FEATURING
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One Overarching Idea
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Consumer Profile Overview
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Five Informative Translations
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Influential Case Studies
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Prompts for Further Reading
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Translatable Toolkit
THE SEASON'S NARRATIVE
ONE OVERARCHING IDEA
We identify the unifying thread that runs throughout the latest evolutions and developments in consumer behaviour and design innovation. The central idea, to which each of our sub-themes relate to.
DUALITY
Consumers are balancing conflicting feelings and exploring complex identities. Rather than seeking easy solutions, they want support, self-expression and stimulation
WHAT, WHY & HOW?
Our macro book combines the what, the how, and the why of the season. Anchored in changing consumer preferences, emerging design, and innovation, creating a solid basis for exciting new product and brand offerings. We highlight the key drivers informing our opinions, including -
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• Socio-economic developments
• Shifts in consumer behaviour
• Relevant cultural references
• Influential conceptual projects
• Key innovations across markets
FOCUSSED,TANGIBLE & INSPIRATIONAL
One overarching idea paves the way for a series of clear and informative translations, illustrated through key contextual case studies.
REVALUE
ANCESTRAL FUTURES
LIFE SUPPORT
SMALL PLEASURES
NEW POWER
STIMULATE
ACTION POINTS
Each theme concludes with actionable ideas for brands and retailers. Toolkits break down key takeaways plus consumer and market insights. Immerse Yourself offers experiences and ideas emerging from each theme.
SUB-THEMES
THE CONTEXT
[INFLUENCES & CASESTUDIES]
We analyse what’s happening in the world, and highlight key influential brands, creatives and cultural references to showcase how we’ve formed our ideas and opinions.
TRANSLATE
THE TOOLKIT
What do these ideas mean to your brand? How can you integrate these ideas or concepts in a way that is relevant to your customer? We provide a summary of each theme that pinpoints key takeaways, target audiences and opportunities.
