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CONTENTS
MISSION STATEMENT
NINETEEN EIGHTY FOUR
ROCKING THE CRADLE
INTERFACE
OBSERVATORY
MEMORACTIVE
MISSION STATEMENT
1984 LOOKS TO OFFER BRANDS A DIFFERENT PERSPECTIVE ON FUTURE CONSUMER LIFESTYLES, WE DO THIS BY ACKNOWLEDGING CURRENT AND EVOLVING SOCIAL ATTITUDES AND TECHNOLOGY PROGRESSION. WE ARE ADDRESSING THE PRESSURES OF MODERN LIVING, WHERE CONSUMERS ARE TUNING OUT FROM THE AVERAGE LIFESTYLE CHOICES.
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NINETEEN EIGHTY FOUR
1984 is a brand consultancy which concentrates on giving brands the insight into the future of consumerism. 1984 was inspired by the novel written by George Orwell. 1984 looks at the younger generation as the target market for brands, and ways in which brands can communicate with this auidence. We do this by looking at consumer lifestyles which
involve the way they socialise ways to marker to the younger with others and our consumers generation to get themselves technological knowledge. noticed amongst other brands. 1984 understands that the target market they aim to communicate with live in a world that is acessable to anything. A world where technology advances the way they communicate with one another, which is why brands need to come up with innovative
“OVER 120,000 IPADS WERE SOLD ON THE FIRST DAY ALONE. PHILLIP LAM SAID THAT “APPLE HAS BEEN ABLE TO GENERATE OVER $75 MILLION IN REVENUE IN ONE DAY ON A PRODUCT THAT 99.9% OF PURCHASERS HAVEN’T TOUCHED OR FOR THAT MATTER, EVEN SEEN IN PERSON.” Technology has increasingly impacted consumerism. The obsolescence curve of computer equipment ensures a continually fresh turnover of computer consumers. The way in which consumers demand a continual supply of new gadgets and technology ensures brands stay constantly one step ahead of the consumer. Consumers both young and older generations, feel the need to have the latest products which are avaliable to them, hence the demand Apple have had over the latest Ipad release.
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Consumers are what drives brands to make new products and disgard the older models in record speed. This sensation for consumers to have the latest products in a short space of time are why ninteen eighty four sees technology as a driving force in all trend predictions we as a consultancy make. Technology has become an obsession by
Consumers are in competition with each other to own the latest gadgets before their peers, which shows future generations will adhere to this pressure as well.
teens and parents alike, it is fastly redifining the way in which consumers purchase items.
four looks to help brands gain an insight into consumers and the way in which they percieve and buy into technological products.
Consumers are obsessed with having the latest products whoever they are despite their lifestyle. If brands put enough advertising and hype around a product people will buy into it.
Technology has advanced even more with the promotion of 3D television getting consumers to buy into future of technology. Nineteen eighty
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TECHNOLOGY
“BRANDS HAVE LEARNT TO BRING THEMSELVES TO THE CONSUMER SO THE CONSUMER DOESN’T NEED TO COME TO THEM.”
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ROCKING THE CRADLE
This trend acknowledges that technology plays an important role in everyday life, and recognises that from an early age future generations will be exposed to this, which arguably will alter the way in which they see the world and cause larger generation gaps within society. Surviving in a day an age where products are constantly being updated and the latest trends thrown in our faces, children are constantly competing with those around them to have the newest merchandise ranging from technical to fashion trends. The faster technology evolves the more society will evolve with it; the consumer will ultimately become the creator. This trend discusses how brands will have to be aware of this and stay one step ahead by introducing customization.
Born into technology Impressionable Knowledge is power One step ahead
“MY FRIENDS 3 YEAR OLD HAS BECOME SO ACCUSTOMED TO HER FATHERS MULTI-TOUCH IPHONE SCREEN THAT SHE APPROACHES LAPTOPS BY SWIPING HER FINGERS ACROSS THE SCREEN, EXPECTING A REACTION.”
. Society’s attitude towards consumerism is constant and some would argue increasing. From and early age children are exposed to this, its not about who you are, its about what you own. Many children’s worldview and life will be shaped in very deliberate ways by technologies like the I Pad and the other new magical hightech gadgets coming out year after year – Google’s Nexus One phone and Apples impending tablet among them. They will know nothing other than a world with digital books, skype video chats, and games on the iphone. Children will see the world in a different way to which their elders do.
Due to a world full of technology future generations will be affected in many ways. Two of the most obvious are as follows. Firstly, easily influenced, children are constantly competing with those around them to have the newest products and to be dressed in the latest fashion trends. Brands have realized this pressure and use the media to constantly bombard us with images and messages of products we should possess. This will arguably result in self-obsessed and highly competitive surroundings for future generations. Finally, the obvious result of a life bombarded with technology is that younger generations are going to have some very peculiar and unique expectations about the world.
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ROCKING THE CRADLE
Being born into a world full of technology and accessibility at the click of a button, future generations have been bought up expecting a lot and instantly. Brands need to recognize future generations as extremely powerful customers. Their involvement in decision-making will essentially make them the creator as well as the consumer. Quite often capital goods are not only manufactured but also designed based on individual customer needs. Customization can offer a competitive advantage with increased customer value and better service (Simon and Dolan 1988). On the other hand, mass production can offer greater cost advantages with standard products. Recently, mass customization has emerged as a way to combine the advantages of both customization and mass production
0 “SLIGHT VARIATIONS OF STANDARD CONFIGURATIONS AND ARE TYPICALLY DEVELOPED IN RESPONSE TO A SPECIFIC ORDER BY A CUSTOMER.�
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ROCKING THE CRADLE
0 CREATORS WILL BECOME CONSUMERS with technology forever developing, brands will have to stay one step ahead by introducing ways consumers can create.
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ROCKING THE CRADLE PREDICTIONS
BRANDS WILL INTRODUCE MORE CUSTOMIZATION AND PERSONALIZED PRODUCTS so that consumers can identify themselves within the brands products.
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INTERFACE
This trend explores the way social networking sites have become an easy way to stay in touch as well as being a social way to talk to people. This trend will also explore the way consumers keep up with brand’s information by becoming the first to blog about it on their website. In this time of product generating, consumers need to feel connected to brands and become involved. Brands have to jump on board with new ways to advertise to consumers by involving the consumer with more interactive ways to stay interested in the brand
Blogger Revolution Powerful Advertising Social Networking Communication with Consumer
“70% OF BLOGGERS ARE TALKING ABOUT BRANDS ON THEIR BLOG”
More and more people are conducting their personal affairs online. Online shopping, social networking, and job hunting are now an everyday part of life. Doing things online can offer convenience and widen opportunities, the internet creates global brand awareness. The youger generation are see blogging as an online diary where they can write about themselves and things that they as consumers are interested in. Their peers then see their blogs and decide to share information with others creating a hype around the latest products. Blogging has become a quick and fast paced way to voice yourself. In a world that has become disposable it isn’t surprising that 78% of internet users have 3 or more accounts to different online websites. Social networking sites like twitter and facebook have become a normality of everyday lives of our consumers. People are aware they can publicly
broadcast anything about themselves via a social networking site . Social networking has become such a broad way for consumers to communicate it only seems natural that brands should gain consumer attention through these means as consumers have the power to promote new brands and help advertise potential products as well as up-coming events. Consumers are more likely to talk to their peers via social networking sites than actually having face-toface interaction. Technology has evolved dramatically in the past 20 years that brands should always find new and more intventive ways to attract potential markets.
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“AROUND HALF OF BLOGGERS ARE WORKING ON AT LEAST THEIR SECOND BLOG”
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INTERFACE
Tavi is a fourteen year old girl who has turned into one of the fashion elite. She is such a phenomenon because she is one of the youngest successful bloggers still blogging today. There has been a blogger revolution with consumers blogging about the latest products to friends as well as blogging about themselves making them become phenomenon’s. Consumers can potentially help brands to advertise by identifying themselves to a particular brand and then acknowledging their peers to the new products, events and concepts those brands are coming up with Brands should consider the change in the way consumers gain information and talk to one another as a positive and much simpler and faster way for them to gain consumers.
“15% OF BLOGGERS SPEND 10 OR MORE HOURS EACH WEEK BLOGGING.”
“WITHOUT INTERACTION, CONSUMERS DON’T GET TO EXPERIENCE THE BRAND AND FULLY UNDERSTAND WHAT IS DIFFERENT ABOUT EACH ONE”
Brands have started to come up with ways to advertise to consumers which is powerful and grabs their attention making the consumer remember the product. By doing this, brands create more interest in their products and around themselves. Diesel, the international jeans brand, has launched “Be Stupid“, a campaign that encourages consumers to take risks and move beyond the smart and sensible track for life. Diesel allows consumers to create the campaign which is what consumers want to be able to do. Interaction allows consumers to be in control and allows the brand to get closer to the consumers. Fred perry are also doing this by asking the public to recall their own favourite memories of fred perry, whether it be the first time they bought from them or sending in a photograph of themselves in a fred
perry thats memorable to them of a past-time. Brands need to become more active in seeking ways to interact with the consumer as this will benefit a brand financially.
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INTERFACE
0 CONSUMERS WILL BECOME CREATORS AND ADVERTISE FOR BRANDS this gives brands the oppourtunity to gain more customers and a broad range of advertising for themselves. By having consumers advertise and be behind the campaigns brands have it gives consumers a personal connection with the brand.
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INTERFACE PREDITIONS
BRANDS WILL USE MORE INTERACTION TO ENGAGE CONSUMERS
by doing this, brands gain the loyalty of consumers. Consumers want brands to connect with them and reach out to them, interaction is a key way to do this.
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MEMORACTIVE
This trend shows how brands will essentially adapt in the future, in order to engage with their target consumer. The idea is for brands to create memorable experiences or events, which actively involve the consumer. The ideas are based on the need for brands to go further in the future to produce innovative ways of engaging with the consumer.
Involvment of Consumer Staying Power Interaction Reaction Individualism and Identity
.In a world of complete accessibility and brand disposability the amount of choice for consumers is immense, brands will fight to stand out. Brand identity will be formed through events/experiences were consumers are invited to experience what the brand represents before buying into it. The consumer will essentially connect with the brand giving the brand personality and depth, the power of one-to-one interaction will become much more valued in the future as an implication of the online networking world.
The development of low cost, high impact campaigns such as a marketing concept produced by a Swiss skydiving school, the campaign simply consisting of a large scale floor sticker used to
simulate a sky diving experience. A really affective simulation experience, offering a teaser of what the brand can provide for the consumer before the consumer invests.
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MEMORACTIVE
“THE FOCUS IS NOT SIMPLY THE EVENT BUT THE ONETO-ONE INTERACTION WITH THE AUDIENCE THIS STARTS LONG TERM CONVERSATIONS THAT RESULT IN MEANINGFUL RELATIONSHIPS FOR BOTH BRAND AND CONSUMER.”
“THE KIND OF BUZZ THAT GOES VIRAL BECAUSE PEOPLE LOVE IT. BECAUSE THEY ARE HAVING FUN DOING IT”.
Creating a buzz with unique collaborations and events allows brands to promote new products by getting the consumer to become emerced in the brand. The exclusivity factor of live events, and be-spoke campaigns will form more durable connections and relationships with the brand and consumer. Smirnoff are a brand that have created extremely successful and exclusive events,. The ‘Be There’ campaign and the ‘Night life Exchange’ projects have sparked a great deal of interest. With really exciting Live music events created for Smirnoff and selling only Smirnoff product, the events are highly profitable. Consumers are encouraged to share their stories on the website and submit ideas for new projects. The event locations are kept under-wraps therefore consumers are forced
to connect with the brand to attend the events. This concept is interestingly playing with the overwhelming accessibility of brands due to the online world and becoming a brand were consumers have to get involved to be in the know. Nike have adapted their slogan from ‘Just do it’ to ‘experience it’ recognising the potential of this innovative concept,. Nike have launched a combination of extreme experiences all over the globe experimenting with the swoosh-shaped iconic logo on a large scale. From giant hot air balloons flying over big cities to the Nike extreme swoosh toboggan ride available at the coolest ski resorts in the world.
1 “AN EXPERIENCE IS EVEN MORE MEMORABLE WHEN YOU MIX IN A LITTLE EXCLUSIVITY”
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MEMORACTIVE
1 BRANDS WILL GIVE CONSUMERS MORE OF AN EXCLUSIVITY FACTOR
as an implication of the online world and brands becoming over accessible.
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MEMORACTIVE PREDICTIONS
CONSUMERS WILL CRAVE MORE PERSONAL WAYS TO CONNECT WITH BRANDS brands will adapt to develop promotional events to produce a more personal experience for consumers.
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OBSERVATORY
This trend places emphasis on increasing and developing customer relationships through the whole consumer buying experience as well as creative advertising and marketing. In today’s modern society surveillance is an ordinary part of our lives,which goes unoticed to most. Whether it be CCTV on the streets or tracking oyster cards when you travel,the rate at how society’s behaviour is being monitored is always increasing and without a doubt will continue to do so as technology becomes more and more sophisticated.
Stranger Society Artificial Intelligence Tracking the Consumer Consumer Convenience
1 By obtaining and monitoring personal information about the consumer, brands can then create a more emotional attachment between themselves and the customer therefore ensuring brand loyalty. By monitoring and observing consumers daily routines, lifestyles, buying habits and patterns the brand can also connect with the customer more effectively fitting into their lifestyle conveniently. The theory that the face to face or physical contact is a powerful way to create a lasting impression is one driver behind this trend.By making the shopping experience more interactive,sociable and emotionally stimulating brands are planting a lasting impression, feeling or memory into the consumer and therefore giving the relationship between brand and customer longevity.
They are creating an experience for the consumer, which will then be remembered and associated with the brand or store. Brands are quickly turning over new ideas involving 3D technology and Ralph lauren have even showcased a 4D light installation on the faรงade of its new American and London stores to mark a decade in digital and announcing its flagship digital store. They were able to create this by surveying the building using laser scanning techniques accurate to within 5 millimetres, charting the exact mapping of the stores and then pinpointing every aspect and architectural detail of the buildings surface.
By doing this brands can ensure that they are connecting with the consumer as well as using new age technology to stay ahead of other brands which may not stand out to the consumer as much.
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OBSERVATORY
“THERE ARE NOW MORE THAN 20 MILLION USERS OF SMARTPHONES. THOSE USERS VIEWED APPROXIMATELY 7.6 BILLION PAGES IN JANUARY. PAGE VIEWS AND DATA TRANSFERS INCREASED 18% MONTH-OVERMONTH” Currently there are various stores that have applications which tell you where the nearest store is located encouraging consumers to visit that particular brand. Stores use information gathered through monitoring their consumer along with GPS tracking to alert customers whenever they are within a 1mile radius of a particular store e.g topshop. For example YouTube receives over 2 billion views a day, offering enormous potential for ads, product demonstrations and installation instructions. As well as 70% of Facebook’s 500 million users which are drawn from America, where Starbucks has 17 million followers and allows people to monitor their accounts and buy gifts.
Ikea’s augmented reality iPhone application means buyers can see what products will look like in their home or office through taking a picture and “virtually” positioning the item concerned. This way of interacting with the consumer through observation and monitoring makes the shopping experience a lot more personal and convieniently adapted to each different lifestyle.
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OBSERVATORY
1 BRANDS ADAPTING NEW WAYS OF ADVERTISING TO CONSUMERS by placing advertisments in the path of the consumers based on their daily lifestyles and the technology they use.
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OBSERVATORY PREDICTIONS
BRANDS WILL TAKE ADVANTAGE OF THE INCREASING LEVELS OF INFORMATION SHARING by using new technology which will allow brands to track consumers constantly and make the shopping experience fit convieniently into the life of our consumers.