As highlighted in one of my previous blogs, one part of the research that I have found difficult is identifying, analysing and creating trends that are relevant for my brand to adopt and apply.
A couple of weeks ago, we had another guest lecturer, Els Draagt, come in to teach the FMB cohort. Her sessions were incredibly insightful and informative about all things trends and trend researching, and I really enjoyed it. The key takeaway from this session was the step by step process of ‘scanning’, ‘analysing’ and then ‘applying’ when researching trends. As much as the sessions were helpful and intriguing, I have admittedly found it difficult to apply to my own learning and development in relation to this project.
For the presentation, we are required to analyse at least 2 trends relevant to our brands, demonstrating how the trend would translate to our brand development. The 2 trends that I have come up with and discussing in my presentation to then hopefully take further into my Brand Launch Pack are ‘Conscious not Conspicuous’ and ‘Kill Them With Kindness’. I like both of these trend names how they have alliteration; I think this makes them really catchy and memorable.
Conscious not Conspicuous
I was able to identify and create this trend based on the observations surrounding luxury spending since COVID-19. Since Fortitude aspires to be a high-end luxury brand amongst competitors in retailers such as Selfridges, looking into insights surrounding luxury spending is key for the development of this brand. According to Forbes, the year of 2020 essentially reset the world’s luxury market, with travel being stopped and shops being closed. Luxury consumers subsequently reassessed their values, priorities and spending habits and spent time evaluating their priorities and what is really important. This trend sees customers being deliberate and careful about purchasing and indulging in luxury goods, particularly high-ticket fashion. As part of this conscious attitude, affluent consumers are increasingly inspiring to buy fewer but better luxury goods, according to Luxe Digital. These types of shoppers are willing to spend a premium for the very best version of luxuries that have purpose and create added value.
Kill Them With Kindness
This identified trend surrounds social responsibility. According to the Global Web Index, brands have become more vocal about their sense of purpose and their commitment to social and environmental responsibility over the years, but companies need to be even more creative in how they distinguish themselves from competition. I remember at the beginning of 2021, brand transparency and authenticity was a key marketing trend that was forecasted to play its part this year. I think this has been prominent this year already and the ‘Kill Them With Kindness’ trend nicely branches off that. Consumers are caring more than ever, and desire to see that brands actually care. This is something that I personally have seen with my attitudes towards brands that I shop from. My attitudes towards sustainability and trying my best to make conscious decisions has upped in the past year. Fortitude’s mission and vision revolve around inspiring change and making the world a better place by acting as a medium to raise awareness. This trend is key for the brand as it reflects very strongly in the brand’s vision and what it stands for.
Comentários