TB
CONTENTS
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Introdution Trend 1
Trend 2 Trend 3
Conclusion Sources
According to the dictionary, a trend is a main direction in which something tends to move. More generally, it can be define as a general development or change in a situation or in the way people are behaving. The informations I collate from the research offer a creative inspiration and can be the starting point for setting guidelines for a new fashion brand (or even other sector). This future-oriented book is the really first step of the creation of a brand and it is an informative way to communicate to brands the things that will go on to be successful trend. I first started walking in Amsterdam, in order to feel the atmosphere and vibe of the city. Then, I wrote down all the general vibes/trends that I could feel during this walk and from that, I did some research online and offline (library, book, magazines, newspapers ‌). For the second city, I check what I found for Amsterdam and I tried to connect my research with Paris, my second city. It was really interesting to see how two capitals were totally different and similar at the same time. From this methodology, I found three distinctive trends : Balanced Health, Virtual World and Pure Authenticity.
04
Introduction
INTRODUCTION
06
1
bal anced
health
B A L A N C E D H E A LT H
Balanced health is the search for the mental and
physical well-being. People became aware of what they eat, what they buy, what they wear or what they do. “Healthy soul and healthy body� becomes more than a trend, is a real way of life : respect yourself and, in the same way, nature. So what triggered the shift ? This trend, that has gradually taken root in our society since the end of 2016, is closely related to the rise of social media. Barriers between private and public life no longer exist: everyone wants to show the best of themselves and everything becomes suddenly visible. Health and wellness concerns continue to increase in importance and other factor are not to be denied: everything evolves very quickly and the reasons cary from societal, demographic, technological, governmental and a shift in consumer focus on the role diet plays in health. Furthermore, the acceleration of global warming due to the overconsumption of the natural resources and the global economical crisis allowed providing new solutions and have given people a shake to wake up. These reasons are making us rethink our whole lifestyle : our retirement age is raising (due to the higher life expectancy, the growing competition and the recession). Health insurance are mounting more and more owing of the growing mental illnesses as burnout or mental stress.
The Bikram Yoga openend in 2010 in the center of Amsterdam. First very new, this center became more and more popular and trendy. Full of urban stress, yoga has become a way to relax, to listen to the body. People are more and more anxious and neurotic, and whatever methods they use to handle their internal turmoil, yoga has worked to some extent. It is more than a sport: it is an ancient technology towards wellbeing and ultimate liberation. People needs this to escape from their daily basis and this a good way to physically and mentaly liberate yourself. "It's very simple: healthy foods = healthy community. We're successful when we can honestly say that we've have helped and are able to see kids and grownups make healthier and more conscious food choices and change their consumption habits." - The Cold Pressed Juicery (website) The cold pressed juicery is a juice bar created in 2014 who focuse their production of cold juice on the purity of the product that it's delicious and nutricious at the same time and help towards a happier mind, body and soul, while leading the way for socially-conscious initiatives.
The cold pressed juicery, juice bar - Amsterdam, 2017 trend
1
:
bal anced
health
09
B A L A N C E D H E A LT H
Bikram Yoga Amsterdam - Amsterdam, 2017
B A L A N C E D H E A LT H
YOU ARE WHAT YOU EAT ...
Store front of Marqt, a whole food chain - Amsterdam, 2017
Store front of Welcome bio, an organic supermarket - PARIS, 2017
10
trend
1
:
bal anced
health
46%
Front of the vitaminstore - Amsterdam, 2017
Vitamin Store is the modern health specialist : 100% healthy food supplements, sports brands and natural cosmetics. With more than 33 stores throughout the Netherlands, you can find a wide range of nutritional supplements, vitamins, minerals, superfoods, herbs, natural sports nutrition and weight loss products. The society is looking of a way to be healthier and happier.
of Generation Z stated that they would be willing to pay more for healthier products
21%
of Generation X’ers (1965-1979) stated they would pay more for healthy food
16%
B A L A N C E D H E A LT H
Marqt is a whole food chain who opened it’s first store in Amsterdam in 2007 and it counts today 12 branches. The fresh products selected are often from organic farming and are produced locally. Marqt, unlike the big distribution chains, buys directly from small producers and therefore maintains fairly correct prices (finally it remains relative) for quality products. Welcome Bio is a supermarket located in Paris which advocates the same values : it’s dedicated to developing, encouraging and sharing good initiatives in the organic world, promote recycling, eating healthy and local, anti-waste, solidarity and cooperation. These two supermarkets provides the customers with fair regional products that are purely authentic : better taste and health and respect the environment represent the main motivation for buying in these shops.
of those in the Silent Generation (19251945) made a similar claim.
The most health-centric group of consumers is Generation Z. These are the men and women younger than 20 years old. Source : Nielsen Global Health and Wellness Survey trend
1
:
bal anced
health
11
12
2 virtual
world
DIGITAL WORLD
V
irtual world deals with the relationship between new technology and human in our society. New technologies are our future and we have to know how to cohabit with them. It is important, in a world where new technologies are improving from year to year, month to month, day to day ‌ that humans become aware of the utility of these new techniques. This connected world has been able through the fast evolution of the technological era : human is using these technologies in order to make life easier. However, a very particular kind of technological revolution has been increasing from some time : The virtual reality. The VR is the use of computer technologies who use software to generate the realistic images, sounds and other sensations that replicate a real environment (or create an imaginary setting), and simulate a user's physical presence in this environment. Even more complex than a ‘simple’ connected watch or the last smartphone, the virtual reality transport you in a different world. What triggered this evolution? Virtual reality in the 90s was an idea that was ahead of the technology in a very big way. Motion tracking wasn't sophisticated enough, the headsets themselves were really expensive to research and produce, meaning that mass market penetration was next to impossible. Computer technology, especially small and powerful mobile technologies, have exploded while prices are constantly driven down and the rise of smartphones with high-density displays and 3D graphics capabilities has enabled a generation of lightweight and practical virtual reality devices.
DIGITAL WORLD
Young man visiting the virtual building of Bouygue, the Office Rueil, even before the construction of the building began - THe virtual reality exhibition - Paris, 2017
Men tring the last invention : the virtual reality with a smartphone - THe virtual reality exhibition - Paris, 2017
The group Virtuality has organized in february 2017 a 3 days-dedicated exhibition to the virtual reality and immersive technologies, in the center of Paris. This exhibition full of industry leaders, creative studios, agencies specialists, simulators, startups... allows you to try the major technological breakthroughs that could reinvent our daily lives or participate in conferences and exchanges around the different sectors of activity concerned by this "fourth technological wave". Companies are trying to introduce virtual reality in our daily basis and even if it's still something very futuristic and at the same time very expensive, this exhibition showed me that VR is our future. trend
2
:
virtual
world
15
DIGITAL WORLD
Like the introduction of smartphones a few years ago, virtual reality promises to upset our lifestyles and integrate into our daily lives by 2020. Education, health, culture, leisure, commerce, industry. Virtual reality offers new opportunities from a public or professional perspective. The market is expected to reach $ 1 billion by the end of the year and France is a very dynamic actor in terms of content creation.
Front store of the Hofje van Wijs (VR cafe) - Amsterdam, 2017
Two men playing games in the Virtual reality cafe - Amsterdam, 2017
'I was blown away. Watching virtual reality in your cinema felt like stepping into another era: the future' - Dieter Mayerhoffen (Berlin, March 2016)
16
trend
2
:
virtual
world
DIGITAL WORLD
people experinecing the virtual cinema - Amsterdam, 2017
Front store of the First virtual reality cinema in the world Amsterdam, 2017
Front store of the First virtual reality cinema in the world - Amsterdam, 2017
World’s very first Virtual Reality Cinema opened it’s door in 2016. Located in the heart of Amsterdam, but you will feel like you are in far away countries, animated worlds or places you could never go before. The VR Cinema is a place where everybody has the possibility to get acquainted with virtual reality and experience what it is like to see the finest selection of VR movies that are unfolding around you in 360 degrees.
135.6 million
of VR headset in use by the end of 2025, according to the study predicted by the 2016 Virtual Reality Industry Report trend
2
:
virtual
world
17
18
3
Pure
authenticit y
PURE AUTHENTICITY
W
ith the rise of social media and new technologies, the society is more and more looking for authenticity in their everyday life. Life is complicated and getting more so : we are suffering from too much choice, too much information and too much technology. The response to all this is an interest in authenticity or 'realness'. People want to know where things (or people) are from. They also want to know what the story is. It's a trend towards going back to the sources : they are constantly searching for the real roots of life and realise their dreams (can be travelling, meeting new people, start small businesses) but also in the way they live in the daily basis : small local producers are strengthened them. This new generation have been raised to believed they can grow up to be whoever they want. They have a strong senses of self and their me-centric attitude (strongly encouraged by social media) inspires them to find the best version of themselves and keep developing their skills. People are also starting to realise that identity is not shaped by what you own or consume but by who you are and how you live. To some extent the happiness phenomenon is really a search for meaning. However, we increasingly live in a world that forgets : scrap booking is getting very popular nowadays, although one suspects that this might have more to do with nostalgia and relaxation than immortality. Then, one other reason of this trend is the physical contact that we have with new technology : touchscreen smartphones and tablets, a sensation that recalls the feeling of smoothness, of surfaces with no imperfections or rough patches. And, in contrast, we are more and more looking for a return to the exact opposite of what we have become accustomed to. People want a more palpable sense of an object’s tangibility; more concrete, authentic and natural sensations. Something we do not know so well, and that gives us the feeling of something new.
PURE AUTHENTICITY
Front shop of 'le salonard', a local grocery shop - Amsterdam, 2017
Front shop of 'le salonard', a local grocery shop - Amsterdam, 2017
This little shop is a local grocery shop who only offer fresh product. : They sell homecooked bread, fresh eggs and some other products produce by small producors. Its country-side style makes us forget that we are in the city.
trend
3
:
pure
authenticit y
21
PURE AUTHENTICITY
Front store of H/EART.H - Amsterdam, 2017
Traveling nowadays is a part of our everyday life and become more and more an important trend. The world became smaller and relationship between people easier. This restaurant located in Amsterdam is created by Valentino Vacca and Marco Ceglia, two entrepreneurs that share the love and thoughts for same two things: heart & earth. You’ll find cool streetwear, art and items for the home at Hearth. And all in the same style: lots of wooden elements, peaceful earth tones and lots of green that makes you feel in a peaceful and quiet place.
Paper vase cover packaging from pepe heykoop - Amsterdam, 2017
Dutch designer Pepe Heykoop has created a paper cover to turn any glass jar or bottle into a faceted vase, sold to help impoverished women in Mumbai make a living. This smart idea shows that people are trying to re-used old material and turn them into something unique and authentic.
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trend
3
:
pure
authenticit y
"Be You", posters from THE NYX nightclub - Amsterdam, 2017
inside decoration of Stach in haarlemerstraat - Amsterdam, 2017
Koko makroon are selling in stach in haarlemerstraat - Amsterdam, 2017
Stach food Amsterdam is a great food concept started a few years ago. Not to mention the beautiful design of the shops, very tidy, well-organized and friendly and the quality of the food‌ the concept is really interesting : each saison, Stach (the creator of the shop) choose his favourite local dishes : this local, healthy and fresh food help to create a close relationship with the consumer and give a real authentic feeling.
trend
3
:
pure
authenticit y
23
PURE AUTHENTICITY
The club NYX (nightclub in Amsterdam) has posted posters "Be You" through all Amsterdam. Young people have the feeling of being unique and accept themselves more and more.
CONCLUSION
We are living in a society that constantly evolve and change. Technology have transformed modern life. It’s has led to major improvements in living standards, health or science and it’s has changed how we view the universe and how we think about ourselves in relation to the world around us. Balanced Health, Virtual World and Pure Authenticity are three very different trends but at the same time, they all take root in the rise of new technology. Furthermore, social and societal issue shape the world and their consequences have transformed the way that people act, think, interact and work. Balanced Health deals with the ‘healthy body in a healthy soul’ trend. This new way of living are actually inspiring many brands to re-think their way of producing in the supply chain. Thinking of sustainable material, zero pollution or recycling old garments can be a starting point for a new fashion concepts. Virtual World have a total different approach : through software, new technology are creating a second virtual reality and fashion companies are starting to using them to improve there relation with customers. Pure authenticity discuss the subject of realness and the reinterpretation of the purpose of life : the new generation embraces a more diverse idea of what adulthood can be like and break out of traditional patterns : they want to go back the roots of life. Traditional materials, methods and way of producing can be really interesting to explore : people wants to feel like home with a return to their primitive role. How the fashion industry will adapt to the new needs the society is facing ?
conclusion
25
REFERENCE Aakash Nalani. 2016. LOVE OF MILLENIALS. [ONLINE] Available at: http://www.trendsactive.com/#!/inspiration/ love-for-millennials/. [Accessed 23 February 2017]. EDWIN JIANG. 2016. Virtual Reality: Growth Engine for Fashion?. [ONLINE] Available at: https://www.businessoffashion. com/articles/fashion-tech/virtual-reality-growth-engine-for-fashion. [Accessed 23 February 2017]. Elwood D. Watson. 2015. Younger Consumers Are Trending Toward More Health-Conscious Eating. [ONLINE] Available at: http://www.huffingtonpost.com/elwood-d-watson/younger-consumers-are-tre_b_6632166.html. [Accessed 25 February 2017]. Christopher Berland. 2015. What Motivates People to Make Healthier Lifestyle Choices?. [ONLINE] Available at: https:// www.psychologytoday.com/blog/the-athletes-way/201501/what-motivates-people-make-healthier-lifestyle-choices. [Accessed 25 February 2017] Nancy Gagliardi. 2014. Consumers Want Healthy Foods--And Will Pay More For Them. [ONLINE] Available at: https://www. forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/#39c85f8b75c5. [Accessed 25 February 2017]. Eva Lampert. 2014. I’m a millennial, and I want veganism to be more than a trend. [ONLINE] Available at: http://www.ecorazzi.com/2016/08/23/im-a-millennial-and-i-want-veganism-to-be-more-than-a-trend/. [Accessed 25 February 2017]. Virtual Reality. 2016. VR cinema. [ONLINE] Available at: https://thevrcinema.com. [Accessed 25 February 2017]. Virtual reality. 2016. VR cafe. [ONLINE] Available at: http://www.vr-expert.nl/vr-cafe/. [Accessed 1 March 2017].
B A L A N C E D H E A LT
All images are my own work V I RT UA L WO R L D Thierry Hardichon, (2016), Virtual Reality in Paris [ONLINE]. Available at: http://www.lalsace. fr/haut-rhin/2015/10/26/voyage-dans-le-futur-numerique [Accessed 1 March 2017] L. Bernot, (2016), Virtual Reality in Paris [ONLINE]. Available at: http://www.lalsace.fr/hautrhin/2015/10/26/voyage-dans-le-futur-numerique [Accessed 1 March 2017]. Marie Dijkstra, (2016), Virtual reality cinema in Amsterdam [ONLINE]. Available at: http:// inspiration.samhoud.com/2015/11/europe-launched-first-virtual-reality-cinema/ [Accessed 27 February 2017]. P U R E AU T H E N T I C I T Y
All images are my own work
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source
list
SOURCES
AMFI
B1Ei
ANOUCHKA
GAUTHIER