DIGITAL CONNECTIVITY
2
EMILY LINDSAY NO733170 WORD COUNT: 3000
3
ETHICS CLAUSE
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed:
Emily Lindsay
4
5
CONTENTS 04. ETHICS CLAUSE 06. CONTENTS 08. INTRODUCTION 10. AIMS AND OBJECTIVES 12. METHODOLOGY 16. WHAT IS DIGITAL CONNECTIVITY? 20. ORIGIN AND EVOLUTION
6
22. TREND DRIVERS 24. INDUSTRY IMPACTS AND IMPLICATIONS 29. FUTURE THINKING AND RECOMMENDATIONS 30. CONCLUSIONS 32. REFERENCES 34. BIBLIOGRAPHY 36. IMAGE REFERENCES
7
intro -duction In recent years, digital connectivity has become an increasingly important and influential macro trend within the modern world. The ways in which people connect with others, with information and the world around them is being transformed through a combination of technologies (Espinel, 2016). Companies across all sectors and industries are responding to this trend now more than ever. Modern and innovative technologies are evolving at a rapid rate, whether it’s the use of Artificial intelligence within the beauty industry, or shoppers using Virtual Reality to try on an outfit from the comfort of their own home. Yet many questions still remain. What affect will digital connectivity have on our future? Is it an efficient way of staying connected? Or is there really a limit to technological progress?
8
This report will focus on how consumers are responding to the macro trend digital connectivity, and how it is impacting the modern world. It will outline the definition of the trend, as well as its origin and evolution. Key drivers of the trend will also be discussed such as the change of modern consumers and the experience economy. The implications the trend has on industries will also be highlighted, such as fashion and lifestyle industry and the beauty industry. Furthermore this report will finish with a discussion on the future of digital connectivity, followed by a conclusion and a set of recommendations.
9
aims & objectives 10
“Where will technology take us – and what role will we play in the creation of our own future at work?� - EAGLEN, 2018.
The aims of this report is to highlight how digital connectivity is impacting and implicating multiple industries and sectors across the globe. The report will also aim to highlight how consumers are reacting to the trend. Questions will also be raised and answered, such as what is driving the trend, the consequences, and how companies and brands are responding to the trend. From this, key insights will be made from any gaps, creating non industry or sector specific opportunities and recommendations. The report also aims to act as a catalyst for in-depth thought and idea generation on the upcoming stage one project.
11
12
For the methodology of the report, thorough second research was carried out to inform a deeper understanding of the macro trend digital connectivity. Initial research reports included those from online resources such as Deloitte Insights, Euromonitor and McKinsey & Company. Further secondary research was carried out to analyse what drives the trend and why. The changing consumer and the experience economy were found to be key trend drivers, with information sourced from Euromonitor, LSN Global, and Mintel. In-depth information on consumers were also found from these sources. Other secondary research was collected from other sources such as books, academic reports, journals and articles.
SOURCE
ADVANTAGES
BOOKS:
One advantage of using books for secondary research is that it provides a thorough overview of a specific topic. Books are usually well researched which allow users to have an in-depth, informative and highly valid piece of research; as well as providing both quantitive and qualitative data. Another advantage is that books are always quality checked by the publisher, minimising errors or inconsistencies throughout and improving validity and reliability of the secondary research.
WEBSITES & ARTICLES:
An advantage of using websites and articles for secondary research is that they can be accessed quickly and easily at the touch of a button. Websites and articles are a good option for finding data and research fast, and they can be kept up to date easily which reduces information going ‘out of date’ and being invalid. Another advantage of using websites and articles is that unlike many other secondary research sources, access to this information is almost always free. Unlike books, journals and reports, websites and articles can be accessed without a fee. This makes it more accessible to a range of users, suggesting it is a solid source for secondary research.
JOURNALS / E-JOURNALS:
Both journals and E-journals provide users with the most up to date knowledge and informations, as well as highly specific topics. Many journals are quality checked during peer review process as well (Solent, 2019), which make this source valid and reliable for the use of secondary research.
REPORTS:
An advantage of using reports for secondary research is that most of they time they look at topics in great detail, and include statistics and academic data; providing users with both qualitative and quantitate data.
MAGAZINES:
An advantage of using magazines for secondary research is that they indicate clear areas of professional interest (Solent, 2019), which is beneficially for users with a specific topic area in mind. Another advantage of using magazines is that the information provided is current and up to date, as many magazines are published monthly if not weekly. This minimises the risk of information being outdates, and provides users with reliable and valid secondary research.
14
DISADVANTAGES However, a disadvantage of using books is the risk of author bias; especially if the book is informing rather than discussing. It could provide users with incorrect information, leading to poor quality or even invalid secondary research. Another disadvantage of using books for secondary research is that usually they take a long time to be published. This could mean that by the time the book has been printed and published, the information could be out of date and therefore invalid. However, a big disadvantage of using websites and articles for secondary research is that anyone can create a website or article, potentially providing users with false or bias information. This raises concerns as there is no way that this source can be thoroughly quality checked. Again, this could lead to the secondary research being unreliable and invalid, as well as not being of academic standard.
However, as disadvantage of using journals and E-journals is that similar to reports, many often require a paid subscription and account in order to access them. This makes it not only highly expensive for users but also restrictive, as many people would not be able to access them
However, a disadvantage of using reports is that many are a part of a website that needs a paid subscription, meaning reports are very limited in access. Some reports can cost thousands of pounds, meaning they are not accessible to a larger percentage of people. However, a disadvantage of using magazines for secondary research is that many may not be of an academic standard, as they are often not as extensively quality reviewed (Solent, 2019) as other sources such as reports and journals.
15
WHAT IS DIGITAL CONNECTIVITY?
Connection. Control. Convenience.
“TECHNOLOGY HAS DEFINED HUMAN PROGRESS OVER THE YEARS – WE ARE NOW HEADING TOWARD A POINT WHERE DIGITAL WILL BE AN INSEPARABLE PART OF HUMAN LIVES”
17
DIGITAL CONNE The definition of the macro trend digital connectivity can be broken down into two separate definitions; digital and connectivity. The term digital (technologies) refers to devices and services connected to the internet, that provide flexible communication and connectivity to the users (IGI Global, 2019). The term connectivity refers to the state, quality or capability of being connected or connective (Lexico.com, 2019). Combining the two, a definition can made. Digital Connectivity is about how consumers are stayed connected predominantly through the use of the internet, through devices and services connecting people together not only, physically but digitally too. Thanks to fixed and mobile network development digital technology has become instrumental in transforming our societies and social norms (CarrĂŠ, 2018).
ECTIVITY:
19
ORIGIN & EVOLUTION
The origin of digital connectivity dates back to the 1960s, when the first workable prototype of the Internet was made, with the creation of ARPANET, or the Advanced Research Projects Agency Network. ARPANET used packet switching to allow multiple computers to communicate on a single network, eventually leading to two computers, one located in UCLA and the other in Stanford, to communicate with each other; a “node-tonode� message (Andrews, 2013). Fast forward 30 years to 1989, when the internet was first established by British computer scientist, Tim Bernes Lee. This was was shortly followed by his creation of the world wide web in 1996, when it became available worldwide for public use. Tim himself stated that he imagined the web as an open platform that would allow everyone, everywhere to share information, access opportunities, and collaborate across geographic and cultural boundaries (Berners-Lee, 2017). Without these two monumental moments in history, it is likely the macro trend digital connectivity would not exist. Later down the timeline in 2007, Apple created and launched their first smartphone. This really helped drive the trend digital connectivity, as whilst it wasn’t the worlds first smartphone, it leapfrogged far beyond the competition and launched the mobile revolution (Mollar, 2017). This was the first piece of technology that really connected people deeper than just a phone call or text message, as people now had access to many apps like twitter, facebook, as well as the internet, right in their pockets. 2014 then saw the biggest increase in time spent online in a decade, with over 3 billion people having access to the internet. (Ofcom, 2015). Since then, the evolution of the trend is growing at an unpredictable rate. Technology innovations continue to manifest along with the consumption of connectivity, as well as changing consumer need and the experience economy driving the trend. 20
PORTRAIT OF TIM BERNES-LEE, CREATOR OF THE WORLD WIDE WEB.
TREND DRIVERS: THE CHANGING CONSUMER In the mobile consumer journey, the gap between discovery and purchase has become a pain-point for a more impatient fashion consumer, who seeks to purchase exactly the products they discover, immediately (McKinsey & Company, 2019). One of the main drivers that is evolving the digital technology macro trend, is the changing consumer. Consumers of the digital connectivity trend range between Generation Alpha right through to the baby boomers. However, a key consumer group that is most heavily driving the trend are millennials. They are continually stereotyped for being impatient, lazy and tech reliant, which is reflected through their consumer needs. A phrase commonly associated with Millennials and their needs : instant gratification. Industries and brands are responding to these consumers changes in the only way they can; by making their products and services more accessible and instant than ever before. Some 61 percent of respondents to one UK survey are not willing to wait more than 45 minutes for a takeaway food delivery to arrive. Around one in five say they will wait just 5-10 minutes for a taxi ordered via an app (Mc Kinsey & Company, 2019). This highlights how Millennials are constantly using digital technology to connect with world, whether it be ordering food, ordering a taxi or ordering clothes. Everything can be done at the touch of a button, so why do it any other way? With the help of consumers like Millennials, the digital connectivity macro trend may never die. And with the development of new and innovative technologies, life for consumers will continue to get easier and easier. An example of this being US supermarket Whole Foods, who created a powerful chatbot that helps customers find new recipes and ways to use ingredients from the store. Customers can chat with the bot to get ideas about certain types of foods or recipes. People who are really in a hurry can send a food emoji to instantly get that kind of recipe (Morgan, 2019). “For millions of consumers around the world, living a day without digital technology is almost unthinkable. By 2017, almost half the worlds population - 3.5 billion people will regularly use the internet, according to Forrester Research (LS:N Global, 2014).�
22
THE EXPERINCE ECONOMY “Experiences have to rise to the level of memorability. If they forget it the moment it’s done, then it isn’t really an experience” - Joseph Pine The experience economy is the second chosen driver for the macro trend digital connectivity. It has been suggested that customer experiences - especially retail are now becoming meaningless. Consumers are wanting more than just a simple transaction, they are wanting more exciting and innovative ways to buy. But as the next decade approaches, brands must ensure that they only invest in experiences that offer value; looking into technology to expand their understanding of emotions. Brands will need to embrace the high-risk, high-reward nature of experience (LS:N Global, 2017). The experience economy is driving digital connectivity between consumers and brands, creative a more exclusive and personal experience for shoppers; with more and more of these brands turning to technology to elevate their customer experiences. An example of a brand using technology to create innovative experiences for their consumers is Nike. Their NYC flagship store also known as the ‘House of Innovation’ was named ‘best retail experience of 2018’ by Forbes. President of Nike direct Heidi O’Neill says the store is about serving all of our consumers with pinnacle innovative products, a unique design and environment and the very best of personalised service. The store boasts digital lockers for easy pick-up and returns, a sneaker bar for style advice and a tech heavy exclusive floor for NikePlus Members, who have access to one-on-one appointments with a highly-trained Nike Experts. These experts also offer personal shopping and advice on all aspects of their sport goals and product needs, as well as unique products, experiences and robot-led customisation opportunities (Nike News, 2018). This example really sets the bar when it comes to brands providing more than just a simple transaction for its consumers.
“A store needs to be broader than just a place of transaction. It needs to be a place where people gather and if you don’t bring in experience and education and entertainment, you’re not going to do as well.” (Mc Kinsey & Company, 2019). 23
24
INDUSTRY IMPACTS AND IMPLICATIONS FASHION & LIFESTYLE INDUSTRY Since the arrival of the Smartphone, fashion brands have launched a number of successful apps and services where consumers can stay be digitally connected with the brand, its stores and products, all from the touch of a button. Fashion brands now are creating more than just an omni-channel experience for consumers. Like brands in the beauty industry, buyers can now use virtual reality (VR) to try on clothes without having to go to the shop, and have bespoke pieces of clothing personalised and made by a robot. Social media apps have also arisen to compliment the bigger players like Instagram and Facebook, one being 21 Buttons. 21 Buttons is an app where people, most usually celebrities, influencers and bloggers post images of their outfits to their feed, much like Instagram. They then proceed to tag the pieces of clothing featured in the image, which when tapped on by their followers, takes them straight to the website where the item is sold. One of 21 Buttons’ unique selling points is that it offers a much more direct and seamless experience for both shoppers and influencers alike. This means shopping is much quicker, easier, and more realistic, allowing consumers to cherry pick from multiple brands, much like they would on bigger e-commerce and marketplace sites (Gilliland, 2019).
25
BEAUTY INDUSTRY Digital technology has impacted the beauty industry more so over recent years, as consumer shifts are changing the way beauty is shared, discovered and explored. With trend drivers such as social media and the experience economy, these are beginning to shape a whole new beauty standard and ideal (LS:N Global, 2018). Big beauty brands are having to tap into this trend now more than ever, by finding new and innovative ways to stand out and appeal to consumers both in-store and online. With many beauty brands being sold primarily online, these brands are having to think outside the box to harness consumers willing to invest in innovative yet reliable products. Brands have now began investing in much bigger and savvy technologies, such as artificial intelligence (AI) and virtual reality (VR). Big beauty brands such as Kylie Cosmetics, Smashbox, Maybelline and Rimmel were some of the first to use VR on social media. On the social media platform Snapchat, the brands created facial filters which allowed consumers to virtually ‘try on’ products before they buy and showcase them to consumers where products may not have been accessible. Take for instance, the beauty brand giant Kylie Cosmetics, who, when it was first launched, only had three lipsticks which were sold exclusively online; meaning no one could access them and try them on before purchase, or even see the product physically. This VR ‘try on’ strategy was revolutionary within the beauty industry, with many other brands then following.
26
For the consumer goods industry, AI provides the power of personalisation, process automation, augmented decision making, and digital supply chain networks, which have traditionally required human intelligence. With the rise of artificial intelligence, smart technology, and machine learning, increasing numbers of companies are embracing product personalisation and offering knowledge-based beauty routines to their consumers (Priya, 2019). A breakthrough technology from the beauty industry is the LUNA fofo: An AI based facial device designed and made by Foreo, a Swedish beauty tech brand. It is an aesthetically pleasing, cleansing device with advanced embedded sensors that analyse a user’s skin and generates customised spa massage routines for its users. The device is associated with the Foreo For You app, which unlocks all the key features of the device and saves user data. As per the skin analysis, the app generates the best possible facial cleansing routines, with custom intensity and duration. The AI and machine learning supports the algorithm of LUNA fofo, which is constantly updated to cater to its customers’ needs (Priya, 2019). However, a key limitation to the beauty industry is the question of how sustainable is it? With a lot of beauty and skincare products being made from single use and non-recyclable plastics, it has to be questioned if the trend is negatively impacting the industry. Often plastic products are thrown away as they are no longer suited to their consumers needs and wants. However, brands like Foreo that use personalisation and customisation within their products reduce this risks when it comes to sustainability, as people are less likely to throw something away that is specific to them and their needs. Brands should continue to use a combination of physical beauty and digital technology like AI to ensure they are keeping sustainable yet still appealing to consumer needs.
27
FUTURE THINKING & RECOMMENDATIONS It is clear that digital technology development will not slow down anything soon. With the ever changing consumer demographic, as well as their wants and needs, brands and companies will always be evolving and changing their products and services to suit these consumers. And with new groundbreaking technologies being creative every year, it won’t be difficulty for companies to keep up with them. The report has covered what is driving this trend, mainly being due to consumers. It has also addressed the impacts the trend has on other industries, such as beauty and fashion, with some positive but also negative impacts. From exploring the macro trend digital connectivity, some possible research questions have been drawn out in order to aid thinking and ideas for the stage 1 report. The first idea being the link between the consumers and the products and services created by key brands and companies. Are they actually benefiting their consumers in the long run? Or are they just filling a void until the next trend arises and the consumers needs change yet again? Simple things such as apps within the fashion and retail sector may not be so beneficial in the long run, but other technologies such as AI and VR could really develop and digitally connect consumers deeper than ever before. Another research area is interesting and has been highlighted is the affect the experience economy is having on the trend. A key question that would be interesting to explore is ‘is there really a limit to technological progress?’ When do we draw the line on digital connectivity when it comes to connecting consumers emotionally with a brand? The extension of this idea being what will the future look like for retail in terms of robots and AI computing. The thought of robots taking over humans jobs within the experience economy really could be a thing of the future. To recommend, companies should be educated and open to modern technologies playing a larger part in their products and services now and years to come. To stay ahead of competition and lead innovation, companies and brands should be vigilant with consumers insights, investing and discovering the best possible technologies for their consumers, providing the up most benefits and minimal implications.
29
CONCLUSION
To conclude, it is clear that digital connectivity is quickly becoming an influential and prominent trend. It is changing how brands work and think, with most importantly the help of changing consumer needs, as in today’s world they want things quickly and instantly. Technologies such as AI, and VR are doing a good job providing consumers with this, but it won’t be long until consumer needs shift again and companies are back coming up with newer and more innovative ideas. From the report, it is clear that in order for brands to stay on top of and ahead of the trend is to make sure that they are aware of what is driving the trend. This can then be used to picture what impacts the trend will have on other industries and sectors, using this to avoid implications and drive positive and beneficial impacts.
31
31
REFERENCES Andrews, E. (2013). Who invented the Internet? [online]. Available at: https://www.history.com/news/who-invented-the-internet [Accessed 4 Nov. 2019]. Berners-Lee, T. (2017). I invented the web. Here are three things we need to change to save it | Tim Berners-Lee. [online]. Available at: https://www.theguardian.com/technology/2017/mar/11/tim-berners-lee-web-inventor-saveinternet [Accessed 16 Oct. 2019]. CompTIA (2019). IT Industry Outlook 2019. [online]. Available at: https://www.comptia.org/content/research/ it-industry-trends-analysis [Accessed 28 Oct. 2019]. Eaglen, M. (2018). Where will technology take us – and what role will we play in the creation of our own future at work? [online]. Available at: https://www.marketingtechnews.net/news/2018/oct/12/where-will-technology-takeus-and-what-role-will-be-play-creation-our-own-future-work/ [Accessed 24 Oct. 2019]. Euromonitor International (2019). 2019 Top Global Consumer Trends. [online]. Euromonitor, pp.5. Available at: https://now.ntu.ac.uk/d2l/le/content/628083/viewContent/3309191/View [Accessed 17 Oct. 19]. Gilliland, N. (2019). What is 21 Buttons and what does it mean for social commerce? [online]. Available at: https:// econsultancy.com/what-is-21-buttons-and-what-does-it-mean-for-social-commerce/ [Accessed 30 Nov. 19]. IGI Global (2019). What is online digital technologies? [online]. Available at: https://www.igi-global.com/dictionary/the-networked-effect-of-children-and-online-digital-technologies/60879 [Accessed 22 Oct. 2019]. Lexico.com (2019). Definition of connectivity. [online]. Available at: https://www.lexico.com/en/definition/connectivity [Accessed 22 Oct. 2019]. LS:N Global (2014). Awakening Tech. [online]. LS:N Global. Available at: https://www.lsnglobal.com/macro-trends/article/16546/awakening-tech [Accessed 27 Oct. 19]. LS:N Global (2017). Experience 2020. [online]. LS:N Global. Available at: [Accessed 28 Oct. 19]. LS:N Global (2018). Algorithmic Beauty. [online]. LS;N Global. Available at: https://www.lsnglobal.com/macro-trends/article/22260/algorithmic-beauty [Accessed 3 Nov. 19]. Mason, H., Mattin, D., Luthy, M., Dumitrescu, D. and Estrada Reyes, M. (2015). Trend-Driven Innovation. 1st ed. New Jersey: John Wiley & Sons, Inc., pp.15,86,87,158,164. McKinsey & Company (2019). The State of Fashion 2019. [online]. Business of Fashion, pp.51 - 59. Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20State%20of%20Fashion%202019%20A%20year%20of%20awakening/The-State-of-Fashion-2019-final.ashx [Accessed 13 Oct. 2019]. Mollar, R. (2017). How Apple’s iPhone changed the world: 10 years in 10 charts. [online]. Available at: https://www. vox.com/2017/6/26/15821652/iphone-apple-10-year-anniversary-launch-mobile-stats-smart-phone-steve-jobs [Accessed 10 Oct. 2019]. Morgan, B. (2019). 20 Fresh examples of customer service innovation. [online]. Forbes. Available at: https://www. forbes.com/sites/blakemorgan/2019/10/21/20-fresh-examples-of-customer-experience-innovation/#4018e0b67c41 [Accessed 1 Nov. 2019].
Nike News (2018). Nike’s New NYC Flagship is the Face of Living Retail. [online]. Available at: https://news.nike. com/news/nike-nyc-house-of-innovation-000 [Accessed 14 Oct. 19]. Ofcom (2015). The UK is now a smartphone society. [online]. Available at: https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/uk-now-a-smartphone-society [Accessed 3 Nov. 2019]. P, CarrÊ. (2018). What does does connectivity play in our digital lives? [online]. Available at: https://www.orange. com/en/news/2018/Janvier/What-role-does-connectivity-play-in-our-digital-lives [Accessed 7 Nov. 19]. Pine, J. (1998). Welcome to the Experience Economy. [online]. Available at: https://hbr.org/1998/07/welcome-to-the-experience-economy [Accessed 3 Nov. 19]. Priya, M. (2019). Artificial intelligence and the new age beauty and cosmetics industry. [online]. Available at: https://www.prescouter.com/2019/06/artificial-intelligence-and-the-new-age-beauty-and-cosmetics-industry/ [Accessed 16 Oct. 19]. Solent Online Learning (2019). Successful Research: Advantages and disadvantages of different information sources. [online]. Available at: https://learn.solent.ac.uk/mod/book/view.php?id=116227&chapterid=15177#Websites [Accessed 29 Oct. 2019]. V, Espinel. (2016). The digital economy: what is it and how will it transform our lives? [online]. Available at: https:// www.weforum.org/agenda/2016/11/the-digital-economy-what-is-it-and-how-will-it-transform-our-lives/ [Accessed 20 Nov. 19].
33
BIBLIOGRAPHY Andrews, E. (2013). Who invented the Internet? [online]. Available at: https://www.history.com/news/who-invented-the-internet [Accessed 4 Nov. 2019]. Berners-Lee, T. (2017). I invented the web. Here are three things we need to change to save it | Tim Berners-Lee. [online]. Available at: https://www.theguardian.com/technology/2017/mar/11/tim-berners-lee-web-inventor-saveinternet [Accessed 16 Oct. 2019]. CompTIA (2019). IT Industry Outlook 2019. [online]. Available at: https://www.comptia.org/content/research/ it-industry-trends-analysis [Accessed 28 Oct. 2019]. Eaglen, M. (2018). Where will technology take us – and what role will we play in the creation of our own future at work? [online]. Available at: https://www.marketingtechnews.net/news/2018/oct/12/where-will-technology-takeus-and-what-role-will-be-play-creation-our-own-future-work/ [Accessed 24 Oct. 2019]. Euromonitor International (2019). 2019 Top Global Consumer Trends. [online]. Euromonitor, pp.5. Available at: https://now.ntu.ac.uk/d2l/le/content/628083/viewContent/3309191/View [Accessed 17 Oct. 19]. Gilliland, N. (2019). What is 21 Buttons and what does it mean for social commerce? [online]. Available at: https:// econsultancy.com/what-is-21-buttons-and-what-does-it-mean-for-social-commerce/ [Accessed 30 Nov. 19]. IGI Global (2019). What is online digital technologies? [online]. Available at: https://www.igi-global.com/dictionary/the-networked-effect-of-children-and-online-digital-technologies/60879 [Accessed 22 Oct. 2019]. Lexico.com (2019). Definition of connectivity. [online]. Available at: https://www.lexico.com/en/definition/connectivity [Accessed 22 Oct. 2019]. LS:N Global (2014). Awakening Tech. [online]. LS:N Global. Available at: https://www.lsnglobal.com/macro-trends/article/16546/awakening-tech [Accessed 27 Oct. 19]. LS:N Global (2017). Experience 2020. [online]. LS:N Global. Available at: [Accessed 28 Oct. 19]. LS:N Global (2018). Algorithmic Beauty. [online]. LS;N Global. Available at: https://www.lsnglobal.com/macro-trends/article/22260/algorithmic-beauty [Accessed 3 Nov. 19]. Marshall, D. (2017). How Modern Technology has changed the Fashion Industry. [online]. Available at: https://immago.com/modern-technology-changed-fashion-industry/ [Accessed 29 Nov. 19]. Mason, H., Mattin, D., Luthy, M., Dumitrescu, D. and Estrada Reyes, M. (2015). Trend-Driven Innovation. 1st ed. New Jersey: John Wiley & Sons, Inc., pp.15,86,87,158,164. McKinsey & Company (2019). The State of Fashion 2019. [online]. Business of Fashion, pp.51 - 59. Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/The%20State%20of%20Fashion%202019%20A%20year%20of%20awakening/The-State-of-Fashion-2019-final.ashx [Accessed 13 Oct. 2019]. Mollar, R. (2017). How Apple’s iPhone changed the world: 10 years in 10 charts. [online]. Available at: https://www. vox.com/2017/6/26/15821652/iphone-apple-10-year-anniversary-launch-mobile-stats-smart-phone-steve-jobs [Accessed 10 Oct. 2019]. Morgan, B. (2019). 20 Fresh examples of customer service innovation. [online]. Forbes. Available at: https://www. forbes.com/sites/blakemorgan/2019/10/21/20-fresh-examples-of-customer-experience-innovation/#4018e0b67c41 [Accessed 1 Nov. 2019].
Nike News (2018). Nike’s New NYC Flagship is the Face of Living Retail. [online]. Available at: https://news.nike. com/news/nike-nyc-house-of-innovation-000 [Accessed 14 Oct. 19]. Ofcom (2015). The UK is now a smartphone society. [online]. Available at: https://www.ofcom.org.uk/about-ofcom/latest/features-and-news/uk-now-a-smartphone-society [Accessed 3 Nov. 2019]. P, CarrÊ. (2018). What does does connectivity play in our digital lives? [online]. Available at: https://www.orange. com/en/news/2018/Janvier/What-role-does-connectivity-play-in-our-digital-lives [Accessed 7 Nov. 19]. Pine, J. (1998). Welcome to the Experience Economy. [online]. Available at: https://hbr.org/1998/07/welcome-to-the-experience-economy [Accessed 3 Nov. 19]. Priya, M. (2019). Artificial intelligence and the new age beauty and cosmetics industry. [online]. Available at: https://www.prescouter.com/2019/06/artificial-intelligence-and-the-new-age-beauty-and-cosmetics-industry/ [Accessed 16 Oct. 19]. Solent Online Learning (2019). Successful Research: Advantages and disadvantages of different information sources. [online]. Available at: https://learn.solent.ac.uk/mod/book/view.php?id=116227&chapterid=15177#Websites [Accessed 29 Oct. 2019]. The Boston Consulting Group (2012). The Millennial Consumer - Debunking Stereotypes. [online] Available at: https://www.bcg.com/documents/file103894.pdf [Accessed 3 Nov. 19]. V, Espinel. (2016). The digital economy: what is it and how will it transform our lives? [online]. Available at: https:// www.weforum.org/agenda/2016/11/the-digital-economy-what-is-it-and-how-will-it-transform-our-lives/ [Accessed 20 Nov. 19].
35
IMAGE REFERENCES Neon noir cyber punk portrait (2019) [online]. Available at: https://www.pinterest.co.uk/ pin/327073991690258229/?nic=1a&sender=327074129096224689 [Accessed 1 Nov. 19]. Digital cyber culture city (2019) [online]. Available at: https://www.instasaver.org/tag. php?tag=cyberculture&next=QVFDRXlPTWtEcllBQWNwdE9ZRXFMUi15eUtlLVNfOFhycXpyaFA0SU9mdlh6SWRUYWhZWlB2QVRXMi03cTZZTXA2TjFlNlVkZ3IxdHVNTWozQUJUTFRNNg== [Accessed 1 Nov. 19]. Blue digital connecting hands (2019). [online]. Available at: https://gramho.com/explore-hashtag/fvckrender [Accessed 6 Nov. 2019]. Digitally enhanced women side profile portrait (2018). [online]. Available at: https:// vk.com/photo-106631887_456285112?rev=1 [Accessed 7 Nov. 2019]. Futuristic blue consumer portrait (2019). [online]. Available at: http://fvckrender.tumblr. com/post/155819742003/multiple-day-515 [Accessed 6 Nov. 2019]. Digital glasses portrait of women (2018). [online]. Available at: https://www.instagram. com/p/Bp3TUI9l3jA/ [Accessed 6 Nov. 2019]. Neon Noir digital crown on old statue (Date Unknown). [online]. Available at: https://i. pinimg.com/originals/29/30/51/293051ee6924f1abbc4bb1954416e0d1.jpg [Accessed 6 Nov. 2019]. Lilac digital connecting hands (2019). [online]. Available at: https://www.instagram. com/p/Bu6gJXaHaMO/ [Accessed 6 Nov. 2019].
Digital distortion portrait (2017). [online]. Available at: https://tachyonsplus.tumblr.com/ page/4 [Accessed 6 Nov. 2019]. Portrait of Tim Bernes-Lee (2018). [online]. Available at: https://www.vanityfair.com/ news/2018/07/the-man-who-created-the-world-wide-web-has-some-regrets [Accessed 6 Nov. 2019]. Digital man gif (Date Unknown). [online]. Available at: http://blog.w-v.co/ [Accessed 6 Nov. 2019]. Digital statue portrait (Date Unknown). [online]. Available at: http://www.magdiellopez. com/dailyposters [Accessed 6 Nov. 2019].
37