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2014 Summer Insights (Digital Team) June 3, 2013

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Transcript of 2014 Summer Insights (Digital Team) June 3, 2013

2014 Summer Insights
Generation I(mpatient)
Drivers
Austerity fatigue: When there is little hope in a gloomy here and now, people look for a silver lining. That silver lining, amid the barrage of negative economic news, is now science – and the breakthroughs it promises.
Broken beliefs: One-fifth of the US public is religiously unaffiliated, the highest level ever, according to a 2012 report by US thinktank Pew Research Center.
Supernatural Expectations: Information that was once held on dusty shelves in libraries and inside the minds of men in lab coats is now, thanks to the internet, increasingly available to everyone.
Hip to be square: The rise of Silicon Valley, nerdy entrepreneurs and the pace of innovation has made it hip to be square and science subjects are reaping the benefits. By 15 January 2013, Britain’s universities had received 27,081 applications to study physics, according to UCAS, an 8.8% increase on the previous year.
Africanism
Sustainable Brazil
The brain child of a Brazilian mining magnate, Bernardo Paz, Inhotim is a combination of a botanical park and art installations, set in a former mining site!
From Google to Shutl, same-day delivery services target impatient consumers
With the eBay Now iPhone app introduced this year in San Francisco and New York, customers choose items from physical stores and eBay sends a courier to the store to pick it up and drop it off — at an apartment, office, coffee shop or bar — for a $5 fee.
Velaro recently commissioned a single-question survey of over 2,500 Americans 12 and older to ask, “For customer service, how long are you willing to be put on hold?”

Six in ten said one minute or less.
Another third of the respondents said 1-5 minutes.
Social Media Explorer, 2012
"We live in a here-and-now world. Information is not only accessible, but in a moment’s notice. If you ever get stumped on a trivia question again, it’s only because you couldn’t punch the question into your smart phone’s browser soon enough."
S(HE)
Brazil is expected to be one of the largest consumer markets and a leading global economy by the year 2020.
Why Brazil?
Brazilian consumers are becoming more sophisticated, which is expected to boost demand for services and high-quality products.
It is estimated that 73% of households had an annual disposable income of over US$10,000 in 2011, up from only 46% in 2007.
Out of 30 emerging countries, Brazil is ranked second—only behind China—in terms of the development of online retailing.
With the FIFA World Cup in 2014, and Summer Olympics in Rio in 2016, all eyes will be on Brazil.
Over 41% of Brazil's population is under the age of 30.
Long before Citi Bike in NYC, there was...
Started in 2009 with only 100 bikes, Rio's Bike Share Program Samba was one of the first of its kind in Latin America. Samba plans to have 1,000 bikes in 100 stations by the end of the year, and for 3,000 bikes by 2014.
Understanding 'Sustainable Brazil'
The Amazon Rainforest has been described as the “lungs of the earth.” More than half of the oxygen-producing Amazon and its remarkable biodiversity are contained in Brazil, which also boasts 14% of the world’s renewable fresh water and many natural resources including rare earth elements.
Brazil: A Case Study for Sustainable Development, Urban Times, 2012
We constantly use the term
SHE


"For the past century, men have been a marketing afterthought. The old mantra of “he makes, she buys,” has made women the automatic target of countless campaigns, regardless of the brand or service being offered. This is a big miss if you look at the important role that men play in today’s household tasks, decision-making and routine shopping."
Retail Males, The Hub Magazine, 2012
"Once upon a time, disengaged, distant fathers represented the typical pop-culture paternal stereotype (think: Mad Men’s Don Draper). Later, that image was replaced by the well meaning but bumbling—“where does this diaper go again?”—dad.

Now, a new 21st century dad has emerged, and he’s not only competently taking care of the kids, he’s putting his own spin on parenting.


DELETE SLIDE
Parade Magazine, 2012
In 2011, Curitiba, Brazil was named one of the top sustainable cities in the world by GE
"Where there was once only 1 square meter of green space per person, now there is more than 52. Over 1.5 million trees have been planted along city streets and a network of 28 parks and forests developed. Some 2.3 million people a day use Curitiba’s inexpensive and fast transit service—a model of efficiency adopted by other cities including LA and Bogota, Colombia."
Ecoimagination, Top 5 Sustainable Cities, 2011
Natura, a brand that's been around for over 40 years, uses sustainability as an innovation trigger. Its EKOS line, which honors the Brazilian biodiversity by using ingredients produced by less privileged communities in Brazil, illustrates this approach. Natura is also heavily involved with programs that celebrate nature and entrepreneurship to promote social transformation.
Why we care
"According to the latest Mintel Research into 'Green Lifestyles,' there is a growing interest and favorable conditions for 'Green' behavior in Brazil, and for products that meet this requirement...
Sustainability a thing of beauty in Brazil… but not if it costs more, Cosmetics Design, 2012
The Reality of the Impatient Consumer, Social Media Explorer, 2012
Two reasons:

1. We're opening 2 stores in Sao Paulo this year, with hopes to open approximately 3 more in 2014. And while
many foreign brands have rushed into an emerging economy assuming that their deep pockets and international presence were enough, we have a major opportunity to show our new Brazilian customer's that we're different.
It's about thinking GLOCAL.

2. More importantly, we also have the opportunity to celebrate Brazil in a

authentic and genuine way throughout our stores by showing we are connected to our local markets.
It's about bringing narrative and curation together.
Why we care
How will we compete in a world fueled by the desire for instant gratification?

We HAVE to be able to provide a seamless on-to-offline experience, have targeted CRM, easy store navigation, and curation to help our customers cut out unnecessary hassle and inconvenience.

Likewise, In 2014, speed of delivery will be the new differentiator. How will we compete? Could we work with bikes to show we are part of the bicycle revolution?
John Lewis's 'Click and Collect' Initiative led to a 44% increase in online sales last year. Customers could pick up their items from around 100 Waitrose stores in addition to traditional John Lewis locations.
Why we care
Meanwhile, it seems consumers in Brazil strongly believe in the potential of companies to generate social and environmental changes in the communities in which they operate, with 9 in 10 Brazilians claiming that green actions from companies can really have an effect on the world's environment."
Sustainability a thing of beauty in Brazil… but not if it costs more, Cosmetics Design, 2012
Why we care
Brazil is tied for 1st when it comes to 2014 Consumer Expenditure Growth in Latin America's biggest economies
Brazil's population under 30 is significantly higher than that of the United States'
"I'm so busy, I don't even have time to finish my sentences!..."
Overheard on NYC subway last month
Postmates is hoping to transform a niche industry in the same way that Uber is disrupting elite limo services and medallion taxicabs with an on demand delivery service that connects local couriers and bike messengers to anyone who needs to ship anything.
And in 2016, the global menswear market is forecast to have a value of $430,415 million, an increase of 13.9% since 2011.
Euromonitor: The Menswear Gold rush and the Power of the Internet, July 2012
We have an exciting opportunity to speak to dads for the first time.

How can we acknowledge Dad 2.0 and his significance as influencer and decision maker through product and marketing?

What can we do through content to connect with dads?

Surprisingly, menswear is driving the Made in America movement
Generation I(mpatient)
BBB (BIG BOLD BRANDING)
S(HE)
Google Now: Your own predictive personal assistant
Self-checkout: Asda
2014 Summer Insights
Euromonitor, Country Pulse Brazil, 2013
2014: Looking Ahead
Thank you!
Osklen is a brand that, since 1999, has been producing pieces with its self-titled “e-fabrics tag,” created to inform the buyer about the eco-friendly origin of the products. It also was one of the first brands in Brazil to neutralize its carbon footprint.
Movin, the new Rio de Janiero-based brand whose slogan is “start movin’,” strongly embraces sustainability. In addition to using organic cotton, bamboo and recycled PET, or Polyethylenterephthalat — preferably from local Brazilian suppliers — it also preaches the idea of unisex fashion, encouraging the exchange of clothing between genders to avoid excessive consumption, and timeless styles in neutral colors that will last more than one season.
Localscope
In 2050, over 75% of the world population will be urban.
By 2050, 75% Of The World’s Population Will Be Urban. Is That A Good Thing? Fast Company, 2013
Where we live in that urban space will increasingly reflect who we are and our value system.
Identity
From local to ‘hyper local’

Transparency has resulted in customers being increasingly informed and interested in where products come from and how they are produced.

Transparency

Economic hardship has focused peoples attention on helping those in their local communities rather than supporting corporations, shareholders or foreign workers.

Community
Showing local pride: Small Business Saturday
63% of consumers across 10 different countries would pay extra to support local merchants. 47% would pay extra for products ‘made close to home.’
(Trendwatching 2012)
“In the past year, millennials have opted to buy products made locally as possible, to avoid buying from companies without the high ethical standards, to buy fewer goods and services from global corporations and generally to think less favorably of global brands.”
The Futures Company, 2012
Why we care
Locally produced goods and local communities will become increasingly influential and important.

We need to support and contribute to these communities.

In 2011, the US men's clothing market grew by 5.3% year-on year, compared to just 1.4% for women's.
Euromonitor: The Menswear Gold rush and the Power of the Internet, July 2012
June 2013
Update:
Made in America

Update:
Brazil

Update:
Localscope

LSN, 2013
Seven of the fastest-growing economies in the world are in Africa, and these – in Ethiopia, Mozambique, Tanzania, Congo, Ghana, Zambia and Nigeria – are set to grow by more than 6% per year until 2015, according to the International Monetary Fund.
IMF, 2012
Africanism
"The new emerging Africa is a giant continent awakening from poverty and disaster, now bursting with hope and opportunity. Africa's progress is real, dramatic and, by now, well established."
Africa Rising, Time Magazine, 2012
"For decades, the dominant African narrative in the media was of famine, war, and disease. But recently, in light of a perceived economic upturn and a relative reduction in famine and disease across most of the continent, the narrative has changed to one of thrusting progress."
Africa RISING
From...
To...
Vice Magazine, 2013
Why we care
African cultures are widespread and highly influential yet little is known about them. How can we connect through leveraging african style, music and culture?
Bazaaaaar by Urban Outfitters
New social, technological and economic realities are truly opening up Africa to a curious world....
Kim Jones for Louis Vuitton
Grain tables inspired by Africa
Bono and his wife Ali Hewson, creators of the Edun clothing line, recently teamed up with Renzo Rosso of the Diesel group. They are joining forces for a new Diesel+Edun label that will be made entirely in Africa.
BBB
(BIG BOLD BRANDING)
DKNY + Opening Ceremony
Boy London recently relaunched at Selfridges
Timex Originals is a new collection of vintage-influenced time pieces, which honors and celebrates the 156-year time-keeping heritage of Timex. The collection launches in select Bloomingdale's, Nordstrom and Lord & Taylor stores this month.
Levi's Vintage Clothing
Why we care even more
The Bangladesh factory collapse proved to be an enormous wake up call for both retailers and customers.

It's important that we show our customer's that we care about the exploitation of people, resources and environments, and that we are a brand that gets the power of LOCAL.

It's also evident that Made in America isn't going away. Instead, it's becoming more relevant than ever.
Update:
Brazil
To compare that to where we are now...
(Globally, Menswear is a large opportunity and we have a lot of ground to cover)
Why we care
Update:
Localscope

"DKNY was a pioneer of streetwear fashion in the '90s," said Carol Lim, the co-founder of Opening Ceremony. "We have been longtime fans of the brand, and were very excited to bring back select, quintessential styles that feel fresh even today."
‪Exclusive Images: DKNY x Opening Ceremony Launch '90s Capsule Collection‬, Elle Magazine, 2013
Logo-wear is an important business for Gap, but it often feels like the family member we're slightly embarrassed about.


How can we elevate our logo category, to make it feel contemporary, relevant and aspirational?


Ostentatious branding has been off the radar for a long-time. Is it making a comeback?
The recent factory collapse in Bangladesh has created a powerful tipping point in the case for locally-made products...
The Dallas-based Shinola Company is now manufacturing its Shinola brand of watches and bikes in Detroit
Ralph Lauren's Denim & Supply collection is inspired by the brand's vintage materials, styling and detailing. The brand's tops and jackets channel the past with all the techniques of the present.
Why we care even more


We're opening 2 stores in Sao Paulo this year, with hopes to open approximately 3 more in 2014. And while many foreign brands have rushed into an emerging economy assuming that their deep pockets and international presence were enough, we have a major opportunity to show our new Brazilian customer's that we're different. It's about thinking GLOCAL.

More importantly, we also have the opportunity to celebrate Brazil in a authentic and genuine way throughout our stores by showing we are connected to our local markets. It's about bringing narrative and curation together.
In 2010, for the first time, a World Cup kicked off on African soil
Ever since opening their doors in 1994, Supreme has become a cult brand with a strong presence in the world of style
A play on the classic RODARTE logo, Radarte hoodies have become increasingly popular
J.Crew's SAWA TSAGUE sneakers support local craftspeople in Africa
Africa Fashion Week, NYC
La Rinascente in Milan invited curator Beatrice Galilee back to create 'Afrofuture' during the Salon Mobile 2013. The futuristic vision of Africa incorporates events, workshops and showcases, with windows created by African magazine and pulp-fiction master Jungle Jim and London-based illustrator Emily Forgot.
Indego Africa is a nonprofit social enterprise that partners with for-profit cooperatives of more than 400 women artisans in Rwanda and exports, markets, and sells their jewelry, accessories, and home decor on its online store to more than 80 retail stores across the U.S. and Europe, and at major brands like J.Crew and Nicole Miller through cutting-edge design collaborations.
"Brand-Jacking?"
"Small brands are hijacking the logos and names of more established brands to increase their influence. Often using the same visual cues and names, brand-jackers are exploiting the connotations that consumers associate with famous manufacturers and products."
LS:N, 2012
Big Bold Branding is about the unashamed celebration of the logo.
The power of LOCAL continues to be increasingly relevant...
Where we live increasingly reflects who we are and our value system.
Identity
In 2050, over 75% of the world population will be urban.
Transparency has resulted in customers being increasingly informed and interested in where products come from and how they are produced.
Transparency

Economic hardship has focused peoples attention on helping those in their local communities rather than supporting corporations, shareholders or foreign workers.
Community
Could we re-release classic logowear from our archive?
Thank You.
Artwork for Archandroid by Janelle Monae
Kesh
Vision Street Wear
A BOX FROM picks out the best from the most captivating cities with the help of locals
And brands are taking note
J. Crew recently launched a Local designer capsule collection
Nordstrom recently started selling Etsy items in its home departments via its new partnership with Etsy Wholesale
Selfridges UK will launch the world's first luxury drive through shop, as well as a new in-store denim shop with self check out later this year
S(HE)
is about the evolution of men.

S(HE)

is also about the evolution of identity and the role of men in a more equal society.
Drivers
Men are now as sexualised as women
and increasingly are judged and self judge by their appearance. 'Manorexia' is now a mainstream term!
The evolution of masculinity:
men taking care of themselves is no longer taboo. Wearing a pink polo doesn't mean you're gay and being in the army doesn't mean your straight!
The
rise of sartorialism.
Let's understand the changing role of dads in the family and society...
Drivers
More women are graduating than men and women's wages are becoming equitable.

Dad 2.0 is less concerned with boys being 'boys' and girls being 'girls'....
The same drivers still apply, yet new realities have come into play....
I'm concerned the pink message will affect my daughter. I don’t want her to think she is ‘supposed’ to be interested in jewelery, clothes and shopping if she doesn’t want to be..."
The Telegraph, 2013
90's Streetwear brand Stussy is making a comeback!
The BBB movement is taking an opposite turn in some emerging markets...
"The risk for mega-brands, say analysts at HSBC, is of “ubiquity – the idea that the consumer seeing the same products everywhere starts to perceive a brand as being ‘too common’. In our view, the main victims of this theme are Louis Vuitton, Burberry and Gucci as customers from developed economies and even Chinese [principal] cities are less eager to buy logo products.”
LVMH Rushes To Keep Up With China’s Changing Tastes, Jing Daily, 2013
'See-Saw Couples'
Erick Erickson Is Terribly, Embarrassingly Wrong About Women, The Atlantic, 2013
Changing Attitudes on Gay Marriage, The Pew-Forum on Religion and Public Life, 2013
Globally, same-sex marriage approval ratings are at an all time high.
to describe our customer.
The african-inspired aesthetic is changing style pallets in several areas. What are we doing to recognize it and adapt?
'Brandalism' is no longer considered a negative thing
Not only this...
But this
The 2016 Olympics will be the first time that the Games have ever been held in South America, and the 2014 World Cup will be the first time that the tournament has come to the continent since Argentina in 1978.
Why we care
More and more dads are taking over as full time parents and household decision makers. In the last decade the number of men who have left the work force to raise children has more than doubled, to 176,000, according to recent United States census data.
We have an exciting opportunity to connect with men not only from a marketing perspective but from a product and store design perspective, too.

Since menswear is one of the driving forces behind the popularity of Made in America movement, we have an opportunity to provide meaningful product and context around our future collections and validate our brand vision- american optimism; casual style.

Men traditionally purchase more basic/heritage products, and are more likely to be repeat customers once they find something they love.
In China, people can track, monitor, and speak to taxi drivers in real-time
OBEY is now sold at Urban Outfitters
Full transcript