The 6 trends of Emerging Consumption Francesco Morace, Future Concept Lab, Copenhagen, April 2005

1. The 6 trends of Emerging Consumption Francesco Morace, Future Concept Lab, Copenhagen, April 2005

2. A C T I V I T Y 2 0 0 4 Origin Vision Mission Scenarios Methodology Mindstyles Program Happiness Program Genius Loci Program Street Signals Program Cool Hunters Examples of application Clients in progress

3. O R I G I N In the late 80’s, in the field of research and advanced marketing there was emerging the need to work on innovation and the creation of new paths of action and thoughts, both inside the Research Institutes and Companies. Future Concept Lab was born out of the intuition to substitute in a certain way the trends followed passively, with the creation of concepts that are new worlds of reference that suggest new modes of thinking and behaving. How the idea of creating Future Concept Lab was born? (the original name from 1988 till 1995 was Trends Lab)

4. M I S S I O N The activity of the international observatory, continuously tested, was launched by Future Concept Lab in the early 90’s and has demonstrated to be increasingly useful and necessary, as an integration to the traditional research outcomes, that can be strengthened by the data and interpretative hypothesis produced during the ethnographic observation from “below”. What contribution of research, knowledge and consultancy can we supply to our clients?

5. Our challenge is the demonstration that the quality of thinking and the people’s normal life can be supported and integrated by the creative and innovative activity of the Companies that follow the 6 Rof relational marketing: relevance, resonance, reciprocity, recognising, and above all the responsibility and the respect towards the intelligence and the sensibility of people. www.futureconceptlab.com www.geniuslocilab.com www.mindstylemagazine.com M I S S I O N What contribution of research, knowledge and consultancy can we supply to our clients?

6. It is possible to choose the right tools for understanding the signals and the occasions of the present: the future is today and the traditional scenario-making takes the risk of being inconclusive and misleading, limiting itself to imagine the ideas figured today into the future. Our way of working with scanarios is on the contrary a reconciliation of the market’s context with the Company’s character, successfully reaching the definition of concrete indications and hypothesis. S C E N A R I O S Why don’t we believe in traditional scenario-making?

7. M E T H O D O L O G Y Starting from the concept of strategic innovation, we began to integrate all the research methodologies used in this challenge and we began to consider the way that all the disciplines (from sociology to social psychology, from antropology to semiology) could have an important role, contributing in this direction. This way we have formed a interdisciplinary and regular group of 20 professionals that participate in the specific projects: Global Concept Positioning, Trend Analysis, Company Check up, Genius Loci Profile, Brand Equity Study, Concept Test, U&A: use and attitude, advertising pre and post test, product test. In which way is the methodology of FCL different?

8. M I N D S T Y L E S P R O G R A Mfor brand positioning The way we define a brand DNA, its potential target and competition is by employing a research program called Mindstyles. The program is formed by 16 behavioural areas devided into 76 concepts related to people’s needs, expectations, imagery, actions and reactions to the market. Mindstyles Program Deep & Daily Banal Extra How do we work on brand and its positioning?

9. H A P P I N E S S P R O G R A Mtarget analysis In order to understand the life context of the consumers of all ages and social conditions, we use the international research program dedicated to the happy moments of daily life, described through photographs and written diaries by the subjects themselves. The Institute bases its studies on a data base that contains few thousands happy episodes. How do different generations behave? Which are the references and the values?

10. G E N I U S L O C I P R O G R A Mforeign markets analysis In order to interpret the globalization phenomena in cultural and commercial level, identifying the threats and the opportunities in each market, we have been following the evolution of the consumption patterns in 20 countries, underlining the uniqueness and character of each country and market. Africa Australia Belgium Brazil China Colombia Finland France Germany Greece Holland Iceland India Israel Japan Russia Spain Sweden UK Usa How do global and local meet together? Which are their dynamics?

11. In this way, our clients can recieve precise indications for the consumption trends of the country and the specific market they are interested in, and can define entry strategies and strengthen their position in the very specific market. G E N I U S L O C I P R O G R A Mforeign markets analysis How do global and local meet together? Which are their dynamics ?

12. S T R E E T S I G N A L S P R O G R A Mconsumption trends analysis Listening to people’s spontaneous messages is the best way to explore the consumer world and this is also why Future Concept Lab refers to the word societing rather than marketing. Amsterdam Anversa Bangalore Barcelona Beijing Berlin Bilbao Brussels Bogotà Bologna Bombay Boston Buenos Aires Cannes Helsinki Hong Kong Istanbul Johannesburg Lisbon London Los Angeles Lubiana Madrid Marseilles Miami Milan Montreal Moscow New York Paris San Francisco San Paolo Seoul Shangai Sidney Tel Aviv Tokyo Valencia Vienna Zagabria Is it possible to work on weak signals of change?

13. In order to give voice to people’s expression of emotions we have been collecting thousands of images that capture what we call street signals. The spontaneous signs coming directly from street observation. More than 50,000 high quality images come from our corrispondants from 40 diffrent cities around the world. S T R E E T S I G N A L S P R O G R A Mconsumption trends analysis Is it possible to work on weak signals of change?

14. C O O L H U N T E R S It was back in the 1994 when we started to deploy young professionals and researchers around the world who would be able to become those highly sensible “antennas”on a specific territory for us, participating to our projects of observation and international research. We started with the observation of 5 metropolis (London, Paris, Milan, Tokyo and New York) and each year ever since we are inserting new cities up to the present number (40). Therefore, we consider our correspondents like our windows to the world scene. What is a cool hunter or a cult searcher?

15. A cool hunter “reads” in a spontaneous and direct way Street Signals and Body Signals, present in a specific city: everything that is fresh and interesting (cool) of the expressions emerging in daily life, related to the world of young and adults with a particular attention to the 4 P of new marketing: the people (photos taken in the streets), the places (as for instance the new stores and bars, described and photographed), the plans (for instance new cultural tastes, films or magazines of success, events) and the projects (as for instance the activities of universities and institutions, during working or leisure time). The cult searcher - older than the cool hunter who’s usually around 25 y.old - are young researchers who work for us not only for gathering the trendy “signals”, but also participating to ad hoc projects that the companies entrust us to bring in conclusion. C O O L H U N T E R S How does a cool hunter or a cult searcher work?

16. The 6 trends of Emerging Consumption Convivial and Shared Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

17. Convivial and Shared ConsumptionThe 6 trends of Emerging Consumption Sharing experiences of life and consumption becomes a priority for a number of people. Also in the domestic environment and living, one searches for the new balance that can be struck between subjectivity and sociality, between personal consumption and shared fruition, between customisation and elective affinities, between new manifestations and tribalism and an ancient sense of community. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

18. Oki-Ni Oki-Ni Convivial and Shared ConsumptionThe 6 trends of Emerging Consumption Oki-Ni is a unique concept of showroom. Located in the very heart of London’s fashion area (Old Bond Street), it’s a place were people can see and touch products that are sold exclusively on-line. Each product is unique and comes from the partnership of Oki-Ni with famous brands, such as Adidas, Evisu, Levi’s. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

19. Spamshirt Spamshirt Convivial and Shared ConsumptionThe 6 trends of Emerging Consumption Spamshirt is an original project of collaboration between customers and producers. Their T-shirts are decorated with sentences taken from the bothering spam E-mails. People can send their favourite sentences and receive them as clothes at home. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

20. Arche-typical ConsumptionThe 6 trends of Emerging Consumption Refers to everything that originates and develops in history, that repeated experience of a people, a country or nation. In this perspective tradition and typicality, radication and radicality, more than phenomena of consumption, demonstrate themselves to be powerful signals of a new mentality that is making a great deal of headway in the advanced societies in which the force of character is emerging. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

21. Arche-typical ConsumptionThe 6 trends of Emerging Consumption Tangible excellence The quality essence, the tangible excellence of the uniqueness, are enjoyed in a close proximity with the product and its imagery. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

22. Kenzo Kenzo Arche-typical ConsumptionThe 6 trends of Emerging Consumption Sardinian designer Antonio Marras is the new designer at Kenzo. In the past seasons, he showed a new concept of ethnic style, mixing up different kinds of textile traditions, with fabrics from all over the world and local manufactures. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

23. Pollini Pollini Arche-typical ConsumptionThe 6 trends of Emerging Consumption The Italian tradition of shoemaker Pollini has recently met the creativity and craftmanship of Rifat Ozbek. The result is a style made of different European times and spaces, with quotations of different ethnicities and fashion decades. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

24. Transitive ConsumptionThe 6 trends of Emerging Consumption With this trend can be underlined the role that a product can play in filling a transitional space in which the individual ask for an affective compensation through objects, that enables him to re-estabilish a relation of trust with the outside world, a sphere that otherwise proves to be complex and alienating. In this context, the dream-space and the experience that the subject makes use of a shared playful dimension, become the engines for new forms of consumption. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

25. Transitive ConsumptionThe 6 trends of Emerging Consumption Shift Generations The universality of the transitive object makes it possible to cross ages and identities. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

26. Muji Emporio Armani Transitive ConsumptionThe 6 trends of Emerging Consumption Contemporary Classics The contiguity of the future of an object with its past enable it to become a contemporary classic, regardless of gender and of its market context. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

27. Munich Transitive ConsumptionThe 6 trends of Emerging Consumption Munich is a well known brand among soccer players, both indoor and outdoor. For the launch of the leisure line, they decided to focus on a few styles, but with a wide range of playful colours. In terms of target, there is no distinction of gender and ages. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

28. Consumption as Vital MemoryThe 6 trends of Emerging Consumption Reflects people’s desire to constantly reprocess their own personal experience, to not look at the past as simply a reservoir of memories, but also a rich terrain to be rediscovered in terms of stimulation, inspiration and creativity. Through the imagination and vital re-elaboration of memory and lasting past, the consumer can become familiar easier to the idea of the idea of change. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

29. Miu Miu Hermès Casadei Consumption as Vital MemoryThe 6 trends of Emerging Consumption Blend Vision References and inspirations of the past are re-employed in a different way, generating new syntheses. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

30. Yoox Madonna Consumption as Vital MemoryThe 6 trends of Emerging Consumption Multi-Layered Personality Multi-Layered Personality: eclecticism and an intuitive and combinatorial capacity that mixes mental skills and open-mindedness. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

31. Aquascutum Pringle of Scotland Consumption as Vital MemoryThe 6 trends of Emerging Consumption Aquascutum and Pringle of Scotland are two traditional British brands, with a long history of style and elegance. In the past few years, in different ways, they have both pursued an innovation based upon the re-design of their icons, such as the trench or the Scottish check. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

32. Giles Deacon Sophia Kokosalaki Consumption as Vital MemoryThe 6 trends of Emerging Consumption Giles Deacon and Sophia Kokosalaki are considered to be among the most creative designers of their generation. They are innovative in terms of design, but they always pay homage to the tradition of their Countries: Deacon revitalises the Victorian style, while Kokosalaki is often inspirred by ancient Greek costume. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

33. Consumption for OccasionsThe 6 trends of Emerging Consumption The lifestyle is being replaced by life-occasions that becomes an increasingly important requirement for the people. Therefore it is necessary to identify new occasions or re-interpret the existing occasions. The new occasions of consumption become the new grammar that assigns a major role to novelty, curiosity and everyday happiness. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

34. Friday Style Consumption for OccasionsThe 6 trends of Emerging Consumption Inventing Rites Creating new occasions that become new rites, that consolidate the mechanisms of membership and belonging. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

35. Brixwear 1000 Consumption for OccasionsThe 6 trends of Emerging Consumption Brixwear 1000 is a T-shirt conceived by American designer Tomi and sold on-line. Thought for iPod Shuffle users, this product uses a magnetic clasp system to secure it to the shirt. The first production of 300 units was sold in only 18 minutes. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

36. Serpica Naro Consumption for OccasionsThe 6 trends of Emerging Consumption Serpica Naro made a sensation during the last Milan Fashion Week. Though she was in the official calendar, the mysterious Japanese designer does not exist. The catwalk and the collection actually exist, but they are made by people belonging to the No Global movement and are intended to be a protest against the fashion system. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

37. Decontractive ConsumptionThe 6 trends of Emerging Consumption The new concepts of relax and serenity become of major importance in terms of consumption. In this case the quality of the space, place and body form the base of the experience, a starting point for those who want to decontract the everyday life “muscles” and find a new balance in terms of life quality. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

38. Vuitton Lazy Afternoon Decontractive ConsumptionThe 6 trends of Emerging Consumption Absolute Comfort the priority of comfort in the everyday life usage. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

39. Decontractive ConsumptionThe 6 trends of Emerging Consumption The footwear industry is increasingly focused on comfort and relax issues. From Spain to Australia, Camper and UGG based their recent success on their added value of physical and mental decontraction. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption

40. Car Shoe Decontractive ConsumptionThe 6 trends of Emerging Consumption Car Shoe is renowned for shoes that make driving more comfortable and safe. In the past few seasons they launched a new line of more formal shoes, keeping in mind their leadership in the area of comfort. Convivial Consumption Arche-typical Consumption Transitive Consumption Consumption as Vital Memory Consumption for Occasions Decontractive Consumption