PRESENTS:
THE GREAT ESCAPE
THE RE-EDUCATED TEAM: NATASHA MINTER AND MATT BIRULS
Natasha Minter N0369768
Introducing:
Digital Fantasy Immortal Revolt Altering Reality
Virtual worlds allow one to escape and disconnect from every day life, technology is digitally enhancing the world we live in, creating a blur between virtual worlds and the true reality, augmented reality combined with both haptic and cybernetic technology will transform every day life and how one interacts with the world, sensory as well as visually.
In the future people will be able to immerse themselves into digitally generated worlds and essentially able to plug in and out of virtually produced environments enabling individuals to transcend ordinary living. This trend will be continue to develop and prosper as such technological advances progress and become more and more accepted into a fluid civilization.
“There is a fascination with the subconscious mind—the dream world if you will—and an apparent discontentment with reality.’’ (Garwood, 2013)
Futuristic ideas found in science fiction pop culture and films such Inception and Avatar have spawned
a wave of sci-fi identification and alternate reality living, in which
sci-fi-themed experiences are facilitating the opportunity to escape.
“Games are leaving those teenage living rooms behind,
a point endorsed by the crowd demographics. Conference attendees ranged from healthcare providers, educators, defense experts, and sport scientists; all of whom are hoping to apply neurogaming to their industry.
Gaming could make us as humans, better in every way’’ (Frank, 2013)
social media and dating In the next 5-10 years, wearable
technology and augmented reality combined will make online dating more
tangible and similar to the offline experience. Sensory elements will populate the online dating industry.
Communication will be done on the latest
device and when ready, you can determine
the location and date as holograms.
“It’s simple. Swipe a picture left, that person is gone forever. Swipe right, and if they’ve done the same for you, it allows you to chat to them. It’s like browsing through an Argos catalogue of ladies, or shuffling through a deck of female top trumps.” (Nichols 2013)
“3D printing will definitely become more commonplace in the coming years thanks to its many benefits, including the ability to print the complete part without assembly and the ability to complex inner structures too difficult to be machined� (Burrus 2013: Online)
3d printing
CUSTOMIZING YOUR LIFE through printing uniquely designed objects will be easily accepted in society and is sure to only become more accessible
to the individualityobsessed consumer.
Organic printing has been
developed and will soon create fluid 3D printed objects
travel
Amazon Prime will revolutionize e-commerce with 30 minute delivery times Anticipatory shopping is also intended by the unstoppable worldwide giants, hoping to predict consumers buying decisions so orders and delivery times can again be shortened Plans have been revealed for the most efficient aircraft yet – “hybrid turbo-electric propulsion system” (Fox News 2014: Online), the future will see the development of the new Sky Whale
2014 will be the see the ongoing development of a Health and wellbeing transformation; individuals will gradually begin to pay more attention to health, food and exercise throughout all aspects of their lives, adapting and aspiring to a somewhat immortal take on life.
As technology becomes more advance people will be able to monitor and track their health at ease and individuals will find newfangled ways of being at piece and clearing the mind through various forms of meditation, new environments and relaxation practices.
health and fitness
Technology advances will cause the
Quantified Self Movement to explode with the use of wearable devices that track every footstep and exercise breakthrough, people are keeping tabs on their own fitness and health like never before.
Besides offering increasingly detailed data, technology companies are enhancing users’ workouts through gaming and community building (e.g. Glass Fit, an app being developed for Google Glass) Additionally a major innovation within the health and wellbeing space trend is
CALICO
, the brand collaboration between apple and Google whereby
the goal is to extend human life by 20 – 100 years.
“As generation X turned to Yoga, its successors, and the millennial who grew up tech savvy and surrounded by a wall of opinion, information, stimulation and sound, have chosen meditation, a practice that has a huge weight of positive scientific research behind it, that is being by insurance companies and the NHS like the discovery of a new drug.’’ (Lindquist 2013)
mindfulness a No stress is becoming the new no fat There will be a growing demand in products and experiences aimed at distressing, clearing the mind and creating a sense of equilibrium in ones life. SHOPPERS ARE BEING ENCOURAGED TO TAKE TEN MINUTES OUT, raising awareness of the health benefits of taking a break and simply doing nothing (e.g. Selfridges No Noise rooms)
and spirituality
‘’Human advancement presents dire ecological consequences and brands needs to harness the emotive power of nature.’’ (Hire, 2014)
Altering reality introduces how we as humans, are becoming more susceptible to using technology in and connected to our bodies. Connecting ourselves with wearable devices and linking our lives together through the internet of things, the future holds a full immersed connected life.
“The body is the last thing to go digital� (Grimsey 2014)
body scanning
Holographic changing rooms will allow the consumer to enter a virtual world to try on any item of clothing they desire, and the introduction of haptic technology will enable the consumer to also feel the garment and consider how the item fits.
In the next five years every
electrical item in our life will have the potential to be CONNECTED TOGETHER and easily accessible to humans at all times
“50 billion devices will be part of the IoT by 2020, today we only have 10 billion� (Duesener 2014: Online)
internet of things
augmented
The concept of smart clothing matches the consumer’s needs perfectly
with no washing required, and the ability to change shape, form and texture upon request, allows consumers to keep their fast-paced lives running smoothly and still look their best at all times.
“Wearable technology will be used to help record the world around us, nudge us into action, communication information between one another, allow us to control our environment, verify who we are and reflect our wellbeing back to us�
(PSFK 2014: Online)
vs wearable
Humans will become more susceptible to the idea of using electronics within their bodies
robot renaissance
The future holds the development of age reversal pills and hyper
there is a constant need to improve ourselves as human beings, to intelligence brain implants;
become smarter, more able, and more efficient
Robotic elements will not only enter our bodies, but also robots
themselves will become part of society
the consumer
The Digi Geek is impulsive and quick thinking Expect rapid innovations and technology is at their fingertips Gaming and digitally generated worlds keep this species on the ball and feed their mind They live online Reckless when it comes to technology Branded clothing is not something this species is particular governed by Personalization and 3D printing combined with tech savvy store design will be of certain interest
This species lives for vitality and health Controlled, organized and a keen tracker Structured way of life Innovations will allow the young and old to keep track whilst adopting new health and wellbeing practices At ease with their inner self and will embrace a growing interest in the art of meditation and associated relaxation practices. This species appreciates minimal design and pays close attention to detail.
This species lives life to the full Well educated, science obsessed and tech savvy Always on the go Adore seeing the world and value new and unusual experiences Spends time in fine eateries and upmarket retail spaces The first to incorporate wearable technology into their fast paced and desirable lifestyle
“The LN-CC store spac platform of curated ide menswear, womenswe
(LN-CC 201
ce acts as an evolving eas that encompasses ear, music, and books�
14: Online)
We chose to focus on LN-CC as our luxury brand because we want a unique, innovative, luxury brand that provided an un-commercial experience for the consumer, a one-of-a-kind store that fits into the luxury brand tag and avoids every clichÊ the label brings with it. LN-CC have recently just been bought out of administration too, so curating a new store aesthetic for the brand may be exactly what they need to re-entice the consumer. We want to offer a new, forthcoming, technology driven solution to LN-CC, a store than still embodies LN-CC’s brand ethos, with a technologic twist from the illusion of life outside the store. We want to re-engage the consumer; involve the consumer in ways LN-CC have never before.
Provide a way for consumers to track their LN-CC experience through the store and after their experience through wearable wristband technology instore Create an instore relaxation area Haptic technology combined with Oculus Rift, and possibly even the thermo electric wristbands, can help consumers imagine what wearing items from your store would be like, anywhere in the world Eye X can provide convenience for the consumer at the highest level 3D printing will encourage creativity for the consumer Holographic changing rooms create convenience and a one-off virtual, unforgettable experience Robotic elements instore will encourage the consumer to begin to feel comfortable around these features that will become more common in human civilization in the years to come Connect everything through the Internet of Things Smart clothing creates accessibilty and convenience at all times for the consumer
The following resources section only includes small extracts of the full references, bibliography and appendix. To see the full version, see The Educating Process provided in the Re-Educated Trend Briefing pack.
REFERENCES Bill Grimsey. The Vanishing High Street. Bill Grimsey. 13th January 2014. Nottingham: Nottingham Trent University. FRANK, A., 05/12/13, 2013-last update, THE FUTURE OF GAMING — IT MAY ALL BE IN YOUR HEAD. Available: http://singularityhub.com/2013/05/12/the-future-of-gaming-it-may-all-be-in-yourhead/2014]. GARWOOD, J., 2013, 2013-last update, Inception: A world of Escapism. [Homepage of Abnormal Anabaptist], [Online]. Available: http://abnormalanabaptist.wordpress.com/2011/03/08/inception-aworld-of-escapism/2014]. LEWEKO, V., 08/03/2014, 2014-last update, Selfies, Millennials and Wearable Technology Selfies, Millenials & Wearable Technology. [Homepage of Cohn & Wolfe], [Online]. Available: http:// www.cohnwolfe.com/en/comment/reply/41002014]. LINDQUIST, S., 2013. Meditation Generation. The Telegraph, 13-14. LOUV, R., 2012. The Nature Principle. 1 edn. Chapel Hill. MCDONALD, J., 03/03/2013, 2013-last update, Gaming can make a better world. [Homepage of TED], [Online]. Available: http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_ world/transcript2014]. NICHOLS, J., 20/09/13, 2013-last update, Tinder dating app review: a man’s perspective [Homepage of Telegraph], [Online]. Available: http://www.telegraph.co.uk/men/ relationships/10318706/Tinder-dating-app-review-a-mans-perspective.html2014]. TCHI, R., 12/02/2014, 2014-last update, What is Feng Shui? Feng shui offers a variety of easy and practical tips to improve your life. Available: http://fengshui. about.com/od/thebasics/qt/fengshui.htm2014]. Thefreelibrary.com. 2014. U.S. Implantable Medical Devices Market is Expected to Reach USD 73.9 Billion by 2018: Transparency Market Research. - Free Online Library. [online] Available at: http://www.thefreelibrary.com/U.S.+Implantable+Medical+Devices+Market+is+Expected+to+Reach +USD+73.9...-a0315996545 [Accessed: 31 Jan 2014]. Viñals, O. 2014. Is the bizarre Sky Whale the future of air travel?. [online] Available at: http://www. foxnews.com/travel/2014/01/22/is-bizarre-sky-whale-future-air-travel/ [Accessed: 28 Jan 2014]. WALTER, 2., 05/06/2012, 2012-last update, 20 Benefits of Video Games. Available: http://www. trendhunter.com/course/gaming-speech [2012, 2014].
BIBLIOGRAPHY BOOKS Butler, A., Van Cleave, C. and Stirling, S. (1994). The art book. 1st ed. London: Phaidon. Grant, R. (2008). Contemporary strategy analysis. 1st ed. Malden, MA: Blackwell Pub. Hackley, C. (2009). Marketing. 1st ed. Los Angeles: SAGE. Hamel, G. (2007). The future of management. 1st ed. Boston, Mass.: Harvard Business School Press. HulteĚ n, B., Broweus, N. and Dijk, M. (2009). Sensory marketing. 1st ed. Basingstoke: Palgrave Macmillan. Jeffrey, I. (1997). The photography book. 1st ed. London: Phaidon. Jones, R. (2011). The Big Idea. 1st ed. London: Profile. McCandless, D. (2009). Information is beautiful. 1st ed. London: Collins. McDowell, C. (2000). Fashion today. 1st ed. London: Phaidon. Posner, H. (2011). Marketing fashion. 1st ed. London: Laurence King. Raymond, M. (2010). The trend forecaster’s handbook. 1st ed. London: Laurence King. LECTURES Bill Grimsey. The Vanishing High Street. Bill Grimsey. 13th January 2014. Nottingham: Nottingham Trent University. The Future Laboratory. The Polarity Paradox. LSN: Global Student Trend Briefing Spring/Summer 2014. 26th March 2014. Nottingham: Broadway Cinema. The Future Laboratory. XX VS XY. LSN: Global Student Trend Briefing Autumn/Winter 2013. 23rd October 2013. Nottingham: Broadway Cinema. MAGAZINES Brule, T. (2013). Monocle, (67), pp.31-290. Diprose, P. (2013). The Ride, (8), pp.13-183. Fashion Turns Cool. (2014). H&M Magazine, (SPRING 2014), pp.76-79. Sahota, S. (2014). The Quarterly, (3), pp.17-37, 54-71, 129-159. Snape, A. (2014). Things & Ink, (6). Alderson, R. (2014). Printed Pages, (SPRING 2014), pp.5-66. Lyle, S. (2014). Hot Rum Cow, (3), pp.5-98. Torrence, A. (2014). Whiskeria, (SPRING 2014), pp.13, 17, 18-36, 47-73. JOURNALS Bicen, P. and Madhavaram, S. (2013). Research on Smart Shopper Feelings: An Extension. The Journal of Marketing Theory and Practice, 21(2), pp.221--234. Bose, M., Folse, J. and Lee-Wingate, S. (2013). Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables. The Journal of Marketing Theory and Practice, 21(4), pp.351--370. Epps, S. (2014). The Digital Self. The Journal of Marketing Theory and Practice, 22(2), pp.137-138. Flight, R., Rountree, M. and Beatty, S. (2012). Feeling the Urge: Affect in Impulsive and Compulsive Buying. The Journal of Marketing Theory and Practice, 20(4), pp.453--466. Fu, F. and Elliott, M. (2013). The Moderating Effect of Perceived Product Innovativeness and Product Knowledge on New Product Adoption: An Integrated Model. The Journal of Marketing Theory and Practice, 21(3), pp.257--272. Gillison, S., Northington, W. and Beatty, S. (2014). Understanding Customer Bargaining in Retail
Stores: A Customer Perspective. The Journal of Marketing Theory and Practice, 22(2), pp.151-168. Granot, E., Russell, L., Brashear-Alej, and ro, T. (2013). Populence: exploring luxury for the masses. The Journal of Marketing Theory and Practice, 21(1), pp.31--44. Hendrix, P. (2014). How Digital Technologies Are Enabling Consumers and Transforming the Practice of Marketing. The Journal of Marketing Theory and Practice, 22(2), pp.149--150. Hogan, H. (2014). A Legal Perspective on” Possessions and the Extended Self” in the Digital Age. The Journal of Marketing Theory and Practice, 22(2), pp.139--140. Hogan, H. (2014). A Legal Perspective on” Possessions and the Extended Self” in the Digital Age. The Journal of Marketing Theory and Practice, 22(2), pp.139--140. REPORTS Future Watch, 2010. Future watch: Transience & consumers or the new value of the ephemeral. GMID. GMID, 2009. Russian consumers in 2020: A look into the future Consumers in 2020. GMID. GMID, 2010. Future watch: Consumers and getting from A to B Future Watch. GMID. GMID, 2010. UK consumers in 2020: A look into the future Consumers in 2020. GMID. GMID, 2011. Swiss Consumers in 2020: A Look into the Future Consumers in 2020. GMID. GMID, 2012. Swedish Consumers in 2020: A Look into the Future Consumers in 2020. GMID. GMID, 2013. Brand Shares. GMID. Lohan, S., 2014. A/W 15/16 Consumer Forecast. WGSN. Miller, L., 2013. Stockholm: design special. WGSN. The WGSN Materials team, 2014. Gesture control: technology & material innovation. WGSN. The WGSN Materials team, 2014. Gesture control: technology & material innovation. WGSN. Varga, C., 2014. A/W 15/16 Design Direction: sport tech & innovation. WGSN. WGSN print and graphics team, 2014. A/W 15/16 Print & Graphics Forecast. WGSN. WGSN, 2014. Street art, Amsterdam: photofile. WGSN. WGSN, 2014. Uniqlo opens global flagship in Berlin. WGSN. WGSN, 2014. Urban Outfitters’ Williamsburg flagship unveiled. WGSN. WGSN, 2014. Virtual Reality: sharing meaning. WGSN. WGSN, 2014. Zara opens largest store worldwide. WGSN. Immersion.com, 2014. What is Haptics?. [online] Available at: <http://www.immersion.com/haptics-technology/what-is-haptics/> [Accessed 21 Apr. 2014]. LiveScience.com, 2014. ‘Smart Clothing’ Could Become New Wearable Gadgets. [online] Available at: <http://www.livescience.com/18238-smart-clothing-wearable-gadgets.html> [Accessed 21 Apr. 2014]. WEBSITES Arthur, C. 2013. Tesco’s face scanning system: the key questions answered. [online] Available at: http://www.theguardian.com/technology/2013/nov/04/tescos-face-scanning-system-the-keyquestions-answered?CMP=EMCNEWEML6619I2&et_cid=54912&et_rid=tashaminter4@gmail. com&Linkid=http%3a%2f%2fwww.theguardian.com%2ftechnology%2f2013%2fnov%2f04%2ftescos-facescanning-system-the-key-questions-answered [Accessed: 31 Jan 2014]. Binlot, A. 2013. SuperPier’s Supercharged Plans For Retail Entertainment Hub - BoF - The Business of Fashion. [online] Available at: http://www.businessoffashion.com/2013/10/superpiers-supercharged-plansto-create-a-retail-entertainment-hub.html?utm_source=Subscribers&utm_campaign=67525d82fd-&utm_ medium=email&utm_term=0_d2191372b3-67525d82fd-417159421 [Accessed: 31 Jan 2014]. BONSOR, K., 2014-last update, How Augemented Reality Works. Available: http://www.howstuffworks.com/ augmented-reality.htm2012]. Boswell, R. 2013. 5 awesome desktop 3D printers that bring your ideas to life. [online] Available at: http:// www.digitaltrends.com/computing/best-desktop-3d-printers/ [Accessed: 28 Jan 2014]. Bowling, C. 2014. Retail convention showcases shopping of the future - Louisville - Business First. [online] Available at: http://www.bizjournals.com/louisville/news/2014/01/23/retail-convention-showcases-shopping.
html [Accessed: 27 Jan 2014]. Bureau, O. 2014. Technology is changing the retail game rapidly. [online] Available at: http://www. thehindubusinessline.com/industry-and-economy/education/technology-is-changing-the-retail-game-rapidly/ article5614879.ece [Accessed: 27 Jan 2014]. Bureau, O. 2014. Technology is changing the retail game rapidly. [online] Available at: http://www. thehindubusinessline.com/industry-and-economy/education/technology-is-changing-the-retail-game-rapidly/ article5614879.ece [Accessed: 28 Jan 2014]. Burns, E. 2013. Peer-To-Peer Networks May Be The Future Of The Internet - Technology News - redOrbit. [online] Available at: http://www.redorbit.com/news/technology/1112989504/future-of-the-internet-protocolpursuit-peer-to-ip-network-103013/ [Accessed: 31 Jan 2014]. Business Technology. 2014. The debate: What is the future of electronics?. [online] Available at: http:// business-technology.co.uk/2014/01/the-debate-what-is-the-future-of-electronics/ [Accessed: 27 Jan 2014]. Business Technology. 2014. The debate: What is the future of electronics?. [online] Available at: http:// business-technology.co.uk/2014/01/the-debate-what-is-the-future-of-electronics/ [Accessed: 27 Jan 2014]. Butler, S. 2013. Spending by consumers using mobiles expected to triple in five years. [online] Available at: http://www.theguardian.com/business/2013/oct/30/spending-mobile-phones-triple-tablets [Accessed: 31 Jan 2014]. Butler, S. 2013. Spending by consumers using mobiles expected to triple in five years. [online] Available at: http://www.theguardian.com/business/2013/oct/30/spending-mobile-phones-triple-tablets [Accessed: 31 Jan 2014]. Chau, L. 2013. The Future of Tech Comes to the Big Apple. [online] Available at: http://www.usnews.com/ opinion/blogs/economic-intelligence/2013/11/12/what-engadget-expands-new-york-city-conference-tells-usabout-techs-future [Accessed: 31 Jan 2014]. Cisco. 2014. Internet of Things (IoT). [online] Available at: http://www.cisco.com/web/solutions/trends/iot/ overview.html [Accessed: 28 Jan 2014]. Cockerton, P. 2013. Tesco using Minority Report-style face tracking technology OptimEyes from Amscreen so ads on screens can be tailored. [online] Available at: http://www.mirror.co.uk/news/uk-news/tesco-usingminority-report-style-face-2674367#.UurwIBB_uxU [Accessed: 31 Jan 2014]. Eisenberg, A. 2014. Log In - The New York Times. [online] Available at: http://www.nytimes.com/2013/11/03/ technology/if-a-young-child-wanders-technology-can-follow.html?nl=todaysheadlines&emc=edit_ th_20131103 [Accessed: 31 Jan 2014]. Foley, J. 2014. OracleVoice: 10 Technology Trends That Will Revolutionize Retail. [online] Available at: http://www.forbes.com/sites/oracle/2014/01/13/10-technology-trends-that-will-revolutionize-retail/ [Accessed: 27 Jan 2014]. Franchise Herald. 2014. Store Closures Show Signs of Retail Chains’ Future Survival; Increase Expected Over Next Ten Years. [online] Available at: http://www.franchiseherald.com/articles/4694/20140122/storeclosures-show-signs-retail-chains-future-survival-increase-expected-over-next-ten-years.htm [Accessed: 27 Jan 2014]. Giang, V. 2013. Here Are The Strengths And Weaknesses Of Millennials, Gen X, And Boomers. [online] Available at: http://www.businessinsider.com/how-millennials-gen-x-and-boomers-shape-theworkplace-2013-9 [Accessed: 31 Jan 2014]. Globalblue.com. 2014. 5 trends -FUTURE TECHNOLOGY IN RETAIL Global Blue. [online] Available at: http://www.globalblue.com/corporate/intelligence/visitors/5-trends---future-technology-in-retail/ [Accessed: 31 Jan 2014]. Griffin, B. 2014. The best wearable tech coming in 2014: Google Glass, Oculus Rift, more. [online] Available at: http://www.digitalspy.co.uk/tech/news/a545509/the-best-wearable-tech-coming-in-2014-google-glassoculus-rift-more.html [Accessed: 28 Jan 2014]. Griffin, B. 2014. The best wearable tech coming in 2014: Google Glass, Oculus Rift, more. [online] Available at: http://www.digitalspy.co.uk/tech/news/a545509/the-best-wearable-tech-coming-in-2014-google-glassoculus-rift-more.html [Accessed: 28 Jan 2014]. Grimsey, B. 2014. The Vanishing Highstreet | Welcome to Bill Grimsey’s Vanishing High Street UK. [online] Available at: http://www.vanishinghighstreet.com/ [Accessed: 31 Jan 2014]. http://ktar.com. 2014. Millennials will spend more for unique flight experiences ktar.com. [online] Available at: http://ktar.com/22/1694557/Millennials-will-spend-more-for-unique-flight-experiences [Accessed: 27 Jan 2014].
http://www.livemint.com/. 2014. The future belongs to wearable technology: doodleblue’s Atishe Chordia. [online] Available at: http://www.livemint.com/Specials/HInY4URSnksbZprsXu1wuN/Thefuture-belongs-to-wearable-technology-doodleblues-Ati.html [Accessed: 27 Jan 2014].
APPENDIX 1
BILL GRIMSEY LECTURE
2
MARKETING MODELS
3
INSPIRATION FROM STOCKHOLM / SAINT PETERSBURG / LONDON / KRAKOW
4
THE RE-EDUCATED ONLINE SURVEY
5
THE INTERVIEWS
6
CASE STUDIES
7
LSN GLOBAL TREND BRIEFINGS
1
BILL GRIMSEY LECTURE
Challenge to address the future issues Economic environment – resulted in decline in households Consumer led economy Technology drives consumer behaviour Vanishinghighstreet.com Barcode switched industry sideways Retail market was controlled before the barcode POS data capture Technology will change everything again Will it go to to the producer or retailer? www. – intro of online shop mobile device is future we will not recognise the way we behave in 20 years are we ready to change? Still allow towns to thrive with people Retail sector comprises of 95,000 companies 320 billion gross assets 65 million borrowed 135 net worth total No one in 10 downing street responsible for future of retail What is the state of retail now? 46% of retailers think they are on the danger list Not just confided to the independent stores 20,000 stores are at risk – independent retailers 40,000 boarded up shops in the UK 1 – towns of the future need a community hub Manufacturing, 3D printing Need specific cultures 2 – turn to authorities – we need radical changes 3 – need a method to produce a plan – 20 years Technology and consumer behaviour is changing at an incredible pace NEXT BIG THING – BIG MALLS
Trafford centre and malls Future – being told where to park, 5 promotions before you get out the car all tailored to you “If you don’t like or embrace change you will like irrelevance less” Have floors dedicated to independent retailers Putting community first KPI – prime minister should have KPI on all town centres Learn from towns National chains – money leave companies and economy and never returns Major retailers will turn over 10 million. Give that to helping town centres SHOWROOMING is key In its infancy Student start Multichannel approach to retail is future John Lewis does it best – service better than anywhere else SHOWROOMING WILL EVOLVE ASOS will have a stage and use technology to create an experience Argos – mini revival of tablets South East Asia – emerging economy They want glamour and brands Will zoom to western imagery
2
MARKETING MODELS
Consumer Decision Journey / Perceptual Map / Brand Essence Model / PEST
POLITICAL • • • •
Consumers are spending more – price range for LN-CC is appropriate and timely LN-CC must learn how to hold their cash flow problem Improve product management Communicate with buyers more
ECONOMICAL • The recession is no more • Consumers may be spending more but the recession has taught people to care more about their spends • Need to make the consumer understand the product is worth the money • The Gen Z consumer is more focused than ever on price comparing between brands SOCIAL • • • •
How can film, television, music and art impact LN-CC? Cultural references through the store design and through sharing on social media Connecting with a cultural audience Collaborate with bloggers who can directly link musicians, artists, films and actors to LN-CC
TECHNOLOGICAL • • • • • •
Be careful with the technology we are proposing does not exclude the less tech-savvy consumer How much will the technology cost? Will extra security be needed to monitor the technology? How much technology – how many oculus rifts? Will phone scanning be available? Something that is necessary? Be innovative
3
INSPIRATION FROM STOCKHOLM / SAINT PETERSBURG / LONDON / KRAKOW
4 THE RE-EDUCATED ONLINE SURVEY
5
INTERVIEWS
Extracts from the interviews conducted for our re-educated project.
CAROLINE FLOWERS, ex-Visual Merchandiser @ Topshop, and Cash Office Responsible @ H&M in Bolton 2. In terms of experiential retail, what do you think the future holds for enticing and entertaining the future consumer? 2. Technology instore. I know many stores use iPads but H&M have only just installed a test version in our Liverpool store. We have ‘values’ at H&M.... ‘Keep it simple’ is one of these. FELICITY DAYKIN, Department Manager @ H&M Manchester Market Street 4.
What personally draws you into a store that you wouldn’t necessarily visit normally?
4.
Good music, lighting, minimal staff that aren’t too intimidating.
YVETTE MINTER - Nutritionist and Beautician 1. Has there been a growing interest in health/holistic approaches to general well-being? Has you seen a rise in the last year or so let’s say in interest with juice plus? 1. People are generally more interested in their health today, more than before, as there is more talk about prevention. Prevention is better than cure HEATHER MCDONOUGH - Stylist @ Joseph and Creative Director @ Draw in Light NM: As e-commerce continues to grow in popularity and its uses, are there any foreseeable changes in the landscape that will change the way companies interact and engage with consumers? HM: I think every business in the future will have some form of representation on the Internet selling or advertising their products. Our social media interactions have become ingrained in our day-to-day lives and there are opportunities for businesses to gain from this high intensity of interaction. Every post is an advertising opportunity, every hash tag is a recommendation from a friend or ‘cool stranger’ and being able to express ideas as images that are passed around the world in a matter of seconds means social media is one of the key elements to success. The development of the gathering of all these social indicators in the future would potentially mean a more direct and calculated approach to social media in a more complex and subliminal way.
JASON WATKINS - Professional in E-Commerce NM: Do you think it’s important for brands to be available across different social media channels and why? JW: Yes I do, I do and I guess big brands that are sensible again that can afford to do it… Markets follow markets, there are those people that follow and those who lead. The majority, the vast majority follow so for a small company trying to break into a suppressive market you take for every advantage you can. You know in the 90s the company I set up we managed to take for advantage jobs in e-commerce I mean we were able quite quickly to feel the effect of business, right under the noses of big established forms, you think about now social media, because people like to share their reviews and experiences people write reviews… A review is a good example, reviews have a massive impact on conversion, people depend, rely on good solid feedback. There are several companies that survived off, that are many hundreds millions of dollars of evaluation, that survive that empire because of UK companies that provide reviews. Brands can’t ignore it because consumers aren’t demanding it but almost are you know if you don’t adopt it then of course you are losing out and you can’t afford to lose out. You see companies like M&S and Jessops that’s actually are doing it reasonably well, that have adopted these social media platforms and have allowed their consumers to post these things, so yeah definitely to ignore it is at your peril and for one actually the company M&S they didn’t open on Sundays, they didn’t expect credit cards, they changed both of those things, you know they had to, to compete they turned the company round. As a consumer you are always looking for value, its difficult sometimes to differentiate the commodities, you know a lot of things… A pair of trainers is a pair of trainers is a pair of trainers. Providing a different experience… Social media allows you to do that. Allows you to share, to share experiences and rate the experience more importantly. Where you couldn’t do that years ago it wasn’t available really, social media will just become to grow more important to the other important roles in e-commerce. ANDI PUDDICOMBE - Founder @ Headspace Do you think there is a place for ‘ chill out’ areas in the retail environment, similar to the Selfridges no noise room? 100%, shopping in store is becoming a real chore and why would someone want to trek through the city to a messy store to find out the item they want is sold out? Brands need to be authentic and innovative and find new fangled ways of incorporating the chance to relax whilst shopping; they need to surprise consumers with new experiences.
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CASE STUDIES
HAPTIC TECHNOLOGY
GENERATION Z
OCULUS RIFT
SMART CLOTHING
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LSN GLOBAL TREND BRIEFINGS
Extracts from the two LSN: Global trend briefings that support our trend predictions. XX VS XY TREND IMPACTS - Manhood 5 years ago – muscular / bread winners - NOW – nurturing - FEMPRENEURS – women are top 5th of society in education - Reality check branding - NO – GEN RETAIL – stores are abandoning gender rescrictions - Studio Toogood Dubai – anthesis of everything we have seen - RE=ENLIGHTENED BEAUTY – women are seeking products backed by science - Sephora and Boots offer foundation to match skin tones - Smart brands are fueling womens interest in science, hacking, coding - Skill crush – teaches women to code - Google worked to hire women - Angela Lawrence from Apple moving to Burberry - Technology is more about lifestyle - SUPER MUM BACKLASH - Women are rejecting helicopter parenting approach - Focusing on own happiness too SENSORY SPLURGE - Brands are offering women sanctuary from our visually saturated culture **The alchemists dressing table exhibition - Stress is the new fat - Sexy sweat – businesses brands and blogs are helping women celebrate sweat and redefine femininity - Female factor is changing the design of high end goods TOOLKIT - Show your human side - No time for faceless brands - Don’t discount men - Collaboration - Help Athena woman look good - Present positive images of women over 30 who are not surrounded by kids TREND FUTURES - Sexes – both - acclimatise to new home / social / work environments - More emphasis placed on shaping environments to help each genders talents shine - Embrace ammortal behaviour - Men defined by plate spinning mother will define their children
THE POLARITY PARADOX MACRO TREND: THE CONVERGENCE ECONOMY S/S 14 • Industries collapsing and new things being born • Something new comes out of the old thing • Beth Bentley (Widen and Kennedy) on Nike – technology company as much as a sports brand. All about brand behaviour • The rise of phygital stores (physical and digital) • The growth of the experience economy and the increased gamification of popular culture • Collapse of traditional sector segregations • The fusion of hitherto unrelated sectors • Emergence of ‘alloyed’ economies ** Hexi response wall • Consumers need more incentives to come into store • Need to convince them it is worth their time PHYGITAL RISING • Consumers demanding more from retail experiences • Multiples experiences • Multi layered data streams UPIQUITOUS DATA • Generating more data • Online and offline blur • We are developing deeper insights into how consumers live o Amazon Prime doubles as a premium shipping experience • COVERGENT CO-COMMERCE o Consumer is your wife o Marks shift from customers being passive to active o Don’t think about people as consumers o One by one model o Guilt free commerce o People are more likely to engage • ALLOYED INDUSTRIES MEDIA AND RETAIL • media companies are adding elements of retail and making media shopable • retail companies are investing in becoming media providers • The Guardian - #GuardianCoffee … a hub to discuss East London’s tech industry • TRNK describes itself as a ‘part magazine, part marketplace’ in a blend of media and retail GAMING AND ART
• Emerging as artistic medium • Credible 60-PRENUERS • People aged 55-64 are the most active entrepreneurs in the USA • Daphne Selfe for TK MAXX 2014 A/W • Charlotte Rampling – 68 – ambassador for NARS 20th anniversary campaign • What does it mean for consumer landscape of the future? o Interest in adventure and products that bring out youthful spirit o Rejection of anti-aging beauty advertising o Original and easy ways AGE OF IMMORTALS • Unlocking the mysteries of why we age – learning how to reverse the damage • Scientists can 3D bio print body parts • CALICO : finding a cure for human aging MACRO TREND: Polarity Paradox Consumer behaviour is becoming more extreme • Moderation is no longer the modus operandi of choice for recession – beaten consumers o Abstinence and indulgence o Shopping and saving o Luxury and frugality o Depression and euphoria o Fasting and gorging • Consumers are adopting contradiction as the saniest lifestyle choice • The most rewarding, invigorating and selfactualising • Brand must align themselves with and facilitate the temporary extremes that consumers flit back and forth between in their daily lives • Sitting on the fence will no longer earn people the careers of the lifestyle they crave TREND DRIVERS Austerity • Consumers accept austerity • Overseas holiday is now an expectancy • Bored of cutting back and saying no • HAVE IT ALL, DO IT ALL • UK workers have 2 hours 45 mins of free time • 20 years ago – 7 free hours a day • 56% of US social media users have big FOMO • Constant feeling of information **own the weekend campaign by BBH for the guardian “extreme lifestyles are taking hold because we feel overwhelmed by the amount of choice”