The other day I attended a presentation from Matthew Jet of the trend spotting (I prefer Cool Hunting myself, makes it sound more like something a ninja would do, and Gibson uses it) agency Promostyl.
Promostyl generally work in the fashion arena, having a background in fashion since 1967, but more recently have been branching out to work with marketing agencies, as well as global companies like Nokia, Panasonic, Subaru and others.
Matthew came in to talk to us about some of the ways they spot trends, and some things he sees happening in the next year or so.
Apparently 2008 will continue to be a year of luxury for the consumer, with an eye on meaning and progress. As we all know, luxury hasn’t done itself any favours recently and has become a bit too mainstream (Burberry baseball cap anyone? Thought not!) , accessible and basically common, and over the next year or so he sees them trying to re-establish an arena of exclusivity, not through price, but through rarity.
Apparently there will be four key drivers we will need to be aware of - style, outdoors, illusions and territories.
Style is focused around looking forward. In 80’s luxury looked back into the past. Now it’s about the future. Human technology will be a key, and luxury itself will be linked to excellence in terms of user experience and technology within it. Think Vertu phones made from F1 carbon fibre. As technology becomes more complex, luxury technology will strive to become more simple. He used the example of a washing machine. 1,000 settings on the dial – everyone only uses one. What washing machines need to have is a single button on the front that says “wash clothes”.
Outdoors is, as it sounds, linked to the outdoor environment. Think high-tech hiking boots and posh camping equipment. Nomadic lifestyles for the masses. Freedom to move but within an environment that reflects as closely as possible the luxury lifestyle we all have in our homes. Big focus on moving the inside outside.
Illusions refers to the collapse of the real into the virtual. Drawing attention to natural animal and organic design into real world places. Post-minimalism. Matthew used an example of a shop interior designed to look like the inside of a human body.
Finally, territories is a discovery of the roots of society. A return to old ways, ethnic influences and identifying meaning and value in who we are and what we do. Think about obtaining a sense of modernity through the use of old techniques and older resources. Using tried and trusted ethnic and nomadic methods in a new context.
I’m sure I’ve not fully done Matthew’s excellent presentation justice here, but if you want to know more I suggest you get in touch with them.
Howard
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