Category
Lifestyle
Assisted Choices
Trend cluster
Category
Aspirational
Activation
Luxury brands entice affluent consumers through experiential events.
5.9
Trend score
Trend
What is the Aspirational Activation trend?
Aspirational Activation: Experiential events with the added prestige of luxury create the perfect combination to spark the affluent consumer’s fear of missing out. Appealing to the modern consumer’s desire for memorable experiences, luxury brands are promoting exclusive activations that make attendees feel like true VIPs. The increase of experience-driven rewards demonstrates a demand for creativity from brands, including higher end brands, in order to stay competitive.
Trend themes
Themes within the Aspirational Activation trend
Three behaviours holding the trend together01
Experiential Luxury Events
Luxury brands create memorable experiences through experiential events to satiate the affluent consumer's craving for memorable experiences.
02
Music-Focused Travel Platforms
Travel booking platforms are now curating trips based on concerts, festivals, and other major events, marrying entertainment with travel for millennials.
03
Interactive Luxury Entertainment
Luxury brands are venturing into the realm of immersive entertainment, creating exclusive programs, like the Illuminati Ball, which enthrall customers with dark symbolism, games and high authenticity.
Industry implications
What the Aspirational Activation trend means for industry
Where the trend changes the playbookFor
Luxury Brands
Luxury brands are enticing customers with exclusive experience-driven rewards to create a memorable relationship with their customers.
For
Beauty Industry
Beauty brands are hosting teatime sessions infused with makeup and beauty twist and other experiential events to mix luxury with beauty products.
For
Hospitality Industry
Hospitality brands are developing innovative dining experiences that combine fine food and immersive visuals, while offering exclusive destinations such as the Krug Champagne Suite at Shangri-La Hotel in Tokyo.
Workshop question
How can you tap into the increasing consumer desire for experiences over possessions?
Trend signals
Trend signals for Aspirational Activation
Trend score 5.9 out of 10, from popularity 86%, activity 84%, freshness 8%.
Popularity86%
Activity84%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Aspirational Activation trend
8 featured examples from Mar 1, 2016 to Aug 29, 2018CategoryMarketing
Multisensory Dining Experiences
The Woolworths Summer Sensorium Took Place at the Australian Open
Grocery stores can use immersive multisensory dining experiences to promote their fresh and locally sourced products and differentiate themselves in a competitive market.
CategoryLifestyle
Secret Dining Events
Patrón Secret Dining Created a Special Cocktail-Paired Menu in London
The hospitality industry can capitalize on the trend of secret dining events by offering unique and exclusive dining experiences to attract customers.
CategoryWorld
Music-Focused Travel Platforms
Travel Together Combines Flights and Hotels with Entertainment
Disruptive innovation opportunity: Develop innovative technologies or services that enhance the travel experience, such as virtual reality tours or personalized trip planning AI.
CategoryArt & Design
Interactive Illuminati-Themed Excursions
The Illuminati Ball is a Highly Exclusive Luxury Event
The event planning industry can capitalize on the trend of immersive experiences by creating and organizing interactive events that captivate attendees.
CategoryWorld
Branded Champagne Suites
Tokyo's Shangri-La is Home to a Special Suite from Krug Champagne
Luxury hotels and resorts can capitalize on the trend of branded champagne suites by creating exclusive and opulent accommodations that offer high-end amenities like personalized…
CategoryMarketing
High Tea Beauty Events
Bobbi Brown Cosmetics Hosted an Afternoon Tea for Their 25th Anniversary
Beauty brands can explore hosting high tea events to create an immersive experience for their customers and showcase their products in a unique way.
CategoryMarketing
Expansive Beauty-Based Hotels
The YSL Beauty Hotel is Opening in New York City
The beauty and cosmetics industry can explore opportunities to create immersive brand experiences through hospitality ventures, like beauty-focused hotels.
CategoryTech
Luxe Tech-Infused Fashion Collaborations
Chanel and Farfetch are Creating a New Retail Environment
Luxury beauty brands are finding new ways to appeal to Millennials by incorporating technology and immersive experiences into their products and services.
