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eLearning > Innovation > The 18 Megatrends > Module 7 / 7

The Divergence Megatrends

Instructor: Armida Ascano
Innovations in Fashion
Download the Innovations in Fashion Trend Report
The final module in the 18 Megatrends course is on Divergence, which focuses on anti-mainstream trends. Divergence is a Pattern of Opportunity that is all about going against the grain. In order to provide something truly unique, brands must lean toward the unconventional.

Divergence Megatrends include Authenticity, Many-to-Many, and Personalization. Ultimately, these Megatrends all represent major shifts in collective consciousness, such as rethinking reality, shifting to a peer-to-peer economy, and redefining luxury to focus more on products made specific to one's needs. Take the first step to revolutionizing your industry with this module.
Related Trend Report: Innovations in Fashion
Workshop Questions:
1. What opportunities for personalization could be integrated into your offering?
2. What about your brand or product could come off as disingenuous?
3. What steps can you take to bring consumers together?
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Insights by Trend Hunter AI
Intentional Aphrodisiac
Brands in the food and bev space take advantage of aphrodisiac ingredients
Trend - Certain ingredients are believed to be natural aphrodisiacs. Brands are taking advantage of this by using said ingredients in packaged food and beverage items. This provides more novelty and experimentation to curious consumers.
Workshop Question - Consider an additional benefit or experience your brand could add to its product/service.
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pre-Protection
SPF products are adopted into earlier stages of self-care routines
Trend - SPF-based products are no longer being prioritized among the final steps of an individuals' self-care routines alone, and are now being used in stages as early as cleansing--in order to enhance the effectiveness of the sun-protection being used.
Workshop Question - How could your brand better incorporate itself into its customers' self-care routines?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Use-Based Label
Cannabis brands tap into need state labeling for simplicity and product education
Trend - Diversity in the cannabis industry means consumers rely on the way brands label their products to help them navigate this space. As a result, an increasing number of brands in the cannabis industry are leveraging need state-based labeling to easily educate consumers on anticipated results.
Workshop Question - What educational value is being offered through the way your product is communicated?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Personalized Skincare
Skincare products integrate and spotlight hyper-customization options
Implications - As customization becomes a more common aspect of products and services consumers purchase today, brands, including those in the skincare industry, are heightening the degree to which their offerings can be tailored to each individual customer.
Workshop Question - What would a hyper-personalized iteration of your offering look like?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop-Up Salon
The hair care industry adopts the pop-up marketing model
Implications - Because hair styling is typically seen as a long-term decision, it hasn't been until recently that brands in the hair care industry have started creating pop-up spaces that offer their services. These pop-up salons come as brands recognize the importance of campaigns that will keep them top-of-mind for consumers, with the world of activations being able to offer the novelty and attention-grabbing platforms they seek.
Workshop Question - Conceptualize a pop-up space that would give your customers a peek into your brand's product/service.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Cafe
Brands expand their physical presence by creating branded cafe locations
Implications - As the fight against e-commerce continues to be a focus for brands, the pressure to create a worthwhile in-person experience increases. Supporting this focus on giving consumers a good reason to experience brands in person are experiential, branded cafes that exist either permanently in-store or act as a limited time pop-up experience. The outcome of this approach is to provide consumers with a sensorial experience as well as a chance to purchase tangible goods.
Workshop Question - If your brand were to create a consumer experience representative of itself, what would that look like?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Minimalist Alternative
Alternative dairy products and collections take on sophisticated branding
Implications - With the alternative dairy industry booming, brands are tackling oversaturation in this market by offering their products in packaging that boasts modern, minimalist imagery. The use of such branding allows brands to directly cater to consumers seeking high-end products, while offering a point of distinction in an overrun market.
Workshop Question - How could your brand label itself as more distinct than its competition?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Jelly
Jelly based makeup products rise in popularity
Implications - With the 90s fashion revival still in full effect, cosmetic brands are leveraging that fact by offering jelly makeup products in the form of highlighters and lipsticks. The gelatinous base of these products caters to Millennials seeking the nostalgic associations these products bring about, while catering to Gen Z’s sense of play and experimentation when it comes to beauty.
Workshop Question - How could your brand create strong nostalgic associations for its consumers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cosmetic Serum
Cosmetic items are increasingly based in skin-enhancing serums
Implications - The rise in prominence of serums has resulted in the combination of cosmetic items and serums, giving consumers hybrid items that simultaneously improve imperfections and cover them up. The combining of such items caters to consumers seeking to reduce steps in their morning routines, while giving brands a clear point of distinction to market.
Workshop Question - How can your brand narrow down the steps involved in purchasing or using the products/services it offers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eco Scent
Brands release fragrances based in natural ingredients
Implications - Brands are increasingly offering fragrances that are based in natural and vegan ingredients. This eco-friendly shift comes as a response to the rise of global essential oil purchases, with the assumption that more consumers are replacing classic perfumes with natural alternatives. These products also have the added benefit of catering to consumers concerned with adopting environmentally friendly habits in all aspects of their lives.
Workshop Question - How could your brand better align with emerging consumer values?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends