# Rarified Couture Fashion marketing makes use of exotic animals to equate luxury with rarity. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published May 8, 2014, updated May 16, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/rarified-couture ## Key Figures - Trend score: 5.3/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Feb 26, 2013 to Mar 3, 2014 - Published: May 8, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Rarified Couture trend ### 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 ### 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 ### 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 ## What the Rarified Couture trend means for industry ### For 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 for Rarified Couture Trend score 5.3 out of 10, from popularity 70%, activity 80%, freshness 8%. - Popularity: 70% - Activity: 80% - Freshness: 8% ## Examples of the Rarified Couture trend 5 featured examples from Feb 26, 2013 to Mar 3, 2014. - [Monstrous Pet Editorials](https://www.trendhunter.com/trends/numero-issue-141): The Numero Issue 141 Photoshoot Stars a Masked Julia Frauche (Category: Fashion) Implication: Businesses within this industry can look to create more innovative and wowing designs by adding accessories or props that haven't been used before. - [Stylized Ethnic Costume Photography](https://www.trendhunter.com/trends/tribe-by-lee-howell): Tribe by Lee Howell Showcases Film and Television Fashion (Category: Fashion) Implication: Filmmakers could seize the opportunity to tell more authentic stories by valuing cultural accuracy and rejecting shallow stereotypes in costume and set design. - [Ferocious Lion-Infused Editorials](https://www.trendhunter.com/trends/love-10): Love #10 Explores its Wild Side with Photography by Tim Walker (Category: Fashion) Implication: Fashion brands can explore new creative avenues by embracing Victorian era aesthetics and incorporating elements of the animal kingdom. - [Exotic Wedding Editorials](https://www.trendhunter.com/trends/vogue-india-november-2013): The Vogue India November 2013 Photoshoot Stars Betrothed Signe Vilstrup (Category: Fashion) Implication: Innovative wedding planning services that embrace non-traditional themes and venues can provide a unique and memorable experience for couples. - [South Africa Couture Campaigns](https://www.trendhunter.com/trends/louis-vuitton-spring): The Louis Vuitton Spring Campaign is Inspired by Nature and Travel (Category: World) Implication: Fashion brands can leverage adventure-inspired campaigns and experiential photography techniques to create engaging content and connect with their target audience. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - 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