GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
S E P T E M B E R 2 0 1 6
G L O B A L T R E N D B R I E F I N G
Five trends reshaping luxury
consumerism in 2017 and beyond!
THE FUTURE
OF LUXURY

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Michelin star
dining at a
street food
stall...

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
A Pepsi-
themed luxury
bar and lounge
in Manhattan...

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
In 2017, the expectations of luxury
consumers are changing fast...

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury has
always been
about status.
But affluence
and connectivity
shifted the
frontiers.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Status has
become less
about 'what
I have' and much
more about
'who I am': more
ethical, creative,
connected,
tasteful than
the masses.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Everyone knows
about the global
luxury slowdown...
… but the smartest brands will see
it as a massive OPPORTUNITY!

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The global luxury market will reach EUR 295
billion in revenue by 2020.
BAIN AND COMPANY, MAY 2016

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
1. THE QUINTESSENTIAL SELF
2. V.I.D.
3. PREMIUM REDEEMED
4. THE EXTRAVAGANCE ECONOMY
5. POST-DEMOGRAPHIC LUXURY
Five trends
transforming THE
FUTURE OF LUXURY
in 2017 and beyond...

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Because my self-actualization is faster, smarter
and more shareable than yours.
THE QUINTESSENTIAL
SELF
N U M B E R O N E

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
W H Y N O W
... if you're happy with average ;)
Self-actualization is
fine...

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury holiday package for people
running Barcelona marathon
THE QUINTESSENTIAL SELF
Mandarin Oriental
Barcelona

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Samsung & de
GRISOGONO
USD 15,000 luxury watch tracks
physical metrics
THE QUINTESSENTIAL SELF

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Crunch Gym
Antigravity meditation and mindfulness
sessions
THE QUINTESSENTIAL SELF

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Barts
Bar serves mood-enhancing cocktails
THE QUINTESSENTIAL SELF

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE QUINTESSENTIAL SELF
Seabourn
Luxury cruises focus on wellbeing

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Remember, the
self-actualization
arms race is
mainstream.
N E X T

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Very Important Data.
V.I.D.
N U M B E R T W O

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
But some data is more equal
than others...
W H Y N O W
All personal data is
equal.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
39% of Ultra High Net Worth Individuals
worldwide say that online privacy and security
is an issue of concern for them when it comes to
the creation and preservation of their wealth.
THE KNIGHT FRANK WEALTH REPORT, 2016

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
App stores personal data in Swiss
bunker
V.I.D.
Bvlgari

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Smartphone has military-grade data
security
V.I.D.
SIRIN LABS

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Prototype smartphone case tells user
when phone is sharing information
V.I.D.
Introspection Engine

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
You don't have to
be a tech brand
to apply this
trend. If you're
not, think
partnerships.
N E X T

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury that makes the world a better place.
PREMIUM REDEEMED
N U M B E R T H R E E

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
W H Y N O W
Status used to be
about how much
money you made.
In 2016, it's about how much money
you can give away.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
In June 2016,
Fortune Magazine
reported that 17
new billionaires
had joined the The
Giving Pledge
S I G N O F T H E T I M E S

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Tech CEOs and Hollywood actors invest
in lab-grown diamonds statup
PREMIUM REDEEMED
Diamond Foundry

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury vodka is distilled from San
Francisco fog water
PREMIUM REDEEMED
Fog Point

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Campaign encourages Chinese women
to pursue their dreams
PREMIUM REDEEMED
SK-II

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Sunglasses brand aim to take down
North Korean regime
PREMIUM REDEEMED
Dear Leader

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The key questions
to ask during your
team brainstorm:
where in our
business do we
apply this trend?
N E X T

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury on demand.
THE EXTRAVAGANCE
ECONOMY
N U M B E R F O U R

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
The on-demand
economy has
permanently rewired
expectations.
Luxury dinner party delivered to the doorstep?
Pass me the smartphone…

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
On-demand private jet seats between
London and Europe
THE EXTRAVAGANCE ECONOMY
JetSmarter

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
App lets users liveshop luxury fashion
show
THE EXTRAVAGANCE ECONOMY
Tmall

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE EXTRAVAGANCE ECONOMY
Quiero Taxi Exótico
On-demand supercar taxis

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury dinner parties on demand
THE EXTRAVAGANCE ECONOMY
Hunter VIII Hunter

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
N E X T
Want to get ahead
of the on-demand
curve? Take your
cue from PREMIUM
REDEEMED, and
start thinking
ethical on-demand
luxe services.
N E X T

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Disrupted demographics transform the who,
where and when of luxury.
POST-DEMOGRAPHIC
LUXURY
N U M B E R F I V E

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Time to throw out old
thinking on WHO your
customers are and
HOW you serve them.
Embrace a world in which
identities, lifestyles – and
expectations – are liberated from
demographic determinism.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Capsule collection on sale via traveling
truck
POST-DEMOGRAPHIC LUXURY
Fendi

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Italian supercar maker targets women
and families
POST-DEMOGRAPHIC LUXURY
Lamborghini

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Luxury womenswear brand’s ads fronted
by male actor
POST-DEMOGRAPHIC LUXURY
Louis Vuitton

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Italian fashion brand runs street graffiti
campaign
POST-DEMOGRAPHIC LUXURY
Dolce & Gabbana

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Swiss watchmaker partners with graffiti
artist
POST-DEMOGRAPHIC LUXURY
Richard Mille

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
POST-
DEMOGRAPHIC
CONSUMERISM
is transforming
customer
expectations
in every industry.
N E X T

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
But ridiculous can fast become revolutionary.
THESE MIGHT SEEM
RIDICULOUS NOW...
A N D F I N A L LY

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Ridiculed to
revolutionary:
the luxury
story that
happens over
and again.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE
OF LUXURY is...
danger?
These tumblers,
from Martin
Jakobsen, are
made from
radioactive
uranium-glass.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE OF
LUXURY is...
invisibility?
The ISHU scarf
features light-
reflecting 'anti-
flash technology'
that makes the
wearer invisible.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE FUTURE OF
LUXURY is...
immortality?
Eternime collects
social media and
memories to
create a chatbot
version of the
user upon death.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
THE BIGGER PICTURE
Seeing these trends in the context of our Trend
Framework.

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
Spotting trends? It all starts with innovations.
Start watching the innovations – products, services,
campaigns – flooding into the market now. Draw lines
between similar innovations and interrogate them for
the new expectations they're helping to create.
How do we process and contextualize the thousands
of innovations we spot? It helps to have a
Framework...
T H E B I G G E R P I C T U R E

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
16 mega-trends that provide structure and context
when tracking innovation.
The Trend Framework
T H E B I G G E R P I C T U R E

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
OVER TO YOU!
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