SELF
SHARE TREND BOOK
1 OLIVIA EGGINGTON
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CONTENTS CONTENTS Pages 2-5 Introduction
Pages 36- 41 Consumer
Pages 6-17 Trend Drivers
Page 42 Trend Conclusion
Pages 18-31 Trend Overview Pages 43- 45 Sub Trends Pages 32- 35 Market Level
Pages 46-49 References
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INTRODUCTION INTRODUCTION 2030 has soon arrived. Ten years have passed since the start of the Coronavirus pandemic. It was a time that allowed people to reflect on their actions and the impact they are having on our future. It made people realise how important the minor things are that they would take for granted: freedom of movement and meeting with others. People are learning from their mistakes. 2030 is a time filled with new innovations and priorities. The world is now a more optimistic place thanks to the changes being led primarily by the Generation Z age group. People are taking small, but reassuring steps in the direction of a positive and sustainable future. The ‘Self-Share’ trend focuses on improving the wellbeing of Generation Z through encouraging a Shared Economy. It encourages an inclusive community where people are trusting enough to share the fewer items they own because of the many benefits it will have for everyone involved. This will include the fashion industry where people will rent their clothing in aid of helping themselves, others, and the planet. To support effective hygiene, we will see advancements in innovative, self-cleaning materials. This will also add longevity to the luxury items people own. Therefore, people will be more generous, considerate, and accepting. It will not only be beneficial for people’s well-being, but it will also move us more towards a sustainable economy that we desire.
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Key Takeaways: • Generation Z’s well-being will be improved, and they will have a greater knowledge of how to achieve and maintain this. • We will be helping the environment and our wellbeing by moving towards an economy where people are sharing more goods. • We will be using new innovative materials in garments and surfaces that will both improve cleanliness and be sustainable in terms of the environment. • We will not only be working on our identities, but also on the identity of our clothing with the aim of keeping them for longer periods of time.
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GENERATION Z INCLUSIVITY WELL-BEING SHARED SELF CARE ASEPSIS CONNECTIVITY LONGEVITY SUSTAINABILITY ACCEPTANCE COLLABORATION 7
SEE
REACH
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THINK
SMELL
I
HEAR
OTHER
TOUCH
SELF
TREND
DRIVERS DRIVERS
My trend drivers came from my initial research They are based around factors that support my trend and are driving the future. They are the driving forces behind my trend and back up my proposal.
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GENERATION Z GENERATION Z GENERATION Z Generation Z otherwise known as ‘Gen Z’ or ‘I Generation’ were born between 1997 and 2010. Therefore, in 2030 the oldest of Generation Z will be 33. They are vastly different from previous generations. They are defined by technology, cultural aggregation, fluidity, and contradiction. They value freedom, personalisation, community, and honesty. They are also more racially and ethnically diverse than previous generations and on track to be the best educated generation yet (Pew Research Centre, 2020). Their strong values on inclusivity are an important characteristic that makes them stand out. They are captivated by brands and marketing techniques that are aimed at engaging everyone. This is because Generation Z have strong values on body inclusivity, and all body types being able to shop at one place (Gen Z insight, 2020). They are the largest age group, currently making up 26% of the world population (Marketing Land, 2017). Generation Z are already an influential age group but by 2030 they will be leading the future of the fashion industry. They are set to be the changemakers of our future. However, they are facing problems that other Generations never have.
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SOCIAL MEDIA SOCIAL MEDIA SOCIAL MEDIA As true digital natives: from earliest youth, they have been exposed to the internet, to social networks, and to mobile systems (McKinsey& Company, 2018). This means that they have never known a world without the World Wide Web and mobile phones. It is part of their DNA. Social Media has had both positive and negative impacts on the lives of Generation Z. Positive aspects include the fast connectivity it allows them to have with people, career benefits and the learning of new skills. However, today the negative aspects are becoming more evident with an increase in trolling and well-being concerns. It has also created a fake environment as people can edit their social media interaction and only highlight and post the part of their lives that they want people to see. This has led to mental health problems and self-esteem issues as people are comparing themselves to a portrayal of others that is perceived as real but is not. This is most common on apps such as Facebook (which has 45.94 million users) and Instagram (which has 27.45 million users) in the United Kingdom. Apps like these have created an addictive environment and addicted consumers. A third (31%) of Generation Z feel distressed if they cannot use their smartphones for half an hour or less (Demographic Shifts, 2020). Social Media and technology can affect people's well-being, sleep, mood, depression, and anxiety and this number is soaring among young people, particularly students. Primary research showed that 90% of Generation Z consumers said social media has affected their well-being. According to a 2016 Monitoring the Future study, 13-year-olds who spend over 10 hours a week on social media are 56% more likely to be unhappy, while 27% of social media users see an increased risk of depression (WGSN, 2020)
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COVID-19 COVID-19 COVID-19 Another factor that has had an impact on the identity of Generation Z is the Coronavirus Pandemic. The well-being of students is currently a paramount talking point. According to Euromonitor lifestyle surveys, Generation Z were already the most anxious generation, pre-pandemic and this has increased further. Results collated from my questionnaire showed that 65% felt that the pandemic had made them feel more reserved as an individual. Young Minds revealed that 83% of young respondents agreed that the pandemic worsened their pre-existing mental health conditions, due to school closures, loss of routine, and restricted social connections (Psychreg, 2020). Impacts the pandemic is having on mental health include difficulty sleeping (36%) or eating (32%), increases in alcohol consumption or substance use (12%), and worsening chronic conditions (12%) (KFF, 2020). This stress has been perpetuated by issues such as a lack of job security, having to work on the ‘front line’ and social isolation. This is an overly concerning problem that cannot be ignored. Generation Z are also the first generation to enter the work force during a global pandemic and recession, which has resulted in 80% of them feeling uncertain about their future.
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2020 I AM FEELING A LITTLE BLUE 18
I CHOOSE HAPPINESS 2030
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TREND
OVERVIEW OVERVIEW
In this section I will expand on the ‘Self-Share’ trend and provide all the comprehensive research that supports it. I will discuss what the future of the luxury market is and how my trend correlates with this level. I will also produce a detailed example of a consumer profile that this trend is targeted at.
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“YOUR “YOUR GREATNESS GREATNESS IS NOT NOT WHAT WHAT IS YOU HAVE, HAVE, IT IT YOU IS WHAT WHAT YOU YOU IS GIVE” GIVE” 22
SHARED ECONOMY SHARED ECONOMY SHARED ECONOMY The shared economy is one of the sectors that have been profoundly disrupted by the measures taken to slow down and overcome the pandemic (Brunel University London, 2020). Social Isolation has led to shared businesses coming to a halt causing a loss in financial income and closure of businesses. However, positive aspects include allowing improvements in health and safety standards and making people realise the benefits of low ownership at a time of financial uncertainty. This has made the sector more appealing in the future. “The true sharing economy has shown just how efficient it is, emerging from the COVID-19 crisis stronger than before. Where there is a community spirit, there has been great resilience. In care, welfare, and mutual aid, what has always worked is collaboration among peers,” Marta Mainieri, author of “Collaboriamo!” (Let’s collaborate), the first book about the sharing economy published in Italy (The Adecco Group, 2020).
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Research shows that by 2030, we will have moved towards a Shared Economy. It has been a sector that has been rapidly growing and evolving for many years. According to Statista, the total value of the global sharing economy is predicted to increase to £253 billion by 2025, from only £11 billion in 2014 (Cision, 2020). My trend is based on this number increasing further by 2030. Before the pandemic, official figures suggest our obsession with buying “stuff ” had peaked. Research shows that the amount of stuff we buy as measured by weight fell from 15.1 tones per person in 2001 to 10.3 tones per person by 2013. We were also seeing an increase in popularity for shared business models such as Airbnb’s and Ubers showing that behaviour is shifting towards people renting rather than owning. People are also already using the shared economy in ways they were not aware of through having shared Netflix and Spotify accounts to make the payments cheaper. An industry that is expected to expand by 2030 is the Car sharing market. By 2025 car sharing numbers will reach 36 million (from 10 million), maintaining an annual growth rate of 16.4% (Future Mind, 2020). There are many benefits that this model would have. These benefits include the creation of new profit opportunities, reduced costs, and stronger relationships with customers (Learning Path, 2020). There would also be many personal benefits for everyone involved. For the renters they would be able to short term rent assets they may not be able to afford or do not need to own long term because of only needing short term usage. It is beneficial for the providers as they can rent their assets as a way of making an extra income and improve their well-being. Sharing causes the release of oxytocin, a hormone that increases feelings of well-being. Oxytocin is also known to relieve stress, improve immune function, and foster trust in human interactions, all of which contribute to greater well-being and happiness (Shareable, 2010). Another reason for changing to this style of economy is all the sustainable benefits it will have. For Europe, a shared economy development path, could halve carbon dioxide emissions by 2030, relative to today's levels across mobility, food systems, and the government built. It will create an ‘on demand’ basis where materials are only being used when necessary and stop the problems we currently have with over production.
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WELL BEING WELL BEING WELL BEING A shared economy will put more emphasis on self-care and self-worth through new communities that are built. This will lead to technology and social media being used in more positive ways. 100% of Generation Z surveyed said that would like to see social media used in more positive ways in the future. Measures will be put in place to protect wellbeing by controlling accounts and people will understand how to use social media in more positive ways. This is supported by a plurality of experts saying that ‘digital life will continue to expand people’s boundaries and opportunities in the coming decade and that the world to come will produce more help than harm in people’s lives. Out of 1,150 experts, 47% (which was the most popular response by a margin of 15%) predicted that that well-being of individuals will be more helped than harmed by digital life in the next decade (Pew Research Centre, 2018). Generation Z will reinvent the way that their age group is using Social Media. This will be done by embracing new social platforms that are more accepting. Acceptance is going to play a key role in creating an inclusive community. Generation Z will be engaged in genuineness and unaltered marketing. They will also become more accepting of themselves and their lives, realising Social Media does not give a full image of people's lives. The shared, inclusive economy will make them content with their lives as there will no longer be the fear of being excluded because of your financial status. Many of Generation Z will be starting families and entering the workforce so they will have moved away from ‘addicted consumerism’ and will have bigger concerns. They will be concerned about privacy and keeping their family and work life more private. 26
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SHORTTERM TERMRENTING RENTING SHORT SHORT TERM RENTING From a survey of 2,000 women in the UK found respondents on average wore an item seven times. Other researchers have found that some women wear an item just once because they do not want to repeat an outfit in a photo posted to social media (NGPF, 2019). Because of the increase in popularity in the fast fashion industry, people are keeping clothing for half the time of in 2000. This has led to 85% of clothing ending up in land fill each year (World Economic Forum, 2020). People are not keeping their assets long enough. However, people are becoming increasingly aware of consumer waste and the very damaging effects that it is having on the environment. Short term renting is a successful way to increase the usage duration of resource-consuming goods, resulting in less garments ending up in landfill. We are already seeing apps such as Nu Wardrope and By Rotation encouraging a ‘borrow before buy’ concept. The number of users on By Rotation has grown from 12,000 to 25,000 since 23 March 2020, the day the UK went into lockdown, while the number of items listed by lenders grew by 120% (The Guardian, 2020). 72% of Generation Z are now willing to rent trendy, well-made products because they know of the positive impact it will have on the environment (Forbes, 2020). However, results from my primary survey showed that 75% of the Generation Z consumer would like to see more options to rent clothing in the future.
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By 2030 this concept will develop further because of technological advancements and an increase in popularity for ethical reasons. This will be achieved by changing the psychology and behaviour of consumer habits via persuasion and a collective responsibility to reduce the negative impact upon the environment. We will see an increase in smaller businesses adopting this model. People will become ‘their own brand’ and they can choose what they want to rent and how they are going to advertise it. Technological advancements will make this sector more appealing, reliable and efficient through virtual ‘try before you rent options’ and Digital ID’s.
"If every every product product had had an an "If identity, it it would would be be so so much much identity, easier to to resell, resell, so so much much easier easier to to recycle", recycle", easier Natasha Franck Franck Natasha (Free Think, Think, 2020). 2020). (Free 29
DIGITALID’S ID’S DIGITAL DIGITAL ID’S As we will be working on our identities by encouraging more positivity, we will also work on our clothing identities. Giving clothing a ‘digital identity’ is another factor that will play a role in achieving a more transparent future and encourage community building. Garments will have QR codes that share information to give garments more value. The pandemic has shown us how beneficial they are as a way of easily storing information. They will give information behind the background of the garment, including materials used in the garment, country of origin and its carbon footprint. It will also offer information about the brand values behind the brand, repair options and styling tips (Medium, 2020). These digital tags are to show that brands understand Generation Z’s values on honesty, authenticity, and sustainability. They will also prove that brands are understanding Generation Z are digital natives by embracing technology in positive ways and making sure garments are keeping up with new technological advancements.
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ASEPSIS ASEPSIS ASEPSIS In 2030, we will be embracing long-term innovative materials. These will be materials that support science and work towards a future that protects our hygiene and planet.
A concern that people are currently expressing towards the shared economy, is the worry that you would be able to catch Coronavirus off assets due to them not being cleaned properly or isolated for long enough. Coronavirus has forced people to spend a lot more time focusing on hygiene. Metro Transit for Minneapolis/ St. Paul reported that cleaning a transit bus takes about three hours from start to finish (Technology Innovation, 2020). Though we may finally have some positive news, with hope of a vaccine to beat coronavirus there is however increasing concerns that it will not be the last global pandemic in our lifetimes. If things continue, it is predicted that we will see five new emerging diseases every year (David Attenborough, 2020).
There will be a new focus on self-cleaning materials on surfaces. They will focus on removing debris or bacteria. We will see these surfaces being used in public areas and houses. We will also be using sustainable, self-cleaning materials in garments such as lotus leaves and further developed nano particles in our clothing. The lotus leaf is a notable example of self-cleaning, sustainable material. The concept of self-cleaning textiles is based on the lotus plant whose leaves are well-known for their ability to self-clean by repelling water and dirt (Technical Textile, 2020). This will not only protect us, but it will also improve the quality of the textiles in our clothing, making them last longer and ease maintenance and environmental protection because of diminished cleaning needs. ‘Of the 92% life cycle impact, 91% is attributable to the washing machine water consumption’. Regarding global warming, 30 per cent of impacts are associated with the mechanical energy of the washing machine and 25 per cent with standby power (Sustainability in style, 2016). This demonstrates the sustainable benefits self-cleaning materials have due to not having to put them in the washing machine which is has a significant impact on our carbon footprint. Washing machines can also lead to clothing losing their shape or colour, which would mean these new materials would again also increase the quality of our clothing, making them more sellable.
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MARKET LEVEL LEVEL
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LUXURY LUXURY LUXURY The second-hand clothing market is expected to reach £47 billion in sales by 2024 from current sales of £21 billion according to a recent report from Thred Up (CNN Business, 2020). They also reported that the most popular brands with the best resale value included Patagonia, Coach and Tory Burch. These are all luxury brands with high price points. However, with the resale of luxury brands at a more affordable price point, what can luxury brands do to stay relevant and engaging? In the next 10 years, there is a big shift coming into the luxury market courtesy of the Generation Z consumers (Campaign, 2020). Research shows that consumers are wanting to buy fewer, but better luxury goods. Therefore, garments will be better quality, with longer lasting materials allowing them to be worn multiple times and support short-term renting without signs or wear or mis shape to the garment. Luxury brands will have to be more authentic and honest, allowing consumers to easily see the values of the brand, the identity of the brand and the treatment of its workers. One example of a futuristic luxury brand that is understanding the changing demands of the consumer and supports improving the longevity of items is ‘Nudie Jeans.’ Nudie offers free repairs for life on its jeans, so you never have to throw them away, nor do they lose their quality. If you no longer want your jeans, Nudie will buy them back. They also sell second-hand pairs they have bought back off other consumers (Forbes, 2020). This is a concept that other brands will be following by 2030. It will not just be enough for brands to sell clothing; they need to create a service that allows the consumers to create a relationship with the brand. This will be done by supporting the concept of a shared economy. There will also be the need for luxury brands to increase their storytelling to engage consumers. Luxury brands will need a unique, authentic brand story to make them stand out and create and experience for consumers. This could be marketed through embracing new advancements with digital story telling.
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CONSUMER PROFILE 38
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Demographic- Phoebe Eggington, Female, 23, English, White British, Single, Vegan.
Socioeconomic- Graduate Degree in Health information technology, currently working as a Health and Digital Detox trainee Therapist (28 hours a week), Based in Brighton, ÂŁ25,000 a year.
Psychographic- Positively oriented towards sustainable and digital well-being issues. Enjoying an increase in leisure time due to shared working practice. Hobbies: volunteering for Green Charities, spending time outdoors with friends and family and yoga.
Product Appeals- Looking for products that are produced in a carbon neutral way and are not seen to exploit those who produce them. Products that will have longevity and can be easily shared within family and friendship groups.
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NATURAL
SUSTAINABLE 41
A DAY IN THE LIFE OF MY CONSUMER 42
The weekend has finally arrived, Phoebe’s favourite time of the week. The introduction of her company lowering working days to 4, while still being paid the same amount, has really helped her with her stress levels. She uses her extra day off to focus on self-care, doing the thing she loves most: ensuring she gets her eight hours' sleep, listening to podcasts and going on a long walk with her dog. On Saturdays she spends her morning volunteering at the Centre for Alternate Technology charity, which has really increased awareness over the last few years. On Sunday she is meeting up with her friends to go ‘the happy café' (a vegan café) for some lunch. Phoebe no longer uses Facebook because she realised it does not help her well-being and there are now more advanced, inclusive, and accepting platforms. She prefers to keep her life private and her friendship circle small, though does still uses Social Media. She uses platforms that embrace video and have privacy subscriptions. She supports the shared economy by car sharing with two other colleagues. All their cars are electric following the ban on petrol and diesel cars. Though, where possible she does like to use her bike because of the introduction of cycle lanes on all newly built roads. In her wardrobe, there are a few staple, minimalist items that she wears to work and for leisure. However, next week it is her friend's birthday, so she has rented a dress from an online platform which she uses regularly for formal events.
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CONCLUSION CONCLUSION ‘Self- Share’ is a logical step towards a more thoughtful, sustainable future. It embraces the values of the Generation Z consumer and will radically, positively change consumer habits. This will lead to a rise in community spirit and people's wellbeing being put first. It will also embrace the new technological advancements that will happen by this time that will also help improve well-being and support sustainability issues. This includes the sub trends ‘Augmented Reality and ‘Artificial Intelligence.’
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SUB
TRENDS “EMBRACING 5G” 45
AUGMENTED AUGMENTED REALITY REALITY
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In 2030, experience will be enhanced. This will be done using Augmented Reality. Augmented Reality is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information (Wikipedia, 2020). The global Augmented Reality retail market size is projected to reach £3423 Million by 2026, from £1148 Million in 2020, at a CAGR of 20.0% during 2021-2026 (Cision, 2020). This is because of the growth in demand for online purchasing, simple and convenient shopping, and interactive user excitement (Cision, 2020). Augmented Reality will offer a ‘try before you buy’ option using of smart mirrors and 3D body scanners through our mobiles, augmented runways, and augmented reality windows. Try to buy reduces the risk of contamination of clothing. It will change our views of the world. “Although we do not have a digital representation of the world today, once we do, we could put on our Augmented Reality glasses, say we want to find a certain building and the glasses would show us where it is, what it looks like, share its history and carbon footprint, and also take us there,” says Melling (Raconteur, 2020). It moves us towards reaching the potential of a completely connected world whilst also having mental health benefits. It will be used in ‘Cybertherapy’ as it has the potential to help patients have an increased sense of presence, especially those experiencing PTSD, social phobia, anxiety disorder and more (Thrive Global, 2019).
‘Artificial Intelligence’ refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions (Investopedia, 2020). It is predicted that the Artificial Intelligence software market will grow from around 9.5 billion to 118.6 billion USD by 2025 (which PLM, 2020). “Artificial Intelligence is going to change the world more than anything in the history of humanity, more than electricity” Artificial Intelligence oracle and venture capitalist Dr Kai- Fu Lee (Built In, 2020). This demonstrates that by 2030 AI will play a significant role within the industry, becoming a necessity for brands to keep up with the fast pace of the industry. It will be used within the fashion industry to detect contemporary trends with lower margins of error, enhance sales through predictive analytics and reduce waste by only producing clothes on demand, having direct benefits for the environment. It will play an influential role in many sectors working on the personalised experience and speed up processes. It will be notably beneficial for the health sector as it will be able to detect diagnosis of illnesses quicker and more accurately and speed up the drug production and discovery process.
ARTIFICAL ARTIFICAL INTELLIGENCE INTELLIGENCE 47
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IMAGES IMAGES https://oraclefox.com/2019/12/03/dior-cruise-2020-oracle-fox-editorial/ https://www.wattpad.com/635787964-hogwarts-a-photography-book-slightly-different?utm_ source=web&utm_medium=pinterest&utm_content=share_reading https://i.pinimg.com/originals/7b/06/05/7b0605555869d2049e6fbe631c63ec2f.jpg https://i.pinimg.com/originals/a9/7c/71/a97c7145938822e4fcabfa2a81ad8d43.jpg https://i.pinimg.com/originals/f3/71/a6/f371a6eea56889744ff7c8fe595210ca.jpg https://issuu.com/modelcitizenapp/docs/october_issue_final_2_copy-ilovepdf https://www.artlistparis.com/photography/yulia-gorbachenko/beauty http://www.alex-closet.com/2018/03/the-1-reimagined-2.html https://www.instagram.com/p/Bd0fA3ogE3g/ https://fashionfav.com/fashion-photography/yumi-lambert-photographer-nicolas-kantor/#main https://www.stateoftheart-gallery.com/art-exhibitions/61/nexus-a-solo-exhibition-by-corn%C3%A9ekste https://www.annegret-soltau.de/en/galleries/father-search-2003-07/artworks/vatersuche-15-4-2003 https://stylecaster.com/beauty/wavy-hairstyles/ https://www.society19.com/essential-lipstick-shades-you-need-to-rock-this-summer/ https://gallowhill.tumblr.com/post/53387455198/serge-moreno-cohen http://tendencee.com.br/2019/04/sinta-as-fotografias-nostalgicas-deste-fotografo-que-explora-a-melancolia/ https://cschoonover.tumblr.com/
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