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| THE MEGA-TREND REPORTS [top of the page] |
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Mega-Trend N°10
MEN
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| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: May 2007 |
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Exploring how brands can successfully navigate with men's search for independence without confusion:
Years of undisputed domination led men to consider themselves as stronger, smarter, more responsible, more courageous and more creative than women. However, the price to pay to "be a man" was terribly high: the amputation of any of their feminine sides.
The patriarchal system then collapsed with the industrial age in western economies. In more traditional societies, the one-sex model dogma is cracking under pressure.
The image of men became blurred and unstable. Men often abdicated and were left equally mutilated from their masculine heritage.
Too male or not enough? This is the dilemma of modern men.
In the short term, brands respond to men's identity crisis with new routes. New men's products and services are popping up every minute, and they address more diversified niches and untapped facets of new men. Still, this formula has a limit. Men (like women) like to have more options when it serves their independence. They want fewer choices when it reinforces their confusion.
In this Mega Trend, we will be exploring how brands can successfully navigate with men's search for independence without confusion.
Seven areas of everyday life (Fashion, Cosmetics, Health, Home, High Tech, Automotive, Culture and Leisure, Love) have been scrutinized across countries (Brazil, China, Denmark, France, India, Japan, Romania, United Kingdom and the United States), revealing contrasted results.
Leading companies should find in this report, creative directions to better anticipate and meet men’s future needs.
Finally, the report also includes quantitative data from Style-Vision’s exclusive Mood Panel to support these new opportunities.
Brands and people mentioned in this volume include:
2channel, 2exist, 3Edge Solutions, Bajaj, Bald Guyz, Ballesterer, Biotherm,Butt for you, Cadbury Schweppes, CarSpace.com, Chanel, Cialys, C-In2, CityBoxer, Courvoisier, Cyril Lignac, Dandy House, David Smith, David Yuman, Drop Speaker, Emmanuel Dietrich, Ermigneglio Zegna, Fathers 4 Justice, Garrard, Gerbe, HeadBlade, Hermès, Jockey, Le comptoir de l’homme, Leah Mc Sweeney, LG Electronics, LinkedIn, Living Omnimedia, Lloyds, Loreal, Mandarin Oriental, Martha Stewart, Max Power, Most Official Bitches, MyGoodness, Nationwide, Offside, OpenBC, Paul Smith, Philips Norelco, Pimp My Fridge, Rund, 11Freunde, Rykiel, Ryze, Simon Pyrke, So Foot, Somang, Sony, Spike, Stanton, Stephen Giles, STUDS, Tom Ford, Toyota, Valmont, Viagra, When Saturday Comes, Wilkinson...
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| Mega-Trend n°10 sample in PDF : | |
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Mega-Trend N°9
The exploration of the senses |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: July - August 2006 |
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Exploring emotions:
In this Mega Trend n°9, we will be exploring how emotions influence our consciousness as individuals, define the organization of the society and govern the vision of our environment.
The Mega Trend n°9 is structured around 3 main themes:
- THE INDIVIDUAL: INTIMATE FEELINGS
Emotions play a tremendous role in the consciousness.
They fund our basic instincts and make our being visible to ourselves or others.
To discover new emotions means to live more intensely.
- THE ROLE OF EMOTION IN SOCIETY: SOCIAL GAME
Emotions play an important role in our society. They govern our judgments, drive our decisions, and trigger our actions, when we are alone or with others. Emotions also have a history.They evolve with society, thus shaping common values on which our cultures are based.
- STIMULATION AND ENVIRONMENT: STIMULATION
Action/Reaction.
Objects and environment stimulate our emotions. Speed, surprise and music are some of the most frequent stimuli conveyed by objects. What do they provoke and how do they affect us?
Interested to know how Society, the individual and the environment have changed significantly?
In that case you’ll love Style-Vision's latest edition of MEGA-TREND No 9 "The exploration of the senses". This edition delivers innovative concepts, fresh ideas and real-life scenarios. Its' all there in 35 colourful pages! It's not one to miss!!
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| Mega-Trend n°9 sample in PDF : | |
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| Mega-Trend N°8 Inner Outer Worlds |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: May 2006 |
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Consumers in Transit:
The Next Revolution of the Inner Outer Worlds
Chaos overwhelms our daily life, destroying ways of thinking and forming new ones. New ways of life, new relationships, new values and new attitudes have all materialized thanks to chaos.
- A new form of sociability is forming
- A new observation shows us changing our self awareness
- A new ecology is emerging
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| Mega-Trend n°8 sample in PDF : | |
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| Mega-Trend N°7 Maverick* |
| Price: 1000 EU € ex. VAT (electronic version) |
| Price: 1100 EU € ex. VAT (+ hard copy) |
| Release: November 2005 |
| * Mega-Trend N°7 - special edition, divided in 3 parts: Part 1 - Against the establishment, Part 2 - Acceptance complexity, Part 3 - Let's become individual. [price details here] |
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Maverick leadership was voted as one of the top trends to look out for by 25 top global creative leaders at the Style-Vision Round Table back in May 2005. From this democratic choice, Style-Vision has been researching the trend of Maverick, applied to the world of design and marketing, with the help of our co-editors from around the world.
The three chapters illustrating the concept of maverick are:
- against the etablishment
- acceptance of complexity
- let’s become individual!
"Having the same ideas and using the same tools forge similar leaders. One is too equivalent to the other to truly make a difference. Hence, the return of creative leaders in corporate context is not only possible but likely". Marco Bevolo is the Design Director at Philips Design.
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| Mega-Trend n°7 sample in PDF : | |
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| De-fragmentation: |
| Humanised technology |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: July 2005 |
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The consumer's relationship with technology continues to evolve. As we become used to more digitalized and efficient lives, the demand that technology adapt to our human nature and needs - and not vice-versa - is giving it more and more of a human dimension.
- Tailor-made technology, the ultimate luxury item.
- Living in a humanized techno-world; technology that inspires a more personalized human dialogue.
- Invisible technology; temporary moments without the visible presence of technology.
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| Mega-Trend n°6 sample in PDF : | |
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| The Senses of Life |
| Searching for emotions |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: May 2005 |
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Remove your mask! Image and "put-on personalities" lose credibility as sensation-based marketing finds itself again in favour.
- Getting back "down to earth", raw talent, raw beauty. A return to emotional authenticity.
- The real you - illustrates inner strength.
- A revival of unsophisticated pleasures; pushing the limits of ordinary life.
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| Mega-Trend n°5 sample in PDF : | |
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| Ego Blooming - Personalisation |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: March 2005 |
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Mass consumption is disappearing. The consumer still wants to run with the crowd but he/she wants to stand apart from it at the same time. The quest to balance society's demands with one's need for originality and identity.
- Products and services must speak to consumers as individuals.
- Personal treatment or star treatment services respond to the consumer's need to be seen as unique.
- To feel secure, appreciated or loved by an "inner circle" that surrounds and supports you. Pampering.
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| Mega-Trend n°4 sample in PDF : | |
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| Conscious Consumption |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
| Release: January 2005 |
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Years and years of near hysterical materialism have led to a fundamental turn around in consumers. In a complex, information overloaded environment, consumers increasingly strive for ethical enlightenment to guide their buying decisions.
- Responsible consumerism: desire and choice based upon need, tastes & conscious - NOT simple extravagance.
- To be pragmatic and modest; remaining realistic while pursuing our goals.
- Consumer "values" for a better holistic, global understanding.
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| Mega-Trend n°3 sample in PDF : | |
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| Choice Fatigue: Too Many Choices |
| Release: November 2004 |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
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There is just too much! Endless product options, has led to consumer choice fatigue, presenting a great challenge for brands, suppliers and retailers. We no longer value products that are low-end and short-lived. Product usage, not just possession, is a re-emerging axiom for future market trends.
- Alternative trading: recycling, exchange, barter and free economy.
- Alternative services: intelligent, convenient solution services for niche markets.
- Alternative marketing: non-consumption, no choice, no fairytale.
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| Mega-Trend n°2 sample in PDF : | |
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| Skin - The Ultimate Layer: |
| Search for Identity |
| Release: September 2004 |
| Price: 690 EU € ex. VAT (electronic version) |
| Price: 790 EU € ex. VAT (+ hard copy) |
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An individual has several social layers between him/herself and the outside world. As these layers are slowly disappearing - the skin has increasingly become our ultimate border. It serves as a canvas for self-expression.
- The external body limit: nudity, sensuality, intimacy.
- The internal border: a self-reflection, the exploration of ourselves according to our moods.
- Self expression by assuming different skin related personas; experimenting with a different identity.
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| Mega-Trend n°1 sample in PDF : | |
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