Clúster Hàbitat - Loeb

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Clúster Hàbitat - Loeb

  1. 1. Beyond TrendsApplied trends: How to integrate trend-setting into Home & Furniture successfull strategies ? 2011-2031 ACC10 Barcelona, 02/01/2011
  2. 2. Sources of the presentation: Personal trends dashboard Markets, Targets, Occasions Professional Fairs and Shows Best Practices Hot News Trend Scouting Map City Guide
  3. 3. 0.0On good use of futurology and trends
  4. 4. What is a trend ?What we currently refer to as “trends” is therefore a composite form of all theinfluences which can impact markets:-  emographic changes D-  hanges in major socio-cultural currents C-  hanging collective aspirations and objectives C-  hanging customs and attitudes C-  he changing ethnic context T-  ajor events M
  5. 5. A trend is therefore the film of the meeting between an offer and a demand at a given momentTechnological Socio-culturalevolution evolution Demand Offer Evolution Evolution Opinion leaders Imaginaries cycleevolution (dreams and desire)
  6. 6. Consumer markets affect each other Cinema, literature Contemporary Art Music, Cutting edge press Philosophy Selective fragrance Architecture Fashion, jewellery Underwear Cars Cosmetics (care, make up) Luxury watches Places (points of sale, Mass consumer electronics cafés, hotels, restaurants) Cleaning products Food Homes, interiors
  7. 7. 3 levels of trends that are overlaping Imaginaries cycles that define dreams and desire2011 2012 2013 2014 2015 2016 2017Tactical answers to market evolution2011 Demand Long Term Evolution 2021 Medium To Long Term Trends2011 Offer Long Term Evolution 2031 Long Term Trends
  8. 8. Agenda1 Long Term Trends (2011-2031)2 Medium To Long Term Trends (2011-2031)3 Cycles of Dreams & Desires (2011-2018)
  9. 9. 1Long Term Trends2011-2031
  10. 10. Film
  11. 11. The end of crisis ? Recovery in U, in W or adiscontinued long term crisis ?
  12. 12. Don’t wedeny thereality ?…No back lookingWorld Quarterization
  13. 13. The first 6 en 1crisis… 1 - Financial2 - Monetary3 - Food4 - Raw Material5 - Balance of power6 - Ecological The end of a cycle ?
  14. 14. 2011-2031Welcome in the post-humanity ! Synthia  Mycoplasma mycoides JCVI-syn1.0
  15. 15. Crisis provide marvellous opportunities !
  16. 16. Business opportunities and key driversAnticipate and create new consumers needsImagine indulgences with a gift spiritBe provocative with pricing: low cost and very expensiveCreate new business models
  17. 17. 2Medium To Long Term Trends2011-2021
  18. 18. A new segmentation for the consumer goods markets Emergents Mass market Consumption 2.0 + Price Luxury Luxury Luxury Premium Access Discount Low cost with added value - From textile wind to sand glass
  19. 19. Medium to LongTerm TrendsMotivations, needs,fears that determineusage and attitude A neurobiologic objectivation
  20. 20. Five families of trends for the five next years OTHERS PLEASUREORIGINS ERGONOMICSBIOVITALITY
  21. 21. Five families of trends for the five next years RewardBIOVITALITY ERGONOMICS ORIGINS PLEASURE OTHERS Harmlessness Autonomy Identity Discovery Status Anti-stress Right now Ethnic Customisation Ego-casting Tone/vitality Mobility Playing for time Regression Emotional Holistic health Easyness Ethical Hedonism Refocusing Youth Lifestyle Ecology Strong sensations Need for sensesIndividual control Comfort Simplicity Honesty Narcissism Neurosis Assistance Defiance
  22. 22. Five families of trends for the next five yearsFamily n°1BIOVITALITY
  23. 23. En 20 ans le nombre de personnes Biovitalityallergiques a doublé et les allergiessont la premièrefitness to de maladie and youth From survival and source holistic controlchronique chez l’enfant… technological and scientific progress making possible a society of The machine-based society has brought about plenty and, above all, an improvement in the conditions of hygiene and health in the whole population of the western world. We are in better and better health – older and better for longer. The aging of the population, increase in life expectancy and the improvement in diet make health research one of the important trends in consumption. In the short term this is shown by the continuing emergence of an age group with new requirements, the seniors (aged 50 – 120). Seniors are the leading health consumers, and the young seniors become leaders of opinion, especially when they are from the Baby boom generation, born after the Second World War, which knows how to make itself heard and leave its mark on society. Perfect Health has become a Holy Grail for many consumers and anything that could undermine this is rejected. This results in the need for harmlessness in their close environment for everyone, the refusal to accept bacterial or chemical attack and even insecurity provoked by other humans.  Technological progress at present produces its own limits, with the appearance in the last few years of ethical problems linked to biotechnology and to abuses linked to systematic research into productivity. Individual responsibility overrides collective responsibility. Health has become pro-active and social standing or, conversely, illness has become status-enhancing because it is exploited. Plenty, or its absence, results in stress and thus the search for anti- stress solutions and well-being. Since increasing social standing in the consumer society requires performance, there is a need for tone and vitality. At present, relaxation and energy should naturally follow one another, under the influence of a more oriental vision, holistic (holos in Greek means “whole”) and of a global harmony in society. At the moment the continuous lengthening of life sets a vague limit on eternity, generating great anxiety about ageing. The older one gets, the more one wants to project a young image, that of youth. Individual control over one’s survival seems to be the only valid guarantee of this.
  24. 24. HarmlessnessHOME VISION 2008 – 2013
  25. 25. WELL-BEING ERGONOMICS ERGONOMIE ORIGINS PLEASURE OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control The desire to protect our privacy and that of those close to us when faced with an ever more hostile environment, and the rejection of pain.PRIORITY TARGETS:Families, babies, young children, seniors (55+)DRIVING MARKETS:Hygiene and health, diet, cleaning productsTRADEMARK PRODUCTS AND SERVICES:BEAUTY: The Doctor ’s brands in the United States (NV Perricone Cosmeceuticals, Dr Murad, etc), ranges for sensitive, reactive and atopic skin, packaging retaining product safety (e.g. “upside-down pumps with vacuum air-locks),ultra pure aromatherapy and 100% certified natural & organic productsTECHNOLOGY: refrigerators with barcode reading to anticipate products passing their expiry dates, or refrigerators with protective interior coatings (e.g. BOSCH with an Agion interior coating of silver ions acting as an antibacterial shield /AEG) INNOCENT BOSCH refrigerator with SEB ACTIFRY Smoothies Agion to preserve the (Prevents from fat Detergent for No glove Tendriade Sourced water Gluten Free Food freshness of food longer while cooking cold water (no bleaching Traced steack ice cubes French bleach) detergent Fries)
  26. 26. ANTI-STRESSHOME VISION 2008 – 2013
  27. 27. DOMOVISION, courants d’évolution du cadre de vie Beauty Vision WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control A desire to compensate for ever more stressful daily life, to relax, to calm down.PRIORITY TARGETS: Adults, working population or studentsDRIVING MARKETS:Over-the-counter pharmaceutical products and nutritional supplements, leisure, homeTRADEMARK PRODUCTS AND SERVICES:•  NUTRITIONAL SUPPLEMENTS: ginger capsules, OENOBIOL Omega 3 Anti-Stress•  BEAUTY: boom in aromatherapy, well-being, spas (leading leisure industry in the US in 2006), sensory products with anti-stress effects •  WAY OF LIFE: Feng Shui, relaxation chairs (massage, zero gravity position), candles and incense, soft lighting; the bathroom has become a centre of well-being in its own right, anti-stress accessories (mellow/reassuring)•  LEISURE: boom in gardening (number of gardens X2 in 30 years), creative leisure activities, outdoor sports (15 Million ramblers in France) SMILEY anti stress Johanna Hyrkas LED EVERSTYL METHOD antistress FLEECY aroma therapy softener Shiatsu massage fragrance by Ora Ito bathroom carpet relaxation chair flavor candles robot BENEFITS SOUGHT: Anti-stress, compensation, relaxation, anti-dépression, energy regained
  28. 28. TONE/VITALITYHOME VISION 2008 – 2013
  29. 29. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINES ORIGINS PLEASURE PLAISIR OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / global harmony 5. Youth 6. Individual control A need for continuous energy in an ever-more exacting daily life.PRIORITY TARGETS:Adults (25 -55), seniors (55+)DRIVING MARKETS:Over-the-counter medicines, cosmetics (skin care, hygiene), nutrition, cars, sport TRADE MARK PRODUCTS AND SERVICES: •  HEALTH: VIAGRA, home spa cubicles (high pressure shower jets, hydrotherapy)•  BEAUTY: hydrating and energising treatments (e.g slimming/firming treatments (Biotherm homme Abdosculpt)•  ELECTRICAL GOODS: Innovations with added value, for example TANITA BF 579 impedence meter which calculates the body mass index as well as the water content in the body. Success of the Bodymaster Vision from TEFAL launched in 2002.•  TEXTILES: ergonomic sports clothing, intelligent, high-performance textiles, biomimetics.•  SPORT: growing success of home fitness and body conditioning equipment, shoes with appropriate shock-absorbing systems (e.g. Adidas One),success of vitamin water and energy drinks GLICO GNC Womens Ultra POWERPLATE NIVEA Vitamin supplement for improved BULL GLACEAU RED VIAGRA tablets KISS MINT (Japon) Mega Beauty and Vitality device Energy Fresh gaming skills (Jap) Vitamin C water ProgramBENEFITS SOUGHT:Maintenance of physical and intellectual performance at a high level
  30. 30. HOLISTIC HEALTH GLOBAL HARMONYHOME VISION 2008 – 2013
  31. 31. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control A global approach to health and well-being integrating body and mind.PRIORITY TARGETS:Women 35-45, women seniors (55+)DRIVING MARKETS: Over-the-counter medicines, cosmetics, lifestyleTRADE MAKE PRODUCTS AND SERVICES :•  EAUTY: Holistic brands such as ORIGINS, l ’OCCITANE, KERASTASE; a boom in beauty and well-being salons (e.g. Yuki Sharoni salon & day in BLos Angeles, combining hair salon, nutritional advice, treatments, aromatherapy, massages, etc), spas at home, development of oriental practices:acupuncture, martial arts, Chinese medicine, reflexology massages, Shiatsu, etc.•  ISTRIBUTION: revision of the classic concept of GMS towards more personalised services: fresh fruit juice bars, softer lighting, warmer Dmaterials •  UTRITION: new ingredients such as green tea, white tea, cranberries. Also “nutriceuticals” (Actimel, Pro-Activ, Micro-Fluid, etc) N•  IFESTYLE: success of Feng Shui L Aroma-cosmetics LUMAE (L’Oréal + Coca-Cola) DANONE Actimel Electronic Air purifier Yuki Sharoni ORIGINS DÉCLÉOR by Hitachi salon & day Alicament for the beauty of the skin Activia (Los Angeles)BENEFITS SOUGHT:Balancing / rebalancing, recharging one’s batteries, regenerating; harmony, plenitude, calmProducts offering double benefits, physical, overall wellbeing and psychological at the same time, reassurance, hedonism anddreams
  32. 32. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control A global approach to health and well-being integrating body and mind. VENGA (functional energy drinks) MOXA encens COJEAN: jus d’herbe et salade santé KUNCHOFUKU Air-Conditioned Bed NESFLUID: Well Being Drink a soft bed covering with two dual fans at the foot of the bed which pull and circulate air through the membrane(Jap)HBI Acupuncturewrist device toimprove sleep + 0 Air humidifier SUPERFRUITS Yuki Sharoni Lumaé (L’Oréal + Coca-Cola) jus de fruit anti-oxydant salon & day LTK2000 Therapy Station (Japan)(Corea) Medifood for the beauty of the skin (Los Angeles)BENEFITS SOUGHT:Balancing / rebalancing, recharging one’s batteries, regenerating; harmony, plenitude, calmProducts offering double benefits, physical, overall wellbeing and psychological at the same time, reassurance, hedonism and dreams
  33. 33. YOUTHHOME VISION 2008 – 2013
  34. 34. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE1. Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control Fighting against ageing, remaining eternally young.PRIORITY TARGETS:Adults (40+) Seniors (55+) DRIVING MARKETS:Over-the counter medicines, nutritional supplements, cosmetics , fashion, carsTRADE MARK PRODUCTS AND SERVICES:•  BEAUTY: success of anti-aging cosmetics, home tooth whitening (Rembrandt, Colgate Simply white,Go Smile! etc), cosmetic surgery, BOTOX injections, RETINOX “I’m 10 years younger”,•  HEALTH: VIAGRA, DHEA and hormonal treatments of the growth hormone type•  CARS: the Renault MODUS “Get bigger! Why?” MAC DONALD ’S Demi Moore for Sharon Stone ROC Retinox Precision Age Delay Himalaya BOTOX Crete salad based diet H.RUBINSTEIN For DIOR from CHANEL Goji Berry Huice BENEFITS SOUGHT:Remaining on top form, at the top of one’s potential for as long as possible; preserving one’s health and youth. Repairing the deficiencies linked to age, mental and physical decline
  35. 35. INDIVIDUAL CONTROLHOME VISION 2008 – 2013
  36. 36. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINES ORIGINS PLEASURE PLAISIR OTHER ALTERITE ALTERITE1.Harmlessness 2. Anti-stress 3. Tone / vitality 4. Holistic health / Global harmony 5. Youth 6. Individual control I manage my life and my environment as I see itPRIORITY TARGETS:Adolescents (13-17), young adults (18-25), adults (26-55)DRIVING MARKETS:Design, fashion, decoration, entertainment and leisure (music and literature), healthTRADE MARK PRODUCTS AND SERVICES:BEAUTY: Development of professional treatments in kits for home use: skin treatments (dermabrasion); tooth whitening, home hair colouringLIFESTYLE: Success of “young living space”, furniture in kits and modules/movable unitsHEALTH: Expansion of self-medication, self-diagnosisSERVICES: On-line banking (Egg in UK, Bnp Parisbas.net) Professional brand FUWARIKA by Kanebo LAVERA developping Anti odor candy for the skin KLAF Sauna, Self-assembly Mobile office furniture, WELLBOXhandcream for home use JYVKESBENEFITS SOUGHT:I change according to my mood/Control of my appearance, my health/Autonomy
  37. 37. Five families of trends for the next five years Family n°2ERGONOMYERGONOMIC ERGONOMICS
  38. 38. ErgonomicsFROM EVERYTHING AND NOW TO MADE-TO-MEASUREConsumer society favours the free, responsible individual. However, man is by nature gregarious and crazedindividualism is losing its appeal, as it leads to solitude and fragility in a world of technological or economic powersthat is gaining even more ground. Consumers have taken their destiny into their own hands for the past three decadesand are searching for access to products and services that can be used without learning and are specifically adaptedto their needs, as they are increasingly assisted by online technologies such as the Internet. We need to be able to geteverything ourselves ... and now! Autonomy includes the freedom of mobility, whether technological, food-related or,and especially, mental; the refusal of all restrictions of any kind has led to a search for practicality, rapidity and ease ofuse. No one wants to read instructions any more. We really do not need to do everything on the street in rollerskates, but to be able to do so is essential. In our protective, comfortable cocoon, on the other hand, we favour aglobal harmony with an individual art de vivre” that is proteiform and corresponds to our hopes. From a brandshowroom to a Feng Shui balance, a faith without practice, a cosmic relationship with one’s imagination and a hopedfor environment. Pragmatic assistance for physically challenged people, whether young or old; moral support beforethe great leap into the unknown. The denial of a burdensome, cumbersome, dangerous and violent world, and anescape to the virtual one. An Olympian paradise or megabytes that wander from chip to chip.
  39. 39. AUTONOMYHOME VISION 2008 – 2013
  40. 40. SURVIE WELL-BEING ERGONOMIE ERGONOMICS ORIGINES ORIGINS PLEASURE PLAISIR OTHER ALTERITE 1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5 .Lifestyle 6. Comfort 7. AssistanceTo be self-sufficient for as long as possiblePRIORITY TARGETS:Children (8 plus), adolescents (12-17), young adults (18-25), adults (25-55) andseniors (55 + without severe handicap )DRIVING MARKETS: New technologies, finance / insurance, staple convenience goods, health, sport and leisure, servicesLIVING ENVIRONMENT TRADE MARK PRODUCTS AND SERVICES:•  BEAUTY: Professional home hair colouring kits (Color Expertise from L’ORÉAL PARIS), dental whitening kits, dermabrasion kits,long lasting styling,antiperspirant, 2 in 1...•  DISTRIBUTION: Development of self-service supermarkets (YATOOPARTOO, 7eleven, Kombinis in Japan)•  LONG LASTING PRODUCT: watches without battery: Kinetic by Seiko Samsungs Hauzen robot IKEA Home Design kit SEVEN ELEVEN DAILY MONOPCANDY Trio - combination oven, hoover. convenient Convenience storehob and dishwasher in 60cm space stores KombinisBENEFITS SOUGHT: Availability (access), long-lasting, permanence, ease, simplicity, evidence, automated (intuitive, simple applications)
  41. 41. RIGHT NOW!HOME VISION 2008 – 2013
  42. 42. SURVIE WELL-BEING ERGONOMIE ERGONOMICS ORIGINES ORIGINS PLEASURE PLAISIR OTHER ALTERITE1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceNo more waiting, enjoy everything one wants, at any time and in any circumstances.PRIORITY TARGETS:Young adults (18-25), adults (25-55) DRIVING MARKETS: New technologies, entertainment industry, service industry, beautyLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  BEAUTY:  ”Coup d’éclat” (“touch of brilliance”) products, self-tanners (including DHA showers), minute face lifts etc. E.g. Ice Source•  TECHNOLOGY: FLOW, TRANSPORT, TELEPHONY: 3G mobile telephony services and on-line personal assistants of the BLACKBERRY type (to come, 4G technology presented to CeBITT of Hanover)•  INTERNET: Ultra high-speed Internet subscriptions, possibility of permanent connection, at any time.•  SOCIAL LIFE: Speed dating Swiffer Wet jet Application de localisation MAC DO Mc Cain Frit Up Self Heating Coffee STARBUCKS WiFi et bornes de paiement expressBENEFITS SOUGHT:•  Immediate satisfaction of requirement/Information in real time/Availability and speed of action
  43. 43. MOBILITYHOME VISION 2008 – 2013
  44. 44. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLAISIR PLEASURE OTHER ALTERITE1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceNot being hampered, can move about in complete freedom and use products which adapt to my rhythm of lifePRIORITY TARGETS:Adolescents (12-17), young adults (18-25), adults (25-55), seniors (55+)DRIVING MARKETS: •  obile telephony, transport, the food industry, beauty, household upkeep, living accommodation (student residences and hoteliers), tourism M(Timeshare, bungalows, mobile homes, camping cars) and leisureLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  BEAUTY: Travel kits, single applications (e.g. Nivea Monodose after sun mask), extra-flat makeup cases•  ELECTRICAL GOODS: Mobile household electrical goods: SAMSUNG Micro Mobile microwave ovens (less than 10kg, carry handle, rechargeable), GPS, DVD players in cars•  TECHNOLOGY ACCESSIBLE FROM EVERYWHERE: laptop and Wifi, PDA•  ENTERTAINMENT ACCESSIBLE FROM EVERYWHERE: Ipod, Sony PSP, mini DVD Player, TV on mobile phoneENVIRONNE takeaway PIZONNI HEINZ STARBUCKS wipes to clean vegetables On the go BBQ grill Micro-onde USB MILTON « no soap or water! » Take-out coffee bottled BENEFITS SOUGHT: Ease of transport, nomadic in nature and mobility, practical characteristics, lightness, polyvalence, functionality, ease of use, multi-connection,interaction, permanence, instant availability, instantaneous, speed and speed of access, communication and access to information, adaptability and abilityto be modularised for equipment in relation to the diversity of living accommodation (work and leisure)
  45. 45. PRACTICALITYHOME VISION 2008 – 2013
  46. 46. WELL-BEING SURVIE ERGONOMICS ERGONOMIE ORIGINES ORIGINS PLEASURE PLAISIR OTHER ALTERITE 1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceWith the world becoming more complex, a demand for reduction of constraints, obtaining pleasure, time gainPRIORITY TARGETS:Adolescents (12-17),young adults (18-25), adults (25-55), seniors (55 +)DRIVING MARKETS: •  Electrical goods, cleaning hygiene, nutrition, furniture in kitsLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  FURNITURE: Success of IKEA (world leader in furnishings and 60 years of strong growth with furniture in kits to be taken away, click-click benches, fold-away beds, trestles, folding chairs)•  SERVICES: MONEO card (payment made easy) and NAVIGO (communal transport in the Ile de France area)•  BEAUTY: Multi-function products, express (e.g. shampoo for fast drying), 2 in 1, e.g. makeup remover + lotion, lip + cheek pencils, long-lasting products; beauty drinks, beauty MICROFLUID, adapted to each beauty problem) CANARD cleaning kit containing 4 soap refills Robot soda dispenser JOSEPH JOSEPH « Chop2pot », ALESSI HUGGIES Hermé+ Crasset Waterproof disposable huggies chopping boardBENEFITS SOUGHT:•  Simplicity, practical to use•  Items easy to understand, easy to assemble, intelligent design, easy to understand instructions•  Research into the items, functional quality: intuitiveness, adaptability, easy to handle, practicability, efficiency, ease and speed of use, time-saving, multi- function, ready to use or prepared etc.
  47. 47. LIFESTYLE LIFESTYLEHOME VISION 2008 – 2013
  48. 48. SURVIE WELL-BEING ERGONOMIE ERGONOMICS ORIGINES ORIGINS PLAISIR PLEASURE OTHER ALTERITE 1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceMaterial values are balanced today by immaterial dimensions which must include psychological and multi-sensory dimensions. Emotion becomes animportant value.PRIORITY TARGETS:Young adults (18-25), adults (25-55) and seniors (55 +), women, but also an even younger target: children (7-10)DRIVING MARKETS Architecture, decoration/design, outside catering, cosmetics, luxury marketsLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  ARCHITECTURE/HOUSE/DECORATION: Growing influence of designers in furnishing and items for daily living to enrich the functional nature of a more expressive form, aesthetics and sensuality (E.g. Colour codes and contemporary shapes of furniture and other items from M. Crasset, furniture and lemon press from P. Starck, armchairs from M. Newson etc.). •  BEAUTY: Multi-sensory textures and packaging, search for aesthetic and sensual packaging, reference to worlds with strong identities/lifestyles (Caudalie with vinotherapy, Lush, Aveda, the dreamy nature of Nuxe, Kerastase beauty rituals),eaux de Colgne by Marc jacobs, Jil Sander Style,Davidoff Silver ShadowBRABANTIA BANG OLUFSEN Fiesta Kitchen Knives by VINERS Lemon press NESPRESSO Embryo chair PHILIPS AureaTrash disposal by P. Starck coffee machine M.NewsonBENEFITS SOUGHT: •  Improvement in the quality of life and daily environment•  Living the experience of the use and handling of objects: vibrations and sensations, sensuality, emotionality, psychological effects•  Being moved by the beauty of shapes, aesthetic harmony and enjoying pleasurable moments at the sight of objects or places.•  Being part of a group sharing the same values and the same taste in “beauty”
  49. 49. COMFORTHOME VISION 2008 – 2013
  50. 50. SURVIEWELL-BEING ERGONOMIE ERGONOMICS ORIGINS ORIGINES PLAISIR PLEASURE OTHER ALTERITE 1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceThe search for both exterior and interior comfort in all life situationsPRIORITY TARGETS:Young adults (18-25), adults (25-55) and seniors (55+)DRIVING MARKETS: The world of sport, cars, textiles, furnishing industry and living environment in generalLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES: TECHNOLOGY: Lifestyle and living environments invaded by screens, multimedia and wireless connections throughout the house FURNITURE: Adaptation of objects and buildings to man’s new morphology (e.g.: height of kitchen worktops and bathroom washbasins reevaluated), influence of the functional nature of professional chairs, studies on the 127° position, Lounge Armchair from VITRA, Relax armchair from Eric Jourdan (Roset range), Calin from P.Mourgue (CINNA), and comfort relaxation seats CARS: Ever more comfortable interiors but, most particularly, aids to make driving easier (speed regulator, ABS, stabilisers etc.) BEAUTY: Second skin products, ultra-rapid penetration products, comfort and well-being products, e.g. facial colour embellishers BIOTHERM NIKE Free ARMGELsecond skin Eames lounge chair sense comfort MEPHISTO MIOCARE COMPEED technology Non-Biological Second skin bandage BENEFITS SOUGHT: washing powderWell-being and physical and mental relaxationBetter concentration and brain function
  51. 51. ASSISTANCEHOME VISION 2008 – 2013
  52. 52. SURVIEWELL-BEING ERGONOMIE ERGONOMICS ORIGINS ORIGINES PLAISIR PLEASURE OTHER ALTERITE1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceA need for explanations, help and reassurance in an ever more complex worldPRIORITY TARGETS:Young adults (18-25), adults (25-55) and seniors (55 +), Seniors (65 +), disabbled peopleDRIVING MARKETS: Insurance, cars (24/24 assistance), agri-food industry, computing, securityLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  AFTER-SALES SERVICE: Telephone assistance becoming more general, more and more complete, high-performance after-sales services•  AIDS FOR MAKING CHOICES: Internet comparison makers (e.g. Kelkoo), magazine (e.g. Que Choisir) or FNAC guides to facilitate choice amongst the plethora of offers; labels (label rouge, Stiftung Warentest in Germany , etc.)•  COSMETICS: Expiry after opening date indicating the period during which the product can be used after opening to prevent incorrect use of the product, coaching (beautician, hairdressers, makeup artists); “SOS” and emergency beauty treatments, SOS Summer treatments from SUNSILK.•  ELECTRICAL GOODS: Intelligent household electrical equipment (refrigerators linked to the Internet, SAMSUNG, ROWENTA type robot vacuum cleaners/Trilobite Electrolux)•  HEALTH: insulin injector, scuba diving computer Dr Pastorek NESTLE Fitness LG Internet fridge APPLE Genius Bar MICOACH Home skin lab CD ROM DORO Phone Coaching by Adidas and Samsung for seniors BENEFITS SOUGHT:•  Obtaining aid at any time, simply, efficiently and quickly•  Potential to improve one’s performance, to resolve problems, to optimise•  Feeling and being permanently in total safety, benefiting from faultless monitoring•  PreservingVISIONof life at 2013 HOME quality 2008 – any age
  53. 53. SURVIEWELL-BEING ERGONOMIE ERGONOMICS ORIGINS ORIGINES PLAISIR PLEASURE OTHER ALTERITE1. Autonomy 2. Right now ! 3. Mobility 4. Practicality 5. Lifestyle 6. Comfort 7. AssistanceA need for explanations, help and reassurance in an ever more complex worldPRIORITY TARGETS:Young adults (18-25), adults (25-55) and seniors (55 +), Seniors (65 +), handicapped people Free Box Kohler DTV Digital shower: system that caters for your exact showering TOM TOM GPS Universal remoteby David Charcon requirements. Dr Pastorek Home skin lab Micoach VITA-CRAFT Robotic APPLE Genius Bar Coaching by ADIDAS and SAMSUNG DORO Phone for seniors cook wear system.The cook top itself is flame free andBENEFITS SOUGHT: consists of a RFID•  Obtaining aid at any time, simply, efficiently and quickly computer chip.•  Potential to improve one’s performance, to resolve problems, to optimise•  Feeling and being permanently in total safety, benefiting from faultless monitoring•  PreservingVISIONof life at 2013 HOME quality 2008 – any age
  54. 54. Five families of trends for the next five yearsFamily n°3ORIGINS
  55. 55. OriginsPeople and things, the link to time and truth, from tradition to original state, to education and the search for a futureto be constructed as a result of technology.Technological progress has distanced us from the rural world, the basis of our origins. Westerners, mixtures of manycultures, European, Western and non-Western, now integrate the hybridisation of nature and technology. The idea ofa mute nature, ecology seeks to preserve the vestiges of an original land. Tradition becomes a marker and proof ofquality, shown by the success of organic products, farm labels, and the search for the traceability of origin. There isalso the appearance of a new ethnicity, of hybridisation, the search for real identity for all those rootless people fromwhatever territory. There is a return to source, refuge in a world using the past as a reference, where variable timewas perhaps considered in a different way. Playing for time over development which is sometimes rejected,globalisation that is difficult to understand on a small individual scale, generate the requirements of leaders ofopinion, even if they are contested, in a world where each person must build his own markers (José Bové,NGO…). This is accompanied by a rejection of the consumer signs such as brands ( NO LOGO), or, conversely,rallying behind strongly ethical brands and lasting development. Because in the end, for the most part, the futurecontinues to bring hope, tomorrow’s natural will perhaps be synthetic and consumption the source of new origins.
  56. 56. IDENTITYHOME VISION 2008 – 2013
  57. 57. Tendances à Moyen Terme SURVIE IDENTITY SIMPLICITY ERGONOMIE ETHNIC ORIGINES PLAYING FOR TIME PLAISIR ETHICAL ALTERITE ALTERITE IDENTITYThe need for roots, a feeling of ethnic, religious or sexual belonging, for all rootless people.PRIORITY TARGETS:Younger and older consumersDRIVING MARKETS:Luxury, fashion, makeup, jewellery, music, carsLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:• BEAUTY: skin diagnosis to understand the needs of one’s skin and know oneself better. Segment ranges by skin type; Haute couture brand cosmetics, for example GIORGIO• ARMANI COSMETICS, PRADA COSMETICS. “Made-to-measure” cosmetics, for example DNA Face Cream, made using the DNA code of the consumer (LAB 21, USA)• SIGNS OF QUALITY OR BELONGING: The Swiss Made label is the most direct and strongest sign of quality for a watch, labels for gay friendly chains like TIM HORTONS in Canada• COMMUNITY BRANDS: products made for special community, religions (Halal or Kascher fast food chains)• HIP HOP UNIVERSE: Some codes have been appropriated by the Hip Hop culture: big size, shining -- Hummer cars• SPORT UNIVERSE: Mainly referring to sailing and diving (TAG HEUER, BREITLING, OMEGA) or aviation (BELL ROSS) thanks to chronograph dials, elastomer bracelet, iron, colors (yellow, red)• FASHION RELATED: Products design by famous designers or gurus of the fashion world: the power of luxury and designer brands to give a feeling of socio-cultural belonging HONEY DIXY CHICKEN Rice Cooker with remote controller Halal Fast Food chain BENEFITS SOUGHT: MARHABA Affirmation of identity, existing, being accepted and recognised, having an influence Chocolat HalalBeing different from others, or from another group
  58. 58. ECOLOGY ECOLOGYHOME VISION 2008 – 2013
  59. 59. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINES ORIGINS PLAISIR PLEASURE OTHER ALTERITE ALTERITE1. Identity 2. Ecology 3. Ethnic and Hybridization 4.Playing for time 5. EthicalProtecting the environment, knowing how fragile our planet is.CIBLES PRIORITAIRES :Young adults (18-25), adults (25-55), seniors (55+)DRIVING MARKETS:Food industry, cars and transport, washing powders, electrical goods, cleaning productsLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  BEAUTY: Urban anti-pollution products, (e.g. JEANNE PIAUBERT Cityzen Care, CLINIQUE City Block, Hydra Detox from BIOTHERM), natural products (e.g. Eau de raisin from CAUDALIE, etc.), AVEDA and its “earth friendly” products made from natural products, not tested on animals, respecting the needs of lasting development and the packs of which are made from 80% recyclable materials, NATURA from Brazil,Stella Mc Cartney cosmetics... Recyclable rubbish The success of BIO SPECTRA coloring METHOD flushable Cook It Raw CITROEN Cactus bags, FAVRY AVEDA in US cleaning wipesBENEFITS SOUGHT:•  Preservation of the nature (animal, vegetable)•  Prevention, precaution, harmlessness, health HOME VISION 2008 – 2013•  Recyclable, biodegradable, naturalness
  60. 60. ETHNICHOME VISION 2008 – 2013
  61. 61. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE ALTERITE1. Identity 2. Ecology 3. Ethnicity and Hybridisation 4.Playing for time 5. EthicalAn imaginary ethnicity, bringing both identity and dreams, and the taste for hybridisation of styles and cultures.PRIORITY TARGETS:Adolescents (12-17), young adults (18-25), adults (25-55), all rootless populations (immigrant populations, diasporas)DRIVING MARKETS:Tourism, entertainment / music, furniture, outside catering, complementary medicine, table arts, etc.LIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  BEAUTY: The flagship brands from L’ORÉAL, under the umbrella trademark SOFT SHEEN-CARSON, of which DARK AND LOVELY, OPTIMUM CARE, BREAKTHRU are for the general public, but also Wave Nouveau Coiffure, Care Free Curl or Mizani for professional products. Cf. also the treatment ranges and ethnic makeup from L’ORÉAL; SHISEIDO has a very Japanese style of makeup, the IMAN makeup brand for black people; North African products: henna, black soap, argan oil, etc. THE BODY SHOP African spa products, products from Asia with a rice powder or bamboo base, Chai Hu (SHISEIDO, KENZO), products from India (KAMA, etc.) IMAN make up for black people CONE INN pizza en wrap Beyonce Knowles for Pepsi METHOD SENSEO colombia ylang-ylang “Africa Spa” range blend daily shower spray from THE BODY SHOP FRANCE KEBAB Kebab du pêcheurBENEFITS SOUGHT:•  ride, harmony and social integration P BORDEAUX CHESNEL LOUISIANA GOLD Agneaux/poulet/Façon Wasabi pepper sauce couscous
  62. 62. ETHICALHOME VISION 2008 – 2013
  63. 63. Beauty Vision SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR ALTERITE OTHER ALTERITE1. Identity 2. Ecology 3. Ethnicity and Hybridisation 4. Playing for time 5. EthicalDrop in standardised markers, need for sense and ethics.PRIORITY TARGETS:Young adults (18-25), adults (25-55)DRIVING MARKETS:Clothing / fashion, house decoration / furnishing, jewelleryLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  COSMETICS: THE BODY SHOP which has exploited the absence of tests on animals (more or less true), since the beginning of the 1980s. The AVEDA brand which is committed, through its charter, to be environmentally friendly and to contribute to lasting development. •  LUXURY: Gold charm bracelets from LOUIS VUITTON sold in aid of UCF (United Cancer Front); CALVIN KLEIN T-shirt designed by Jeff Koons for ICMEC (International Centre for Missing and Exploited Children); the RED PROJECT (American Express, Giorgio Armani, Apple…); etc…ECODOO AVEDA VEJA American Express AMERICAN APPAREL Les paniers de légumes de Joël Sustainable development R.E.D Thiébault ou de PassardBENEFITS SOUGHT:•  Knowledge and monitoring of manufacturing conditions•  “Good conscience” linked with consumption, act of purchasing•  Contributing to the 2008 – 2013 of living conditions of populations/workers at HOME VISION improvement source
  64. 64. Five families of trends for the next five yearsFamily n°4PLEASURE
  65. 65. PleasureFrom the discovery of other worlds to conviviality, to the hedonism of indulgence, which can lead to defianceand regressionThe search for pleasure is one of the greatest needs of humanity, after satisfying the need for survival by health and protectionfrom a hostile environment. In a world where work only occupied 11% of the life of a French person in 2000 (instead of 42%in 1900), pleasure has become a way of life and the search for pleasure a reason for living.Obviously the search for pleasure starts with discovery of other worlds, other imaginary universes, and the need forknowledge to be able to understand. Pleasure quickly becomes regressive, childhood memories and the playful actions andemotion of Proust’s Madeleines. The relationship to childhood currently outshines codes, shapes and colours to change evenhuman relationships. In a cold, technological world, pleasure has become sensual but also emotional, in search of strongsensations, literally for having a ball. Hedonism has become a universal quest, a sort of prolonged adolescence going frompuberty to the menopause, where individualism veers towards narcissism, in the search for collective aesthetics. LOFT STORYand POP IDOL for all, Andy Wharhol was right, it is a pop society and every one can dream of his moment of glory. Each andevery one of us wants to be master of our own destiny, changing things our selves and expressing our own desires andcreativity. However it is not just customisation that is wanted and the result must be a success. “I did it” must be understoodby “I made a success of it”. This search for pleasure nevertheless generates its own need to conform, without really breakingaway, naturally giving rise to defiance, deviance in relation to the established order of the great TV channels and mass culture.How should desire be regenerated in a world where pleasure is obligatory?
  66. 66. DISCOVERYHOME VISION 2008 – 2013
  67. 67. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINES ORIGINS PLAISIR PLEASURE OTHER ALTERITE ALTERITE1. Discovery 2. Self-creativity/ 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7. Defiance customisation The pleasure of learning, playful discovery.PRIORITY TARGETS:All targets: children, adolescents (13-17), young adults (18-25), adults (25-55), seniors (55 plus)DRIVING MARKETS:Design, tourism, leisure, entertainment, new catering conceptsTRADEMARK PRODUCTS AND SERVICES:•  COSMETICS: Exotic ingredients such as green tea (2002-2003), ethnic inspiration cosmetics such as The Body Shop, or regional like l’Occitane or Le Petit Marseillais.•  MULTIMEDIA: on-line learning sites via the Internet and portable Multimedia, new music telephones (mobile phone combined with an I-Pod), satellite television and terrestrial digital television giving access to a greater number of channels for everyone GREEN TEA wet tissues Fusion cuisine at El Bulli Ithaa ABSOLUT Ice bar HAGEEN DAZS Under water restaurant Exotic collection Ferran Adria BENEFITS SOUGHT:•  Initiation, learning, education, discovery•  Final benefit: self-fulfilment HOME VISION 2008 – 2013
  68. 68. CUSTOMISATIONHOME VISION 2008 – 2013
  69. 69. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7. Defiance customisation Letting one’s own creativity be fulfilled and deciding to do things oneself compared to an imposed method.PRIORITY TARGETS:Families, children, young adults (18-25), adults (25-55), seniors (55 plus)DRIVING MARKETS:The house (DIY, interior decoration, gardening), creative leisure, cookingTRADEMARK PRODUCTS AND SERVICES:•  MULTIMEDIA: Digital photography: digital equipment (camera, computer, software, printer) now accessible allowing re-touching / personalisation of photos at will and customisation of items•  FASHION: customisation on-line of trainers of the type, NIKE ID, made-to-measure manufacture of LEVI’S jeans in store, charms and crystal customization (SWAROVSKI)•  BEAUTY: custom made fragrances (Le LABO NY,Serge Lutens…), cosmetics and haircare (Kerastase…) The DESIGN CHAIN: TYPHOON CAPSULES : kitchen MIR NIKE iD, customisation programm DIESEL fragrance online multi-purpose range collection existing in different Bottle personalization contest customisation Storage where pods can be colors added and removed BENEFITS SOUGHT:•  Personal fulfilment, personalisation (avoiding standardisation), regaining a human, more personal dimension, to one’s immediate environment HOME VISION 2008 – 2013•  The pleasure of doing things
  70. 70. REGRESSIONHOME VISION 2008 – 2013
  71. 71. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7. Defiance customisation Going back to childhood to rediscover the simple pleasures and games of childhood spontaneity.PRIORITY TARGETS:Adults (25-55), seniors (55 plus)DRIVING MARKETS:Entertainment, fashion, lifestyle, leisureTRADEMARK PRODUCTS AND SERVICES:•  TEXTILES/FASHION: Hippie fashion wave (2003/04: hippie chic), Lulu Castagnette brands, return in force of the Petit Bateau brand, Adidas Originals re-editions (in 2004), hybridisation (e.g. STEVE MADDEN, mixture of trainers and heels)•  LIFESTYLE: RÉSONNANCES chain (items for the house, re-edition of cooking articles, retro design items), the fashion for second-hand furniture, second-hand sales , designer furniture fairs, reproductions, success of TAM TAM•  CARS: The new MINI, PT Cruiser, VOLKSWAGEN BEETLE, Renault MODUS,Smart One•  JEWELLERY: charms (SWAROVSKI),Hello Kitty by Victoria CazalGIANT microbes Soap Bref WC by Chupa Chups perfume Fiat 500 Nintendo Wii Dish brush by Vigar Dispenser Alessi BENEFITS SOUGHT:•  onsolation, comforting, return to childhood C HOME VISION 2008 – 2013•  bsence of constraints, liberty, fantasy A
  72. 72. HEDONISMHOME VISION 2008 – 2013
  73. 73. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINES PLAISIR PLEASURE OTHER ALTERITE ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7.Defiance customisation Pleasure for oneself and individualism, indulgent and sensory.PRIORITY TARGETS:Seniors (55 plus), adults (25-55),young adults (18-25)DRIVING MARKETS:Cosmetic industry, household equipment (= design), leisure, extra fresh produce and ice creamsTRADEMARK PRODUCTS AND SERVICES:•  EAUTY: Increased multi-sensory nature of products (colours, textures, perfumes), “happiness” concepts such as Happyderm from L ’OREAL BPARIS with phyto-dorphins, hedonistic brands like NUXE, KENZOKI, etc.•  NTERTAINMENT: Home Cinema: watching a film with the same quality as in the cinema E Condiment Gun (JAP) AIRSPUMA: sauce en spray Moutardes et sauces redécouvertes ustensil set, by GÜ Chocolate puds JACKIE SHAPIRO BENEFITS SOUGHT: Pleasure of all the senses (polysensoriality), both of a sensory nature and sensation Pleasure that is allowed, safe, and totally without guilt (so healthy), varied pleasure, always renewed, emotion
  74. 74. STRONG SENSATIONSHOME VISION 2008 – 2013
  75. 75. Beauty Vision Medium term trends SURVIEWELL-BEING ERGONOMIE ERGONOMICS ORIGINES ORIGINS PLAISIR PLEASURE ALTERITE OTHER ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7.Defiance customisation Pushing up the limits to have a ball.PRIORITY TARGETS:Adolescents, young adults (18-25)DRIVING MARKETS:Skating sports (QUICKSILVER, RIP CURL) Entertainment market and media (MTV, etc.), night club market, etc. .. at the extreme, the drugs market.TRADEMARK PRODUCTS AND SERVICES:•  SPORTSWEAR: ADIDAS AGRESSOR equipment, for football, OAKLEY sunglasses, skateboard brands like DC SHOES•  ENTERTAINMENT: JACKASS on MTV, FEAR FACTOR on TF1, EXTREM GAMES on ESPN sports, magazines like Choc or EntrevueNewest generation video games: new Playstation 3, DS (NINTENDO)•  TECHNOLOGY: techno-convergence in the house, family computer takes up most of the space in the sitting room/meeting area and new sort of gatherings•  BEAUTY: Botox parties in the US, products for sensations: textures games, phase changes Botox kit Jamiroquai concert in a plane JACKASS 1 2 (MTV) Ticket to space Nestlé Fisherman’s friend Organized by Sony EricssonBENEFITS SOUGHT:•  Strong sensations•  Immediate satisfaction /answer to an impulse VISION 2008 – 2013 HOME•  Pushing back the limits
  76. 76. NARCISSISMHOME VISION 2008 – 2013
  77. 77. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR ALTERITE OTHER ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7. Defiance customisation Admiration of one’s own reflection, idealisation of oneself.PRIORITY TARGETS:Young adults (18-25), adults (25-55), senior (55 plus)DRIVING MARKETS:Entertainment, beauty, fashionTRADEMARK PRODUCTS AND SERVICES:•  ENTERTAINMENT: Reality television, personal development books•  DISTRIBUTION: hype shops (COLETTE), loyalty cards / VIP cards •  INTERNET: Blog on Internet•  BEAUTY: Personalised skin diagnosis + appropriate beauty prescription (e.g. CHANEL)•  LIMITED EDITIONS (sneakers, fragrances, clothes,toys…) American idol tv show COLETTE LOVE BODY (Jap) Fuck Me I’m famous Mc DONALD’S global casting JAMIE OLIVER’S sauces Mineral water T-Shirt Call “You could be a global star on our packaging”BENEFITS SOUGHT:•  ecognition, search for2008 – 2013 made a star R HOME VISION celebrity, to be•  elf-fulfilment S
  78. 78. TRANSGRESSIONHOME VISION 2008 – 2013
  79. 79. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE ALTERITE 2. Self-creativity/1. Discovery 3. Regression 4. Hedonism 5. Strong sensations and having a ball 6. Narcissism 7. Defiance customisation The search for sensory ecstasy possibly going as far as defiance of the established order.PRIORITY TARGETS:Adolescents (13-17), young adults (18-25), adults (26-55)DRIVING MARKETS:Design, entertainment and leisure (music and literature), fashion, sportTRADEMARK PRODUCTS AND SERVICES:•  ENTERTAINMENT: Defiant physical exploits of Jackass•  DESIGN: Le Corbusier straw armchair, tiles with insect motifs, leather toilet seats (seen at Satellite trade fair in Milan, 2003), burnt furniture (smoke chair from Martin Baas at Mooi, RENOMA armchairs with Manga prints, covered with vinyl or pierced),Dover street Market London...•  FASHION: “Porno chic”, “Hardcore” range of bags from DIOR (2004), “rocker” and biker outfits, tattoos and piercing•  BEAUTY: Product ideas taken from the food industry: e.g. BODY SHOP (banana shampoo, body butter), LUSH (chocolate for the bath, etc), OUT OF BED styling gel from L ’OREAL Paris,comm des garçons anti-fragrances Smoked furniture “Sausage” sponge Energy drink Synthetic sky Pearly Monster THROWZINI’S Knife Block SMOKE CHAIR Cocaine by COMME DES GARCONS from Martin BAASBENEFITS SOUGHT:The pleasure ofVISION 2008 – 2013 HOME danger, the forbidden/Shocking, provoking, asserting oneself/Opposition to dominant role models (challenging“good taste”)
  80. 80. Five families of trends for the next five yearsFamily n°5OTHERS
  81. 81. OthersFrom status to self empowerment, to the emotional, to new happiness for couples, torefocusing on the clan, the need for sense can go as far as neurosisAfter having tried all the pleasures, the motivation of being “alternative” in relation toothers, conditions our behaviour, our habits and attitudes. Status, a motivation as old ashumanity, is one of the first reflexes of populations who want to demonstrate their newwealth and their superiority on the social scale. To do this, consumers today are ready totake their individual destiny in hand, motivated by ego-casting: “I can do it too!”. Such asearch for success cannot mask the need for affection, for a sharper emotionalexperience. Today, even men have the right to cry in public. In the context of loss ofinfluence by the old support structures offered by religion, the Army, school or theunions, people are reconstructing their circle of security, whether it be by newhappiness for couples or by refocusing on the clan. New family models are appearing,reconstructed or built on a pragmatism greatly distanced from the trademark models ofwestern society. Moreover, a society founded solely on monetary principles, wealth andconsumption does not supply the immaterial dimension that humans need to survive.The need for sense appears to be a more and more important motivation, fromconsumption to spirituality. If it is unresolved, this motivation could quickly let people fallinto neurotic attitudes and behaviour, which could veer towards pathological drift.
  82. 82. STATUSHOME VISION 2008 – 2013
  83. 83. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHER ALTERITE ALTERITE 5. Refocusing 1. Status 2. Ego-casting 3. Emotional 4. New happiness for couples 6. Need for sense 7.Neurosis on the clan Stating one’s difference by displaying distinctive signs of status.PRIORITY TARGETS:Adolescents (13-17), young adults (18-25), adults (26-55)DRIVING MARKETS:Design, fashion, entertainment and leisure (music and literature)LIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  HI-TECH: Expansion of home cinemas integrated into the sitting room and growth to two figures of the market for flat screens for the sitting room (More than 70% of the TVs offered at FNAC), BANG OLUFSEN stereos and equipment, VERTU jewelled telephone•  READY TO WEAR: Haute couture ready-to-wear, e.g. ARMANI JEANS, DIOR, etc. and their copies, e.g.. ZARA•  CARS: Major brand 4x4s, e.g. Porsche Cayenne, Hummer + Audi R8,Mercedes SLR...•  ACCESSORIES / JEWELLERY: from DIOR sunglasses to CARTIER rings and watches•  PERFUMES AND COSMETICS: Haute couture beauty brands, e.g. GIORGIO ARMANI COSMETICS, CHANEL PRÉCISION, etc.The TT911P2 toaster, Boysenberry Nespresso machine Cuisinère La Regent hotelsby the Porsche Design KitchenAid Artisan designed by Porsche Cornue tables Studio Food Mixer BENEFITS SOUGHT: Being HOME and recognised, need to belong, statement of identity, display of social status known VISION 2008 – 2013
  84. 84. EGO CASTINGHOME VISION 2008 – 2013
  85. 85. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLEASURE PLAISIR OTHERS ALTERITE ALTERITE 1. Status 2. Ego-casting 3. Emotional 4. New happiness for couples 5. Refocusing on 6.Need 8.Névrose 7.Neurosis the clan for senseBeing the author of one’s decisions, anticipating and acting.PRIORITY TARGETS:Adolescents (13-17), young adults (18-25), adults (26-55)DRIVING MARKETS:Entertainment, fashion, lifestyle, leisureLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  INTERNET: Emule for compiling one’s discotheque, Itunes, Daily Motion...•  SPORT: Technology that increases performance, e.g. ADIDAS One with an electronic chip•  COSMETICS: BIOELEMENTS, loaded with pure active ingredientsNUMARK DJ deck for ipod APPLE Itunes Kylie Minogue fragrance Sarah Jessica Parker fragrance Intelligent cooking system BENEFITS SOUGHT: Being active, anticipating, being informed, doing it oneself HOME VISION 2008 – 2013
  86. 86. EMOTIONALHOME VISION 2008 – 2013
  87. 87. SURVIEWELL-BEING ERGONOMICS ERGONOMIE ORIGINS ORIGINES PLAISIR OTHERS ALTERITE ALTERITE 5. Refocusing on 6. Need for sense 1. Status 2. Ego-casting 3. Emotional 4. New happiness for couples the clan 7.NeurosisBringing back emotional enchantment to daily life.PRIORITY TARGETS:Adolescents (13-17), young adults (18-25), adults (26-55)DRIVING MARKETS:Entertainment, fashion, lifestyle, leisure, perfumesLIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:•  VINTAGE AND RE-EDITION: Success of secondhand fairs (represent 17% of furniture sales) and furniture with a history (re-edition of classics: EAMES, PROUVE,NELSON at VITRA), items and re-edition of items with a soul (RESONNANCE)•  TECHNOLOGY: Linked to emotion: APPLE (I.mac, I.Pod, etc.), and SONY ERICSON products, musical rings for mobiles•  PERFUME AND COSMETICS: Emotion is often the basic promise of a perfume (Eau torride by Givenchy), as it is for makeup (Juicy Wear by Lancôme) Eames furniture Paté à tartiner du Limousin ALMO NATURE cats food Re-lunch of the reedition from 41-78 traditional french “Savon de Marseille”BENEFITS SOUGHT:Need for emotional warmthAuthenticity, reassurance and – 2013 HOME VISION 2008 senseSearch for a living environment and significant, personified items
  88. 88. FOCUSING OF THE CLANHOME VISION 2008 – 2013

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