CONSUMER TREND CANVAS

Society

The mental distress of people has escalated globally due to the COVID-19 crisis. According to McKinsey’s survey, more than half of the respondents said they priorities mindfulness more than the pandemic (Friend, Houghton, McGregor and Radin, 2018). Thus, more companies should launch mindfulness products and services. Fashion brands have begun to feature wellness and mental health content on their social media page, such as tips on mediation and campaigns that aim to raise community spirit. Many fashion and beauty influencers have begun to share details of their own mental health struggles with their followers, which often leads to high engagement with the audiences. Consumers increasingly want to support local businesses and communities. Luxury brands could emphasise craftsmanship through authentic traditional manufacturing practices, such as helping local farmers and promoting traditions.

(FIgure 8.9.)

Primary Research

Interview Objectives:

• To investigate how experience and physical environment could stimulate positive moods (e.g. by providing emotional journey) • To compare the impact of different events on consumers’ happiness level and life satisfaction and explore how long that influence lasts. • To gain a deeper understanding of individuals attitudes towards fashion trends in relation to wellbeing and sustainability.

Research Method

The researcher had taken qualitative interviews to collect detailed opinions and personal feelings from different individuals. The interviews are semi-structured, where the researcher had prepared questions for the respondents and allowed a space for flexibility to reveal more in-depth feelings. Photos and videos of various art exhibits and event experiences were included in the interview. Thus, the participants would have a better understanding of the questions.

Insights

(Table 2.)

The participants think the following factors would make a negative impact on people’s mental health: • Environmental issues • Contact within society or community • Daily diet • Elements of the original family /Educational methods (The way they were raised) • Global changes • Different aspects of good health: mental, physical and spiritual

The interviewees will enjoy the experience at physical stores if brands do: • Creating a comfortable, warm, natural and unique shopping environment and atmosphere. • Using advanced technology to enhance the shopping experience in the store. Such as

Virtual reality of different surroundings, to fully activate and satisfy the consumer desire. The problem with art galleries & exhibitions: they failed to play the role of healing. In contrast, art should have the ability to reduce anxiety and improve wellness. On the other hand, many art exhibitions are displayed and presented are not friendly to the public. It is too professional and formatted in a pretty dull way. The designer did not think from the visitors’ point of view. So it creates a distance between the artwork and the visitor, which can be daunting.