Trends | In
the Press | Services
a Friend | Seminars | Subscribe!
Welcome to the August 2004 issue, containing our new CURATED
CONSUMPTION and 5 STAR LIVING trends, and a pretty insightful
(if not unsettling) update on our MASS CLASS trend. Can
you afford NOT to know about these massive shifts in consumer
behavior and preferences?!
Get Ready for 2005!!
For those of you who can't get enough of our newsletters,
we will hold a few exclusive yet affordable afternoon
trend sessions in Europe and North America
this fall. To stay ahead of the masses, and start 2005
with a bang, check
out the program for Brussels
(9 Sept.), London
(15 Sept.), Paris
(23 Sept.), Amsterdam
(28 Sept.), Toronto
(14 Oct.), Chicago
(18 Oct.), San
(22 Oct.), Dallas
(28 Oct.) or Atlanta
(4 Nov.). For each city, we've also included
a special promotional code.
Tickets are selling fast, so secure
your seat as soon as possible. >>>
Our next edition is due 31 August 2004. Hopefully, we'll
soon meet up in person, too!
On the one hand, spoilt-for-choice, switched-on, wired-to-the-teeth
consumers are more demanding, knowledgeable and in control
than ever, wallowing in conspicuous consumption and unrivalled
choice, and making or breaking new products and services
the moment they hit the shelves.
On the other hand, that same avalanche of choice, the
abundance of high quality MASS
CLASS goods, the mind boggling number of variations,
brands, flavors, and God knows what, is driving those
very same, often time-starved consumers into the arms
of a new breed of 'curators' and editors, who pre-select
for them what to buy, what to experience, what to what
to wear, what to read, what to drink and so on. (Curator
n. He or she who manages or oversees a museum
collection or a library.)
So make way for the emerging trend of CURATED
CONSUMPTION: millions of consumers following
and obeying the new curators of style, of taste, of eruditeness,
in an ever growing number of B2C industries (Martha and
home decorating was really just the beginning ;-). And
it's not just one way: in this uber-connected world, the
new curators enjoy unprecedented access to broadcasting
and publishing channels to reach their audience, from
their own blogs to niche TV channels.
is behind magazines morphing into catalogues, which then
morph into eclectic stores, it's behind DJs, restaurant
critics, opinionated bloggers, and rap stars giving consumers
access to their playlists, their cribs, their top 10 lists.
And let's not forget celeb designers cooperating with
retail chains, hand-picking NO FRILLS CHIC collections;
Amazon reviewers; gay lifestyle gurus; and self-help TV
personalities. The new Gods of CURATED
CONSUMPTION are amongst us! ;-)
It also explains why shops increasingly look like museums,
art galleries, and antique stores: consumers these days
may end up in someone's loft, apartment or office when
looking for something with a seal of approval, but also
something with soul, with character, with stories attached
to an edited-down, manageable number of choices. Which
is of course why CURATED
CONSUMPTION fits so well with other current
key business and marketing concepts like 'story telling',
'character', 'authenticity' and 'discovery'.
Some wise words from Ron Pompei, founder of PompeiAD,
who inspired TRENDWATCHING.COM to start tracking this
trend: "We're reaching out to the members of the
creative class, the fastest-growing segment of our society.
They value authenticity and self-expression. They invest
in things that speak to them emotionally, that have a
story behind them. At the same time, though, they still
want a brand to edit and curate the world for them, as
long as they believe they have the freedom to choose."
(Source: Interior Design.)
All in all, consumers are looking for the new masters
of consumption and lifestyle, and they're finding them
in more (unexpected) places than ever before.
As you may recall, our other newsletter -- Springwise
New Business Ideas -- reported on Microzine back in
November 2003, when the "monthly men's style magazine
meets an in-store shopping experience" had yet to
open its Islington, London doors. Half a year later, Microzine
is in business, fast becoming a poster child for CURATED
CONSUMPTION. The store's philosophy is
summed up by its owner, Christoper Lee: "Everyone's
got the same product, and consumers are fed up. They want
something exciting and they want it edited down."
Which means objects for sale in this living room style
store now come with a story attached, explaining why it
deserves to be bought. Next time you're in London, make
this store a starting point for your CURATED
For more CURATED CONSUMPTION
retail examples, TRENDWATCHING.COM recommends Anthropologie,
Outfitters, French lifestyle
phenomenon Colette, and Italian Corso
Como (a Milan based 13,000-square-foot complex,
which includes the Galleria Carla Sozzani (a photography
and design gallery), a bookstore (design books from all
over the world), a boutique for men's and women's clothing
and accessories, hard-to-find imports, and must-have luxury
have of course always been curators and editors of news
and topics considered worth knowing about, but even here
things are changing rapidly. So-called magalogues (combinations
of shopping catalogues and magazines) like Lucky
(for women), Cargo
(for men) or Daily
Candy (for urbanites) only focus
on what to buy, what to purchase, what to experience.
Oh, and keep an eye out for Condé Nast, who plan
to publish a new magalogue called Shelter, dedicated to
the Home Haven phenomenon, due to be out in the spring
• And what
about CURATED CONSUMPTION
and the Experience Economy? With so many experiences to
be had these days, who's going to authoratively curate
them? Expect more books and websites like Patricia Schultz's
Places To See Before You Die, a New York
Times bestseller. And count on Oprah
and other life coaches to become ever greater curators
of experience must-haves.
• The list
of new curators and editors goes on and on: bloggers slash
cool hunters like Josh
Rubin, who gets up to 100,000 visitors a
month checking out his carefully curated collection of
cool; the Queer Eye team, who, on a global scale, now
dictate the 'style' in lifestyle, the rap stars initiating
entire new interior design trends by showing off their
tasteful selection of furniture, cars and electronics
on MTV Cribs (in fact, the 'Bling Bling' factor is becoming
such a massive CURATED CONSUMPTION force that it warrants
its own trend description; we dubbed it BLING
POWER, and it will be featured in the September
or October newsletter!).
No, the idea of curators dictating consumers'
moves and grooves isn't spanking new. However, the rapidly
increasing range and depth of curators across many industries
IS. And with mega trends like ONLINE
C, and MASS
CLASS all nearing tipping point, CURATED
CONSUMPTION is firmly positioned to move
from niche to mass appeal, with needy audiences, networks
and armies of experts now available on a grand scale.
Which means you, as an exec, a marketer, a business professional,
need to figure out who out there, amidst the ever growing
SEA OF SAMENESS, is telling your (potential) customers
what to buy, what to experience, what to drink. Or, if
you're an intermediary, how YOU can become the leading
curator or editor in your sector, paying much more attention
to selection, to story telling, to hiring experts who
pre-select your offerings based on taste and experience.
Mind you: CURATED CONSUMPTION
is NOT the same as straightforward ('paid for') product
endorsement or the use of amateur influentials: there's
more than a strong whiff of independence and expertise
to CURATED CONSUMPTION,
making this a more serious, and potentially much bigger
ballgame. There's also a strong link with one of our other
So start researching, brain storming, and forging partnerships
with Master Curators, even if it's on a micro level. Forget
listening, it's time you tell your customers what to do!
Email this trend to a friend.
who like to shop
WANT TO LINK TO THIS TREND?
Mega trends spawn niche trends. Consider our 'big' MASSCLUSIVITY
trend: in the endless quest for bringing exclusivity to
attention-starved masses, new spin-off trends will continue
to pop up in this space.
Case in point: our new 5
trend, which is all about the phenomenon of five
star hotels joining forces with real estate developers,
from London to Las Vegas. The hotels offer services that
were previously for guests only to owners of luxury residential
properties located next to or even on top of sumptuous
hotels. Think exclusive access to the spa, bellboys walking
the dog, guaranteed reservations in Jean-Georges Vongerichten
restaurants, or 24/7 room service instead of Domino's.
Great for busy double income couples or wealthy followers
of Carpe Diem. Which means 5
is not a desperate attempt, like gated communities,
to just detach oneself from 'normal' life: we're talking
of the luxury kind here! As always, TRENDWATCHING.COM
has rounded up some of the most current examples from
around the world:
Residences (apparently the name of choice
for 5 STAR
LIVING concepts!) is a condominium hotel
enclave built on the MGM GRAND grounds in Las Vegas. Suites
come with the pleasures of being an owner and a pampered
hotel guest: from spa facilities to restaurants, and from
the enormous casino to the Studio 54 night club. Real
estate developer Turnberry Associates is behind this latest
example of 5 star hotel living; other projects include
Turnberry Place (a fourth residential
tower is going up soon, with serviced apartments priced
from USD 450,000 to 5.9 million), and Miami's Fontainebleau
II and the Turnberry
The new W Scottsdale Hotel and Residences (Starwood
Hotels & Resorts Worldwide) in Arizona will include
25 to 30 luxury condominiums. Scheduled to open in 2007,
the W Residences will offer owners a combination of one
and two bedroom condominiums with the benefits of being
attached to a W Hotel including all the amenities enjoyed
by hotel guests. Highlights include in-home catering,
botanical service, limo service and special W Resident
Rates and VIP service in all W hotels worldwide. W Hotels
is also developing Residences at the W Fort Lauderdale
(2007) and W Dallas (2006).
Life is a beach in Miami, from Canyon
Ranch Living, a residential community located
on over 750 feet of oceanfront in Miami Beach (five-star
residential services include an acclaimed oceanfront restaurant
and a full-service, 60,000 square foot spa and fitness
Center) to the impressive Tower
Residences, situated above the new Four Seasons
Hotel Miami. Last but not least, Mr. 'You're Fired' Trump
is behind the Trump
Grande Ocean Resort and Residences, located
at the midpoint of the Miami Beach - Ft. Lauderdale corridor.
In New York, the spanking new,
USD 1 billion Timer Warner Tower complex offers an urban
version of 5 STAR
LIVING in cooperation with the Mandarin
Oriental. Views of Central Park included.
The Ritz-Carlton (Battery Park) can claim to be one of
the first to do this in New York, though: 'The Residences'
offers spacious condominiums that come with a a dedicated
concierge, gourmet dining, butler service, and (in their
own words) 'the prestige of living at the Ritz-Carlton.'
London, Hyatt Hotels
is cooperating with the new and exclusive The
Knightsbrigde development. 205 future owners
can count on Hyatt personnel to walk their dogs and more.
Life can be sweet! UK-based Marriott
fans head for 47
Park Street, the first European property
operating under Marriott's Grand Residence Club brand
("all the advantages of a second home with the amenities
and personal service of a luxury resort").
Germany will soon see its first 5
when aforementioned Ritz-Carlton 'The Residences' comes
to Berlin, as part of the Beisheim
Center. Owners will enjoy privileges like
dinners at home (event and party service; the sous-chef
of the Ritz-Carlton will cook in your own apartment),
24-hour room service, nanny, babysitting, room cleaning,
shoeshine service, laundry service, dry cleaning, fitness
center, indoor pool, golf course recommendations, saunas,
massages, physiotherapy, and more.
Hotels and apartment buildings around
the world, unite! What better way to literally upgrade
daily life than by injecting 5 star service into mundane
activities and chores?
Yes, TRENDWATCHING.COM understands that not all future
residences will have access to their own 60,000 square
foot health spas, but the 5
STAR LIVING trend will undoubtedly trickle
down to the MASS
CLASS in a less excessive version. In fact, there
are millions of 'normal' consumers out there, struggling
with busy jobs, families and life in general, who are
dying to get their hands on even 3
STAR LIVING! So: who'll become the trendsetter
in providing 3 star services on a neighborhood or even
However, as always, there's more to 5
STAR LIVING than real estate and hospitality!
TRENDWATCHING.COM believes the 5
STAR LIVING trend should inspire any marketer
or exec interested in turning existing assets
into profitable and imaginative new MASSCLUVITY services.
Which, again, doesn't always mean catering to the absurdly
rich; one of the reasons for TRENDWATCHING.COM to often
focus on the luxury sector is because most consumer goods
and services that we now consider to be commonplace, were
initially introduced by pioneers of luxury and lifestyle.
Oh well, incorporating this trend into your marketing
strategy at least provides a good excuse for sampling
some of the properties above! >>
Email this trend to a friend.
THE NON-CYCLICAL RICH
WANT TO LINK TO THIS TREND?
All trends in TRENDWATCHING.COM's database are relentlessly and continuously tracked, enabling us to present you with new, related business ideas and concepts at all times.
"Hundreds of millions of global consumers
are now unified in their quest for the best deals on offer
on a global scale in virtually each B2C category."
is taking on the world. From saturated consumer societies
in Canada and Norway to the rampant boom markets in China
and India, hundreds of millions of consumers now ALL sip
Starbucks lattes, blabber away on Nokia phones and dress
up in Zara and H&M. Whether you make USD 60K in Oslo
or USD 3K a year in Shanghai, branded, high quality products
and services at affordable prices now define the minimum
standards for MASS CLASS
living, making it a very competitive market out there,
for established and new brands alike.
Having mapped the purchasing power of billions of consumers
in BRIC (Brazil, Russia, India, China) nations and beyond,
TRENDWATCHING.COM in its seminars
has started to turn its attention to the three must-have
consumption trophies that will afford emerging MASS
CLASS consumers access to Middle Class
Walhalla: a comfortable home, (multiple) holidays, and
a nice set of wheels. In this edition we'll focus on the
latter. Make way for the MASS
The MASS CLASS CAR
is not new: Latin Americans had their Volkswagen Beetle
(affectionately called ''el huevito'', the little
egg, or "el vocho"), Indian consumers have their
800 (selling for as little as USD 4,860), and in the 1990s,
Fiat of Italy flooded the developing world with its Fiat
Palio, the company's 'world car', aimed at
emerging countries such as Brazil, Argentina, India, China
and Turkey. Today the Fiat Palio is marketed in forty
countries, and produced in nine plants. (Source: Wikipedia.)
However, with especially India and China rising and shining,
a slew of new initiatives promises to rejuvenate the MASS
CLASS CAR trend.
Renault X90 (aka Logan)
French car manufacturer Renault
is now in full gear, preparing the building of its Logan
'World Car'. The Logan, initially named the X-90, is also known as the 5,000 Euro car (after
the planned sales price for the entry-level model in developing
Production will soon start at Renault's Dacia
subsidiary in Romania, which previously built the Dacia
1300, a copy of the 35-year-old Renault 12. It recently
ceased manufacturing this model, thereby freeing up capacity.
Dacia is aiming to build 200,000 cars a year for Eastern
Europe, and the Dacia plant will be followed by factories
in Iran, Russia, Morocco, Colombia and probably China
and India. Renault hopes to sell 700,000 Logans by 2010.
(Sources: Financial Times, just-auto.com.)
Chery QQ and Geely Haoqing
China's burgeoning automobile industry is also
seeing initiatives for new MASS CLASS CARS, most notably
those of Chery
The two car makers have gained a domestic market share
of around 10% by undercutting their larger rivals on price, with vehicles currently priced at around Rmb 40,000
(USD 4,800). This spring saw the introduction of the Chery
QQ, a spartan but cute four-door hatchback.
China's only privately owned car manufacturer Geely Group
unveiled its new Geely Haoqing last April. Both Chery and Geely
are very ambitious and have just announced a push into
overseas markets. Geely is planning to step up exports
to the Middle East, South America, and in a first for
a Chinese carmaker, also to the US with sales targeted
at 5,000-6,000 units in 2005. Chery, for its part, is
planning to export 10,000 cars this year. Despite lower vehicle quality levels, the carmaker
is aiming to grab market share from foreign rivals in
by selling cars at even lower prices than in China.
(Sources: Financial Times, China Daily.)
Indian car giant Tata
Motors is hoping to make motoring available
to the country's masses with the introduction of a car
costing about USD 2,000 (!). The vehicle, which is still
at the "ideation" stage, is expected to have
a 600cc engine and to be fighting for space on India 's
roads within three to five years. India 's cheapest car,
the Maruti 800, currently costs about USD 4,860 (200,000
rupees). Among the strategies for producing a car retailing
at half that amount is to set up a network of low-cost,
low-volume manufacturers around India for component production
and assembly, acting under license. The low-cost cars
would be aimed at people graduating from two-wheelers
to cars. Five million two-wheelers are sold each year
in India, while 200,000 Indians made first-time purchases
of entry level cars last year. Tata believes
that demand for the 'People's Car' could rise to 500,000
within two years, with opportunities in other parts of
Asia and Africa. (Sources: Financial Express India, Telegraph.co.uk.)
The above may not make your day if you're
an environmentalist, but as we often need to point out:
the art of trend watching really is about observing first,
then drawing conclusions. It's better to be in the know,
good or bad.
Now, chances are you not in automotive at all, in which
case you may not care about the Renault X-90 or the Cherry
QQ. However, the same MASS
CLASS initiatives are building in real
easte. In travel. In fashion. In finance. And thus, studying
these initiatives, even if they are far removed from your own
industry or your geographical location, should get you
thinking and, eventually, going. In the end, MASS CLASS
CARS are yet another take on SACHET MARKETING techniques of offering your 'emerging' consumers
more digestible, affordable, 'light' versions of whatever
it is you're selling your 'mature' consumers. Want more
examples outside the automotive sector? The September
edition of our newsletter will feature an update on the
latest and coolest SACHET MARKETING examples from Brazil,
India and the Philippines. See how hard we're working to keep you cutting edge? ;-) >>
Email this trend to a friend.
AND NEW BUSINESS IDEAS
WANT TO READ THE ENTIRE
Want even more inspiration? Our September
2004 newsletter, which we'll send out on 1 SEPTEMBER
2004, will bring you new trends like STATUS ANXIETY
and NEW HOME HAVEN, and updates on our FEEDER BUSINESSES
and SACHET MARKETING trends!
In the mean time: DO check out our TREND IMMERSION SEMINARS. We'll be visiting four European and five North American cities from September to November. These full afternoon sessions are exclusive yet affordable, and very, very inspiring (if we say so ourselves)! For more information on our seminars, please click here >>
ISSUE IS DUE
2004, DON'T MISS OUT!!
Subscribe for FREE: please fill
in your email address.
TELL YOUR FRIENDS AND CO-WORKERS!
Well, not all of them of course,
just the few you really like. Simply forward
this newsletter or visit our TELL
A FRIEND page.
Feel free to publish part or all
of these trends at your convenience. As long as you properly name,
credit and link to the source, www.trendwatching.com,
If you're a journalist working on a trends-related article,
check out our extensive PRESS
SECTION: we'll do our best to make your life easier. ;-)
here to print this newsletter.
If you have trouble viewing the file, click below for a free download
of Acrobat Reader.
Fortune 500 marketers, analysts, heads of
start-ups, management consultants, budding and serial entrepreneurs,
students, researchers, VCs, journalists, business development directors,
fellow trend watchers, and anyone else interested in staying on
top of the latest trends. Want
to join them?
PROMOTE YOUR BUSINESS!
TRENDWATCHING.COM and its sister-site Springwise
New Business Ideas offer a highly targeted and prestigious way
to promote your brand and your services to 45,000 marketing
and business development professionals around the world. Want to
know more? Click here!
NEXT ISSUE IS DUE
Make sure you don't miss out on our next batch of trends. To subscribe, please fill in your email address below and click on 'SEND'.