Tendències al mercat del luxe. The future of luxury 2015+

THE FUTURE OF LUXURY 2015+ Tomorrow’s People & Emotional Consumption Presentation by futurist Anne Lise Kjaer The Catalan Agency for Competitiveness - October 29, 2009

Luxury Trends 2015+ THE JOURNEY •  Today’s Society •  Luxury Today and Tomorrow •  Trend Mapping •  Key Society Drivers •  Tomorrow’s Consumer •  Case Studies •  Competitive P.O.A. •  Conclusion www.kjaer-global.com

Luxury Trends 2015+ EVOLUTION OF CONSUMPTION THE FUTURE EMOTIONAL EMPOWERMENT CONSUMPTION The 21st century BRANDS Today Sustainability Neo-Holism / Glocalisation Social Responsible 1990s – 2000s Self-Realisation Post-Modernity Brand Equity kjaer global © 2009 evolution of needs in the West 1970s – 1980s Individualisation Neo-Fordism Specialisation 1950s – 1960s Mass Consumption Fordism Mass Prodcution 1920s – 1930s Social Attachment Public Relations Subconscious Automatism / Bernays 1910s Security Militarism More Choice Sustenance pre 1900 – 1900 Basic Products Industrialisation / Urbanisation INDIVIDUAL CORPORATE We are entering a new era where value sets are shifting www.kjaer-global.com

Luxury Trends 2015+ THE SUSTAINABILITY AGE Sustainability is our new religion - transforming our world, society and how we do business www.kjaer-global.com

Luxury Trends 2015+ EMPATHIC LEADERSHIP Companies and organisations must facilitate, educate, inspire and convey an ethical message to meet the needs of tomorrow’s people www.kjaer-global.com

Luxury Trends 2015+ CONTRASTS CO-EXIST Conspicuous Consumption - Shallow Luxury Conscious Consumption - Deep Luxury www.kjaer-global.com

Luxury Trends 2015+ THE WHOLE BRAIN 2. SOCIAL 3. EMOTIONAL LEFT BRAIN RIGHT BRAIN Analysis & Details Synthesis & Big Picture 1. SCIENTIFIC 4. SPIRITUAL 1 2 3 4 www.kjaer-global.com

Luxury Trends 2020+ TREND ATLAS 4. SPIRITUAL PERSONAL FULFILMENT UNIVERSAL AWARENESS Rediscovered Inner Karma Art / Science Wisdom Peace Capitalism Convergence HEALTH & WELLNESS PURCHASE DRIVERS GLOBAL SUSTAINERS 3. EMOTIONAL Personal Foodie Perma Cultural Lifestyle Authenticity Intelligent Deep One Planet Philanthropy Pampering Culture Youth Consumption Curators Rediscovered Reduction Luxury Living CARING COMPANIES PATCHWORK SOCIETY WORK/LIFE BALANCE COMMUNICATION NATION 2. SOCIAL Empowerment Conscious Grey Redefined Creative Female Five Star Customised Rethinking Convergence Web 2.0 Brands Consuming Power Families Class Empowerment Youth Convenience Work/Leisure Technology GLOBAL POLITICS ECONOMIC DRIVERS PREMIUM ECONOMIES EMERGENT TECHNOLOGIES 1. SCIENTIFIC Climate Transparency Glocalisation Credit Emergent Retail Living the Creative Clean Smart Change Challenges Markets Curating Brand Capital Tech Everything www.kjaer-global.com

Luxury Trends 2015+ NAVIGATING COMPLEXITY Trends can present new opportunities. However without a Trend Atlas navigating the future is like travelling to an unknown location without your GPS switched on www.kjaer-global.com

Luxury Trends 2015+ KEY DRIVERS * Transparency * New Economies & Glocalisation * Convergence Technology & Convenience * Empowerment Brands * Intelligent Consumption * Authenticity Rediscovered * Deep Luxury & Personal Pampering * Philanthropy & Karma Capitalism www.kjaer-global.com

Luxury Trends 2015+ TRANSPARENCY Patagonia invests in clean tech, policing waste and encourage tracebility Luxury ethical council: initiated by luxury cashmere brand Rumah Katharine Hamnett & Lily Cole fight child labour in the fashion industry The urgency of sustainable consumption requires all to promote a transparent and authentic understanding of quality and manufacturing including respect for each other and the planet www.kjaer-global.com

Luxury Trends 2015+ GLOCALISATION & NEW ECONOMIES iittala Group’s head office in Helsinki Saville Row tailors Story telling, especially about origin and people is vital ‘Still Made Here’ – home-grown creative capital gains currency Global trade / local values HSBC sponsor ‘China Design Now’ Connectivity and integration drives globalisation. Local cultural capital reflected in the brand is attractive to tomorrow’s people and gives an edge over global competition www.kjaer-global.com

Luxury Trends 2015+ EMPOWERMENT BRANDS www.eco-asia.info/content/en/f-noir Danish Luxury label Noir founded Illuminati to manufacture high quality cotton fabrics in Uganda Frederic Malle Perfumer – Creater of bespoke personal fragrances ‘Iconic brand culture’ has resulted in people increasingly being attracted by the emotional aspects of brands. Be inspiring, informative and ethical - truly empowering people www.kjaer-global.com

Luxury Trends 2015+ CONVERGENCE TECHNOLOGY & CONVENIENCE Applications software makes peoples life easier Connecting with people via social networks to stay ahead of the competition Convergence technology has empowered the individual in ways previously undreamt of. We can shop 24/7, find the best deal on ‘compare sites’ and get support by social networks www.kjaer-global.com

Luxury Trends 2015+ INTELLIGENT CONSUMPTION Conscious and ethical ‘One Planet Living’ for global change Quiet understated luxury ‘ ‘Absolute’ limited edition The influential and informed individual practises sustainability by ‘doing’ and this is filtering through every level of society. Businesses must offer ‘intelligent’ choices with ‘authentic’ values www.kjaer-global.com

Luxury Trends 2015+ AUTHENTICITY REDISCOVERED Going back to your roots to recover your economy Time before everything became branded and disposable Simple and honest design where quality and utility are intrinsic In a world of ‘mass produced’ we crave authenticity and timeless quality. We want the real thing: xperiences that enhance our lives and tell a story of origin and traceability www.kjaer-global.com

Luxury Trends 2015+ DEEP LUXURY & PERSONAL PAMPERING Foodies want local and high quality Consumers want products with personal meaning Luxury spas for personal pampering to improve health Meaning and empathy are increasingly important factors in understanding consumer needs. ‘Good karma’ and personal pampering has become big business www.kjaer-global.com

Luxury Trends 2020+ PHILANTHROPY & KARMA CAPITALISM AMEX Red support Good Causes Member of the G.O.O.D. Club Gates and Buffet are leading the way in philanthropy Karma Capitalism - The Co-operative Bank and Amnesty International have joined forces Growth global philanthropy indicates people need for social participation and value-related self-expression. Wealth is now measured by how much you can afford to give away www.kjaer-global.com

Luxury Trends 2015+ TOMORROW’S PEOPLE The key trends clearly indicate a polarised society – sharing lifestyles and value sets across conventional borders www.kjaer-global.com

Luxury Trends 2015+ CONTRASTING MINDSETS The WE people The ME People www.kjaer-global.com

Luxury Trends 2015+ LUXURY KEY DRIVERS WE HONEST TOGETHERNESS Transparency Glocalisation CULTURAL NATURE EMPOWERING FULFILLMENT Convenience Philanthropy STIMULATING REAL New Economies Authenticity Rational Emotional PROGRESS INFORMED Convergence Technology Intelligent Consumption ENGAGING HOLISTIC Empowerment Brands Personal Pampering EXCLUSIVE UNCONVENTIONAL Deep Luxury Karma Capitalism URBAN POETIC ME The Trend Atlas indicates two key types: ME and WE people. The trends are closely linked to value sets that are essential when creating products and services www.kjaer-global.com

Luxury Trends 2015+ URBAN TRIBES www.kjaer-global.com

Luxury Trends 2015+ URBAN TRIBES - EXPERIENCES ATMOSPHERE COMMUNICATION & MEDIA KEY DETAILS •  Urban and contemporary •  Specialist, individual & forward-thinking •  Designer furniture and fittings •  Scene setting - social performance •  Clubs/magazines for connoisseurs •  Style before comfort •  Polished surfaces •  Networking - an 'insider •  Indoor & outdoor blend seamlessly www.kjaer-global.com

Luxury Trends 2015+ URBAN TRIBES - FAVOURITE BUYS SILHOUETTES FASHION & TEXTILES DESIGNERS •  Urban / Architectural / Technical •  Luxury materials •  Comme de Garcon •  Sleek and Tailored •  No superfluous trims •  Yohji Yamamoto •  Sophisticated, Sexy Avant-garde •  Leathers and fur •  Costume Nationale www.kjaer-global.com

Luxury Trends 2015+ CULTURAL EXPLORERS www.kjaer-global.com

Luxury Trends 2015+ CULTURAL EXPLORERS - EXPERIENCES ATMOSPHERE KEY DETAILS MEDIA & COMMUNICATION •  Urban community •  Untreated woods and brick walls •  Intimate, stimulating and imaginative •  Social space and themed interiors •  Well-worn leather •  Insider knowledge – viral marketing •  Quirky, ironic and humorous •  Informal with focus on music •  Peer-to-peer networks & web focus www.kjaer-global.com

Luxury Trends 2015+ CULTURAL EXPLORERS - FAVOURITE BUYS SILHOUETTES FASHION & TEXTILES DESIGNERS •  Eclectic with a personal twist •  Contrasting reclaimed / luxury materials •  Marc Jacobs •  Influenced by global culture •  Loves badges, details and trims •  Paul & Joe •  Relaxed, informal – edgy sporty •  Abundant fabric and layering •  Paul Smith www.kjaer-global.com

Luxury Trends 2015+ NATURE SUSTAINERS www.kjaer-global.com

Luxury Trends 2015+ NATURE SUSTAINERS - EXPERIENCES ATMOSPHERE MEDIA & COMMUNICATION KEY DETAILS •  Inclusive spaces •  Socially & environmentally responsible •  Un-pretentious without pastiche •  Sustainable & ‘honest materials’ •  Goods labelled with clear information •  Cosy, caring and authentic •  Relaxed and informal •  Transparent sourcing •  ‘Organic Everything’ www.kjaer-global.com

Luxury Trends 2015+ NATURE SUSTAINERS - FAVOURITE BUYS SILHOUETTES FASHION & TEXTILES DESIGNERS •  Relaxed - Casual •  Organic materials, dyes and prints •  No Logo & Independent brands •  Soft and Layered •  Sustainable sources •  Charity Shops •  Thoughtful and Creative •  Wooden beads, shells & cork trim •  Edun www.kjaer-global.com

Luxury Trends 2015+ POETIC MODERNISTS www.kjaer-global.com

Luxury Trends 2015+ POETIC MODERNISTS - EXPERIENCES Inconspicuous Luxury ATMOSPHERE MEDIA & COMMUNICATION KEY DETAILS •  Calm and intimate •  Logic & intuitive information architecture •  Inconspicuous High-spec Luxury •  Curated, Intriguing and spiritual spaces •  Always Ideas over Logos •  Insider design and designers •  Considered and thoughtful •  Complex simplicity - a bit surreal •  Sophisticated, artistic and light www.kjaer-global.com

Luxury Trends 2015+ POETIC MODERNISTS - FAVOURITE BUYS SILHOUETTES FASHION & TEXTILES DESIGNERS •  Geometric - intellectual cuts •  Rich and textured fabrics •  Hussein Chalayan •  Minimal and modern romantic •  High tech accessories and materials •  Jens Laugesen •  Otherworldly - pure and refined •  Shells and ‘Mother of Pearl’ •  Modern Vintage www.kjaer-global.com

Luxury Trends 2015+ PLAN OF ACTION # 1: From: Arrogant and snobbish # 7 From: Me too in multiple segments To: Welcoming and Nurturing To: Unique & Exclusive in Few Segments # 2: From: Brand validates customers # 8 From: Customers adapting to business To: Customers Validate Brand To: Business Adapting to Customers # 3: From: Price Premium is imposed # 9 From: Dialogue - feared and ridiculed To: Price Premium is Earned To: Dialogue - Embraced and Acted Upon # 4 From: Command and control management # 10 From: Disconnected interactions To: Team-based Innovation and Learning To: Seamless Customer Journeys # 5 From: Key assets - bricks & mortar # 11 From: Traditional luxury marketing To: Key Assets - People & Relationships To: Word-of-Mouth, Referrals # 6 From: Economies of scale # 12 From: Socially disengaged To: Economies of Customer Share To: Socially Responsible www.kjaer-global.com

Luxury Trends 2015+ CONCLUSION To lead have perspective and be people-centric - truly empower people on all levels. Only then can you create successful products to engage tomorrow’s emotional experience hunters www.kjaer-global.com

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Tendències al mercat del luxe. The future of luxury 2015+

by Fagepi New projects on Dec 10, 2009

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