Global JWT trends 2015 Reframe with implications to the Russians

Summarized by Unite Agency, based on JWT presentation: «The Future 100 trends and chance to watch in 2015»

AGENDA1. Retooling for an aging population

in the era of long-living.

2. Celebrities are aspired of real life and real brands.

3. Everything is retail and is becoming shoppable. Consumers will buy the experience. Every brand should have experience strategy besides digital or brand ones.

4. Feeling good is a key to looking good.

5. Brands. General rise in consumer sophistication demand, personalization and experience.

6. The growth of Mindfulness toward personal health and environment.

7. Technologies serve for sustainability, going private in public and globalization.

8. Society trends.35

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In 2014 Estée Lauder bought Olio Lusso, the skin care line founded by Linda Rodin.

Rodin launched her brand when she was nearly 60.

It’s USP is that it naturally enhances you to be the best you can be.

The World Health Organization estimates that by 2050, people aged 65 and over will outnumber children aged 14 and under for the first time.“Oh, the Beauty of Simplicity!”

1. RETOOLING FOR AN AGING POPULATION IN THE ERA OF LONG-LIVING

Retooling for an Aging Population

As the workforce is rapidly aging, there is a rising appreciation of the strength and tenacity of a more mature workforce.

In Germany, BMW has installed adjustable chairs and special tools to cater to older workers.

New Wave Boomer Beauty

50% of premium beauty categories are controlled by consumers who are over age 50.

Most of these consumers are still presented with products whose models are in their 20s.

Clever brands will target them without patronizing them.

Aging: Sil icon Valley’s Next Frontier

Silicon Valley is trying to tackle how to slow down aging.

“We could be doing a lot more in the fight against aging,” PayPal co-founder Peter Thiel said at the 2014 Web Summit in Dublin. “It’s a problem that could be slowed. We could figure out what causes it, how to reverse it….”.

BEYONCE:

2. CELEBRITIES ARE ASPIRED OF REAL LIFE AND REAL BRANDS

Real Aspirations

As more and more celebrities and influencers use social media like Tumblr and Instagram, candid and real are becoming ideal.

A growing number of celebrities/influencers are posting unedited pictures of themselves to show that they will not be edited into submission.

Backstage Celebrit ies

Social media has increased awareness of fashion designers and the creative talent behind the scenes (e.g. makeup and hair artists to store architects).

Meanwhile, luxury store architect Peter Marino (who has designed stores for Christian Dior, Louis Vuitton and Chanel) was celebrated in an exhibit during Design Miami 2014.

Celebrity Business Partners

Celebrities are finding direct ways to monetize their influence as they launch their own lifestyle brands.

Brands collaborating with celebrity business partners leads to a double halo effect of joint media buzz and promotions.

SUPERSTAR ROBBIE WILLIAMS BECOMES VOLKSWAGEN'S NEW MARKETING MANAGER: WIE GUT KLINGT DAS DENN?!

Robbie Williams recently dropped a hint about his new role and is obviously delighted with his mission:

"Marketing manager at Volkswagen – wie gut klingt das denn? For me, it's a big change. It's stepping out of the world of pop into a proper job", is how Robbie described his new assignment at Volkswagen…

FORESTA LUMINA BY MOMENT FACTORY, CANADA

3. EVERYTHING IS RETAIL AND IS BECOMING SHOPPABLE. CONSUMERS WILL BUY THE EXPERIENCE.

Every brand should have experience strategy besides digital or brand ones.

Experiential Public Spaces

Street scape is becoming a rich palette for retail, location-sensitive games, and experiences that can offer public services as well as integrate themselves into consumers’ everyday activities. Clever brands use wonder and experience in services for everyday activities.

Intellectual, Art ist ic Gaming

New wave of intellectual, artistic and poetic video games. These focus on learning, self-actualizing and experience over punching out soldiers or whizzing past a virtual finishing line.

Gaming is changing to include new audiences like women (who comprise ~50% of gamers).

Gaming mechanics are being applied to everything from music videos to retail.

Amazon Store Online retailers have opened brick-and-mortar

stores as consumers seek compelling in-store experiences in addition to shopping online.

Amazon is planning on opening its first physical store in New York City.

24/7: Unlimited Hours

Due to globalization and the internet, traditional boundaries that kept retail and working hours in check have collapsed.

Celebrating Serendipity

There is a growing appetite (Big data) for randomness as consumers are getting used to predictive advertising and retail.

More and more technologists and innovators are focusing on integrating chance discoveries to complement automation and prediction.

Death of the Cookie?

Facebook claims that the cookie, the traditional method of tracking consumers’ response to ads and paths to purchases, is over 40% of transactions go from one device to another device, rendering cookies redundant for understanding the success of advertising and affiliated retail.

WHAT’S IN COMMON BETWEEN KALE AND CHARCOAL ?

MINERALS! BOTH INGESTIBLE AND APPLIED

EXTERNALLY, ARE BECOMING A KEY

SELLING POINT FOR HEALTH AND BEAUTY

4.FEELING GOOD IS A KEY TO LOOKING GOOD

Kale and Superfood Beauty Wave

As consumers gravitate towards health, beauty, and well-being, superfoods and cold-pressed juices have become a phenomenon among consumers.

South Korean Beauty

Beauty influences are increasingly coming from the East as ready access to the internet and social media has created new centers of influence and enabled trends to spread faster than ever before.

Brogawear Arrives

According to SRI International, the wellness industry (spas, yoga, complementary therapies) as of 2013 is worth $3.4T and growing.

Both male and females are spending on wellness.

More males are taking up yoga.

Digital Habits and Stress

Beauty products are being created to help millennials manage premature aging due to stress.

ANTISTRESS PRODUCTS FOR GADGET-OBSESSED MILLENNIALS

The impact of stressful jobs and heavy use of technology is a growing concern.

According to research by YSL Beauté, spending a lot of time checking your mobile or staring at a laptop or iPad screen is causing premature aging.

The brand uses the phrase “tech neck” to describe the necklace-like creases caused by checking a smartphone 150 times a day, which is, apparently, the average. “A rising number of products are being introduced to firm the jawline and smooth the neck,” says Anna-Marie Solowij, beauty expert and founder of U.K. retailer BeautyMART.

5.BRANDS. GENERAL RISE IN CONSUMER SOPHISTICATION DEMAND, PERSONALIZATION AND EXPERIENCEBacteria Chic

While bacteria has commonly been viewed in a negative light, creative innovators are now trying to harness bacteria for its various properties, such as the potential for growable products.

Universal Intell igent Design

Consumers, especially Millennials, expect good design.

1-for-1: Third Way Commerce.

Consumers, especially Millennials, are increasingly discriminating between brands by looking at the companies values - particularly ethical behavior and sustainability.

each bag sold provides a week of water to people in need.

Do Brands Instead of creating self-serving marketing

content, more brands are using innovation, activism, and social initiatives to connect with consumers and create marketing content.

Me Brands

Consumers are beginning to think of themselves as brands and micro-entrepreneurs, as they curate their online image and finds ways to monetize it via social media power, YouTube, and micro-retail platforms.

Mass Market Art-Tail

Due to a general rise in consumer sophistication and expectation from brands, fast-fashion brands have to be smart in addition to being stylish and cheap.

Adventurist Impulse

Consumers are beginning to prioritize experiences (e.g. travel, food, exploration) over “stuff”.

Brands should connect their products to experiences (adventure tourism).

BuzzFeed Retail

Customization and personalization are unique ways to reinstate brand authority while keeping the consumer engaged at the center of the show.

H&M collaboration with Jeff Koons, NYC, 2014

Pernod Ricard’s Our/Vodka invites customers to create their own local version of its brand in a business partnership.

Our/Vodka micro-distilleries in Berlin and Detroit, among other cities, were opened in partnership with local stakeholders, who receive 20% of the profit in exchange for investing their time and managing the distillery as well as marketing and events. Pernod Ricard invested the capital and supplied a global recipe, which is adjusted to include local ingredients.

BioCouture is pioneering a biodesign and manufacture future for fashion, sportswear and luxury brands. Founded by Suzanne Lee in 2003, the BioCouture atelier has explored the use of living cultures of microorganisms (yeast and bacteria) to grow biomaterials like cellulose into sustainable, compostable clothing.

Customers were invited to engage in an interactive process, selecting the colors and finishes ideal for them. The process included a “mood station” where people were asked to gauge their response to a series of images; this was then interpreted for paint-color preferences and presented back to participants in a visual display.

BENTLEY STUDIO GIVES CUSTOMERS A CHANCE TO DESIGN THEIR DREAM CAR

VENICE – VISITORS TO THE PALAZZO GRASSI WILL BE CAUGHT BETWEEN MIRAGE AND REALITY AS AMERICAN ARTIST DOUG WHEELER CHALLENGES THEIR PERCEPTION WITH HIS LIGHTING INSTALLATION

Consumers are starting to contemplate their mortality and the afterlife more seriously, linked, perhaps, to the cult of health.

6.THE GROWTH OF MINDFULNESS TOWARD PERSONAL HEALTH AND ENVIRONMENT Teetotal Mil lennials

As millennials embrace healthy lifestyles and fitness more than older generations, fitness and health are being rebranded in more hip and sociable ways (e.g. yoga raves and alcohol-free hedonism).

Food 2.0

Consumers are becoming more conscientious of their food’s nutritional values and its carbon footprint.

Cold-pressed Everything

Cold-pressed (byword of purity and quality) and unprocessed foods are becoming popular and demanded by consumers.

Guilt-Free To Go

Healthy, ethical fast food is expected to gain momentum in 2015.

Liquor Mashup

Millennials are drawn to new flavors and experiences in the beverage market.

Bone Broth: The Hot New Beverage

As the Paleo diet gains popularity so has bone broth.

Haute Vegan

Veganism is on the rise as more people adapt a healthy lifestyle.

Recycling Reinvented

Brands are beginning to use innovative recycling strategies as a marketing platform.

Cycle-First Cit ies

Cities are shifting away from expensive, polluting cars and towards bicycles.

Cycling is becoming a part of city culture as a means of travel as well as a social pursuit and leisure activity.

Wellness Tourism

Boomers and Millennials are prioritizing health and well-being.

According to the Global Wellness Tourism Congress wellness travel is a $439B market and has an expected growth of 55% by 2017.

Tech-Free Travel

Consumers are seeking greater control over their technology habits, and focusing on tech-free time as a time to relax and enjoy meaningful time/experiences.

Ethical Smartphones

More companies are trying to use conflict-free minerals in the process of making smartphones

to ensure they are not funding any armed groups.

One in four young Britishpeople (aged 16-30) say they do not drink alcohol, compared with just one in seven older people (aged 60 and over).

Meat substitutes

Alcohol-free bars, Redemption bar

Cold-squeezed juices

Bone broth – new type of hot drinks

7.TECHNOLOGIES SERVE FOR SUSTAINABILITY, GOING PRIVATE IN PUBLIC AND GLOBALIZATION3D Print ing Grows Up

3D printing has not yet been embraced by the mass or consumer markets.

New services that help regulate some of the contentious issues around 3D printing could help 3D printing become widely adopted.

Physical Payments

More advanced biometric systems (fingerprint, facial recognition, vein pattern) may soon replace traditional forms of payment.

It is projected that there will be 471 million biometric smartphones users by 2017 – there were 43 million biometric smartphone users in 2013.

Alibaba and Amazon Swap Territories

Alibaba has expanded into the United States and Amazon has expanded into China, but can each giant win the other country’s trust?

Share-Con Luxury

More businesses are embracing sharing economy platforms (e.g. Uber, AirBnB) as they become credible hospitality services.

Peer-to-Peer Payments There is an increasing amount of social media

platforms that are trying to become intermediaries between consumers and their money to make paying peers easy and fun.

Xiaomi

World’s third largest smartphone maker.

According to IDC it has seen triple-digit year-over-year smartphone shipment growth (ahead of LG and Lenovo).

BRIC and emerging markets are hitting the global stage in categories ranging from luxury to technology

Prosthetics, Performance Enhancers, Exoskeletons and Smart Fabrics

With the continual advancement in technology, soon something simple like fabric could potentially monitor, enhance, and “super-humanize” us.

Premium Invisibil i ty

More “digital laundry” services are popping up to meet consumers’ desire to manage their digital footprint and their online reputations.

Cognitive Technology Technology is now able to learn things like habits

and preferences from its interactions with humans and then present intuitive services.

Mobile Everything Portals

The mobile phone is the device that enables us to share, shop, search, and direct.

Our phones will know us better than anyone else, this begs the question: Who will own that data?

Businesses Look to the Cloud

As there is a move from ownership to renting, there too is a general move from needing to own technology to the idea of technology as a service.

Oculus Rift: The New Skype?

Oculus Rift (virtual reality headset) could revolutionize not only gaming, retail and entertainment, but also communication - like a face-to-face virtual reality skype conversation.

Digital laundries

Xiaomi, 3d largest smartphone producers

Oculus Rift – virtual reality headset – for games and other experiences

3D printers

HOW GUCCI PARFUMS IS SUPPORTING GIRLS AND WOMEN – AND HOW YOU CAN HELP?

More than 1 mln $ donation last year43% of donations supported projects focused on Education, including free primary education and complete nutrition in Peru, and materials to facilitate increased access to education in Afghanistan.

32% of donations supported projects focused on Health, including nurses training to prevent newborn asphyxiation in Uganda, and treatments to prevent mother-to-child transmission of HIV in India.

26% of donations supported projects focused on Justice, including staff support to care for women and children in need in Spain, and advocating to end sex trafficking and the exploitation of women in sub-Saharan Africa

SOCIETY IN BRIEF

Woman power (The Boston Consulting Group projects that women will control 75% of discretionary spending around the world by 2028)

Increased mindfulness

Health-consciousness

Digitally connected children

Hyper-individualism

Singles celebration

Mobile is a hub for everything

Consumer-generated content

8.SOCIETY TRENDS

New Feminism

There has been a fundamental shift from

feminism being political to feminism being

more about community, confidence,

and empowerment.

Womenomics: New Definit ions of Power

The definitions of power and success are evolving

as more and more women become powerful

across the world.

Statistics about women’s education and economic

influence point towards a future of rising female

influence.

Womenomic Luxury

Luxury brands that traditionally catered to males

will now have to find ways to appeal and cater to

females as an increasing amount of females are

becoming affluent.

Celebrating Singles

Due to globalization shopping holidays

(e.g. Black Friday and Singles’ Day) are being

introduced to new markets.

Seasonless, Gender Neutral, Unbranded

Consumers are becoming hyper-individualized and

are more reluctant to follow trends and seasons.

Professional Content Creation

Goes Mobile

With the latest smartphones consumers can become

content creators as well

as entertainment and high-quality visual

media generators.

Connected Kids Kids are more digitally connected than ever, as

a result new toys and services are being created to

target and satisfy kids’ hunger for technology.

Kids these days have a familiarity and expectation for

technology that goes far beyond that of previous

generations.

Three-quarters of American children under

8 have access to a smartphone or tablet, according to

Common Sense Media.

A poll of U.K. parents conducted by Vodafone found

that 93% allow children to use

their smartphone and tablets.

Conclusions. Toward me

1. Retooling for an aging population in the era of long-living

2. Feeling good is a key to looking good

3. The growth of Mindfulness toward personal health and environment

4. Women empowerment

5. Total digitalization from kid to grandma (mobile is a hub for everything)

Naturalness in products

Conclusions. Sophisticated demand

1. Celebrities are aspired of real life and real brands

2. Everything is retail and is becoming shoppable. Consumers will buy the experience. Every brand should have experience strategy besides digital or brand ones.

3. Brands. General rise in consumer sophistication demand, personalization and experience

4. Technologies serve for sustainability, going private in public and globalization

Sexy promo offers

Global trends and Russian trends are similar: Consumer has becoming pragmatic with high demand and heavy digitalized

Rational consumption

Unstable economic situation influence consumers behavior: they start to budgeting their profit and spending

New selection criteria

•Consumers are not ready to sacrifice the quality, vice versa they demand high quality with affordable price.

•Natural and healthy products

•Experience from purchasing, Brand solutions

Omnichanneling

With multiple new ways open not only to buy, but also to browse, “omni-shopping” across both online and offline channels is changing the retail environment by providing consumers with a more experiential shopping solutions.

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