Trends 📈
The Millennial devotion towards minimalism is waning off as consumers become inclined to build better relationships with their homes. Prolonged periods of time indoors has resulted in the increased desire to make spaces livelier, more energetic and fun. Gravitating towards homes that inspire and uplift, expect the rise of Dopamine Dens that are unpretentious, playful and authentic in a way that revives lost cultural nuances and evokes a sense of comfort.
Moving away from unsustainable, concrete urban dwellings that ignore nature and its beings, consumers are choosing to live and invest in greener, communal Net-Zero Neighbourhoods. As more individuals choose to spend more time at home and work remotely wherever possible, urban cities will be built around people and be empowered to be self-sufficient, restorative and social.
As female consumers seek out brand relationships that far exceed mere transactions, expect the rise of Femme-Being Partners who are invested in their consumers’ overall health and well-being. As women gravitate towards brands that resonate with them, wellness companies will look to remove ambiguity from their branding and choose relatable messaging, mood-enhancing packaging and bright colours to attract new customers and retain existing ones.Â
The Next Big Thing 🔮
Game Garments, what are they?
The fashion industry is raising its partnership game to better reach Gen-Z and capitalise on the growing potential of Game Garments. As a new hyperreal world emerges, expect video games to be used by designers as a catwalk for limited edition releases.
Research shows that 45 % of Gen-Z and 43% of Millennials are the most authentic version of themselves on the internet. Tommy Hilfiger's brand managers for instance have seen players recreating the designs from its collections using Roblox's in-game creation features. They are now taking advantage of the opening in the market to launch a full-scale assault on the sector. Considering that there are 43.2 million active Roblox users as of August 2021, it is clear that the platform has great potential for new collections.
Several companies are therefore redirecting their resources and focusing on new ways to improve shopping experiences by creating interactive apps and integrating their offering into video games - simultaneously creating exciting content for their social channels. For instance, when Gucci announced its collaboration with Pokémon Go and The North Face in January, it did so merely with a teaser video on Twitter. Or when Balenciaga brought its brand DNA into the world of Fornite, players of the game took to social media to express their appreciation for the game and the brand and say that their game’s “drip was better than yours’.
Research showed that players of the game in the real world were twice as likely to shop at the luxury labels than other smartphone users and that 84% of players had visited a store because of the game.
Burberry x Minecraft
Drawing inspiration from the success of past collaborations, British retailer Burberry has teamed up with building explorer game Minecraft to release a range of Game Garments, a playable Burberry x Minecraft universe and a range of limited-edition physical garments.
The 15-piece in game collection includes signature pieces featuring the Thomas Burberry Monogram and encourages the gamers to show off their individuality through Burberry in-game skins and character creator items that can be used in the Burberry: Freedom To Go Beyond game.Â
Players can also choose from 5 different unique Burberry looks which include white t-shirts, checked scarves, hoodies and sweaters all adorned with the Burberry logo amongst many other items. Customers will also be able to purchase many of these items IRL in physical Burberry stores across the globe.
What does this mean for brands?
According to a recent study, there are more than two billion video game players worldwide, making the gaming business worth an estimated $150 billion. As a result, gamification has spread beyond the realm of traditional video games and become an effective advertising that is here to stay. The e-sports and gaming sector was worth $159.3 billion in 2019, with 2.7 billion participants, and this number is predicted to climb to 3.07 billion in 2023, making the industry the trendiest playground for fashion designers and entrepreneurs.
Key Takeaway: For brands looking to engage in similar collaborations, bridging the gap between the real and hyperreal worlds will be key. While having a virtual presence is an important way to resonate with younger consumers - Gen Z & Alpha in particular, linking the collaboration back to reality is what will really allow the collaboration to reach new heights. It is therefore important to find a way to also make the virtual products available physically.Â
Next in Innovation 💡
Kift is revolutionising co-working, co-living, working remotely and travelling the world without having to sacrifice personal connections or familiar surroundings. The company is pioneering the growing American van travel industry by offering members a fresh take on nomadic life without giving up their connection to the local community or their access to the comforts of home. Enabling their members to spend more time outdoors and surrounded by nature, they provide individuals with a place to park their RVs, use the facilities, and meet other people who like life on the road, in addition to the option to lease a van if they don’t already own one.Â
A Kift subscriber may rent a completely supplied Mercedes sprinter van with a network of home bases throughout the Western United States for much less than the expense of a condo like most larger cities. Van passengers can choose to live, work, and relax at these overnight stops, which are styled like co-living facilities. With fast wifi, cozy quiet spaces, laundry and shower facilities as well as communal activities like yoga, dancing, swimming pools and bikes - their mission is to make remote working not feel so remote, so that individuals can live freely, integrated with nature, get their work done, without feeling alone.
Trends you may have missed 👀
As more individuals continue to see a decline in their mental health and increased levels of stress result in reduced libido and a loss of intimacy, more female consumers are entering next sex revolution by embracing the power of Sexual Healing.
In times of uncertainty, it is natural to crave things that are familiar and provide security. Emotionally drained and just about recovering from one of the most difficult periods in history, buyers are on the lookout for Nostalgic Nuances - products that give them a sense of comfort and are reminiscent of simpler times.
As more pet owners become aware and conscious of the health and well-being of their furry friends, many designers are even exploring the possibility of recycled and plant-based fabrics solely for Pet Fashion.
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