CONSUMER NEEDS A key aspect of the gender shift mega trend is post gender marketing, as consumers not only want clothing that suits their needs, but they also want to see themselves represented in the way it is communicated. Individuals want their views aligned with brands who are marketing in Read more…
CONSUMER NEEDS The gender shift mega trend is addressing consumers’ needs at individual levels, addressing the desire for fluidity, uniqueness and self-expression as consumers find their sense of self. A key dimension of the mega trend, as shown on the map, is the ungendered lifestyle. TREND DRIVERS The main driver Read more…
CONSUMER NEEDS Premiumisation at its most basic is about priorities, as consumers invest in products that matter to them while ignoring those that do not. Premiumisation as a mega trend addresses customers’ social status needs, as it sets them apart from the crowd based on a criterion that they are Read more…
CONSUMER NEEDS Premiumisation involves making a product or service appeal to customers, so that they are willing to pay more, by emphasising its superiority and exclusivity. Previously, this would have addressed consumers self-esteem and social status needs, as premiumisation was a method of demonstrating wealth and success with material items. Read more…
CONSUMER NEEDS As shown by the mega trend map, created by the German Future Institute, the sustainability mega trend is addressing customers neo ecological needs and desires. Consumers are increasingly requiring spaces and environments in which they can behave ethically. A key dimension of the sustainability trend is the sharing Read more…
CONSUMER NEEDS A major aspect of the sustainability megatrend is the slow culture consumers are increasingly adopting, to move towards a circular economy of fashion. The circular economy and slow fashion trends address consumer needs for minimalism, greater transparency, and a desire to give back. TREND DRIVERS The biggest driver Read more…