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Mega trend presentation 2000 are still highly relevant for giant jeans brand? Read why?

Mega trend presentation 2000 are still highly relevant for giant jeans brand? Read why?
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Mega trends 2001 Document Transcript

  • 1. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000 MEGA TRENDS 2000CONTENTS 1. Reality Check 2. MegaTrends key words 3. Introduction 4. Body Culture (the wave) 5. Mega Trends 2000 6. Soul safari 7. D.I.Y 8. Positive Anarchy 9. Minimalism 10. SPDG *SourcesBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 1
  • 2. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000 A MEGA TREND IS?Popular books on mega trendBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 2
  • 3. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20001. Reality checkAbout the future“A friend has said the future is the present. If you really are curious about thefuture, just study the present”. Only those who have learned to perceive thepresent can predict the future. They need only predict what has already happenedby being the first to see through pattern recognition. For the future of the future isthe present”.Marshall Mc LuhaA FAST REALITY CHECK GIVES US A FEW ERA OFIMPORTANCE• Choice• Year 2000By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 3
  • 4. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000• European Community, EURO Currencies• Technomania• Global - Local• Retromania• Individuality• Growing concern of explotation of global resources• Climate change• Kyoyo faes problems2. MEGA TRENDS KEY WORDSSOULS SAFARI KEY WORDS • spirituality • where are you now, Where are we? • return to nature • from materialism to spirituality • seek and find • reaction of materialism • There must be ways to do thing betterb) D.I.Y (Do It Yourself) key words • Single soldier - togetherness • Individuality • Αrt scene • Escape from mainstream • Consumer take part in production • Consumer take part in designBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 4
  • 5. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000c). Positive anarchyKey Words • healthy lifestyle • believe in yourself • symbols and codes • sports • Networking • Growth of new values • Growth of organizations to take care of local problems • Local business starts to oood). OneismKey Words • comfort • order out of chaos • simplify • details in life • rise of intuition • Simplisity • New ways of doing things • Reduce unnecessary functionse). SPDGKey Words • drug culture • game culture • use your body as a experiment • technology implant • TechnomainaBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 5
  • 6. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20003. IntroductionKEY WORDS • Information overload • Easy access • innovation culture • Millennium breakdown • Global citizen • Sustainability • environmental problems • Growing concerns for globalwaming • Growth of local businessWe are now moving towards the next century, and there is time for some thoughtsabout the way we chase to understand the youth culture, in this rapid changing world oftrends and behaviour.ELECTRIC INFORMATION GIVES US INFORMATION OVERLOADWe are living in a world of excess. Access to everything and anything has causedthis excess. This world of information overload has created a youth editing culture.The networks, cable TV, magazines, fazines, newspapers, Internet isCommunicating to people 24 hours a day 365 days a year.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 6
  • 7. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000INFORMATION HIGHWAY – INFORMATION OVERLOADELECTRIC INFORMATION OVERLOAD“One of the many effects of living in with electric information is that we live habitually in astate of information overload. There is always more than you can cope with. Now the younghave devised a strategy for dealing with this quite apart from inattention. They devised amuch more potent strategy of mythmakingMarshall McLuhanWE ARE A CONSTANT MEDIAAnd not only is the communication one way, but the interaction one the Internet isstarting a two-way dialog. Blown away is the traditional mass communication, todaythe Net will be used more and more as a 1:1 relationship tool with consumer.This technology has liberated everything, with portable digital video cameras andsatellites links, teenagers in London knows what New York is doing and visa versa.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 7
  • 8. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000Buddha said for 2500 years ago that everything are inter connected & constant changeTHE GLOBAL CITIZENMarshall Mc Luhan’s vision of the global village is a truth. Network beyond culturalbarriers connecting cultures and cities in a way we never thought would happened.The global citizen –Tribalism may replace natiWE ARE EVERYWHERE AT ANY TIME.“But in fact the, Tokyo, isn’t much further away than the suburbs in point of time.So the patterns of human association vary enormously with the amount of accelerationpossible. So, I think of now the city as the planet itself, the urban village.And in fact you could say that with the satellite, the global village has become a globaltheatre, witch everybody on the planet simultaneous participant asactors.So that the student around the globe feel an entire unity among themselves, they feelhomogeneity of interest. They live in an information environment created by electricity. Theyshare the same information or electric environment of information and they share the sameoutlook around the world”.Marshall Mc LuhanBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 8
  • 9. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000THE WORD INNOVATION IS STARTING TO ERODEThe multiply choices around us, have changed the society way of looking at products andservices. The society today is celebrating the rapid changes of ideas, newness andimprovement. In fact, owning new and improved products, whethersoft goods or hard goods have been equated with “hipness”.Innovation is an important word as we moving into the next millennium. We can see theword in a lot of ads (Hugo Boss, Audi) and slogans, and the word is starting to erode as somany other words used by clever AD companiesaround the world (words likeextreme, trends, urban….)WHAT IS INNOVATION REALLY?Innovation world is all about: Go to a new place, mentally or physically develop aclimate and a way of working minimise the real risk so that you can play, have fun,get it wrong, try again! (If you live in aclimate where your life is constantly undertreat, you will spend much of your timeand energy thinking about self defenceandhow to preserve your life)By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 9
  • 10. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000 “If at first the idea is not absurd, then there is no hope for it” Albert EinsteinOVER-INNOVATIONIt’s actually so much over-ovation of innovation that products that haveSecurity/integrity + experience may break trough the clutter.PRODUCT INNOVATION IS KEY TO SURVIVE & KEEP CREATIVE SOULS IN SHAPEThis means the competition in the future will base a lot more of their effort inproduct innovation, in other words more of the recourses will be in invested in thecreative heads and in processes driving innovation; it requires an organisationalBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 10
  • 11. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000culture that constantly guides organisational members to strive for innovation and aclimate that is conductive to creativity. ¨MIX OF TECHNOLOGIES GIVES US NEW & LESS ENVIRONMENTALLY DAMAGING PRODUCTSWe will see a lot more companies using each others different technology to create hybrid -products that have different properties that makes them new and interesting.A muchhigher demand from organizations to reduce use of non renewable sources of energy andenviromentally damaging products & serviceA LOT OF NEW FABRICS ARE BEEING DEVELOPEDWe will see fashion clothes with new fabrics, with technology thatmakes them more durable, build in CD players to play music,earplugs for mobile telephones etc.The car industry has already developed a lot of new material to beBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 11
  • 12. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000used in the fashion industry.So what does this challenge means for us in the next millennium?We will start to see increase in bio & nano tehnology soon in fabricsBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 12
  • 13. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000WHAT WILL THE NEXT YEARS BRING?There is no bible on what is right, definite, exact or precise about tomorrow. But I willremind you of Marshall McLuhan’s words;By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 13
  • 14. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000THE FUTURE IS THE PRESENT(Can’t repeat this enough)“A friend has said the future is the present. If you really are curious about thefuture, just study the present”. Only those who have learned to perceive thepresent can predict the future. They need only predict what has already happenedby being the first to see through pattern recognition.For the future of the future isthe present”.Marshall Mc Luhan.SO WHAT WILL WE SEE & HOW CAN WE TRANSLATE IT INTO OUR BUSINESS?There will be many different directions, but there will always be a unifying theme, aconsistent point of view that spreads throughout youth culture.If we are able to listen, and we be able to filter - and let the youth show us where to lookand how to look - only then will we get beyond the unknown and surf into this thing calledtomorrow.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 14
  • 15. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000 • It’s time to raise the important question, what is young? What is the age of adulthood in the millennium age? • What defines a young person?What is the state of our planet? What kind of reaction will come out of anti-consumerism movements, enviromentalists & consumer slow change inconsumer patterns & demands. We should be very cousious about this.RETROMANIA- Love for all things from the last decades.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 15
  • 16. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000AND WHEN THE MILLENNIUM LET DOWNS - WHAT HAPPENS WHEN NOTHING HAPPENS,THE MILLENIMANIA!The first thing to know about the generation of today is not one or the other thing.In the earlier days you where either a punk rocker, a mod or a skin head certainly you wasnot two styles at the same time. The word of today is “YES I WILL HAVE BOTH”.The second thing to understand is that youth culture has a bipolar personality. Ashumans, we all have bipolar brain - one side that drives our reason. Our likes,dislikes, desires and motivations are all driven by these bipolar forces - what weconsider raw intellect. In other words youth culture is no longer programmed to believe inone voice or become reliant on one message.THEY ABSORB EVERYTHING THEY CHOOSE, MAINLY BECAUSE THERE IS SO MUCH OUTTHERE TO CHOOSE FROM.And at last, every trend and movement has an anti-trend. The more emerging thetrends becomes the more power builds up on an anti-trendBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 16
  • 17. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20004. BODY CULTUREKEY WORDSTHE BODY, A GROWING CONCERN • A growing source of pleasure • Template for innovation • Physical • Spiritual • Home • Expression • sports Longer human lifecycleBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 17
  • 18. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000THE BODY OF THE 21ST CENTURY.MEGATRENDS 2000It’s the soul of the MegaTrends 2000.Body culture is very important as we move towards the years to come. In anyaspect. We use the body to get most out of life. And as we live longer, we need tokeep in shape.In every way it is important. As it is our home, as an expression of you. As antemplate for innovation. Especially when it comes to hybrid products includingtechnology.We look at the body differently from the south to the north, from eastto west. North has a rugged and close to nature behaviour, while south has asensual body and gender. In the east the body is holistic and harmonious, while inthe west, energetic and fit (sports).NATURAL BODY CHEMISTRY, DANCE, ORGANIC & SMART DRUGSThe mind is no longer only the electric centre for world of thought, but also organic,this is interesting, because it opens for a hole new world of chemicals, biochemicals, brain food etc.Brain food meditationBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 18
  • 19. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000This brings us also to more active forms for meditation,new age culture. We see a growing interest for dance, as we want to feel the bodyliving as intensively as possible. It’s the pure alliance of body, mind and senses (there is a reason for techno music that brings the beat of the rhythm to the level of the heart beat). Also the cosmetics industry has discovered to shift of focus from face to body, with body make-up, tattoo, body paint. Body art Another good example is the alliance of Nivea and Philips with the product Philipshave. In furniture design wecan see the same trend, furniture build around the body, and furniture to make iteasier to interact with other people. In retailing we can see the same trend, for example how G- shock watches use their shop material to interact with the body, so its easy to try different watch models.Sports shopping“Shopping is hot on the heels of sports, the, cinema and TV. Stores are energised spacespowered by a life of their own, in full interaction with the consumer’s body and mind”.Ron Kaal, Store design expert,1999.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 19
  • 20. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20000- 1prada openingThe body is a part of the experience of mobility, including technology, cars,bportablecomputers and we can see that in advertising and products.So welcome to this new body culture.*These pictures are added to the orignal presentation as the files was missing ssomewhereEco friendlyness & high tech gives us hybrid productBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 20
  • 21. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000Mix of new and old brings technology makes this shoes form around yourFeet and its also made to attract woman bicycling who isa trendBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 21
  • 22. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20005A). SOUL SAFARIKEY WORDS• spirituality• where are you now, Where are we?• return to nature• from materialism to spirituality• seek and find• reaction of materialism• Demand for the real things, better quality, durable, trusted etcReturn to nature - personal development & higher consciousness.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 22
  • 23. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000FROM MATERIALISM TOWARDS SPIRITUALITYA major shift from materialism to spirituality will start to develop. People all over the worldare abandoning a “have it all” materialistic drive in favour of burgeoning appetite forspirituality. People around the world are expressing a deep need for thingsspiritual. But many aren’t satisfied by the age-old sermonises and moral standardsespoused by traditional religious institutions. A proliferation of night spots with religionthemes, both commercial and as Missions of religious institutions. These have names likeHallelujahs and Club Jesusand, while serving up dinner, dancing, comedians and karaoke mikes, tend to shyaway from alcohol and tobacco.The New age Movement - One third of the earth’s population are member of thebasically monotheistic religions of Islam, Catholicism and Protestant Christianity.They both have “buddha nature”By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 23
  • 24. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000SAVE GLOBAL RESOURCESThis will open up for new ways of producing products and services that will do less harm tothe environment. As in the mega trend Oneism this is an identification that consumers wantbetter & longer lasting products and that they are willing to pay a bit more if its clearlyimproving quality and are eco friendlyGreen thinking geeeting a better gripSUSTAINABLE PRODUCT DESIGNThere seems to be a clear shift towards product design that is build on new method andfeaseable technoloy that does les harm to the environemts and reduce use of non-renewablesources of energy to create the increasing demands for consumer consume products.When it comes to fashion and sustainability there seems to be in opposition, but in fact itcan attract. There are endless possibilities to exstend product lifecycle without taking awaythe newness factor that is fashion.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 24
  • 25. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000LONGVITIVITY OR FADSFashion is equal time but as you know styles comes ad go. There are for jeans business toestablish certain fits and models that is generating enough volume and sale so systems forrecycling, remaking or swap. But the most interesting part is to see how new technologiesover the next years can reduce chemical and use of water. We also believe that there willbecome a massive trend to keep track on quality products and hold on the fewer productsbut rather upgrade and in many cases invest a bit more when purchacse brands.A short fad last maybe six months nano tech water proof, breathing, dryingINCREASE LOCAL LEVEL BUSINESSAnd also at local level it’s possible to involve a larger part of local business in recycling,remaking, repair and redo products and increase local economy. We must also learn tousewhat we got, inseed of constantly chase for material newness (please take time to readStuart Walker, “The Attraction of Opposites)By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 25
  • 26. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20005B). D.I.YKEY WORDS• single soldier• individuality• Art scene• escape from mainstream• The consumer becomes more and more a producer. A prosumerBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 26
  • 27. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000DIY- Do it yourself or desire it yourself. Enter into partnership with with others on a collectivebase.Keywords: Alliances, coalitions, collectives.It’s easier than ever to create your own stuffThere is so many things that can easily be redoneAn old jean – turn into bag – mking own patterns by computers etcWE GET A NEW CONSUMER – A PROSUMER“ In fact we have moved out of the mechanised world into the electric worldwithout especially understand the new dimensions of the new world. It is one ofinvolvement in the scene that people no longer merely spectators of processes,they are very much now involved in processes, and therefore children love to getinvolved in making their own films and making their own programmes. This is thekind of involvement is very natural to people in an electric world because an electricworld is one of circuits, of internal loopings and feedback”Marshall Mc Luhan.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 27
  • 28. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000STREET MARKETINGThe streets are pushing people to become individualistic. Street promoters are agood example of modern-day do it yourself. And a good example of how modernmarketing is working today; To sell a brand to this generation is to get the productinto their hands, then they’ll drive it wear it, or taste it - if they accept it.Street art moves away from traditional freestyle to stencil art Banksy will become a starCONTROL THE STREETS BY WORD OF MOUTHIt’s all about control the brands impression on the street, street promoting will survive asthe only true means of personally “spreading the word” to the niche market.The traditional ways of present your products might change as the socialplayground is also changing.By word of mouth is’t possile especially for products as books, media, electronics & moviesto get popular exstremly fast as the electric world has made the digital technologyBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 28
  • 29. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000NEW PLAYGROUNDSArt galleries moves into “houses” and the new “in”places to socialise are the house, offer home made food, music, local artists…. But intouch with the global world, with links on the Net. This is just an example of the interconnections and indivitualityINDIVIDUALITYthat characterises the DIY. Isa silent escape frommainstream culture, fromeverything that is massproduced and massadvertised?The new generation ofconsumers will be morestraight ahead in theircommunication, ads that aredirect, without ironic or emptyphrase will cut trough.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 29
  • 30. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000PROSUMER“Add the overall changes is that the consumer insists on a lager role, creatively,and wants to become more and more a producer, at all levels. This means that weare increasingly, insisting upon a do-it-yourself world, whether in decision-making,or in consumer goods”.Marshall McLuhanARTThe future of art, or art futura is the new “Rock’n & Roll, replacing well knowidols as pop stars, film makers, writers. . We will see a merging of arts, nature,science. The underground art scene is one of the last fields that is still notoverexposed by sponsors. And in fact the young new scene of artist is basicallydoing what ever they want, with no pressure of what is right or wrong, what themedia, sponsors or audience like or not like. It’s just to take a look at all those newartist who choose to show their work away from the traditional art galleries, andinstead show their work in trendy fashion stores etcBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 30
  • 31. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000WATCH OUT AS ART WILL BECOME THE NEXT BIG THINGNot only with use of traditional materials, but with use of modern technology, new media.“The art movement is going to be important, because the art world is unique and personal.Globalisation makes people want that. When a product is launched here, you can get iteverywhere thenext day; a movie opens here and the next week it’s in Europe. But thatsameness is something the art world has rebelled against.SINGLE SOLDIERThe individuality and the strong need for self consciousness in life is growing strong.The anxiety of become as the parents divorce generation.Food for one person (how difficult isn’t it to buy food for one person), restaurantsfor one person, meeting places, holidays for single person places. Clothes toexpress, more money for self - marketing in life. High fashion, prestige brands andexpensive products will gain (absolute modernists). Because of later settlement inBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 31
  • 32. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000life, more money will be used on personal consumer goods, travelling, selfmarketingetc.5C). POSITIVE ANARCHYWORDS• healthy lifestyle• believe in yourself• symbols and codes• sports• NetworkingSYMBOLS WILL BE MORE AND MORE IMPORTANT AS FASTER THE MEDIA WORKSsymbols of unity (peace, circles, yin and yang) are mixed withpositive message like “seek the truth” and “one love”. This movement is import regardingthe way we choose to live our lives, the way we choose products (nature, hemp,material),travel, and services.S.H.A.R.P movement. Vegans, against -animal based food.To become straight, disciplined, conservative and spiritual.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 32
  • 33. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000SYMBOLSTo feel special, to be separated from the tribe. The brand E. Play from jeans labelReply has a very shamantistic philosophy, gathering images and design from allover the world, collecting the design exclusively trough e-mail. To encrypt symbolsfor logos are creeping into the mainstream. Company like Nike use the swoosh, butit’s few companies who have no other name than a symbol. The symbol of the artistformerly know as Prince is one of the first example inyouth culture. The tags of the future will belong to the people on the streets whocreates a coded language, look for symbols and images that are representative ofstrength, unity, peace, sharing, collective consciousness, intellectual celebration.The word out -diic (“do it in code”).SPORTS- sport will remain the dominant cultural form of the coming years. Sport isdriven by fundamentals trends of our time:• Body and fitness• The new aspirations of women• Fashion, leisure prosperity• The growing power of TV -people wants to belong to big events, to sharesomething in common. Like the World Cup in football. Or like belonging to ateam, clan, it’s not any longer pure nationalism, is tribal globalism.• The new values of businessBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 33
  • 34. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000The range of sport is exploding, today choice, differentiation, self-expression,creativity, fitness, health and body is the emphasis. Rather individual than theteam influenced. As rock stars where the idols of the 60, 70, 80 and 90’s, It’s nowthe turn for Sports stars to become role models for the young generation. And notin the traditional way, but in a new, fresh and funky way. Look at sport stars likeDennis Rodman, Terje Haakonsen, Daniel Frank, Tony Hawk, Danny Way…… We canrefer to these funky athletes as modern Adrenaline Junkies or free sports. Free sportsare good for television, and a good alternative to endless rock videos. For theAdrenaline junkies is all about absolute overkill - to break the barriers, toexperiment. To use your body to feel li“If at all possible, I would like to live my life to the fullest, with the biggestarenaline rush possible. When you feel a surge of endorphins running trough yourblood, trough your head - I don’t think anything can top it. Life should be just onebig adrenaline rush. I don’t ever want to be in my fifties saying, Gee, I should have- I want to say, Yeah, I did that and I had a damn good time doing it. I want to sayI did most everything - and did it with pursuit of adrenaline -natural, untaintedadrenaline”. Kenny, Twenty, New York.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 34
  • 35. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000NETWORKING & RELATIONSHIP WITH ALTERNATIVE RETAIL- When it comes to gain respectand get entry into alternative distribution ( as where the adrenaline junkies shops)you have to participate local if you are a big brand, otherwise they will reject you. Ifyou on the other hand does activities to gain, help the culture, you will soonbecome a hero. As one of the best street skaters in the world, Christian Brox haspointed this important message out to Levi’s in Norden. A good example of thiswas the sponsoring from Levi’s, of a video for a young skater in Norden to helphim promote himself as a pro skater. The investment was 500 dollars, now he is apro skater, with respect for the brand and they now work together.11The media is still reluctant to cover women’s sport, but there are signs of changearound the world. As the number of woman involved in sports rapidly increases,media attitudes will change. Woman are boxing, men practising yoga. Thetraditional boundaries of sport are changing. In terms of design, there is a moveaway from traditional ideas of what is constitutes “feminine” wear. Function is all.Thongs and patterned leotards are out; unisex leggings and vest tops are in.Mind sports will gain and gain impotance I a fast worldBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 35
  • 36. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000ONEISMKey Words • comfort • order out of chaos • simplify • details in life • rise of intuition • Less objects • Increase qualitiyBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 36
  • 37. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000MINIMALISM-Just to take a look at magazines like forexample Wallpaper, where youcan read and see pictures of minimalistmostly cold Nordic architecture,furnitureand clothing design. This design havefor a long time invaded the world ofrestaurants and bars around the world.We might see the top of the peakcomingwhen it comes to minimalism as a trend today. It’s all about function. We might seethis minimalism trend in the light of a world ruled by chaos. There will be a shiftFROM REASON - BASED TO CHAOS - BASED LOGIC. Based on the movement away fromconsumption to stealth wealth and “downward nobility”, with it’s demand not formany things but a few good things. This is a signal of function and minimalism.Art moving into minimalism. Maximising - minimalism. A reaction to the endless choicewgot.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 37
  • 38. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000THE RISE OF INTUITION…..”In the real world, if you study all the informationavailable to you that might help illuminate a single decision, you will go blind fromreading. There is too much of it, and thanks to connectivity, it is tooinstantaneously accessible. In the real world, if you ponder all the contingenciesthat might bear on a single decision, you will go mad from planning. The process istoo compressed. The variables could fill the Milky Way”…..” If you are going tosucceed in chaos, you must connect with chaos. What does that mean? It meansthat you must trust in intuition, trust in self”).MINIMALISM IS MOVING MORE ANDmore into comfort. Comfort is the millenniums newest code word, whether itmeans staying in for dinner, clothes made from fabrics that can be packed andunpacked without looking like it or tossing away conventions. Lee Edelkoort, a trendforecaster and consultant to many fashion houses, says no one has yet zeroed in onwhat she calls “softwear”. “Comfort is the biggest concern for people” agrees DeeDee Gordon, who serves up her predictions quarterly in The L Report. Gordon citesthe popularity of sports clothing and renewed chic of Birckenstock as examples ofthe trend. “People want comfort not only in terms of what they wear, but what theyeat, how they smell and where they live”. Hip restaurants have also gone intocomfort mode. New York’s Babbo take its style cues from an old Italian countrytrattoria, while Les Deux in L.A. boast bohemian touches like mismatched antiquesilverware.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 38
  • 39. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000Chinos from G-StarDETAILS IN LIFE- or slow is beautiful. As an opposite of the 24 hours 365 days a yearshoppingmaina, there will be an alternative view on life. We live in a zap culture,zapping between TV channels, meetings, pressure deadlines and the twin demandsof personal and professional life.We need to fight against the BURN OUT syndrome by slowing down. To payattention to details in life, but also to details in everything we want to wear, buy,travel…..The Italian academic Ezio Manzini is favour of “selective slowness”: When I amworking, I’m the machine and there is no way I can move slowly. But when I leavework, I try to switch off, slow down and do things that make me feel good, like goout to the country and relax”.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 39
  • 40. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 20005 SDGPKey Words• drug culture• game culture• use your body as a experiment• technology implant• TechnomainaSalvador Dalis Garden Party - the world of surrealism. The fantasy world we createand we want to live in. Role play games & real role play games. In the UK and inSweden theyre having playground for real rolegames, where they play for up to aweek totally in their own world. The clubbers in clubland is an example of themodern day surrealist. When their penchant for fun, they live out their fantasies inthe clubs, the parties, and shows, dressing like cartoon characters, or whateverthey wish. Underground parties have become galleries, galleries of fantasy. OtherBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 40
  • 41. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000Salvador Dali was a surrealist but he is actually making the image Meta psycis and indeed not just a funny charactergroups of urban surrealist escaping into other forms of art, using a platform of newtechnology and traditional form (tattoo) to create new form of visual hybridsbetween graffiti and futuristic graphics. Sim City. Hello and welcome to Sim City.Congratulations on your election as Mayor of the finest Sim Cities in the entire SimNation. I’m sure you are eager to get your city started,but there is a few things you need to know before you dive in. As a Mayor, your jobis twofold. You are charged with creating a city that brings your dreams to life, butyou also have to provide a good life for your Sims. “What’s a a Sim”, you ask. All ofthe people that live in all of the little Sim Cities is that huge Sim nation, they’re allSims and you are they’re new Mayor. But………By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 41
  • 42. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000There are all kind of cities that Sims are willing to live in. There are Sims who’d liketo live in an metropolis, or maybe an industrial town is more their thing. Sinceyou’re the Mayor, you can build anything you desire and you can count on thebeing some Sims that wants to move in. If you want, you can even put together alittle island out in the middle of nowhere and, if you set up the place right, Sims willmove to your city in their hundreds. What’s most interesting is that if you try toturn of the game, you are still in the game playing.TECHNOMAINA- a community progressive in technology.THE ELECTRIC WORLD.‘“In fact we have moved out of the merchandised world into the electric world withoutespecially understanding the new dimensions of the electric world”.Marshall McLuhan.By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 42
  • 43. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000The development we gonna see in technology is gonna chance the way we interactwith product s and services in the near future. The “bluetooth” technology meansfor example a hole new way of communicating trough other objects than usual. Thebusiness of shades might chance dramatically, if we see the glasses as screens, thenew technology will bee hidden in the FRAMES AS HEADPHONES, AND THEGLASSES WILL BE USED AS SCREENS.Think about the information with mobilephones + Internet. It will be possible to scroll anyweb pages you want across the inner eyepiece in your latest Okley sunglasses. This is thefuture of the way to communicate, when images, maps etc.is important. The question is nolonger the technology, but the way we choose to deliver our communication. By nowtechnology is far above communication models.The future is how technology choose to interact with communication, the softwareto provide easy communication, and the comfort of use the material.Hope this will give you a few guidelines & focus where we should use our energyWith best regardsKenneth LyngaasTrend SpecialistLevi Strauss Europe Middle East & AfricaBy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 43
  • 44. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000SourcesKenneth Lyngaas Trend Specialist Levi Strauss Europe Middle East & AfricaStuart Walker -Innovation & Creativity Jonne Ceserrani & Peter GreatwoodYear Delta Watt Wacker & Jim TaylorInnovation overview and - future challenges Brian S. CummingCDT Brussels Trend & directions Fall 99Trend Letter February 4, 99Trend Letter December 99Infosamfunnet barn - en ny logikk for vår tid Paal Fure & Gaute AskheimBengal Consulting Brand Management & Trend consultingStreet trends Janine - Misdom & Joanne De LucaYouth culture Identify in a post-modern worldThe Quickening Art BellTrend Souts EuropeWallpaper March 99Viewpoint issue number 5Sim City 3000RISC presentation of Levi’s TypologyRISC seminar spring 99The Added Value Company The Kids we called the consumersVW does 2000 March 1999Understanding Mc Luhan Southam InteractiveBengal Trend letter March 1999Marshall Mcluhan – The medium is the message. The GutenbergCaroline Parent Creative Director LSEMABy Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 44
  • 45. Mega Trend presentation Levi Strauss Europe, Middle East & Africa 2000By Kenneth Lyngaas Trend Specialist Levi Strauss Europe, Middle East & Africa Page 45