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eLearning > Tactics > 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
Subversive Skincare
Skincare collections for men upturn rigid representations of masculinity
Trend - In order to appeal to men, skincare brands often opt for stereotypically "masculine" branding, which often includes bold and simple labeling and dark colors. This is slowly changing with brands releasing products and collections targeted to men, but with a focus on "soft" branding that's more about product than presentation.
Workshop Question - How could your brand better prioritize inclusion?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Sanitation
High-end sanitation products are turning to luxury & eye-capturing aesthetics
Trend - Embracing the "new normal" in the COVID-19 era, brands and designers are launching luxury-minded products that pertain to sanitation. This includes chic dispensers, higher-end formulas with superior texture, and even luxurious accessories.
Workshop Question - How can you accommodate a need for personalization during the COVID-19 era?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Entrepreneurial Push
More individuals are embarking on the path of entrepreneuriship amid COVID-19
Trend - Businesses are launching campaigns and resources that are meant to support individuals who are interested in becoming entrepreneurs during the COVID-19 pandemic. These activations offer important information and coaching for starting one's own business.
Workshop Question - How might your brand support budding entrepreneurs?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Carbon Cosmetic
Hair care and cosmetic brands adopt carbon-neutrality in products and packaging
Trend - Carbon-neutral or even positive production is crucial in a world where climate change’s consequences are imminent, and brands in the hair care and cosmetic space are taking note with packaging and products that are made with carbon-neutrality in mind.
Workshop Question - How could your brand be more transparent about its production processes?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plant Supplement
Supplements cater specific to the needs of those with vegan diets
Trend - Supplements that are targeted specifically to the needs of vegans are on the rise, as those who subscribe to the restricted diet turned to alternative sources to receive nutrients like iron. By accommodating those on restricted diets, brands are able to cater to a wider range of consumers.
Workshop Question - How could your brand create products more targeted to niche consumer preferences?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Hair
Customized hair care products allow for more targeted care
Trend - Brands in the hair care industry are increasingly offering personalized options, whether those are for topical hair-enhancing products or ingestible ones. These custom products offer the perception of luxury and premium-quality.
Workshop Question - How could your brand adopt personalization into its product/service?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bold Unbranding
Big brands opt for no logos to showcase the weight and relevance of their brand
Trend - As efforts toward greater authenticity and brand loyalty continue to thrive, we're seeing a rise in unbranded, logo-less tactics–often from well-known companies. Not necessarily looking to move away from heritage or legacy, these brands are relying on the iconic imagery, aesthetics or references to their products to connect with consumers. These unbranded examples are serving to create more approachable identities for brands, allowing consumers to better connect with product references and emotional connections.
Workshop Question - How might you better connect with consumers through more subtle, unbranded tactics?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Contemporary Supplement
Modern "lifestyle" supplements are made more affordable
Trend - With vitamins and supplements now being adapted to suit modern preferences–with contemporary branding and personalized sets or formulations–prices for these items are often inaccessible for most. This is changing with emerging brands in this space offering the same modernized formats, but at reasonable pricing–giving a wider range of consumers access to these products.
Workshop Question - How could your brand make its products more cost-accessible to the average consumer?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Affluence
Brands target luxury consumers in beauty & wellness through means of Naturality
Trend - As consumer wellbeing remains top of mind, brands are now curating mental and physical wellness products that incorporate luxury properties like gemstones and crystals. The shift to traditional luxury products allows brands to develop new offerings for the wellness-seeking elite.
Workshop Question - How can your brand create new products that combine beauty, wellness, and prestige?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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.
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends