My synthesis of the most significant trends impacting design, commerce and the success of global brands.
1 Internet- the Wild West of the First-World
Approximately 2 Billion users and growing. The World Wide Web is the future of interaction. Brands must develop intelligent and creative strategies for how to effectively utilize the Internet.
2 Diversity- the Second-World is gaining
Cities such as Sao Paolo, Buenos Aires and Qatar are rapidly rearing a middle-class eager for aspirational products.
3 Environment- Green is the color of choice from fashion to fuel
Sustainable products and practices are top of mind with consumers. From luxury to mass-market the audience is aware and choosing to side with the environmentally conscious.
4 Innovation- New is never new for long
A buzz-word with real meaning. Global corporations shall look to technology and creative ideas to distinguish and revitalize sluggish performance. Studies show that consumers continue to choose technologically enhanced products at retail 2 to 1.
5 Travel- Mobility is key
Increased space travel, domestic and international flights are a big part of our future. An emerging foreign middle-class that demands inexpensive travel coupled with a new wealthy-class that is willing to pay for on-demand jet service has created a boom, here to stay.
6 Super Luxury- Personalized exclusivity for the exclusive
Traditionally high-end designers frequent collaborations with mainstream retailers have led to over accessibility of luxury branded products. In response, a new category called Super Luxury is the future. Brands will reclaim ownership and focus on core customer specific designer products.
7 Egalitarianism- the most accessible is best
While luxury brands strive to be most luxurious, mass-market brands are becoming more accessible. Providing style and taste to the majority at a low price point will continue to be important for retailers and designers.
8 Alternative- Anti-mainstream and extreme everything
The popularity of dance movements such as Techtonik and sports such as snowboarding are a small example of the power of the underdog. Many customers identify with lifestyle brands that provide the feel of being emerging and alternative.
9 Slow Fashion- the anti-thesis to Fast Fashion
A classical approach to purchasing, dressing and selling apparel, where time is not sacrificed and permanence is the goal.
10 Wellness- Healthcare outside of the hospital
A promise of longevity and prosperity influence what consumers choose to buy, from fashion to food. Products that genuinely promote balance and healthfulness shall continue to be popular in global markets.
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