fw20_cd-Materials / Colour
-IN TIMES OF A LACK OF TRUST, CRISIS & ANXIETY WITHIN THE STATE OF THE WORLD, THE CONSUMER IS LOOKING FOR HONESTY, COMFORT AND CONFIDENCE FROM THERE BRAND(S) WICH THEY CONNECT WITH-
https://www.wgsn.com/blogs/ trustenomics-brands-ascommunity/
01_Culture 02_Consumer
fw20_cd-Materials / Colour
Culture
CONSUMER
CULTURE
PRODUCT
A PRODUCT IS IN MANY WAYS A CATALYST THAT CONNECTS (sub)CULTURE’S WITH IT’S CONSUMERS
‘It connects first ladies with rap stars’
https: //amp.theguardian.com/ fashion /2019/mar/16/firstladies- rap -stars-white -trainerdefined - decade
PRODUCT BRAND DNA EVOLUTION
INNOVATION PRODUCT
AUTHENTIC PRODUCT HAS A STARTING POINT WITHIN IT’S BRAND DNA WHICH EVOLVES & TRANSLATED INTO PRODUCT INNOVATION
S K ATE BOA RDI NG TH E N A N D FUTU RE
TXT
Consumer
IF A PRODUCT IS BEING ADAPTED IN A SUBCULTURE THIS GIVEN THE BRAND CREDIBILITY & LEVERAGE TO BUILD A LONG TERM CONSUMER EXPERIENCE IN IT’S SPIRIT TRUE TO THE PRODUCT AND IT’S CULTURE
ADIDAS ORIGINALS CONSUMER SEGMENTATION
SEGMENT EXPLANATIONS Today’s Dons & Hounds THE STREETWEAR DON • Leaders of streetwear, these are the Dons of the scene who have helped create the culture the market consumes. • They run successful brands, work for high-profile streetwear publications, write books on the culture, have their own stores and/or consult for our competitors. • A key player in the journey of the rest of the segmentation, the Streetwear Don loves to pass their passion on. • Frustrated with the market now, they see it as complex and convoluted. It’s no longer a scene they truly recognize. • Previously referred to as ‘Dogs’, their name has changed to be more appropriate to the female within the scene.
THE PURIST • Conduits of culture, the Purist often have their own brand or are working deep within the scene. • Within their journey, a Streetwear Don has almost always played a part in inspiring them. • Because of this, the Purist knows the scene and culture far more than any other segment. • Contributing back, sustaining the culture and keeping the scene pure matters to them. • As well as the Dons, Japan has played a huge part in their passion, influencing their mindset and their style. • Ex hunters of hype, they are disappointed and frustrated with its take-over.
THE CONSCIOUS CONSUMER
THE MODERN SNEAKERHEAD
THE FASHION FAN
• An emerging segment within the market, the Conscious Consumer are ex-consumers, jaded by hype. • Previously on a trajectory to become Purists, they have stopped consumption in favor of creativity and peace of mind. • They are a segment in the ascendant, as others agree. • Still carrying out key roles within the culture, gaining their love back is critical. • The cool kids of culture, they have consciously eschewed brands that no longer talk for them. Spending is low. • Rejecters of the mainstream, they use DIY to disrupt, thrift to differentiate and tend to have eccentric flexes.
• Similar to the others, the MSH may be working within the industry/have own brands. • The only segment to confidently call themselves a collector, the Modern Sneakerhead is not the sneakerhead we used to know. • ‘Sneakerhead’ as a term is now loaded, and tends to refer to a ‘hype-beast’ instead. • They support and actively take a part in the resell culture… • Stunting and ‘collecting’ sneakers/hype-product for social media is s passion. • Highly aware of hype products, they’ll go to extreme lengths to acquire it. • Importantly, they spend far more than any other segment…
• The newest consumer to the market, they admit they’re learning their way around the streetwear arena. • Streetwear is new and often misunderstood or appropriated. • Unlike the other segments, their contribution to culture is shallow, they are influencers without the influence. • While style is innate [as we see with the Purist and Conscious Consumer], fashion is learned. The Fashion Fan is a follower. • High street at heart, they fuse their fashion with hautecouture houses while layering hype on top. • A precarious consumer for brands, the Fashion Fan may move on when they get bored.
Th i s i n d ex of p r of il es a r e con su me r boxes w h ic h d ef i n es ou r f i el d of p l ay i n COURT & RUNNING d i v i s ion s
COURT Premium Authentic Heritage Pure
RUNNING Sport Authentic Heritage Progressive
ADIDAS ORIGINALS CONSUMER SEGMENTATION
T h i s i n d ex of p r of i l e s a r e c o n s u m e r boxe s w h i c h d e f i n e s o u r f i e l d of p l ay i n COU RT & RU N N I NG d i v i s i o n s
SEGMENT EXPLANATIONS Today’s Dons & Hounds THE STREETWEAR DON • Leaders of streetwear, these are the Dons of the scene who have helped create the culture the market consumes. • They run successful brands, work for high-profile streetwear publications, write books on the culture, have their own stores and/or consult for our competitors. • A key player in the journey of the rest of the segmentation, the Streetwear Don loves to pass their passion on. • Frustrated with the market now, they see it as complex and convoluted. It’s no longer a scene they truly recognize. • Previously referred to as ‘Dogs’, their name has changed to be more appropriate to the female within the scene.
THE PURIST • Conduits of culture, the Purist often have their own brand or are working deep within the scene. • Within their journey, a Streetwear Don has almost always played a part in inspiring them. • Because of this, the Purist knows the scene and culture far more than any other segment. • Contributing back, sustaining the culture and keeping the scene pure matters to them. • As well as the Dons, Japan has played a huge part in their passion, influencing their mindset and their style. • Ex hunters of hype, they are disappointed and frustrated with its take-over.
THE CONSCIOUS CONSUMER
THE MODERN SNEAKERHEAD
THE FASHION FAN
• An emerging segment within the market, the Conscious Consumer are ex-consumers, jaded by hype. • Previously on a trajectory to become Purists, they have stopped consumption in favor of creativity and peace of mind. • They are a segment in the ascendant, as others agree. • Still carrying out key roles within the culture, gaining their love back is critical. • The cool kids of culture, they have consciously eschewed brands that no longer talk for them. Spending is low. • Rejecters of the mainstream, they use DIY to disrupt, thrift to differentiate and tend to have eccentric flexes.
• Similar to the others, the MSH may be working within the industry/have own brands. • The only segment to confidently call themselves a collector, the Modern Sneakerhead is not the sneakerhead we used to know. • ‘Sneakerhead’ as a term is now loaded, and tends to refer to a ‘hype-beast’ instead. • They support and actively take a part in the resell culture… • Stunting and ‘collecting’ sneakers/hype-product for social media is s passion. • Highly aware of hype products, they’ll go to extreme lengths to acquire it. • Importantly, they spend far more than any other segment…
• The newest consumer to the market, they admit they’re learning their way around the streetwear arena. • Streetwear is new and often misunderstood or appropriated. • Unlike the other segments, their contribution to culture is shallow, they are influencers without the influence. • While style is innate [as we see with the Purist and Conscious Consumer], fashion is learned. The Fashion Fan is a follower. • High street at heart, they fuse their fashion with hautecouture houses while layering hype on top. • A precarious consumer for brands, the Fashion Fan may move on when they get bored.
fw20_cd-Materials / Colour
Translate Authetic brand DNA into the new now
Authentic brand DNA evolves from the now into the future within a UTILITARIAN mindset
Materials & Colour work unified to utilise a aesthetic
Utilise Materials in craft & application to create a iconic aesthetic
UTILITARIAN
UTILITARIAN Nature
UTILITARIAN Tech
UTILITARIAN Future Tech
UTILITARIAN Durability Seasonality
UTILITARIAN Visually Seasonality
UTILITARIAN Protective Seasonality
UTILITARIAN Mixing Leather
UTILITARIAN Protective Leather
UTILITARIAN Moon Dust Leather
UTILITARIAN materials 01 UTILITARIAN Tech
UTILITARIAN Future Tech
UTILITARIAN Durability Seasonality
UTILITARIAN Visually Seasonality
UTILITARIAN materials 02 UTILITARIAN Protective Seasonality
UTILITARIAN Mixing Leather
UTILITARIAN Protective Leather
UTILITARIAN Moon Dust Leather
UTILITARIAN Colour
MONO CHROME
UTILITARIAN
BOLD CHROME
UTILITARIAN
PROGRESSIVE
UTILITARIAN
PROGRESSIVE
UTILITARIAN
PROGRESSIVE
UTILITARIAN
UTILITARIAN colour
UTILITARIAN Graphics
UTILITARIAN Graphics/ Disruptive
UTILITARIAN Graphics/ Matrix
UTILITARIAN Graphics/ Dip Dye
UTILITARIAN Graphics/ Protective
UTILITARIAN graphics 01 UTILITARIAN Graphics/ Disruptive
UTILITARIAN Graphics/ Matrix
UTILITARIAN Graphics/ Dip Dye
UTILITARIAN Graphics/ Protective
UTILITARIAN Sustainable
Creating brand desire by being a leader in global Sustainable product https: //peppermynta.de/ fair-fashion / kopenhagencopenhagen-fashion-summitdesignerin-stella- mccar tneydiskutier t- ueber- nachhaltigkeitin- der- modebranche/
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