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

2. 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
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3. 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
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4. Luxury Trends 2015+ THE SUSTAINABILITY AGE
Sustainability is our new religion - transforming our world, society and how we do business
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5. 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
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6. Luxury Trends 2015+ CONTRASTS CO-EXIST
Conspicuous Consumption - Shallow Luxury Conscious Consumption - Deep Luxury
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. 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
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15. 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
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16. 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
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17. 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
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18. 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
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19. Luxury Trends 2015+ TOMORROW’S PEOPLE
The key trends clearly indicate
a polarised society – sharing
lifestyles and value sets
across conventional borders
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20. Luxury Trends 2015+ CONTRASTING MINDSETS
The WE people The ME People
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21. 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
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22. Luxury Trends 2015+ URBAN TRIBES
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23. 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
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24. 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
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25. Luxury Trends 2015+ CULTURAL EXPLORERS
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26. 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
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27. 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
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28. Luxury Trends 2015+ NATURE SUSTAINERS
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29. 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’
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30. 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
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31. Luxury Trends 2015+ POETIC MODERNISTS
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32. 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
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33. 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
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34. 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
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35. 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
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