FMB REPORT- YEAR THREE

FUTURE REPORT

INDIVIDUALISM T0042024 YUSHAN HU FMBR30001

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WORDS: 3552

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CONTENTS 1. INTRODUC TION 2-3 Introduction 4-5 Methodology 6-7 Aim & Objectives

2. INDIVIDUALISM 12-13 What Is Individualism?

14-15 Origins and Evolution of Individualism 16-19 Trend Drive 20 -21 The Debate Around Individualism 22-23 Consumer Landscape 24-25 Sub-Trend

3. HOW DOES INDIVIDUALISM INFLUENCE OTHER INDUSTRY 28-29 Beauty Industr y 30 -31 Fashion Industr y 32-33 Retail Industr y

4. CONCLUTION 34-35 Conclusion 36-39 Reference

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1. INTRODUCTION The exploration of this reports also includes the trend’s origin and key drivers, while highlighting the debates around this trend.

Besides, the sub-trend of individualism and neutral culture are also explored and studied. This report will explore the impacts of neutral culture on the industries of beauty, fashion and retail, as well as how these industries react to these impacts. So as to identify the potential development vulnerabilities of individualism and neutral culture in the market.

In the end, some potential perspective will be provided in the present report, in an attempt to help the following studies in this field transit to Stage One, thus coming up with some strategic and innovative resolutions.

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1.1 METHDOLOGY -MARKE T VISIT Check the brand’s existing sales channels in dif ferent markets, both online and of fline. Then find out primar y and secondar y competitors to summarize the current market share.

- FOCUS GROUP INTERVIEW Existing consumers of this brand or potential consumers will be selected into this group. The questions would be asked in just two aspects: views on the brand and products; their brand preference as well as the reason.

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1.2 AIM & OBJECTIVES AIM:

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The present report mainly serves to be an impetus, aiming to help come up with valuable ideas in the implementation of project Stage One. In doing so, this report explains how this trend has come into being, what is the trend’s consumer landscape as well as how industries are being impacted by this trend.

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To more thoroughly understand the progressiveness and cycle of this trend, the present report will also throw some light upon the key factors that drive this trend. At the same time, individualism’s sub-trend is stressed in the present report, and the neutral culture as well as the debates around this trend are also highlighted. These trend-based arguments in the present report will help present a comprehensive debate, along with some solid evidence to back it up.

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OBJECTIVE: To understand where individualism originated from and the evolution of the trend in society.

Explore key drivers of trends to understand the cycle and direction of trends.

Explain how trends will affect, beauty, fashion and the food and health industries, and how they reflect this trend.

It highlights the sub-trend of individualism and discusses the debate about individualism and neutral culture.

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2. INDIVIDUALISM

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2.1 WHAT IS INDIVIDUALISM

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Noun: A social theory advocating the liberty, rights, or independent action of the individual.

Individual character; individuality.

The action or principle of asserting one’s independence and individuality An individual quirk or peculiarity Another word for laissez faire (Dictionary.com. 2015)

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uman individuals have long been considered as the most fundamental unites that form the entire society, who, sticking together, are serving as the force that generates any political and social organizations. In this context, the dignity conviction of these individuals is defined as individualism. This dignity conviction of individuals suggests that the one who can make the most appropriate judgement of an individual’s interest is him/herself, and therefore, the choice-making behavior of this individual plays an important part in shaping his/her personalities, and eventually the social welfare. Hence, generally speaking, it is the collection of individuals that makes a society, where all individuals exist as self-sufficient and self-contained entities.

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2.2 ORIGINS AND EVOLUTION OF INDIVIDUALISM In the 1800s, the concept of individualism was first brought up. At that time, there were 3 mainstream senses about this concept, namely, aristocratic personality worship, laissez-faire and individual rights, which were generally taken as romantic individualism, economic liberalism and political liberalism, respectively. However, the world back then mostly gave the origins of this concept negative meanings and significance.

Af ter centuries of evolution, individualism has now become an idealized situation where human individuals enjoy their free minds and seek the chances of shaping their personalities as they wish. In the contemporar y society, an increasing number of people has been getting rid of the shackles of traditional collectivistic values such as blending in and family bonds, and embracing a postmodern value of individualism, including self-experience and personalized decision making.

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2.3 TREND DRIVER

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“Individualism is not static and changes with the constitution of society.”

--Wikipedia

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1 M I L L E N N I A L’ S T he millennial individual, owing to the thriving digital era, have individualistic values in their DNA . Besides, throughout the histor y, this generation shows the most signif icant inf luences ever to the so ciet y. T here are nearly 6 6% p e ople among the millennial generation age d b et we en 13 and 33 year s b elieving that it is boring to live like others (BCG , Global Sentiment Sur vey 2013), while uniqueness makes them co ol.

T he millennials are a con tradic tor y generation, they se em to constantly pursue a life where they can have their own distinc tive st yle that is dif ferent f rom others, while, at the same time, they gen erally have a strong aware ness of colle c tivism, which can sometimes even result in e x tremely emotional ac t s.

From the p ersp e c tive of some

scientist s, this contradic tion ref le c t s the self ishness of this generation. A s p ointe d out by some sociologist, the self ish millennials have b e en nur ture d by their over pur suit for indi vidualiz ation, lack of tolerance to delaye d or faile d ser vices, the currently prevailing social phenomenon of user- generate d currencies like self ies, which all contribute to the emergence of a ne o - individualism.

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2 S O CI A L M E D I A In the present society, there are about 12 million people writing and publishing their personal blogs through diverse social media platforms, and another 7 million do it specifically via blogging and webs (NM Icnite) Online networks, ever since they were invented, have been encouraging and helping with people’s expression of individualism, and as time goes by, netizens have been shaping the Internet in the way to serve this purpose. Thriving in the information age, social media platforms are becoming an indispensable part of modern people’s life, allowing them to express themselves and display their individualities. Also, these platforms are playing a significant role in balancing the traditionally mainstream value of collectivism.

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3 TECHNOLOGY AND SOCIAL MEDIA With the emerging and growing of individualistic value, the society is becoming increasingly inclusive and encouraging pluralism. One of those most obvious reflection of this social phenomenon is that companies are providing all kinds of individually customized products and services for every one of their customers.

Technologies have been greatly advanced in the recent years, resulting in lower entry barriers, and coupled with the emerging value system of modern individuals, individualization is definitely being pushed onto a new and higher stage, where it will make further social and economic changes to empower modern individuals.

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4 G LO BA L Although the traditional view is that western countries are where individualism thrives the most, some recent studies provide evidence showing that the emergence and growth of individualism may well be a phenomenon that spreads the entire world.

Based on the research of the Association for Psychological Science, as the social economy develops, a growing value of individualism along with the actual individualistic behaviors shows itself in the society. To quantify the degree of individualism, it has risen by 12% globally starting from the year 1960.

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2.4 THE DEBATE AROUND INDIVIDUALISM With the and development of individuality, individuals are given an equal chance to make their voices heard. This new value suggests that the paths of each individual can and is supposed to be chosen by him/herself instead of the history or tradition.

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As the entire world is becoming increasing globalized, there has a strong and overwhelming power that pulls everyone in this world closer and closer (Chiu et al.), which presents significant impacts on different cultural backgrounds and on the development of individualism.

Nevertheless, it has to be admitted that the impacts of individualism are not all positive. Being encouraged by the individualistic value to strive for personal interests, individuals may have vicious competitions with one another (Triandis, 1995). And evidence shows that the mobility and anxiety of the society may also rise with the development of individualism (Oishi et al.,

2013). Additionally, when people are excessively focusing on their own interests, the relationships between people may be easily jeopardized (Park and Crocker, 2005).

Considering the limited cultural, political and economic resources, the value of individualism may result in conflicts and tensions among individuals over the allocation of these resources.

While individualization seems closely related to bourgeois relation and the process of modernization, it has also been making growing endeavors in the social depolarization. Furthermore, urbanization, as another significant individualization root, has been reshaping the society from its traditional form. Likewise, as an increasing number of S individualistic attitudes emerges, various changes take place in the society, leading to greater diversification in the changeable and adaptable modern system of values.

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Considering the limited cultural, political and economic resources, the value of individualism may result in conflicts and tensions among individuals over the allocation of these resources.

While individualization seems closely related to bourgeois relation and the process of modernization, it has also been making growing endeavors in the social

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depolarization. Furthermore, urbanization, as another significant individualization root, has been reshaping the society from its traditional form.

Likewise, as an increasing number of S individualistic attitudes emerges, various changes take place in the society, leading to greater diversification in the changeable and adaptable modern system of values.

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2.5 CONSUMER LANDSCAPE

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Consumers are individuals who need to buy products or services for themselves. Therefore, with the emergence of individualism and sexism, consumers’ psychology and needs become different from before.

and femininity, in part because economic reality has put men and women on a fairer career path. More importantly, they grew up in an era of greater tolerance for non-traditional gender identities.

According to a report by Trendwatching.com, “” people of all ages in the market are freer than ever to build their identity. As a result, consumption patterns are no longer defined by “traditional” demographics, such as age, gender, location, income and family status. Gender marketing is a barrier to freedom, especially for gen Y and gen Z. They show the evolving and alternative causes of masculinity

Now, gender marketing become a barrier to freedom, especially for gen Y and gen z. They show the evolving and alternative causes of masculinity and femininity, in part because economic reality has put men and women on a fairer career path.

More importantly, they grew up in an era of greater tolerance for non-traditional gender identities.

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“Because most aspects of consumer behaviors are culture-bound, there is a recognizable understanding that consumers’ decisions are heavily affected by cultural characteristics.”

-- Mooij & Hofstede, 2011

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2.6 SUB-TREND Originated from the concept of individualism, the neutral culture is defined as a sub-trend of this concept that highlights individual demands. The neural culture specifically refers to a cultural context in which people enjoy autonomy and independence, and individuals’ preferences and attitudes get to determine the general behavior of the society.

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NEUTRAL CULTU

As the world is being more and more inclusive, topics which used to be the forbidden zone of conversation, such as gender identity and sexual orientation, have now been talked about much more commonly in the present society. It implies the increasing inclusiveness of the society to the neutral culture. Particularly, due to the popularization of social media platforms, some different concepts and styles unseen in the past are being exposed to public attention,

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and gender and orientation flexibility seems to become more acceptable and commonly in a younger generation. Based on the results of a survey, 6 out of 10 of the people in Generation Z claimed that the LGBT groups shall be protected for their equal rights, and besides, 66% of them voted yes for marriage equality and 77% of them voted yes for trans-racial marriage, which presents even a higher level of enthusiasm and inclusiveness compared with the millennial generation (whose support rates for trans-racial marriage and marriage equality were 66% and 58%, respectively).

In an extremely long time, gender was taken as a binary concept, where females were historically and spontaneously perceived to be subordinate to males, and this traditional notion has significantly hindered the development of mankind (Warburton, N 2016), thus making the reassessment of gender and race identity necessary.

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3 HOW DOES INDIVIDUALISM INFLUENCE OTHER INDUSTRY?

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3.1 BEAUTY INDUSTRY

“The beauty industry expects the performance of consumerism and individualism to rise future. The unique need for consumer are addressed by marketers who offer personalized solutions and customized products.�

-- CAMPAIGN, 2018

In the history of the beauty industry, businesses have strictly stick to boundary between female customers and male customers, and products offered to these two groups of customers are also thoroughly different. However, as the gender identity is reassessed, this phenomenon started to die out, along with the gender-based marketing strategies.

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MALE MAKEUP ARTIST JAMES CHARLES

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Aesop GENDERLESS PRODUCTS

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According to the prediction of Mintel, by 2018, gender neutral beauty would become a globally recognized trend, as they pointed out, consumers nowadays were getting rid of the traditional shackles of stereotypical gender division, and to meet their expectations, companies needed to incorporate neutral gender information into their products as well as marketing strategies.

Jecca, as a cosmetics manufacturer, offers products and services specifically for consumers with transgender nature, and it has been dedicated to fostering an environment for these consumers to be comfortable just being themselves. In addition to its products, Jecca also incorporate the concept of neutral gender into their daily operation to display its inclusiveness.

Neutral product design and marketing have become a commonly recognized trend. Aesop, for instance, abandoned the stereotypical gender division long time ago, and has now provided simplistic and stylish unisex products that attract both genders.

According to the successful example of Aesop, it is not hard to tell that following the changing value systems of the society where diversification and individualism are recognized and respected instead of sticking to stereotypical gender divisions plays quite an important role to make a cosmetic business thrive and last.

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JECCS MAKEUP CAMPAIGN

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3.2 FASHION INDUSTRY

For hundreds of years, men and women have been completely distinctive in clothing. However, nowadays, instead of displaying the gender, people are more dressing themselves to display who they are or who they would like to be.

Generation Z are still sticking to the traditional dressing style, who would buy clothes that are designed for their own genders in specific, which means a significant part of these people has embraced a unisex style of dressing.

When designing clothes, a large number of designers nowadays are trying to break free from the gender issues in their design elements, which, they believe, are a restriction to their design. Based on the research of J. Walter Thompson Innovation Group, 55% of the millennials and 44% people of the

Some well-known luxury brands have jointed in the pool of ‘genderless fashion’. In Gucci’s fashion show, male models wear pink suits and pussy boots and do catwalk in front of cameras and in the parade of Burberry, female models put on military coats, radiating a sense of masculinity.

GUCCI CAMPAIGN 2018 FIG 25

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HM DENIM UNITED CAMPAIGN 2017

tion includes shorts, shirts and dungarees, which are also designed in a loose style to meet the tastes of all.

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Furthermore, this ‘genderless fashion’ is no longer the exclusive untouchable privilege on the catwalks of high-end luxury brands, it has also penetrated into public fast fashion brands, including ASOS, H&M, Zara, etc.

In summary, as brands change their attitudes to neutralization and individualism, the entire society has gradually been pushed onto another stage, where changes are accelerated and public recognition and acceptance are enhanced.

In the year 2016, an independent collection was added into the stores of Zara, which display a specially designed genderless clothing characterized by relaxed silhouettes which suits all genders and body shapes.

Right after Zara, H&M also put unisex style clothing in their menu in the year 2017, which is referred to as “Denim United”. This newly launched collec-

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ZARA GENDERLESS CAMPAIGN 2016

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3.3 RETAIL INDUSTRY

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Retailers need to change with the consumers need. According to Brian Trunzo, menswear editor of WGSN, although the nature gender is a such small category in the market, but more digital influencers like millennials and Generation-Z are helping to perpetuate the idea that clothes are just clothes, not men’s or women’s.

shopping experience for asexuality, in which customers are free to move beyond "his" and "her" concepts.

Now As the public discussion around gender becomes increasingly sensitive and complex, so does the need for a shopping experience independent of gender. Therefore, Selfridges launched the Agender pop-up store, with themes around gender fluidity and non-binary approaches.

Selfridges created a unique in-store

Fashion is like an art form with the ability to create change. "No gender" is the literal meaning of Agender, but it also means an action plan or an ideological goal. The blurring of the gender distinctions also gives retail industry more freedom, with a wider range of forms and contours to explore.

London-based concept shop Dover Street Market was one of the first shops to shed its traditional gender-specific floor and brand categories, with customers buying both men's and women's collections and buying what they like on a personal basis.

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“For us, Agender is not about harnessing a ‘trend’ but rather tapping into a mindset and acknowledging and responding a cultural shift that is happening now. We will explore the relationship between gender and retail physically, digitally and in all of our stores. The project will act as a test bed for experimentation around ideas of gender — for us as retailers to move the way we shop fashion forward.”

--Selfridges spokesperson

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CONCLUSION The current rapid development of individualism has provided Theinfinite currentopportunities rapid development for theofsocioeconomic individualism has development, provided infinite opportunities which freeforindividuals the socio-economic from the shackles development, of traditional which social free individuals from concepts. the shackles But the of traditional debate around social concepts. individualism But the persists debate around individualism because excessive persists egoism becausecan excessive lead toegoism an onslaught can lead of to peran onslaught of sonal personal values values and vicious and vicious competition. competition.

At the At same thetime, sameintertime, interpersonal personal conflicts conflicts and social and social mobility mobility will will be be enhanced enhanced by by thethedevelopment of development individualism. ofHowever, individualism. as an unstoppable However, as trend an unstoppable and a transformation of trend culture, and neutral a transformation culture is also of culture, the product neutral of culture the development is also of individualism. the product At the of the same development time, Gen Yof and individualism.

Gen Z are,Atasthe cultural same drivers are playing time, aGen leading Y and role Gen for Zthe are, modern as cultural brands drivers, and market are playing to thisacultural and attitude leadingtransformation. role for the modern Although brands the and shiftmarket is still to in this its early cultural stages, and it willand take attitude time for transformation. brands to fully Although embrace theindividualism. shift is still in Butitswith further development early stages,and andthe it will increasing take time support for brands fromtocompanies fully embrace and brands in theindividualism. future, viewsBut and with notions furtheraround development identity and will the be increasfurther challenged support from and brands in the future, andingnormalized.

Thiscompanies report examines and highlights the views responses of the and notions identity will be further challenged andas the gaps fashion, beauty around and retail industries to cultural shifts, as well normalized.

This report highlightsspringboard the responses between industries, whichexamines will be and an effective for future exof the and fashion, beauty and retail industries ploration research in the Stage One project. to cultural shifts, as well as the gaps between industries, which will be an effective springboard for future exploration and research in the Stage One project.

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