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Luxury Consumer Insights

Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Fur Ban
Fashion houses and cosmetic brands pledge to stop selling fur products
Trend - Many well-known brands in fashion and cosmetics are banning the sale of animal furs on their shelves. The ban on these products comes as brands aim to make an influential statement on the fur industry and push the sector in a better direction.

Insight - In the wake of activism surrounding the unethical farming conditions used by the fur industry, consumers are refusing to purchase many animal-based fashion products. This shift to cruelty-free has become more prevalent thanks to social media's ability to showcase the tragic realities of many of these animals' lives. The fur trade has been scrutinized for years with many conscious shoppers demanding designers use faux fur alternatives instead of participating in unethical practices. As consumers become more conscious, they demand brands be held accountable.
Workshop Question - How can your brand ensure its products and services are aligned with consumer's ethical values?
4.6
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.

Insight - As the COVID-19 pandemic persists and more individuals adapt to the new demands of everyday life, individuals are beginning to be bolder with their choices. Aside from the implied desire for health and safety, many are emphasizing an added need for personalization and aesthetics. In this space, consumers are looking for their everyday products to reflect their style and status, allowing them to feel more confident.
Workshop Question - How can you accommodate a need for personalization during the COVID-19 era?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Garden Luxe
Gardening tools and accessories are elevated through fashion and style
Trend - Brands—including haute couture fashion labels—are catering to the style-minded consumer with elevated outdoor gardening essentials. These offerings offer both functionality and an aesthetic-forward experience.

Insight - During the COVID-19 pandemic, many consumers are embracing different hobbies and are also looking to improve themselves or their home, creating a demand for products and services that will enable them to do so. In this space, many contemporary consumers, regardless of age, are emphasizing style and aesthetic-driven experiences for their power to allow individuals to feel more confident, as well as motivated and excited to use the products.
Workshop Question - How can your brand elevate a consumer hobby?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inflatable Wear
Fashion designers are launching inflatable garments for consumers to wear
Trend - The inflatable aesthetic has been explored as a concept by fashion designers on the runway floor. Now, brands are launching consumer-focused wearable garments, with inflatable functionalities that capture attention with a unique appeal or a special functionality.

Insight - Contemporary consumers—especially Gen Z and Millennials—are continuously prioritizing their need for self-expression, both in real life and on social media. In order to come off as unique and interesting, consumers in this space are placing a big emphasis on surrounding themselves with novelty items that are captivating. Affording them the possibility to become the center of attention, consumers feel more comfortable and confident in themselves as a result.
Workshop Question - How might your brand appeal to consumer's interest in novelty?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cinematic Luxury
Luxury fashion houses are approaching marketing through the art of film
Trend - Some luxury fashion brands are exploring marketing tactics in creative and engaging ways, especially through the film. These brands are leveraging their platforms to bring awareness to social issues through creative visual narratives.

Insight - Consumers are exposed to branded content on a daily basis, leading them to have a short attention span when it comes to many marketing tactics. Their attention tends to gravitate towards engaging visuals that tell a story they can relate to. As a result, they are more drawn to advertisements that reflect their reality in ways that provoke thought, conversation, and meaning.
Workshop Question - How can your brand create a narrative to connect with consumers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.

Insight - The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Gourmet
High-end restaurants are offering elevated take-out options during lockdown
Trend - Many luxury restaurants are pivoting to take-out as measures taken against the COVID-19 outbreak has necessitated their closure. These establishments are offering all kinds of meal options, including five-course experiences, that take advantage of high-end ingredients and specially curated combinations.

Insight - Although consumers are appreciative of the comfort that staying at home grants them, many are beginning to reminisce about more elevated experiences, emphasizing a desire for high-end indulgence. Consumers are finding such experiences to be increasingly accessible to them as costs have gone down due to restrictions to in-person service. As a result, they feel more comfortable partaking in luxury experiences, knowing that they can diversify their day without breaking the bank.
Workshop Question - How could your brand deliver an elevated experience to consumers in lockdown?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Autonomous Couture
Designers introduce robotic elements with functional aspects to their lines
Trend - Many designers are taking advantage of the progression of the technological age as they introduce robotic components to their fashion lines. From artificial intelligence to coding, the smart garments boast responsive or assistive features that elevate the piece beyond the constraints of aesthetic.

Insight - Captivated by curiosity, consumers are interested in what technology can offer the fashion industry. As garments are an extension of the self, consumers look for dynamic and autonomous features that can make the expression of identity through fashion a more immersive and captivating experience. Thus, they feel more confident as they are on the cutting-edge of the tech and fashion fusion, but also more understood as they can communicate something extra via the movement of their outfit.
Workshop Question - How can technology help your product allow consumers to better express themselves?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Designer Contraception
Fashion brands promote safe sex with novelty condom-inspired offerings
Trend - Haute couture labels and celebrities are entering unlikely territory, producing branded contraceptives and collections that are inspired by the notion of safe sex. Whether it's through condoms or condom-inspired apparel, the launches instill a sense of curiosity in consumers.

Insight - Social media enables the curation of personal brands and many consumers attempt to introduce all facets of their personality through online platforms. Motivated in part by synchronizing physical and digital lifestyles, this move allows for users to be authentically themselves in both worlds. As sexuality is an inherent component of many consumers' personal brands, the topic is finding its place on social media. Novelty items that reference sexuality are perceived as tools of liberation that are shareable and get the point across.
Workshop Question - How can your brand align with the message of safe sex?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends