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

Presentation by futurist Anne Lise Kjaer The Catalan Agency for Competitiveness - October 29, 2009

THE FUTURE OF LUXURY 2015+ Tomorrow’s People & Emotional Consumption

THE JOURNEY

•  Today’s Society

•  Luxury Today and Tomorrow

•  Trend Mapping

•  Key Society Drivers

•  Tomorrow’s Consumer

•  Case Studies

•  Competitive P.O.A.

•  Conclusion

Luxury Trends 2015+

www.kjaer-global.com

1970s – 1980s Neo-Fordism

INDIVIDUAL CORPORATE

THE FUTURE

1910s Militarism

1950s – 1960s Fordism

EMOTIONAL CONSUMPTION

EMPOWERMENT BRANDS

Luxury Trends 2015+

Self-Realisation Brand Equity

Mass Prodcution Mass Consumption

Sustenance Basic Products

Security More Choice

1990s – 2000s Post-Modernity

The 21st century

Specialisation

Social Responsible Today

Neo-Holism / Glocalisation

Individualisation

Sustainability

1920s – 1930s Subconscious Automatism / Bernays Public Relations Social Attachment

pre 1900 – 1900 Industrialisation / Urbanisation

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EVOLUTION OF CONSUMPTION

We are entering a new era where value sets are shifting www.kjaer-global.com

Luxury Trends 2015+

Sustainability is our new religion - transforming our world, society and how we do business www.kjaer-global.com

THE SUSTAINABILITY AGE

Luxury Trends 2015+

Companies and organisations must facilitate, educate, inspire and convey an ethical message to meet the needs of tomorrow’s people

EMPATHIC LEADERSHIP


CONTRASTS CO-EXIST Luxury Trends 2015+

Conscious Consumption - Deep Luxury Conspicuous Consumption - Shallow Luxury www.kjaer-global.com

THE WHOLE BRAIN

RIGHT BRAIN Synthesis & Big Picture

LEFT BRAIN Analysis & Details 4. SPIRITUAL 1. SCIENTIFIC

2. SOCIAL 3. EMOTIONAL

Luxury Trends 2015+

1 2 3 4 www.kjaer-global.com

Lifestyle Curators

Climate Change

Foodie Culture

Personal Pampering

PERSONAL FULFILMENT

2. SOCIAL 3. EMOTIONAL

4. SPIRITUAL 1. SCIENTIFIC

UNIVERSAL AWARENESS

Empowerment Brands

Rethinking Work/Leisure

Web 2.0

COMMUNICATION NATION CARING COMPANIES

Authenticity Rediscovered

PURCHASE DRIVERS GLOBAL SUSTAINERS HEALTH & WELLNESS

PATCHWORK SOCIETY

Grey Power

Redefined Families Creative

Class Female

Empowerment Five Star

Youth

ECONOMIC DRIVERS

Customised Convenience

PREMIUM ECONOMIES

Inner Peace

Rediscovered Wisdom

Karma Capitalism

Art / Science Convergence

Convergence Technology

Perma Youth

GLOBAL POLITICS

Creative Capital

Living the Brand

One Planet Living

WORK/LIFE BALANCE

Philanthropy

Credit Challenges

Emergent Markets

Cultural Consumption

Intelligent Reduction

Luxury Trends 2020+

Transparency

Deep Luxury

Conscious Consuming

EMERGENT TECHNOLOGIES

Smart Everything

Clean Tech

Glocalisation Retail Curating

TREND ATLAS


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

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

Luxury Trends 2015+


TRANSPARENCY

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

Luxury Trends 2015+


Patagonia invests in clean tech, policing waste and encourage tracebility

Katharine Hamnett & Lily Cole fight child labour in the fashion industry Luxury ethical council: initiated by luxury cashmere brand Rumah

GLOCALISATION & NEW ECONOMIES

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

Luxury Trends 2015+


Story telling, especially about origin and people is vital

‘Still Made Here’ – home-grown creative capital gains currency

iittala Group’s head office in Helsinki

Saville Row tailors Global trade / local values HSBC sponsor ‘China Design Now’

‘Iconic brand culture’ has resulted in people increasingly being attracted by the emotional aspects of brands. Be inspiring, informative and ethical - truly empowering people

EMPOWERMENT BRANDS Luxury Trends 2015+


Danish Luxury label Noir founded Illuminati to manufacture high quality cotton fabrics in Uganda

www.eco-asia.info/content/en/f-noir

Frederic Malle Perfumer – Creater of bespoke personal fragrances

CONVERGENCE TECHNOLOGY & CONVENIENCE Luxury Trends 2015+

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


Applications software makes peoples life easier Connecting with people via social networks to stay ahead of the competition

INTELLIGENT CONSUMPTION Luxury Trends 2015+


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

Quiet understated luxury ‘ ‘Absolute’ limited edition Conscious and ethical ‘One Planet Living’ for global change


AUTHENTICITY REDISCOVERED

In a world of ‘mass produced’ we crave authenticity and timeless quality. We want the real thing: experiences that enhance our lives and tell a story of origin and traceability

Luxury Trends 2015+

Time before everything became branded and disposable

Going back to your roots to recover your economy

Simple and honest design where quality and utility are intrinsic

DEEP LUXURY & PERSONAL PAMPERING

Meaning and empathy are increasingly important factors in understanding consumer needs. ‘Good karma’ and personal pampering has become big business

Luxury Trends 2015+


Luxury spas for personal pampering to improve health

Foodies want local and high quality

Consumers want products with personal meaning

PHILANTHROPY & KARMA CAPITALISM Luxury Trends 2020+


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

Karma Capitalism - The Co-operative Bank and Amnesty International have joined forces Gates and Buffet are leading the way in philanthropy

AMEX Red support Good Causes

Member of the G.O.O.D. Club

The key trends clearly indicate a polarised society – sharing lifestyles and value sets across conventional borders

TOMORROW’S PEOPLE


Luxury Trends 2015+

The WE people The ME People

CONTRASTING MINDSETS Luxury Trends 2015+


EXCLUSIVE Deep Luxury

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

REAL Authenticity

HOLISTIC Personal Pampering

PROGRESS Convergence Technology

STIMULATING New Economies

INFORMED Intelligent Consumption

ENGAGING Empowerment Brands

EMPOWERING Convenience

FULFILLMENT Philanthropy

HONEST Transparency

UNCONVENTIONAL Karma Capitalism

TOGETHERNESS Glocalisation

CULTURAL

POETIC

NATURE

URBAN

Emotional Rational

ME

WE

Luxury Trends 2015+ LUXURY KEY DRIVERS


Luxury Trends 2015+ URBAN TRIBES


COMMUNICATION & MEDIA •  Specialist, individual & forward-thinking •  Clubs/magazines for connoisseurs •  Networking - an 'insider

ATMOSPHERE •  Urban and contemporary •  Scene setting - social performance •  Polished surfaces

KEY DETAILS •  Designer furniture and fittings •  Style before comfort •  Indoor & outdoor blend seamlessly

Luxury Trends 2015+ URBAN TRIBES - EXPERIENCES


DESIGNERS •  Comme de Garcon •  Yohji Yamamoto •  Costume Nationale

FASHION & TEXTILES •  Luxury materials •  No superfluous trims •  Leathers and fur

SILHOUETTES •  Urban / Architectural / Technical •  Sleek and Tailored •  Sophisticated, Sexy Avant-garde

Luxury Trends 2015+ URBAN TRIBES - FAVOURITE BUYS


Luxury Trends 2015+ CULTURAL EXPLORERS


ATMOSPHERE •  Urban community •  Social space and themed interiors •  Quirky, ironic and humorous

KEY DETAILS •  Untreated woods and brick walls •  Well-worn leather •  Informal with focus on music

MEDIA & COMMUNICATION •  Intimate, stimulating and imaginative •  Insider knowledge – viral marketing •  Peer-to-peer networks & web focus

Luxury Trends 2015+ CULTURAL EXPLORERS - EXPERIENCES


DESIGNERS •  Marc Jacobs •  Paul & Joe •  Paul Smith

FASHION & TEXTILES •  Contrasting reclaimed / luxury materials •  Loves badges, details and trims •  Abundant fabric and layering

SILHOUETTES •  Eclectic with a personal twist •  Influenced by global culture •  Relaxed, informal – edgy sporty

Luxury Trends 2015+ CULTURAL EXPLORERS - FAVOURITE BUYS


Luxury Trends 2015+ NATURE SUSTAINERS


KEY DETAILS •  Un-pretentious without pastiche •  Cosy, caring and authentic •  ‘Organic Everything’

ATMOSPHERE •  Inclusive spaces •  Sustainable & ‘honest materials’ •  Relaxed and informal

MEDIA & COMMUNICATION •  Socially & environmentally responsible •  Goods labelled with clear information •  Transparent sourcing

NATURE SUSTAINERS - EXPERIENCES Luxury Trends 2015+


DESIGNERS •  No Logo & Independent brands •  Charity Shops •  Edun

FASHION & TEXTILES •  Organic materials, dyes and prints •  Sustainable sources •  Wooden beads, shells & cork trim

SILHOUETTES •  Relaxed - Casual •  Soft and Layered •  Thoughtful and Creative

NATURE SUSTAINERS - FAVOURITE BUYS Luxury Trends 2015+


Luxury Trends 2015+ POETIC MODERNISTS


Inconspicuous Luxury

MEDIA & COMMUNICATION •  Logic & intuitive information architecture •  Always Ideas over Logos •  Complex simplicity - a bit surreal

ATMOSPHERE •  Calm and intimate •  Curated, Intriguing and spiritual spaces •  Considered and thoughtful

KEY DETAILS •  Inconspicuous High-spec Luxury •  Insider design and designers •  Sophisticated, artistic and light

POETIC MODERNISTS - EXPERIENCES Luxury Trends 2015+


DESIGNERS •  Hussein Chalayan •  Jens Laugesen •  Modern Vintage

FASHION & TEXTILES •  Rich and textured fabrics •  High tech accessories and materials •  Shells and ‘Mother of Pearl’

SILHOUETTES •  Geometric - intellectual cuts •  Minimal and modern romantic •  Otherworldly - pure and refined

POETIC MODERNISTS - FAVOURITE BUYS Luxury Trends 2015+


PLAN OF ACTION Luxury Trends 2015+


# 1: From: Arrogant and snobbish To: Welcoming and Nurturing

# 2: From: Brand validates customers To: Customers Validate Brand

# 3: From: Price Premium is imposed To: Price Premium is Earned

# 4 From: Command and control management To: Team-based Innovation and Learning

# 5 From: Key assets - bricks & mortar To: Key Assets - People & Relationships

# 6 From: Economies of scale To: Economies of Customer Share

# 7 From: Me too in multiple segments To: Unique & Exclusive in Few Segments

# 8 From: Customers adapting to business To: Business Adapting to Customers

# 9 From: Dialogue - feared and ridiculed To: Dialogue - Embraced and Acted Upon

# 10 From: Disconnected interactions To: Seamless Customer Journeys

# 11 From: Traditional luxury marketing To: Word-of-Mouth, Referrals

# 12 From: Socially disengaged To: Socially Responsible

CONCLUSION Luxury Trends 2015+


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

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

Economy & Finance

luxury trends

future of luxury

deep luxury personal

journey todays society

danish luxury label

navigating complexity

evolution of consumption

needs of tomorrows people