THE FUTURE OF LUXURY - Global Trend Briefing

GLOBAL TREND BRIEFING · SEPTEMBER 2016 | THE FUTURE OF LUXURY: PPT EDITION
S E P T E M B E R 2 0 1 6
G L O B A L T R E N D B R I E F I N G
Five trends reshaping luxury
consumerism in 2017 and beyond!
THE FUTURE
OF LUXURY

Michelin star
dining at a
street food
stall...

A Pepsi-
themed luxury
bar and lounge
in Manhattan...

In 2017, the expectations of luxury
consumers are changing fast...

Luxury has
always been
about status.
But affluence
and connectivity
shifted the
frontiers.

Status has
become less
about 'what
I have' and much
more about
'who I am': more
ethical, creative,
connected,
tasteful than
the masses.

Everyone knows
about the global
luxury slowdown...
… but the smartest brands will see
it as a massive OPPORTUNITY!

The global luxury market will reach EUR 295
billion in revenue by 2020.
BAIN AND COMPANY, MAY 2016

1. THE QUINTESSENTIAL SELF
2. V.I.D.
3. PREMIUM REDEEMED
4. THE EXTRAVAGANCE ECONOMY
5. POST-DEMOGRAPHIC LUXURY
Five trends
transforming THE
FUTURE OF LUXURY
in 2017 and beyond...

Because my self-actualization is faster, smarter
and more shareable than yours.
THE QUINTESSENTIAL
SELF
N U M B E R O N E

W H Y N O W
... if you're happy with average ;)
Self-actualization is
fine...

Luxury holiday package for people
running Barcelona marathon
THE QUINTESSENTIAL SELF
Mandarin Oriental
Barcelona

Samsung & de
GRISOGONO
USD 15,000 luxury watch tracks
physical metrics

Crunch Gym
Antigravity meditation and mindfulness
sessions

Barts
Bar serves mood-enhancing cocktails

Seabourn
Luxury cruises focus on wellbeing

Remember, the
self-actualization
arms race is
mainstream.
N E X T

Very Important Data.
V.I.D.
N U M B E R T W O

But some data is more equal
than others...
W H Y N O W
All personal data is
equal.

39% of Ultra High Net Worth Individuals
worldwide say that online privacy and security
is an issue of concern for them when it comes to
the creation and preservation of their wealth.
THE KNIGHT FRANK WEALTH REPORT, 2016

App stores personal data in Swiss
bunker
V.I.D.
Bvlgari

Smartphone has military-grade data
security
V.I.D.
SIRIN LABS

Prototype smartphone case tells user
when phone is sharing information
V.I.D.
Introspection Engine

You don't have to
be a tech brand
to apply this
trend. If you're
not, think
partnerships.
N E X T

Luxury that makes the world a better place.
PREMIUM REDEEMED
N U M B E R T H R E E

W H Y N O W
Status used to be
about how much
money you made.
In 2016, it's about how much money
you can give away.

In June 2016,
Fortune Magazine
reported that 17
new billionaires
had joined the The
Giving Pledge
S I G N O F T H E T I M E S

Tech CEOs and Hollywood actors invest
in lab-grown diamonds statup
PREMIUM REDEEMED
Diamond Foundry

Luxury vodka is distilled from San
Francisco fog water
PREMIUM REDEEMED
Fog Point

Campaign encourages Chinese women
to pursue their dreams
PREMIUM REDEEMED
SK-II

Sunglasses brand aim to take down
North Korean regime
PREMIUM REDEEMED
Dear Leader

The key questions
to ask during your
team brainstorm:
where in our
business do we
apply this trend?
N E X T

Luxury on demand.
THE EXTRAVAGANCE
ECONOMY
N U M B E R F O U R

The on-demand
economy has
permanently rewired
expectations.
Luxury dinner party delivered to the doorstep?
Pass me the smartphone…

On-demand private jet seats between
London and Europe
THE EXTRAVAGANCE ECONOMY
JetSmarter

App lets users liveshop luxury fashion
show
Tmall

Quiero Taxi Exótico
On-demand supercar taxis

Luxury dinner parties on demand
Hunter VIII Hunter

N E X T
Want to get ahead
of the on-demand
curve? Take your
cue from PREMIUM
REDEEMED, and
start thinking
ethical on-demand
luxe services.
N E X T

Disrupted demographics transform the who,
where and when of luxury.
POST-DEMOGRAPHIC
LUXURY
N U M B E R F I V E

Time to throw out old
thinking on WHO your
customers are and
HOW you serve them.
Embrace a world in which
identities, lifestyles – and
expectations – are liberated from
demographic determinism.

Capsule collection on sale via traveling
truck
POST-DEMOGRAPHIC LUXURY
Fendi

Italian supercar maker targets women
and families
Lamborghini

Luxury womenswear brand’s ads fronted
by male actor
Louis Vuitton

Italian fashion brand runs street graffiti
campaign
Dolce & Gabbana

Swiss watchmaker partners with graffiti
artist
Richard Mille

POST-
DEMOGRAPHIC
CONSUMERISM
is transforming
customer
expectations
in every industry.
N E X T

But ridiculous can fast become revolutionary.
THESE MIGHT SEEM
RIDICULOUS NOW...
A N D F I N A L LY

Ridiculed to
revolutionary:
the luxury
story that
happens over
and again.

THE FUTURE
OF LUXURY is...
danger?
These tumblers,
from Martin
Jakobsen, are
made from
radioactive
uranium-glass.

THE FUTURE OF
LUXURY is...
invisibility?
The ISHU scarf
features light-
reflecting 'anti-
flash technology'
that makes the
wearer invisible.

THE FUTURE OF
LUXURY is...
immortality?
Eternime collects
social media and
memories to
create a chatbot
version of the
user upon death.

THE BIGGER PICTURE
Seeing these trends in the context of our Trend
Framework.

Spotting trends? It all starts with innovations.
Start watching the innovations – products, services,
campaigns – flooding into the market now. Draw lines
between similar innovations and interrogate them for
the new expectations they're helping to create.
How do we process and contextualize the thousands
of innovations we spot? It helps to have a
Framework...
T H E B I G G E R P I C T U R E

16 mega-trends that provide structure and context
when tracking innovation.
The Trend Framework
T H E B I G G E R P I C T U R E

OVER TO YOU!
trendwatching.com/trends/consumertrendcanvas/

THE FUTURE OF LUXURY - Global Trend Briefing

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