Global JWT trends 2015 Reframe_Unite Agency

Global JWT trends 2015 Reframe
with implications to the Russians
Summarized by Unite Agency, based on JWT presentation:
«The Future 100 trends and chance to watch in 2015»

AGENDA
1. Retooling for an aging population
in the era of long-living.
2. Celebrities are aspired of real life
and real brands.
3. Everything is retail and is becoming
shoppable. Consumers will buy
the experience. Every brand
should have experience strategy
besides digital or brand ones.
4. Feeling good is a key to looking good.
5. Brands. General rise in consumer
sophistication demand, personalization
and experience.
6. The growth of Mindfulness toward
personal health and environment.
7. Technologies serve for sustainability,
going private in public and globalization.
8. Society trends.
3
5
6
1
2
7

In 2014 Estée Lauder bought
Olio Lusso, the skin care line founded
by Linda Rodin.
Rodin launched her brand
when she was nearly 60.
It’s USP is that it naturally
enhances you to be the best
you can be.
The World Health Organization
estimates that by 2050, people
aged 65 and over will
outnumber children aged 14
and under for the first time.“Oh, the Beauty of Simplicity!”

1. RETOOLING FOR
AN AGING
POPULATION IN THE
ERA OF LONG-LIVING
Retooling for an Aging Population
 As the workforce is rapidly aging, there
is a rising appreciation of the strength
and tenacity of a more mature workforce.
 In Germany, BMW has installed adjustable
chairs and special tools to cater to older
workers.
New Wave Boomer Beauty
 50% of premium beauty categories are
controlled by consumers who are over age 50.
 Most of these consumers are still presented
with products whose models are in their 20s.
 Clever brands will target them without
patronizing them.
Aging: Silicon Valley’s Next Frontier
 Silicon Valley is trying to tackle how to slow
down aging.
 “We could be doing a lot more in the fight
against aging,” PayPal co-founder Peter Thiel
said at the 2014 Web Summit in Dublin.
“It’s a problem that could be slowed. We could
figure out what causes it, how to reverse it….”.

2. CELEBRITIES
ARE ASPIRED
OF REAL LIFE
AND REAL BRANDS
Real Aspirations
 As more and more celebrities and influencers
use social media like Tumblr and Instagram,
candid and real are becoming ideal.
 A growing number of celebrities/influencers are
posting unedited pictures of themselves to show
that they will not be edited into submission.
Backstage Celebrities
 Social media has increased awareness
of fashion designers and the creative
talent behind the scenes (e.g. makeup
and hair artists to store architects).
 Meanwhile, luxury store architect Peter Marino
(who has designed stores for Christian Dior,
Louis Vuitton and Chanel) was celebrated
in an exhibit during Design Miami 2014.
Celebrity Business Partners
 Celebrities are finding direct ways
to monetize their influence as they
launch their own lifestyle brands.
 Brands collaborating with celebrity business
partners leads to a double halo effect of joint
media buzz and promotions.

SUPERSTAR ROBBIE
WILLIAMS BECOMES
VOLKSWAGEN'S
NEW MARKETING
MANAGER: WIE GUT
KLINGT DAS DENN?!
Robbie Williams recently dropped a hint
about his new role and is obviously delighted
with his mission:
"Marketing manager at Volkswagen –
wie gut klingt das denn? For me, it's a big
change. It's stepping out of the world of pop
into a proper job", is how Robbie described
his new assignment at Volkswagen…

FORESTA LUMINA
BY MOMENT
FACTORY, CANADA

3. EVERYTHING
IS RETAIL
AND IS BECOMING
SHOPPABLE.
CONSUMERS
WILL BUY
THE EXPERIENCE.
Every brand should have experience
strategy besides digital or brand
ones.
Experiential Public Spaces
 Street scape is becoming a rich palette for
retail, location-sensitive games, and
experiences that can offer public services as
well as integrate themselves into consumers’
everyday activities. Clever brands use wonder
and experience in services for everyday
activities.
Intellectual, Artistic Gaming
 New wave of intellectual, artistic and poetic video
games. These focus on learning, self-actualizing
and experience over punching out soldiers or
whizzing past a virtual finishing line.
 Gaming is changing to include new audiences like
women (who comprise ~50% of gamers).
 Gaming mechanics are being applied to everything
from music videos to retail.

Amazon Store
 Online retailers have opened brick-and-mortar
stores as consumers seek compelling in-store
experiences in addition to shopping online.
 Amazon is planning on opening its first physical
store in New York City.
24/7: Unlimited Hours
 Due to globalization and the internet, traditional
boundaries that kept retail and working hours in
check have collapsed.
Celebrating Serendipity
 There is a growing appetite (Big data)
for randomness as consumers are getting
used to predictive advertising and retail.
 More and more technologists and innovators
are focusing on integrating chance discoveries
to complement automation and prediction.
Death of the Cookie?
 Facebook claims that the cookie,
the traditional method of tracking consumers’
response to ads and paths to purchases,
is over 40% of transactions go from one device
to another device, rendering cookies
redundant for understanding the success
of advertising and affiliated retail.

WHAT’S
IN COMMON
BETWEEN KALE
AND CHARCOAL
?

MINERALS! BOTH INGESTIBLE
AND APPLIED
EXTERNALLY, ARE
BECOMING A KEY
SELLING POINT
FOR HEALTH
AND BEAUTY

4.FEELING GOOD
IS A KEY TO
LOOKING GOOD
Kale and Superfood Beauty Wave
 As consumers gravitate towards health, beauty,
and well-being, superfoods and cold-pressed
juices have become a phenomenon among
consumers.
South Korean Beauty
 Beauty influences are increasingly coming from
the East as ready access to the internet and
social media has created new centers of
influence and enabled trends to spread faster
than ever before.
Brogawear Arrives
 According to SRI International, the wellness
industry (spas, yoga, complementary therapies)
as of 2013 is worth $3.4T and growing.
 Both male and females are spending
on wellness.
 More males are taking up yoga.
Digital Habits and Stress
 Beauty products are being created to help
millennials manage premature aging due
to stress.

ANTISTRESS
PRODUCTS FOR
GADGET-OBSESSED
MILLENNIALS
The impact of stressful jobs and heavy
use of technology is a growing concern.
According to research by YSL Beauté, spending
a lot of time checking your mobile or staring
at a laptop or iPad screen is causing
premature aging.
The brand uses the phrase “tech neck”
to describe the necklace-like creases caused by
checking a smartphone 150 times a day, which is,
apparently, the average. “A rising number of products
are being introduced to firm the jawline and smooth
the neck,” says Anna-Marie Solowij, beauty expert
and founder of U.K. retailer BeautyMART.

5.BRANDS. GENERAL
RISE IN CONSUMER
SOPHISTICATION
DEMAND,
PERSONALIZATION
AND EXPERIENCE
Bacteria Chic
 While bacteria has commonly been viewed
in a negative light, creative innovators are now
trying to harness bacteria for its various
properties, such as the potential for growable
products.
Universal Intelligent Design
 Consumers, especially Millennials,
expect good design.
 1-for-1: Third Way Commerce.
 Consumers, especially Millennials,
are increasingly discriminating between brands
by looking at the companies values - particularly
ethical behavior and sustainability.
 each bag sold provides a week of water
to people in need.

Do Brands
 Instead of creating self-serving marketing
content, more brands are using innovation,
activism, and social initiatives to connect with
consumers and create marketing content.
Me Brands
 Consumers are beginning to think of
themselves as brands and micro-entrepreneurs,
as they curate their online image and finds ways
to monetize it via social media power, YouTube,
and micro-retail platforms.
Mass Market Art-Tail
 Due to a general rise
in consumer
sophistication
and expectation
from brands,
fast-fashion brands have to be smart
in addition to being stylish and cheap.
Adventurist Impulse
 Consumers are beginning to prioritize experiences
(e.g. travel, food, exploration) over “stuff”.
 Brands should connect their products to experiences
(adventure tourism).
BuzzFeed Retail
 Customization and personalization are unique ways
to reinstate brand authority while keeping the
consumer engaged at the center of the show.
H&M collaboration with Jeff Koons, NYC, 2014

Pernod Ricard’s Our/Vodka invites customers
to create their own local version of its brand
in a business partnership.
Our/Vodka micro-distilleries in Berlin and Detroit,
among other cities, were opened
in partnership with local stakeholders, who receive 20%
of the profit in exchange for investing their time and
managing the distillery as well as marketing
and events. Pernod Ricard invested the capital and
supplied a global recipe, which is adjusted to include local
ingredients.
BioCouture
is pioneering a biodesign and manufacture future
for fashion, sportswear and luxury brands.
Founded by Suzanne Lee in 2003, the BioCouture
atelier has explored the use of living cultures of
microorganisms (yeast and bacteria) to grow
biomaterials like cellulose into sustainable,
compostable clothing.

Customers were invited to engage in an interactive
process, selecting the colors and finishes ideal for
them. The process included a “mood station” where
people were asked to gauge their response to a
series of images; this was then interpreted for paint-
color preferences and presented back to participants
in a visual display.
BENTLEY STUDIO
GIVES CUSTOMERS
A CHANCE
TO DESIGN THEIR
DREAM CAR

VENICE – VISITORS TO
THE PALAZZO GRASSI
WILL BE CAUGHT
BETWEEN MIRAGE AND
REALITY AS AMERICAN
ARTIST DOUG WHEELER
CHALLENGES THEIR
PERCEPTION WITH HIS
LIGHTING INSTALLATION
Consumers are starting to contemplate
their mortality and the afterlife more
seriously, linked, perhaps, to the cult
of health.

6.THE GROWTH
OF MINDFULNESS
TOWARD PERSONAL
HEALTH
AND ENVIRONMENT
Teetotal Millennials
 As millennials embrace healthy lifestyles and
fitness more than older generations, fitness and
health are being rebranded in more hip and
sociable ways (e.g. yoga raves and alcohol-free
hedonism).
Food 2.0
 Consumers are
becoming more
conscientious
of their food’s
nutritional values and its carbon footprint.
Cold-pressed Everything
 Cold-pressed (byword of purity and quality)
and unprocessed foods are becoming popular
and demanded by consumers.
Guilt-Free To Go
 Healthy, ethical fast food is expected
to gain momentum in 2015.
Liquor Mashup
 Millennials are drawn to new flavors and
experiences in the beverage market.

Bone Broth:
The Hot New Beverage
 As the Paleo diet gains
popularity so has bone broth.
Haute Vegan
 Veganism is on the rise as more
people adapt a healthy lifestyle.
Recycling Reinvented
 Brands are beginning to use innovative
recycling strategies as a marketing platform.
Cycle-First Cities
 Cities are shifting away from expensive,
polluting cars and towards bicycles.
 Cycling is becoming a part of city culture
as a means of travel as well as a social pursuit
and leisure activity.
Wellness Tourism
 Boomers and Millennials
are prioritizing health and well-being.
 According to the Global Wellness
Tourism Congress wellness travel is
a $439B market and has
an expected growth of 55% by 2017.
Tech-Free Travel
 Consumers are seeking greater control over their
technology habits, and focusing on tech-free time
as a time to relax and enjoy meaningful time/experiences.
Ethical Smartphones
 More companies are trying to use conflict-free minerals in
the process of making smartphones
to ensure they are not funding any armed groups.

One in four young British
people (aged 16-30) say they
do not drink alcohol, compared
with just one in seven older
people (aged 60 and over).
Meat substitutes
Alcohol-free bars, Redemption bar
Cold-squeezed juices
Bone broth – new
type of hot drinks

7.TECHNOLOGIES
SERVE FOR
SUSTAINABILITY,
GOING PRIVATE
IN PUBLIC AND
GLOBALIZATION
3D Printing Grows Up
 3D printing has not yet been embraced
by the mass or consumer markets.
 New services that help regulate some of the
contentious issues around 3D printing could
help 3D printing become widely adopted.
Physical Payments
 More advanced biometric systems (fingerprint,
facial recognition, vein pattern) may soon
replace traditional forms of payment.
 It is projected that there will be 471 million
biometric smartphones users by 2017 –
there were 43 million biometric smartphone
users in 2013.
Alibaba and Amazon Swap Territories
 Alibaba has expanded into the United States
and Amazon has expanded into China, but can
each giant win the other country’s trust?
Share-Con Luxury
 More businesses are embracing
sharing economy platforms (e.g.
Uber, AirBnB) as they become
credible hospitality services.

Peer-to-Peer Payments
 There is an increasing amount of social media
platforms that are trying to become
intermediaries between consumers and their
money to make paying peers easy and fun.
Xiaomi
 World’s third largest smartphone maker.
 According to IDC it has seen triple-digit year-
over-year smartphone shipment growth (ahead
of LG and Lenovo).
 BRIC and emerging markets are hitting the
global stage in categories ranging from luxury to
technology
Prosthetics, Performance Enhancers,
Exoskeletons and Smart Fabrics
 With the continual advancement in technology,
soon something simple like fabric could
potentially monitor, enhance, and “super-
humanize” us.
Premium Invisibility
 More “digital laundry” services are popping up to
meet consumers’ desire to manage their digital
footprint and their online reputations.

Cognitive Technology
 Technology is now able to learn things like habits
and preferences from its interactions
with humans and then present intuitive services.
Mobile Everything Portals
 The mobile phone is the device that enables
us to share, shop, search, and direct.
 Our phones will know us better than anyone else,
this begs the question: Who will own
that data?
Businesses Look to the Cloud
 As there is a move from ownership to renting,
there too is a general move from needing
to own technology to the idea of technology
as a service.
Oculus Rift: The New Skype?
 Oculus Rift (virtual reality headset) could
revolutionize not only gaming, retail and
entertainment, but also communication - like
a face-to-face virtual reality skype conversation.

Digital laundries
Xiaomi, 3d largest smartphone producers
Oculus Rift – virtual reality
headset – for games
and other experiences
3D printers

HOW GUCCI
PARFUMS IS
SUPPORTING GIRLS
AND WOMEN –
AND HOW YOU
CAN HELP?

More than 1 mln $
donation last year
43% of donations supported projects focused on
Education, including free primary education and
complete nutrition in Peru, and materials to facilitate
increased access to education in Afghanistan.
Health, including nurses training to prevent newborn
asphyxiation in Uganda, and treatments to prevent
mother-to-child transmission of HIV in India.
Justice, including staff support to care for women and
children in need in Spain, and advocating to end sex
trafficking and the exploitation of women in sub-
Saharan Africa

SOCIETY IN BRIEF
 Woman power (The Boston Consulting Group
projects that women will control 75%
of discretionary spending around the world
by 2028)
 Increased mindfulness
 Health-consciousness
 Digitally connected children
 Hyper-individualism
 Singles celebration
 Mobile is a hub for everything
 Consumer-generated content

8.SOCIETY TRENDS
New Feminism
 There has been a fundamental shift from
feminism being political to feminism being
more about community, confidence,
and empowerment.
Womenomics: New Definitions of Power
 The definitions of power and success are evolving
as more and more women become powerful
across the world.
 Statistics about women’s education and economic
influence point towards a future of rising female
influence.
Womenomic Luxury
 Luxury brands that traditionally catered to males
will now have to find ways to appeal and cater to
females as an increasing amount of females are
becoming affluent.
Celebrating Singles
 Due to globalization shopping holidays
(e.g. Black Friday and Singles’ Day) are being
introduced to new markets.

Seasonless, Gender Neutral, Unbranded
 Consumers are becoming hyper-individualized and
are more reluctant to follow trends and seasons.
Professional Content Creation
Goes Mobile
 With the latest smartphones consumers can become
content creators as well
as entertainment and high-quality visual
media generators.
Connected Kids
 Kids are more digitally connected than ever, as
a result new toys and services are being created to
target and satisfy kids’ hunger for technology.
 Kids these days have a familiarity and expectation for
technology that goes far beyond that of previous
generations.
 Three-quarters of American children under
8 have access to a smartphone or tablet, according to
Common Sense Media.
A poll of U.K. parents conducted by Vodafone found
that 93% allow children to use
their smartphone and tablets.

Conclusions.
Toward me
1. Retooling for an aging population in the era of long-living
2. Feeling good is a key to looking good
3. The growth of Mindfulness toward personal health and environment
4. Women empowerment
5. Total digitalization from kid to grandma (mobile is a hub for everything)
Naturalness in products

Conclusions.
Sophisticated demand
1. Celebrities are aspired of real life and real brands
2. Everything is retail and is becoming shoppable. Consumers will buy the experience. Every
brand should have experience strategy besides digital or brand ones.
3. Brands. General rise in consumer sophistication demand, personalization and experience
4. Technologies serve for sustainability, going private in public and globalization
Sexy promo offers

Global trends and Russian trends are similar: Consumer has
becoming pragmatic with high demand and heavy digitalized
Rational consumption
Unstable economic situation influence
consumers behavior: they start to
budgeting their profit and spending
New selection criteria
•Consumers are not ready to sacrifice
the quality, vice versa they demand
high quality with affordable price.
•Natural and healthy products
•Experience from purchasing, Brand
solutions
Omnichanneling
With multiple new ways open not only to
buy, but also to browse, “omni-
shopping” across both online and offline
channels is changing the retail
environment by providing consumers
with a more experiential shopping
solutions.

Global JWT trends 2015 Reframe_Unite Agency

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Editor's Notes