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GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
S E P T E M B E R 2 0 1 6 G L O B A L T R E N D B R I E F I N G
Five trends reshaping luxury consumerism in 2017 and beyond!
THE FUTURE OF LUXURY
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Michelin star dining at a street food stall...
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
A Pepsi-themed luxury bar and lounge in Manhattan...
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
In 2017, the expectations of luxury consumers are changing fast...
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury has always been about status. But affluence and connectivity shifted the frontiers.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Status has become less about 'what I have' and much more about 'who I am': more ethical, creative, connected, tasteful than the masses.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Everyone knows about the global luxury slowdown...
… but the smartest brands will see it as a massive OPPORTUNITY!
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The global luxury market will reach EUR 295 billion in revenue by 2020.
BAINANDCOMPANY,MAY2016
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
1. THE QUINTESSENTIAL SELF
2. V.I.D.
3. PREMIUM REDEEMED
4. THE EXTRAVAGANCE ECONOMY
5. POST-DEMOGRAPHIC LUXURY
Five trends transforming THE FUTURE OF LUXURY in 2017 and beyond...
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Because my self-actualization is faster, smarter and more shareable than yours.
THE QUINTESSENTIAL SELF
N U M B E R O N E
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
W H Y N O W
... if you're happy with average ;)
Self-actualization is fine...
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury holiday package for people running Barcelona marathon
THE QUINTESSENTIAL SELF
Mandarin Oriental Barcelona
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Samsung & de GRISOGONO USD 15,000 luxury watch tracks physical metrics
THE QUINTESSENTIAL SELF
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Crunch Gym
Antigravity meditation and mindfulness sessions
THE QUINTESSENTIAL SELF
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Barts
Bar serves mood-enhancing cocktails
THE QUINTESSENTIAL SELF
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE QUINTESSENTIAL SELF
Seabourn
Luxury cruises focus on wellbeing
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Remember, the self-actualization arms race is mainstream.
N E X T
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Very Important Data.
V.I.D. N U M B E R T W O
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
But some data is more equal than others...
W H Y N O W
All personal data is equal.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
39% of Ultra High Net Worth Individuals worldwide say that online privacy and security
is an issue of concern for them when it comes to the creation and preservation of their wealth.
THEKNIGHTFRANKWEALTHREPORT,2016
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
App stores personal data in Swiss bunker
V.I.D.
Bvlgari
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Smartphone has military-grade data security
V.I.D.
SIRIN LABS
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Prototype smartphone case tells user when phone is sharing information
V.I.D.
Introspection Engine
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
You don't have to be a tech brand to apply this trend. If you're not, think partnerships.
N E X T
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury that makes the world a better place.
PREMIUM REDEEMED N U M B E R T H R E E
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
W H Y N O W
Status used to be about how much money you made.
In 2016, it's about how much money you can give away.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
In June 2016, Fortune Magazine reported that 17 new billionaires had joined the The Giving Pledge
S I G N O F T H E T I M E S
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Tech CEOs and Hollywood actors invest in lab-grown diamonds statup
PREMIUM REDEEMED
Diamond Foundry
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury vodka is distilled from San Francisco fog water
PREMIUM REDEEMED
Fog Point
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Campaign encourages Chinese women to pursue their dreams
PREMIUM REDEEMED
SK-II
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Sunglasses brand aim to take down North Korean regime
PREMIUM REDEEMED
Dear Leader
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The key questions to ask during your team brainstorm: where in our business do we apply this trend?
N E X T
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury on demand.
THE EXTRAVAGANCE ECONOMY
N U M B E R F O U R
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The on-demand economy has permanently rewired expectations.
Luxury dinner party delivered to the doorstep? Pass me the smartphone…
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
On-demand private jet seats between London and Europe
THE EXTRAVAGANCE ECONOMY
JetSmarter
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
App lets users liveshop luxury fashion show
THE EXTRAVAGANCE ECONOMY
Tmall
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE EXTRAVAGANCE ECONOMY
Quiero Taxi Exótico
On-demand supercar taxis
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury dinner parties on demand
THE EXTRAVAGANCE ECONOMY
Hunter VIII Hunter
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
N E X T Want to get ahead of the on-demand curve? Take your cue from PREMIUM REDEEMED, and start thinking ethical on-demand luxe services.
N E X T
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Disrupted demographics transform the who, where and when of luxury.
POST-DEMOGRAPHIC LUXURY
N U M B E R F I V E
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Time to throw out old thinking on WHO your customers are and HOW you serve them.
Embrace a world in which identities, lifestyles – and
expectations – are liberated from demographic determinism.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Capsule collection on sale via traveling truck
POST-DEMOGRAPHIC LUXURY
Fendi
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Italian supercar maker targets women and families
POST-DEMOGRAPHIC LUXURY
Lamborghini
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury womenswear brand’s ads fronted by male actor
POST-DEMOGRAPHIC LUXURY
Louis Vuitton
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Italian fashion brand runs street graffiti campaign
POST-DEMOGRAPHIC LUXURY
Dolce & Gabbana
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Swiss watchmaker partners with graffiti artist
POST-DEMOGRAPHIC LUXURY
Richard Mille
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
POST-DEMOGRAPHIC CONSUMERISM is transforming customer expectations in every industry.
N E X T
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
But ridiculous can fast become revolutionary.
THESE MIGHT SEEM RIDICULOUS NOW...
A N D F I N A L L Y
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Ridiculed to revolutionary: the luxury story that happens over and again.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE OF LUXURY is... danger? These tumblers, from Martin Jakobsen, are made from radioactive uranium-glass.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE OF LUXURY is... invisibility? The ISHU scarf features light-reflecting 'anti-flash technology' that makes the wearer invisible.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE OF LUXURY is... immortality? Eternime collects social media and memories to create a chatbot version of the user upon death.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE BIGGER PICTURE Seeing these trends in the context of our Trend
Framework.
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Spotting trends? It all starts with innovations. Start watching the innovations – products, services, campaigns – flooding into the market now. Draw lines between similar innovations and interrogate them for the new expectations they're helping to create. How do we process and contextualize the thousands of innovations we spot? It helps to have a Framework...
T H E B I G G E R P I C T U R E
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
16 mega-trends that provide structure and context when tracking innovation.
The Trend Framework T H E B I G G E R P I C T U R E
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
OVER TO YOU!
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