Category
Tech
Automated Upkeep
Trend cluster
Category
Rarified
Couture
Fashion marketing makes use of exotic animals to equate luxury with rarity.
5.3
Trend score
Trend
What is the Rarified Couture trend?
Rarified Couture: As the luxury goods market expands internationally, the fashion vertical is branching outward with marketing that incorporates wild animals to correlate exoticism or endangerment with a branded sense of exclusivity. Speaking to the nouveau riche that equate the exotic with high worth, this shift towards subtle marketing techniques plays more to the subconscious of the consumer and how natural rarity when compared to the manufactured elicits an inane response from consumers to be enticed.
Trend themes
Themes within the Rarified Couture trend
Three behaviours holding the trend together01
Exotic animal marketing
Fashion brands are incorporating wild animals in their marketing strategies to appeal to consumers who equate the exotic with high worth, presenting businesses with disruptive innovation opportunities to create exclusive products and experiences that evoke the natural rarity and endangered species of these animals
02
Tribal fashion
There is a growing trend towards making tribal and ethnic fashionable designs in photography, films & TV Shows, fashion campaigns and artistic works, providing opportunities for businesses to engage in a unique, culturally authentic branding and to create works that showcase the beauty and heritage of different cultures
03
Adventure travel fashion
Brands like Louis Vuitton are using adventure and nature as themes for their fashion campaigns, targeting the wanderlust and cultured travelers, presenting opportunities for companies to integrate different travel and outdoor environments into their branding and to inspire people with products that evoke excitement, joy, and curiosity
Industry implications
What the Rarified Couture trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry is the primary industry for trends in exotic animal marketing, tribal fashion, and adventure travel fashion
For
Tourism Industry
The tourism industry can utilize the adventure travel fashion trend to promote different travel destinations, experiences, and activities that correspond with the themes
For
Film & Photography Industry
The film and photography industries can leverage the tribal fashion trend to create unique costumes, sets, and works that showcase different cultural heritages and traditions
Trend signals
Trend signals for Rarified Couture
Trend score 5.3 out of 10, from popularity 70%, activity 80%, freshness 8%.
Popularity70%
Activity80%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Rarified Couture trend
5 featured examples from Feb 26, 2013 to Mar 3, 2014CategoryFashion
Monstrous Pet Editorials
The Numero Issue 141 Photoshoot Stars a Masked Julia Frauche
Businesses within this industry can look to create more innovative and wowing designs by adding accessories or props that haven't been used before.
CategoryFashion
Stylized Ethnic Costume Photography
Tribe by Lee Howell Showcases Film and Television Fashion
Filmmakers could seize the opportunity to tell more authentic stories by valuing cultural accuracy and rejecting shallow stereotypes in costume and set design.
CategoryFashion
Ferocious Lion-Infused Editorials
Love #10 Explores its Wild Side with Photography by Tim Walker
Fashion brands can explore new creative avenues by embracing Victorian era aesthetics and incorporating elements of the animal kingdom.
CategoryFashion
Exotic Wedding Editorials
The Vogue India November 2013 Photoshoot Stars Betrothed Signe Vilstrup
Innovative wedding planning services that embrace non-traditional themes and venues can provide a unique and memorable experience for couples.
CategoryWorld
South Africa Couture Campaigns
The Louis Vuitton Spring Campaign is Inspired by Nature and Travel
Fashion brands can leverage adventure-inspired campaigns and experiential photography techniques to create engaging content and connect with their target audience.
