A/W 19/20
The Vision Future Trends Steph Wilson, Peclers+ Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
1. Pepo Fernandez, Preclers+ 2. Becca Tapert 3. Monica Lazer 4.Leeor Wild Wild West 5. Rag’n’Bone Man 6.Daniel Dors ‘Intutions’
–– In today’s advancing technological world, consumers who have been given outstanding experiences through consumption of lifestyle, food, material goods etc. will turn these experiences into norms throughout multiple industry markets. –– The outstanding technological and different experiences hosted by brands, companies and lifestyles will transform the consumer and their shopping habits.
–– Experience will become more mainstream as companies and brands strategies to engage consumers in their brands. Thus experiences
–– The trend of mindfulness, will introduce consumers to a new way of thinking. The consumer will become more aware of their surroundings and what they are experiencing. –– Experience will become a focus in all industries in order to capitalize on the consumer. Consumers will look for these multi-level experiences in the way we enhance and consume edible products – not just within the material goods. –– Brands and corporations will be targeting the individual. Creating specific experiences designed for one’s basic needs and interests – allowing the consumer to feel inherently special. –– Experiences will become a topic of focus, no brand or company will be able to survive without a designated experience separating them from their basic competitors.
Su zi e H ow e ll , P e c le rs +
–– The consumer will be just as important as the experience: as the consumer is who the experience is created for. As the consumer grows, evolves and changes and culture expands throughout time, so will the experience in order to support and sustain the consumer’s needs and expectations.
will have to evolve, incorporate new technology and become something no one has ever experienced in order to capture the consumer and to keep them a part of the brand.
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
–– The status quo meets out of the box experience, as consumers crave more than the average experience.
Mon i ca Laze r P h ot ogr aphy
High-Level Brief
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With increasingly more human interactions and connections becoming online based, in what way can brands design their experiences to keep up with the evolving online world? Can companies reinvent their in-person experiences to counteract this online focus? When consumers invest in a product, they want to feel as though this product and experience was created specifically with them in mind. How can a company create this feeling of one of a kind, individual experience? 54% of millennials stated they did not buy the intended product due to a poor customer experience. How can a company create an experience to not only engage a consumer, but to make an experience worth communicating about to peers? As consumers, we all have a shared inquiry of experience. Sharing our personal experiences related to industry markets (fashion, lifestyle, food) we need to create a seperate space for negative and positive experiences. Without negative and positive experiences shared throughout our communities, companies cannot evolve. How can companies engage positively with consumers where actual feedback is filtered and put to immediate action to create an enhanced experience?
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Four questions to jump-start your Design Experience brainstorm
Mon i ca Laze r P h ot ogr aphy
Thought Starters
process of product production to the social and physical impact of its manufacturing, it becomes a part of new hands-on experience – it is creating an emotional connection between the user and the product.
Knowledge Creates Connection
Consumers crave the knowledge of how their products are crafted. From understanding the entire
Companies entice a consumer to purchase their product with the understanding that they will donate a product to someone in need. This knowledge philanthropy within a company increases consumer interaction. The morals and beliefs of a company can attract or avert the customer before he has even come into physical contact with their product.
your product take shape in front of you through social media and other technological platforms adds a novelty to the buying processes. Creating the option of incorporating a consumer to the entire production process of a product, increases one’s connection and experience, ultimately increasing consumption and brand loyalty.
C a i t Opp e r m a n , P e c l e r s +
Pa ul Phung, Pec l e r s +
Expressing how the product is made and exploring the different experiences connects the consumer to the product. Increasing consumer product knowledge creates a positive experience.
Additional information given to the consumer when they are shopping could easily be the deciding factor in consuming one product over the other. Fair trade, organic, handmade, vegan and made in America are just a few of the labels added to products that give insight into the quality and sourcing of the product, highlighting the social implications of its manufacturing.
Designing Experience A/W 19/20
Consumer
People are inherently curious and enjoy learning the entire process of how products are made. These hypnotic processes can get you to stop scrolling through your feed and pay attention. Watching
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
will demand universal experiences throughout the market place – rather than cultures lacking experiences, we will integrate to encourage more development and access to experiences across the globe: connecting consumers rather than separating them.
A Culture Of Experience
Rather than consumer experiences being negated based on culture and accessibility, consumers
M oni c a L a z er Ph ot og r a p h y
Pet er Toma s z ew i c z , P e c l e r s +
Consumers will connect and create a market interdependent on multiple cultures, through consumer expectations of access to universal experiences.
Andrea Davies and James Fitchett spend their time focusing on consumer behavior. Throughout their study of the crossing of cultures between consumers, they came to realize that “in a globalizing world, where the goods, capital information and people of the developed world are more able to move between cultural spaces, understanding the cross culture consumption experience.” However, not everyone is exposed to cross cultures, lacking the opportunity of experience.
As a world that is inevitable of globalization, consumers who thrive and crave fulfilling experiences – globally, cultural experiences will be integrated for consumers around the globe to share and have equal access to, increasing consumer interaction with brands universally.
As a collective society, we thrive to have the same as our peers. Whether the ‘same’ is experience, material goods etc, we will do what we can to feel as though we fit in. We value experience, discoveries and excitement. Consumers today are driven by values, in search of authenticity and when seeing that experience lived through others, we too want that same opportunity of experience.
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Consumer
Connection and Social Engagement
back and shared opinions, companies are focussing more and more to put communities at the center of their business in real life. Community engagement is no longer just about responding to requests but about creating initiatives to enhance meaningful social impact in coherence with the goals of the
@f _ Fl uer, Pec l er s +
business.
A new way of engaging with consumers is by mul-
ti-faceted giving and skills-based volunteering everybody is respected for their skills and volunteers are supported to get involved. The Civic 50 is an american initiative of Points of Lights that honors the 50 most community-minded companies. Nominees are influencing the business by positioning themselves as advocates in social action, policy and community building.
In order to build a rich consumer experience, com-
By engaging employees, embracing diversity and
panies need to form a community and be able
inclusion, and enhancing skills development of their
to engage with it in multiple ways.
community, companies are creating a sustainable, profound way to make a difference.
Personal and social engagement positively influences the consumer’s position towards a brand or company. If consumers can participate actively
in a cause and experience to be part of a com-
In the future, the focus will be shifting even more to community engagement.
munity, the result is an enduring shared benefit for all involved.
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
While online communities were valued for their feed-
P e cl e r s+
Consumer
Accessiblity Through Technology D i gi t a l H R f or um
Iphone sales have dropped throughout the past year prompting Apple to shift their focus from sales to experience. For example, they redesigned their stores to create an inviting space with large tables to enhance a community feeling – thus, encouraging people to take their time and learn about the products. Using education to create a better user experience allows the user to fully understand the capabilities of products.
Technology is making it possible for people to have the ability to experience things that they otherwise would not have access to:
Technology has changed how we experience the world around us. It is creating new and innovative ways for how, why and where we consum products.
Peloton, a cycling bike, with an added online community allows you to interact with other cyclists and participate in classes – no matter where you are. Physical location is no longer a limitation in the the experiences you can take part in.
Technology we use on a daily basis meets new needs as it is more than ever adapting to our experience-rich expectations.
Furthermore, technological advances allow inclusive experiences. For example, an app Microsoft called “Hearing Al” is particularly designed for the
deaf and hard of hearing. According to Amanda Davis, who is affiliated with IEEE, the app, ”which interprets sounds through artificial intelligence, vibrates when the alarm on a smoke detector or carbon monoxide detector goes off.” This app also offers other features to help those of hard hearing to visually experience sounds around them. Accessibility needs to go mainstream and technology is making it possible by increasing experiences across multiple platforms.
Ra d i o M o n t e C a r l o
Maya Kosoff of Vanity Fair describes the new store design as “Looking more like a town square and less like a retail store, a community-inspired, experiential place.”
Designing Experience A/W 19/20
Innovation
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Multi-Sensory Dining Prof es s i ona l Ov en C a re
A new movement in the food industry is shifting the focus from taste to enhancing food experience using sight, sound and smell to create a specific atmosphere. In 2020, Chefs work towards understanding how we use our senses to appreciate food and how they can create an environment that improves the dining experi-
Millennials continue to eat with their eyes. Thanks to social media, consumers spend much time staring at a screen in a state of sensory deprivation that they are craving the thrill of unusual tastes and textures. As we reach a visual saturation point, we start to explore how to use other senses instead. Heston Blumenthal, owner of Three-MichelinStarred restaurant The Fat Duck, offers a multi-sensory dining experience. He is taking customers on a nostalgic journey, ensuring they experience five emotions when eating - adventure, playfulness, excitement, curiosity and happiness.
ing experience. Further they discuss how customers can perceive an experience more favorably. If they are given something they have never experienced before, as a consequence, customers will rate the food as more enjoyable. The food industry continues to work and strive for creating an immersive dining experience that touches all of the senses. By exploring this field restaurants are putting together the ultimate sensory meal.
Av e n u e C a l g a r y
Consumers look for a multi-level experience in food and serving products, transforming and enhancing the way we consume food.
ence for the customer. Focus is on all elements of a meal - from flavor to sound to visuals and the tactile shape of the glass or cutlery.
Designing Experience A/W 19/20
Innovation
When so many dining choices and new restaurants pop up every day, one needs an edge to compete. Nowadays, dining at restaurants is more than just eating a meal, it is a fully immersive experience that includes all of the senses and creates a unique experience which is unforgettable. In a study from the Ohio State University and the University of Chicago, author Robert Smith and Ed O’Brien talk about introducing novelty into the din-
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
work with each other through connection, deep breathing and calming practices – from living life to creating a life worth living.
Experience Through Mindfulness
Rather than living life on super speed passing over experiences one may never know, we will
R y a n J a mes C a r ut her s , P e c l e r s +
Ta ni a Fr a nc o, Pec l er s +
Consumers will find a more fulfilling experience through the practices of meditation, yoga and mindfulness.
Ruby Warrington, author of Material Girl in a Mystical World describes our world as living in the “Now Age which consists of rapid development of technology, free sharing of information, futuristic innovations, revolution, and radical ideas.” All of these are at the tips of our fingers – whenever we want it. While this is a blessing and privilege to have access to, it takes more to really be appreciative. Ruby talks about stepping back, creating space to meditate, to be mindful and to create a headspace that allows you to connect with the Now Age, in a way to fully utilize all you have access to, and experience all benefits.
tion leads one to a more mindful approach to living, leaving everyone with the space to embrace the full package and really experience all life has to offer.
Biet Simkin, meditation and mindfulness guru spends time with the people in her community who live life without stopping. She takes a small portion out of their day to reground them on the life that matters, ultimately changing their experience of life. “Their entire outlook on life changes! They are happier, more balanced, free and alive in a way they were not when they started!” Meditation, yoga, deep breathing and connec-
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Innovation
01
02
04
05 05 Advanced Learning Our understanding of experience and
02 On Tour Biet Simkin, spiritual teacher and mindfulness advocate, travels the globe to introduce consumers how to take a step back and experience what is happening.
expectations start at a young age. With new technology and ways of learning, being introduced to a younger generation, the possibility of ad-
vancement in the future is increased.
06
03 01 From the Bookshelf Kit Yarrow, decodes the consumer mind. She offers a focus on how and why we shop and buy. She is emulating the consumers habits and creating an area of opportunity for companies and brands to grow with the consumers minds.
03 World Wide Connection through culture is becoming more of a necessity as our worlds feels like it is constantly drifting apart. Integrating experience accessible for all connects everybody around the world.
06 Across the Table
Multi-level experiences are increas-
04 The One To Watch As experience gains traction through the consumers connection to brands, there is a new way of experience through Virtual Reality.
ing at the food level. One trend
making waves throughout the globe is communal eating by connecting
strangers through the love of food and increasing one’s personal experience through a shared experience.
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Mass Influences
The consumer experience is rich and stimulating, encompassing various market segments. This is resulting in a multi-level and multi-sensory connection with the consumer which is achieved by fostering a community, involving technology and offering various choices in altering the lifestyle. In short, the consumer is submerged in a whole new lifestyle which is driven by attiring their attention.
–– As enterprises are flooding their audience with stimuli, the consumer may feel overwhelmed. This is a concern for both sides as it puts at risk the pleasant customer experience and prevents the company from further connection. –– This results in the consumer losing focus and becoming less approachable for further input. Consequently, it is essential that companies channel their marketing strategies wisely and allow the consumer to approach them.
–– As technology’s impact is increasing in the consumer’s everyday life, the industry must focus on integrating it back into real life experience (compared to an online experience) to prevent detachment. –– Brand’s experiences must stay within their identity and values in order to keep up a coherent brand equity.
LV M H Off i c e P a r i s, P e c le rs +
Hunting and Narud
Future Reflections
–– It will be interesting to see how the experience driven marketing may evolve with the increasing expectations of customers. What is next?
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Critical Concerns
F ash i on Nova
Summary
P i nt eres t
Thought Starters
Disability Based Innovations
Consumer Frustration
Innovations For Disabilities Food and Senses
Consumer Multisensory Dining Technology Novelty Restaurant Experiences Customer Experience Innovations Ruby Warrington Customer Experience Strategies Biet Simkin Millennial Consumer Experience Mindful life A lx e P ate r im o s, P e c le rs +
Community Engagement The Community Effect
Mass Influences
Inspiring Civic Change
Innovations in restaurants
Innovation Apple Store Redesign
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Research & Reference
P i nt eres t
Thought Starters Consumer Frustration
https://www.emarketer.com/Article/ Customer-Service-Channels-That-Frustrate-Consumers/1013637
The Community Effect
https://getsatisfaction.com/corp/ download/whitepaper/The-Community-Effect-becoming-a-customer-experience-leader-part-1.pdf
Consumer Technology
Inspiring Civic Change
Customer Experience Innovations
Innovation Apple Store Redesign
theinstitute.ieee.org
https://www.forbes.com/sites/ blakemorgan/2017/07/17/5-fresh-examples-of-customer-experience-innovation/#175b175d5c18
Customer Experience Strategies
https://www.superoffice.com/blog/customer-experience-strategy/
A lx e P ate r im o s, P e c le rs +
Millennial Consumer Experience
https://www.forbes.com/sites/ micahsolomon/2018/05/03/ for-small-business-week-all-about-millennial-consumers-and-millennial-friendly-customer-experiences/#21c110d02f91
Community Engagement
https://v3b.com/2017/07/community-engagement-driving-force-behind-great-customer-experience/
https://s3.amazonaws.com/pol-website/ media/civic50/Resources/2017_Civic50_ Report_FINAL.pdf
https://www.vanityfair.com/ news/2016/05/apple-unveils-first-majorstore-redesign-in-15-years
Disability Based Innovations
https://www.peatworks.org/blog/2017/ aug/driving-innovation-through-disability-inclusion
Innovations For Disabilities
http://theinstitute.ieee.org/technology-topics/consumer-electronics/ three-lifechanging-innovations-for-people-with-disabilities
Food and Senses
Multisensory Dining
https://trulyexperiences.com/blog/ magic-multisensory-dining/
Novelty Restaurant Experiences
http://www.wasserstrom.com/ blog/2018/07/02/a-unique-experience-can-make-your-restaurants-foodtaste-better/
Ruby Warrington
https://hellogiggles.com/reviews-coverage/author-ruby-warrington-material-girl-mystical-world/
Biet
https://www.sakara.com/blogs/mag/ biet-simkin-meditation-guru
Mindful life
https://www.helpguide.org/harvard/ benefits-of-mindfulness.htm
Mass Influences Innovations in restaurants
https://www.foodnewsfeed.com/fsr/ new-concepts/7-innovations-highly-imaginative-restaurants
https://www.trendbible.com/future-food-heightened-senses/
Courtney Denton, Christina Greifenstein, Bhuvi Kalra, Hannah Mokoski
Designing Experience A/W 19/20
Research & Reference