idle gaze 031: selling future aspiration.
The challenge to being ahead of the trend—which I have been for most of my life—is to find a way to start a dialogue with the consumer. Perhaps you want to provide a solution to a problem they don't yet know exists. So you need to ask: how does this problem touch their lives and what they care about? Solving that problem can be difficult, time-cons
... See moreDavid Mattin • Trend-Driven Innovation
There’s a modern phenomenon whereby personal style—on the body, in the home—is understood as a separate track of identity. It’s a mode of expression we’re meant to perfect through mimetic desire and buying the right stuff. I’m thinking, for instance, of dressing like a “coastal grandma,” without otherwise inhabiting the relevant lifestyle choices. ... See more
Haley Nahman • #176: Accounting for taste
The end goal is starting to matter less, and the experience of getting there is starting to matter more.
Consumers are gradually entering a constant state of evolution.
Rather than defining themselves as who they are (a state of being), they are defining themselves by who they are turning into (a state of becoming).
Consumers are gradually entering a constant state of evolution.
Rather than defining themselves as who they are (a state of being), they are defining themselves by who they are turning into (a state of becoming).
Modern aspiration is not about having money to buy things, but having taste to know what to buy.