The 6 trends of Emerging Consumption

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The 6 trends of Emerging Consumption Francesco
Morace, Future Concept Lab, Copenhagen, April 2005
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A C T I V I T Y 2 0 0 4
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O R I G I N
How the idea of creating Future Concept Lab was
born? (the original name from 1988 till 1995 was
Trends Lab)
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M I S S I O N
What contribution of research, knowledge and
consultancy can we supply to our clients?
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M I S S I O N
What contribution of research, knowledge and
consultancy can we supply to our clients?
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S C E N A R I O S
Why dont we believe in traditional
scenario-making?
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M E T H O D O L O G Y
In which way is the methodology of FCL different?
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M I N D S T Y L E S P R O G R
A Mfor brand positioning
How do we work on brand and its positioning?
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H A P P I N E S S P R O G R A
Mtarget analysis
How do different generations behave? Which are
the references and the values?
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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?
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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 ?
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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?
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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?
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C O O L H U N T E R S
What is a cool hunter or a cult searcher?
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C O O L H U N T E R S
How does a cool hunter or a cult searcher work?
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The 6 trends of Emerging Consumption
Convivial and Shared Consumption
Arche-typical Consumption
Transitive Consumption
Consumption as Vital Memory
Consumption for Occasions
Decontractive Consumption
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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
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Convivial and Shared ConsumptionThe 6 trends of
Emerging Consumption
Oki-Ni is a unique concept of showroom. Located
in the very heart of Londons fashion area (Old
Bond Street), its 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, Levis.
Convivial Consumption
Arche-typical Consumption
Transitive Consumption
Consumption as Vital Memory
Consumption for Occasions
Decontractive Consumption
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Consumption as Vital MemoryThe 6 trends of
Emerging Consumption
Reflects peoples 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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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