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Ba Fashion Marketing and communication Level 5, 2013-2014 MIED 512, Fashion culture 2 Lifestyle and trends, Noelia
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Write a research paper on one selected major trend with insight, data and examples to support arguments. Argue what deep consumer needs and desires this trend addresses, why this trend is emerging now, what is changing (long-term and short-term), what new consumer needs, wants and expectations are created by the changes looked at before, where & how does this trend satisfy them and how are other businesses applying this trend.
How & why has the major trend (Idiomatic) in accordance with the social, political, cultural and economical variables developed, what consumer needs, expectations and wants have been created and which future changes can be found in the near and far future within this trend?
For this particular research within the subject of Lifestyle and trends we (Henna Piispa & Alida Husby) choose the major trend of Idiomatic due to our interest for this particular trend and movement, however also because we believe this trend effects to most industries from food to music to fashion. Throughout this project we will therefore try to answer the thesis question with as much precision, depth, data and examples that is relevant to prove and supply a level of confidence. In addition we will try to answer and supply the needed work according to the criteria of CWK3.
According to the Oxford dictionaries the word Idiomatic has its origin from the 18th century and is based on the Greek word idiōmatikos, which means peculiar, characteristic. The word idiomatic is an adjective and can be originally used for two different purposes. ‘1. 2.
Using, containing, or denoting expressions that are natural to a native speaker. Appropriate to the style of art or music associated with a particular period, individual or group.’
From these two ways of using the adjective a few word of great importance to the definition of the major trend appear; “expressions that are natural to a native”, “style and music”, “period”, “individual” & “group”. (Oxforddictionaries.com, 2013) Idiomatic as a major trend is defined by the trend forecasting group WGSN (2013) as ‘Idiomatic celebrated the uniqueness of regional cultures and of the communities that shape them. It revels in the stylistic and behavioral norms that sum up these cultures today and shares them with a world seeking visual aesthetic that is more real and in tune with modern lives’ (WGSN.com, 2013). However there are more than one way to define this trend, which other trends it relates to and what associations are made towards the major trend of Idiomatic. As explained by one of our professor, Maya McCarthy (2013), in the subject of Contemporary fashion and trends: Idiomatic is about much more than just the unique regional cultures. It has a global presence within society and can be related to “going back to our roots” & “nostalgia”. (Own research)
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The trend can be said to have derived from the continuation of growing technology and constant development of modernity in an ever so fast-pasted environment. Not in regards to the continuation and strengthening, but as a break off and counter trend. Much like the situation of Dior and Chanel’s counter fashion movements in the 50s developed due to sociocultural happenings (Dior’s “The new look” & Chanel’s “simple look”). (Moreno, 2012). When one trend is simply growing, obtaining presence & power, developing rapidly and shows no signs of an end it is natural that counter trends develop and start to address and cater to the needs, desires and expectations of other groups not covered within the prior. High technological trends such as Wonderlab may have contributed to the development of countercultures just like Idiomatic. Our (Henna Piispa & Alida Husby) definition of the major trend Idiomatic is based in the one supplied by WGSN however adapted to our perception in incorporating deeper and more global aspects. The definition that we will address throughout the project, is:
‘Idiomatic celebrated the uniqueness of regional cultures and of the communities that shape them. It revels in the stylistic and behavioral norms that sum up these cultures today and shares them with a world seeking visual aesthetic that is more real and in tune with changes seen within the political, social and economical sector of todays society. Idiomatic is related to “going back to our roots”, “going back to basics”, “neo-tribalism” & “nationalism”.’ (WGSN, 2013), (Husby & Piispa, 2013). ‘A trend with ethnic elements from are inspired by the cracked earth accessories - by the folk costumes by the colors of Latin American nomadic style is dominant, bags and 2013)
idiomatic
neo-tribalism
different cultures of the world. The prints of thirsty Africa, women’s fashion of Russia, men’s fashion details culture. Knitwear reminiscent of the shoes are of raw leather.’ (McCarthy,
ecological
handmade
nostalgia
local back to our roots
natural DIY
vintage / second hand
nationalism heritage
culture
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When California based siblings were backpacking along the border of Venezuela and Colombia, they discovered the ‘Wayuu’ people. After spending time with the people, Jessica and David, the siblings wanted to share the beauty of this tribe and its culture to other people as well. ‘In 2013, they created “Wayuu Tribe” in an effort to communicate the significance and value of cultures from around the world, while providing economic support for indigenous people.’ (Wayuutribe.com, 2013)
‘Each Wayuu mother teacher her daughter how to weave, keeping the tradition as alive and vibrant as ever. To the Wayuu, waving is a symbol of wisdom, intelligence, and creativity. Each design incorporated into every Mochila bag is unique to the weaver, telling a story through the bag’s colors, patterns and shapes. The weaver takes precision in her storytelling, making sure that the Mochila bag is a strong representation of Wayuu culture.’ (Wayuutribe.com, 2013)
One of the most significant aspect of the culture is the way the mothers pass on the traditions to the next generations, the children carry their mother’s last name making the women in the tribes the center of the family and also cultural leaders. Apart from this, they also pass on the art of weaving Wayuu Mochila bags.
The Wayuu Tribe is a great example of tradition and passing this to the next generation, something that already has started to disappear in our culture. As we mentioned in the definition of the Idiomatic trend, it is about celebrating uniqueness and regional cultures therefore Wayuu people can be linked to the Idiomatic trend. They are also proud of their
heritage and value this aspect deeply by keeping it alive through generations.
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Food is located within the primary level of Maslow’s pyramid referring to the physical needs of humans accompanying others such as breathing & sleep (Larsen and Flood, 2010). In addition food is often considered being a major part of society and culture in form of socialization and pleasure values (Berntsen, 2011). Within the trend of Idiomatic food plays a significant role in correspondence towards many categories. Examples that directly connects idiomatic to food are; local produce, organic products, farmers markets, self-grown produce gardens & paleo diet. The previous mentioned examples have recently been discovered (paleo diet) or has had a significant growth towards the development of the idiomatic macro trend (local produce, organic products, farmers market and self-grown produce).
Locally produced food, farmers markets and self-grown vegetable gardens are all categories that collectively can be related with idiomatic within the same attributes such as supporting the local community, retain a higher feeling of security regarding products that are naturally produced in a local environment (not mass production) and in addition self-worth regarding the self-grown produce. (Morales, 2013)
According to the American agricultural online magazine known as Agweek, sales from food produce including organically, locally produced and farm produced has grown 20 percent per year over the past decade and is currently (2010) reached a nearly $11 billion nationwide sale (Agweek.com, 2010).
Organic food (produced without pesticides, antibiotics or growth hormones) and the paleo diet can be linked with idiomatic due to the fact that they are both considered healthy ways of eating that are far removed from the highly processed food and fast food of today’s modern society and therefore they can be a sign of “going back to the roots” (Maya, 2013). (Food Inc., 2008).
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Stated to by The Daily Green: ‘Organic food markets expand as people become more concerned about pesticide residue on foods. The proliferation of small farms as people have become increasingly interested in buying food grown close to home from farmers that treat the land and their live stock well. People are planting their own gardens following Michell Obama’s lead, as they rediscover the pleasures of growing some of their own foods. The trend keeps on growing and diversifying, as everyone from food writers and celebrity chefs to local markets embrace a food system that is more sustainable and diverse.’ (The Daily Green, 2013). In 2010 the New York Times wrote as a first about the Paleo diet found within a small subculture of New York, however it is reasonable to say that this diet has grown and obtained the western-world
recognition throughout the massive presence it has in the online world. The Paleo diet can be related to Idiomatic due to the fact that it is also directly going back to the roots and eating like such foods as a caveman would (Nytimes.com, 2010). In the documentray called Food Inc. it was discussed about WalMart and how they decided to carry ecological food as a regular greater part of their food and produce section because their consumers demanded so.This can be related to the the idiomatic trend through the trust issues presented between mass production and the customers, where they want to know the truth about their products.
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When you look for the word DIY on Google, several trend reports and official websites of this trend comes up. This is one of the examples of the trends that has become even more popular during the last few years among all the ages. These days, it is cooler to redo your clothes or make your own instead of buying something mass-produced. Another fact that supports this trend is the lousy economic situation that forces people to think and compare where they spend they money on. (Own experience) We all probably remember out grandmothers or mothers knitting for us when we were young, but these days the tradition does not transmit to the next generation as much as it did before. However, this trend has started to grow rapidly in the past ten years. (The Guardian, 2011) In 2011 Google UK reported that searches for knitting had increased by over 150% and ‘knitting for beginners’
over 250%. (Herald Scotland, 2013) Also many yarn companies have seen sales to double from the previous years, which shows undoubtedly the increased interest. (Herald Scotland, 2013) What contributes to the knitting trend and other DIY projects is that people can now easily look for tutorials for different projects over the internet without going to a class but instead to learn how to do things by themselves and take pride in that. The idiomatic trend is about going back to your roots so this example of knitting can be linked to this since it is something that people have done for a long time and the older generation still does, but now it is also gaining popularity among the youth. As a personal experience I can relate to this trend because I have never been a “do it yourself ” type of person but a few years a go I saw a winter hat on ASOS.com that I really
wanted but since I also appreciate the quality in the items that I buy I wanted to make one on my own instead of buying it online. So what I did is take an inspiration of something what I had seen (image below) but used my own skills to create something and be proud of it since I had done it by myself with the skills that I possessed. Other examples shown here related to the Idiomatic trend are a Proenza Schouler handbag that uses a tribal pattern and wooden sunglasses from the brand Mahonki. Mahonki only uses wood as their main material in their sunglasses and therefore connects directly to nature and ‘going back to your roots’. (Own research)
One of the best success stories regarding fashion, vintage and hand mate items is the e-commerce website Etsy. It was founded in 2005 and in September 2007 their revenue was $7.93. (Etsy, 2007) In 2013 their revenue had grown to $109.5. (Etsy, 2013) This is a clear sign of the increased interest that people have towards crafts and vintage. “Etsy is more than a marketplace: we’re a community of artists, creators, collectors, thinkers and doers.” (Etsy, 2013) The fact that Etsy is not just an e-commerce site but also creates a community for its users can be adapted to Maslow’s hierarchy of needs regarding social needs. The third level of the hierarchy is about building a community and feeling belongingness. I believe that Etsy strives to make people feel that they are part of a something more meaningful than just an e-commerce site. Also the fact that most of the items are handmade and crafted with love brings a level of nostalgia and different appreciation towards the items sold as compared to if it was a mass-produced product. Vintage clothing and vintage stores have also seen a significant peak of popularity in the recent times. Even though vintage items sometimes may be more expensive
than the ones you would buy from regular stores, it’s the uniqueness and deeper value the items possess since they have already been treasured for years by somebody else and later on change the owner but yet the item keeps its value and quality. (Own research)
Music is part of every culture and community of the world and an
tener back to a historical time and escape from the modern world
records, hence we can conclude that the macro trend has played a
important part of the everyday life of many people. According to multiple resources such as the New York Times, The Telegraph & The Washington post vinyl records are gaining more popularity over CDs. (2013) A lot of artist are also adapting to this and therefore creating vinyl records instead or in addition to CDs and online presence, such as Empire Weekend, Mumford and sons, The Rolling Stones, Kings of Leon, Lady Gaga & Kaizers Orchestra. (Own research)
with its unique sound and feeling.
significant role in these results.
Mr. Bizar, who is one of the most successful and well-known American vinyl storeowner’s stated; “We never expected the vinyl resurgence to become as crazy as it is. But it´s come full circle. We get kids calling us up and telling us why they listen to vinyl records, and when we ask them why they don’t listen to CDs, they say… ‘CDs? My dad listens to CDs – why would I do that?” (Bizar, 2013)
“The most pure form of music is on vinyl. Period. Absolutely. Vinyl is a hardback book… I don’t like the idea that I can’t see it or feel it.” (Ferree, 2009)
Vinyl albums are one part of the musical industry that can be related to the macro trend Idiomatic due to the fact that Vinyl records are older than for example CDs and supply the feeling of nostalgia. Vinyl records can also be said to have the power to bring the lis-
Based on the global vinyl record sales, 2012 brought the highest sales since 1997, reaching 171 million dollars. Since 2011 the vinyl record sales went up 52%. (The WashingtonPost.com, 2013) These statistics show clear evidence of the regained popularity of vinyl
Live music in bars or pubs is another aspect that is related to the Idiomatic trend, since majority of places play digital music such as Spotify or iTunes. However, there are several locations in the western society that offer live music performances in such places. Based on own experience this is a counter reaction to the high level of technology and digital epidemic found across the world.
Design is the process of planning, constructing and creating an object or a system. It can be applied to different industries and often when we are talking about design it is associated specifically with creative industries such as art, fashion, music, design and architecture. Regarding producing and products we purchase, if it is associated with the term ‘design’ it gives the product or service a positive connotation. At the moment, when we are starting to reach the over excess consumption in our society, well designed and constructed products and services that are made out quality materials and extra thought has been put to the design process gives extra value, appreciation and guarantee of a well-made product to the consumers. With design, you can gain competitive advantage from your competitors by offering something different, unique without forgetting the level of the quality.
Like we mentioned in the food section, Paleo diet encourages people to eat like at the caveman times. In Italy, you now also have the opportunity to accommodate in the same style. The Caves of Civita hotel promotes itself as ‘primitive luxury’, there is no TV, clubs or mini bars available in this hotel. The hotel décor with raw rock elements echoes to the cavemen era and the guests can unwind in an environment that takes you back in time. (TrendHunter.com, 2013) Another design we chose to showcase the Idiomatic trend is a tribal illustration by an artist, Raymond Lemstra. (Trendland, 2013) He uses primitive and tribal elements in his art and even though his pieces are very modern, mixed with a little bit with Japanese and pop culture the initial source of inspiration comes across. Reusage, such as in the last picture example is a good example how you can create something
new and modern with old materials. The shelf has been created out of old apple crates, but if you did not know this you may think it’s a new and expensive design. People should learn to be more creative and think of new ways to reuse different materials to create something new and innovative. These type of items also bring a whole different nostalgia than if you would go to IKEA and buy a new shelf from there. How we are used to looking into the future with the products we buy and the consumption, people should also learn to look in to the past to see how we can take advantage of old things. There are many other artists and designers that are using old materials of primitive elements as their inspiration but we though these examples show in various ways how the Idiomatic trend is alive in our society today, sometimes without us even realizing it.
Textiles and patterns can be highly unique and traditional to individual communities, groups and cultures and thus this is an important part of the Idiomatic trend. They can signify nationalism as well as identity, belonging, tradition and uniqueness. As seen in Art History taught by Anna Rowe (2012) at IED Barcelona the nature and beauty of art is found within different categories of visual expressions, patterns being one of them.
Not only can fabric patterns such as the one mentioned above be linked with idiomatic because of the origin in the native and small unique communities, but also because of what the relationship between the visual and the group creates (belonging and group identity). This can be directly linked to Maslow’s pyramid of hierarchy within the third level (social needs and belonging). (Larsen and Flood, 2010).
There are many native people, communities and cultures in the world. Patterns and textiles inspired in the tribes of for example Navajo Indians, Aztec or African or Mayans express more than just an esthetic element. The way they are made, the implemented ethnic elements and the color, shapes and composition merge together creating a deeper meaning and connection to the tribe’s history and values. It is part of their culture, identity and sometimes also beliefs (Bentsen, 2011). The patterns and textiles in question can possess a bond and higher emotional value to the ones apart of a tribe compared with the ones who are not. (Bentsen, 2011).
The second and third image displays a stereotypical fabric pattern the second associated with Scotland and the third Norway, formally known as a Tartan pattern & tradition norwegian national costume pattern. The symbolic attributes within this pattern are linked with Scottish culture, communities and the kilt ensemble. This can also be linked with nationalism. (Eggestøl, 2013) (Own research). Although the expansion of traditional patterns, textiles and crafted techniques is spreading throughout the western society and continuing to grow there are not accessible sales-numbers to
support this statement, however one can look towards the expansion, level of adaption and the rate of both. The expansion from high-end fashion brands such as Oscar De La Renta and Diane Von Furstenberg (2008) to today (2013), where it has been adapted to most sectors of fashion and interior, such as DIY, graphics, mass production and fast fashion like H&M’s fashion against AIDS 2012 collection & Zara’s pattern in clothing and accessories (McCarthy, 2012). When searching within the major trend forecasting sites such as Trendhunter, Trendland, WGSN and Trendtablet for the word ‘tribal’ and ‘tribal pattern’ it supplies dozens of reports and visual material regarding the Idiomatic trend. For example; Multi-colored eco sacs, Tribal jewelry design, secluded culture captures, nomadic mohair & Heartwear celebration. When using the search engine Google it supplies approximately 8,5 million options in less that 0.24 seconds regarding tribal textiles (Google, 2013).
Technology within the trend of Idiomatic can be considered rather arbitrary, but the choice will be explained through this section. Technological examples within the macro trend itself will mostly reflect upon the technology that was considered “new” in the 19th & 20th century. The main reasoning for relating technology and idiomatic is the arising element of nostalgia. As argued in the definition and explanation of what idiomatic refers to: it states clearly that it is a break from technology and hyper modernity. However in the 21st century technology is so advanced and rapidly evolving that what was considered to be modern and technological advanced in the late 20th century for example is now considered “old” and therefore possesses elements of nostalgia.
advancement, back to a more basic time. Instead of a modern computer with multiple tasks and distractions a typewriter has one single purpose: to write! In comparison with a modern digital camera the Polaroid has fewer settings, analogical features and instant result. (Own research)
sign for sentiment (Semiotics for beginners, 2007).
In 2001 The Company that produced Polaroid went bankrupt, however in 2009 a project to re introduce the camera was started, named the impossible project. In accordance to the idiomatic trend the two products represent a simpler time, less choices and less distractions, which again can be an escape from todays world and offer security and nostalgia (The-impossible-project.com, 2013).
Florian Kaps, the Austrian entrepreneur behind the Impossible Project stated in the New York Times, ‘It is about the importance of analog aspects in a more and more digital world’ (Nytimes.com, 2009). An analysis of the official website of the Impossible project shows that the sites popularity is growing and up by 17.402% (based on average daily visitors and page views over the past 3 months). (Alexa.com, 2003).
The three images above illustrate different products that are related to the trend and can all be justified and argued for collectively. The Polaroid camera and typewriter are both products that take a person of today’s society back in time and back in technological
According to the book (Semiotics for beginners) written by Daniel Chandler (2007) the way a photograp in soft focus (such as Polaroid) connotes nostalgia is partly iconic. The soft focus is a motivated sign of the imprecise nature of memory; it is also a motivated
The retro IPhone Case is an invention of the 21st century, however meant to incorporate the modern world with the past, thus signaling and memorizing the past. (Own research).
A typewriter is not only an object to write with, but it is connected with history. Such as Cormac McCarthy who wrote most of his fictions on a typewriter (Telegraph.co.uk, 2009). A typewriter within today’s society is considered unique & different. As typewriters are no longer produced the demand of the vintage or second hand are increasing and when searching in eBay 23.160 results of typewriters are available (some reaching prices of 3.750$). (eBay, 2013). According to a newspaper article from the New York Times the evolution and expansion of typewriters is called ‘the typewriter renaissance’. It is written that the tangible pleasures of typewriters are something not comparable to anything, the sound and the feel of the keys is unique. Donna Brady and Brandi Kowalski who have made vintage typewriters a part of their work use “unplug and reconnect” as their slogan. This slogan can be interoperated as unplugging from the digital modern world and reconnecting with oneself and the communities, and generally the real world. (Nytimes.
com., 2011). Typ-ins is the use of typewriters collectively in small groups, spread rapidly throughout the US, but also overseas. Writing letters to send with “snail mail” and sitting in small communities is reflected within searching for belonging within one’s self ’s interests and nostalgia. An escape from the modern world and connection with real life values that have now become a higher demand based on the research of growth and development. The 12th of February 2011 a typ-in was held in Washington and as a reactions typ-ins have popped up shortly in Seattle, Phoenix and Basel in Switzerland (Nytimes. com, 2011).
1.What deep consumer needs and desires does this trend address? The trend of Idiomatic addresses deep consumer needs and desires, which can be divided into different sectors of society, as well as be related to the different levels in Maslow’s Hierarchy pyramid. This pyramid addresses the needs of a human divided within different levels. Each level needs to be fulfilled before the next can be desired and therefore become the most important needs. As predicted by the sociologist Michel Maffesoli ‘as the culture and institutions of modernism declines, societies will embrace nostalgia and look to the organizational principles of the distant past for guidance’ (Maffesoli, 1996) economical Due to the economical situation today, which is primarily considered unpredictable and unstable, influences the trend directly. With the economical downturn and crisis that began around year 20072008 people’s behavior, habits and way of thinking has been altered and changed. For example in relation to the Idiomatic trend the economical downturn has created a level of uncertainty and lack of trust towards brands, corporations & government, thus reflected through the examples listed above; Polaroid (escape from todays society), DIY (self creation and save money), Second hand and vintage (history, emotional value, reusing and sustainability). As mentioned by Noelia Morales in a Lifestyle and trends lecture, through the outsourcing of production to undeveloped and BRIC countries (Brazil, Russia, India, China) the western countries have lost economical strength and power to supply and cover peoples needs and desires with own resources (primary & secondary). For example “Made (grown) in Norway” is now something more likely to encounter when looking for produce (own research). Supporting your nation, such as Norway, can be related to nationalism. An example of this is people’s wish to buy and support their countries economy, such as through the purchase of national costumes made within the country instead of an identical product produced overseas. It can also be a counter reaction to the mass productions known through the slogan “made in china”. This is often associated with bad quality and in an
economical crisis people want and desire to buy products that will have a long lifetime and therefore they will not be forced to replace it shortly due to bad quality. The idiomatic trend can be a way to escape from reality and to the past, when everything might have been seen as easier. political Politics and governments have a tremendous power to change affect all aspects and elements of a country. With this statement we mean that laws and regulations can disguise and alter towards their wanted intentions. As an example the World Health organization has as a mission to inform the populations about health risks and hidden information concerning food in general (Own research). The American government allowed companies, such as McDonalds to produce and sell food that contained ingredients unfit for humans. McDonalds used “pink slime”, which was portrayed as quality meat. This was a lie and the government allowed this to happen. (Food Inc., 2008). Within the idiomatic trend this refers to security and trust. However the American government has now adapted to the trend and “pink slime” in no longer allowed because people demanded a change. The idiomatic macro trend therefore is linked to the rise in use of organic food, farmers market and selfgrown produce. (Food Inc., 2008). sociocultural Deep consumer needs and desires can be found in the social and cultural elements of the idiomatic trend. Belonging is one of the needs located within Maslow’s pyramid and as an example people seek to be part of different communities or group that is cohesive with their identity and ideologies. This can be seen within the examples of Etsy & typewriters discussed prior in the text. Desires of status and authenticity as mentioned above in the section of culture give an example to why the idiomatic trend is creating needs within the sociocultural part of society.
The “Wayuu” tribe creates bags and due to that every bag is unique having a such bag will give status, not only due to the designs uniqueness but also because it is considered a good deed to support the less fortunate and that may rise your status within the eyes of others. Now in the day of mass production and consumption people crave authenticity and this is one way to achieve that, however the exchange of money for a bag made from this tribe can give self-fulfillment in the way of doing a good deed. Moral and problem solving are two elements within the highest level of the Maslow pyramid (self realization), which can be argued related to the tribe-bag-production example. The desire of being creative is explained within the example of “Etsy” and how consumers want to be a part of the creative process as well. The products created by the tribe contain deeper emotional attributes and the people who follow the idiomatic trend want values and this. Within the tribe the secrets and ways of creating is passed down in generations to maintain a strong community with strong identity, something that is feared lost in a world where country and national identities are merged. As mentioned here this can also be seen in food, products and services where people want to support their own economy and strengthen their own relationship with the community. “Made in Norway” vs. “made in China” gives a certain feeling, connotations and this again is related to nationalism and “going back to your roots” (Own research). B. Why is this trend emerging now? What’s changing? The trend is emerging now due to the changes that have taken place in social, economical, political and cultural sectors, which come together and merge as a strong and convincing trend concerning status, options within the market, morality, ethics and lifestyle. Generations now have access to a whole world of products, experiences and technologies and therefore the trend of idiomatic has in a social sense become a counter reaction to the mass consumption and excess. Therefore vintage and second hand is an example to how the trend is merging now. However a person can also indirectly follow the trend within the sector of fashion by going to Zara to by a skirt with Navajo pattern (sometimes not even realizing its deeper meaning, but following the trend and letting it grow through following fast fashion
and mass trends. Trends can also be spread through icons, prosumers or trendsetters as well as magazines and media; therefore the example of Michelle Obama can have contributed to the growth of the trend (Own research). Generally speaking trends come and go obtaining a life that circles through ups and downs of popularity and followers, however the stronger a trend becomes the bigger and longer impact it will create. For example the use of eco, local and farm grown food as discussed above in text. In long-term aspects and widespread macro changes it can be said that people realize they have more power than ever and can force and ability to change the operations/behavior of brands and corporations. This long-term effect has taken place within the example of Wal-Mart and Food Inc. documentary. In this documentary the government changed its laws and regulations regarding the use of “pink slime” within meat. Governments may also change laws regarding the way countries import and export merchandise, to uphold own countries nationalism, culture and support. Brands and producers may need to insource production to supply products that are desirable to their consumers as well as perhaps following the new laws and regulations if their county demands a change. Another example of how people’s wants and desires may change and alter the governments laws can be seen within the recent discussion and case of legalizing gay marriage. If there was no demand there would be any change. However this case is not related to idiomatic as a trend, but to how the government may have to alter towards the populations wants, needs and desires. Authenticity is also one of the elements that can be seen with the long-term changes, as the example of the bags that are made from the tribe of “Wayuu”. Fast fashion and mass production may be threatened by this change. In recent, short-term changes or technologies we can look to the companies who are re-launching technology, such as The Impossible project and Polaroid cameras (The-impossible-project.com, 2013)) as well as how current artists are also making and being available on vinyl records instead of solely CDs and digital/online access. This is further explained within the music part of the argument research paper. (Nytimes.com, 2013)
C. What new consumer needs, wants and expectations are created by the changes identified above? Where and how does this trend satisfy them? People want and expect authenticity, to be equally treated and have opinions acknowledged by bigger corporations and companies. People want social responsible and transparent truth. People want to support and strengthen the economy within their own community and country. People want to find a deeper meaning within products and services. People wish to reconnect with new “old” popular values as belonging to a group in a physical state, as well as remove themselves from the modern high technological world that is rapidly changing, because nobody knows which changes will be next in our society, good or bad. The uncertainty of changes is less exciting than what it may have been 50 years ago, since generations of today know by first hand experience how drastically and fast everything may change. The trend of idiomatic is already spread broad between the different levels of Maslow’s hierarchy pyramid, however its least presence is in the highest level regarding self-realization, therefore it can expand and develop the most within the highest level. The idiomatic trend as discussed throughout the research paper can satisfy the consumer needs, wants and expectations through offering such solutions as mention and discussed in detail above. An example is the need for security, which the trend can satisfy through the use of either organic or self-grown produce. The want of higher status or uniqueness (individuality) can be enhanced through this trend with the elements of DIY and handmade. The idiomatic trend caters to the followers or populations expectations through adapting and altering within all industries and services, such as how they expect brands to do the ‘right thing’, aka. Follow the demand created by the people (Wal-Mart example). D. How are other businesses applying this trend? The idiomatic trend can be applied in many different ways in our society today. As mentioned before how Wal-Mart started to carry wider selection of ecological foods in their selection. This indicates to the fact that corporations can not be oblivious to the demand of people these days and they will have to change their ways in order to supply the demand of the people.
While eco food has become even more popular in the past few years this has also grown the number of ecological stores and restaurants. For example, in Barcelona on Calle Asturies there are several stores and restaurants that are ecological. This shows that there is clearly a demand for ecological products and services, even more so than before. Some restaurants also offer their self-grown food, which gives a different experience to the customers. Satan’s Coffee Corner in Barcelona is a concept store that sells vintage clothing and offers a wide variety of self-made items still being a coffee shop. This is a creative way to merge different elements and create a business out of the trend. Another example of how future businesses can apply this trend is within development of apps that says or categorizes the products after sustainability. or tracing them to the origin of creation. Detox camps is something that has just been develop and the main idea for this is that people reconnect with the real world through unplugging from the digital one. Such idea can be infused into many different businesses like restaurants and hotels. One hotel in Barcelona who has already adapted to this is the Camper Hotel (Morales, 2013). Traveling can adapt to the trend of idiomatic through offering eco-food on a plane for example in the future. The Norwegian government is applying this trend through for example supporting and economically founding the maintenance of cultural inheritance like the second official language of Norway (New Norwegian). This language is not widely used, but has to be taught in all schools, because it is said to be one of the preeminent parts of the Norwegian society, history and culture (own research). NOT THE CORRECT ONE!!!!!