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inNº1 / March 2006

CONTENIDOS

CONTENTS

What is ?

10 trends: a starting point

in motion:

The magic of storytelling

Customisation

Brand Extension

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inin

What is ?

inin

Which attempts to collect information on news and trends in our society.

Is a monthly document

For this reason, a group has been trained to continuously gather all the information they can on main news appearing in the general media or other sources of information: news in the press, ads, observations, etc. (social, marketing,…)

However…

Everyone can participate and to that end, anybody can send comments for any issue, as well as

observations, documents compiled on news or trends that are attention-grabbing, and these will be

added to the next “ISSUE”. That way, this document will end up richer and more valuable.

In the same way, in order to “organise” and not lose sight of relevant aspects, we start off with 10 mega-trends on which – on parallel lines- information will continue to be collected and validated, updated and/or adapted to the current context.

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The 10 mega trendsA starting point

Below we reveal the 10 “mega trends” which will be taken as an initial reference in order for us to be able to follow them, include news on each of them, observe the way the evolve etc.*

These trends start in 3 ways:Data Monitor: Global consumer Trends, 2004Faith PopcornOur own collection of material through observation, market knowledge from recent studies etc.

We know that trends don’t always represent something new, but we should pay attention to what’s new in order to see if it follows these trends, changes them or whether it should simply be seen as something temporary.NB *: we are working on a more extensive document where each trend is

explained in more detail

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10 mega trends

EMOTIONAL SCAPES: modifying daily routines, returning to the “”child” you never stopped being, hedonism…

BRAND EXTENSIONS: brands stepping outside their traditional boundaries, creating styles, spaces, etc.

SENSORY: the recapturing of the sensory world from all sides and in every environment, the connection of the inner and outer selves…

BACK TO THE PAST: returning to styles, lifestyles, cooking, personal care… from the past

GENDER COMPLEXITY: the feminisation of society, the unisex universe, the nouveau man…

FAMILY COMPLEXITY: restructuring of the traditional family unit, singles, gays, ‘DINKs’…

CONSUMPTION EXPERIENCE: multi-spaces, services that go beyond shopping; leisure within shopping; social marketing…

AGE COMPLEXITY: kids who want to be grown-up and grown-ups who want to be younger; the third generation and its second wind…

ECONOMY/CUSTOMISATION: personalisation within globalisation, the margin between what’s culturally acceptable and personally differentiating…

INCOME COMPLEXITY: targets with high purchasing power who defend anti-luxury standpoints; those with a lesser purchasing power but are seduced by luxury…

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THE “MAGIC” OF

STORYTELLINGFor years people have been talking about self

help books which are becoming increasingly popular.Writers such as Jorge Bucay, who has just launched his own magazine and has become well-known through his self help writing and especially his stories.

Or books like The Knight in rusty armour, The princess who believed in fairy tales… tell stories, rescue morals… that many people (adults) NEED TO HEAR AGAIN, and FEEL part of the current world.

The princess who believed in fairy tales: Allegorical story in the true fairytale style. Tells the story of a princess who must learn to confront life’s problems and difficulties.

The Knight in rusty armour: A book about self knowledge in the shape of a fable full of fantasy and packed with values and teachings.

Stories have become the ideal format for self help books.

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The “magic” of storytelling

We are part of a trend characterised by refuge in a fantasy, unreal world where we can take refuge from a reality often considered oppressive.

Stories, besides transporting us to another reality, have been seen as an efficient way to teach us how to improve our lives and achieve happiness, firstly by looking inside to find peace that cannot be found outside (something repeated in the large majority of these self help books).

In the same way, books initially aimed at children, like Harry Potter, are “forced” to “change their covers and publish adult versions in order to conform with their real target* (as in the well known case of “Aquarius”). People were reading Harry Potter on buses and trains but with the covers covered in order to camouflage their interest in a book supposedly for children.

NB *: this is to do with the AGE COMPLEXITY trend

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The “magic” of storytelling

Another case is to do with the ever-expanding comic dealers, whose offer is increasingly wider:

Miniature film star figures

Video games and accessories

DVDs (cult films, Manga…)

Comics and fantasy

Manga

Card games, board games

Role play games

Strategy and model building

I.T.,

T-shirts

Sudoku, etc.

A whole universe of objects, magazines, games…. All enable the return to PLAYING in the most childish sense of the word, although completely LEGITIMATE for an adult.

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The “magic” of storytelling

In fact, the world of fantasy has been wreaking havoc in our society for years, with examples to be seen in the rise of manga and role play games.

However this influence is now becoming more present with the production of fictional film star figures. A special section for these figures is widely available and it is linked to the cinema and seemingly justified as being “for film buffs”).

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The “magic” of storytelling

Also, with the spread of films not specifically aimed at a young audience that are based on comics (Sin City, Fantastic Four, Spiderman…), cartoons (Nightmare before Christmas, Corpse Bride) or traditional stories (Grimm Brothers)

The director Terry Gilliam (Fisher King, Twelve monkeys) grabs our attention with The Brothers Grimm, the adventure of the legendary children’s writers, Will and Jake Grimm (Matt Damon and Heath Ledger), with traditional tales such as Little Red Riding Hood.

The comic_ _the film

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The “magic” of storytelling

And the latest development within this trend – halfway between AGE COMPLEXITY + EMOTIONAL SCAPES – is to do with an explosion of ads and displays which recycle magic and children’s dreams through classic stories such as Cinderella, Sleeping Beauty and Snow White (stories that are already part of the “collective consciousness”).

Beautiful, envied women, but who suffer great injustice.

They share a happy ending: the PRINCE who rescues and adores them.

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The “magic” of storytelling

Brands have been able to take a foothold in the world of fantasy with a knowing nod to the consumer, reminding them of two values: dreams we should never lose and ingenuity.

Levi’s even manages to run a promotion

with FLESH & BONE PRINCES

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The “magic” of storytelling

Copies adopt the style of the

classic children’s tale:

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The “magic” of storytelling

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Also, we see Ausonia daring to bring out….

Stories in advertising and concept design:

The “magic” of storytelling

AUSONIA Lingerie

An ad which draws on the

story of Cinderella where the

pantiliners is so fine and delicate that it disappears

when the clock strikes 12.

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Example of the trend in window displays:

The “magic” of storytelling

More examples of other stories…

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Advertising for Lee reminds us of a fantasy

world

The “magic” of storytelling

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The “magic” of storytelling

To conclude,

In times of crisis, natural disasters, work vulnerability, and impossibility of buying a home, the one solution remaining is to go back to the happy world of our childhood…

What comes in story form, the brands go back to connect with the consumer.

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CUSTOMISATION: Some examples

Within an “anomic” society, with mass-produced products, it’s no surprise that people try to take part in the production process, customising and

personalising goods to express their individuality above the masses (although within

them).

St Tom Ford (ex Gucci) said:

“The company that can adapt and customise

will be the success of the decade”

Apple is one of the brands which has

known to make the most of this trend

with its i-pod.

What has Apple done?

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Customisation

With adicolor, Adidas allows the consumer to personalise their pair of trainers.

And… Who hasn’t asked their classmates to sign

their pencil case? (never mind their cast)

What has Adidas done?

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As well as leaving the consumer to take part in the furniture assembly process, another of Ikea’s successes is that it allows the assembly of

wardrobe modules according to the needs and preferences of each consumer.

As such it lets something which “risks” being “huge and impersonal” become the opposite because YOU

PUT IT TOGETHER

Customisation

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Has triumphed “remixing” the more commercial pop songs

An on the David Bowie website, fans can enjoy mixing the themes in his latest record “Reality”

And in fourth place, music, as with consumption, is also an exponent of this trend:

Customisation

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BRAND EXTENSIONS

Some examples of brands which have been launched in other fields further

away from their original “area” …

It maintains its shape but manages to convey more modernity and positions itself in the

premium segment of the shoe market.

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BRAND EXTENSIONS

VERSACE dresses cars in its style.

Further from the extension of many fashion brands selling clothing and

home accessories (curtains, cushions, sheets…), the big brands like Versace move their style into the motoring

world (keeping their identity)

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BRAND EXTENSIONS

A clear evolution – focusing on the music –

which moves further from sponsorship of festivals, concerts and “parties”

It’s the…

OPENING OF CLUBS

(You can visit it in Madrid on Princesa street, the old

Arena club)

…we’ll keep having these brand extensions

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Section

in the bazaar

This section will simply draw together all the adverts, articles, commentaries,

observations, etc. which have caught our attention.

It collects them here like a “jumble box”, although it can be integrated into a group of

novelties, trends, etc. at any point.

It is good to avoid losing any ideas, or observations that may have caught our attention.

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in the bazaar

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in the bazaar