHow can you make a festival custom a truly seamless experience for Asian consumers? See how Chinese e-payment platform Alipay reinvented the Chinese festival custom of the ‘red packet’ gift.

stAtus BuysTurn your festival offering into a STATUS STORY by offering limited editions, as Italian accessories brand Tod’s did with a limited edition Diwali-themed bag. See SHIFTING STATUS for more on STATUS STORIES.

festivAl fooDsAre you in the food and drink sector? Innovate around an Asian festival! In 2013, Australia-based Rubicon Reserve Wines issued Lunar New Year editions of their Shiraz.

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fuEL THE fEsTIvAL

As with faith, festivals – and the rituals, clothes, and foods that accompany them – are being updated and reimagined for contemporary Asia. The result? A thirst for curated or convenient products and services that facilitate, inspire and amplify the many kinds of Asian FeSTIVAL FeVeR.

ALIpAy

RuBICOn REsERvE WInEs

TOd’s

During Lunar New Year in January 2012, China’s largest e-payment platform Alipay created a virtual ‘red packet’: a digital version of the traditional festival gift of a red envelope containing money. Users set up a cash transfer of up to CNY 2,000 (USD 317) on their Alipay account, then generated a QR code that was shared via email or Weibo. To complete the transfer, the recipient scanned this code using the Alipay smartphone app.

In January 2013, and in celebration of the Chinese New Year, Australia-based Rubicon Reserve Wines unveiled its Abundance range of Shiraz wines, including Gong Xi Fa Cai Shiraz (‘Gong Xi Fa Cai’ is the traditional new year greeting). Intended to resonate with Chinese New Year drinking and gifting customs, the wine bottles featured a snake emblem and embossed double prosperity seal. Gift packaged to resemble a gold bar, each bottle retailed for SGD 50 (around USD 40).

In November 2012, Italian accessories brand Tod’s unveiled its limited edition Diwali D Bag, of which only two were made. Available to buy at the brand’s boutique in New Delhi – and made in printed silk and either orange or purple crocodile leather – the bags were produced to celebrate the Hindu festival of Diwali, popularly known as the ‘festival of lights’.

Chinese e-payment portal lets users gift ‘red packets’ via QR Codes

Abundance range of Shiraz wines for Chinese New Year

Exclusive Tod’s bags celebrate Diwali

TRIBES & LIVES

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likE whAT yOu sEE?This was just a small sample of what to expect. The full report features 40+ must-know local consumer trends, insights & examples, plus an exclusive dedicated chapter on how to profitably apply them.

Reading the report will surprise and inspire you to come up with a host of product or service innovations or improvements, new business concepts, or inspirational new campaigns.

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» www.trendwatchingreports.com

If you have any questions, please feel free to contact Paul Backman ([email protected]), our Head of Client Services, who will get back to you straight away. Really.

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