: Creative : Trend : Consultancy :
ABOUT 12:56 is a leading online creative trend
Therefore benefiting not only the marketing
analysis and research agency which offers its
fields within companies but their product
clients a personalised overview of the global
development, design, merchandising and
marketplace. Via an in-house team of trend
analysts specialised in graphics, interior design fashion and technology 12:56 aims
12:56 dedicated to bringing the future our
to help companies infiltrate the market place
clients. Staying ahead and tracking the style
correctly in order to allow them to target their
curve through its engagement with the past
demographic audience effectively.
is what defines us.
Established in 2010 the London based
“In order to stay ahead we must draw from
consultancy has quickly gone on to gain
the past and embrace the future with a
recognition as a future leader in the trend-
renewed and modern attitude.”
forecasting sector by offering brands a comprehensive ‘one-stop shop’ service.
This is an idea that is encompassed in the very essence of our name. As well as
This gives 12:56 forecasting services the
being numbers personal to its
edge to stay advantageous company-
the name 12:56 originates from concept of
wide and ‘on trend’ at all times by ensuring
the apocalyptic end of time. If 2013 is the
brand strategies, advertising, PR and other
thirteenth hour; 12:56 represents a four-
minute countdown personified by the four
major coming trends we predict each season.
FASTFORWARD INTO THE LOOKING GLASS: In 2013 consumers will both be reconnecting with the past and interacting more with progressive technology. The future trends can be categorised into two main areas of focus fast-forward and rewind. As C. Swanson the head of the N.Y.C based brand strategy firm Toniq noted in a recent speech on socio/cultural trends that current “consumers brand choices dictate their aspiration to either go faster or slow down” in the current climate.
“Fashion isn’t about looking back it’s always about looking forward” - A. Wintour
FUTURE THINKING: With a growing generation of digital tzars capable of coming experts and sharing knowledge with their peers, consumers will begin to look at technology with fresh eyes. The impact this will in turn have on brands is that as information becomes more accessible, live and interactive a generation of tech-savvy consumers will grow. Shifts in these markets will not be limited to the West as a the Asian demographics change and take control of a larger share of the global market.
THE STATISTICS: DIGITAL MARKET: 47% (1 in 2) 8-15 year say they can’t imagine a world without technology - L:SN There are 500 million active users on Facebook globally. Which is equivalent to 22% of all user currently online in the world - WGSN 25% of the world’s 20 largest brands search results are links to user-generated content - Socialnomics Word of Mouth. 78% of consumers trust peer recommendations and only 14% trust advertisements in the global market. - Socialnomics
ASIAN MARKET: B.R.I.C nations are largest global emerging markets - Mintel India is set to outpace China, as the worlds fastest growing Economy - The Economist “India will grow faster than any other large country over the next 25 years” - The Economist New emerging middle class. China economy is naturally shifting from being export driven to service orientated. - China Market Research Group & WGSN In China women spend 50% of their disposable income on luxury goods - WGSN There are 500 million active users on Facebook globally. Which is equivalent to 22% of all user currently online in the world - WGSN
EMERGING INTERACTIVE TREND: GENERATION-TECH 12:56 tracks the emergence of the new 3D & visual sensory interaction trend breaking into the market. With the growing use of technology, and recent accelerated developments in mobile & e-commerce market place, how consumers are engaging with products is substantially changing. No longer is technology just a tool it is an expectation as consumers begin to demand intensified interactive experiences and demand a higher understanding of the digital world that encompasses them. As highlighted in the 2010 World Retail Congress commerce is becoming an increasingly social media toolset, that business can leverage for brand and market advantage.
DIMENSION: From this trend we can determinate two immediate consumer groups: — The New-Com Generation, those who grew up engaging with technology as the working of a science fiction film. — Generation Digital, a young social media consumers shaping our future technological shopping world. New digital advancements are also readily employed by brands to provide depth and ease of information sharing for consumers. Pioneering the way is the new 3D evolution, offering an immediate responsive platform for consumers through holographic experiences and touch-screen applications. As the director of the stereoscopic HD 3D cinematic breakthrough film Avatar, noted:
“ I’ve seen the future and it’s 3D”
With the first 3D televisions being introduced this year and 3D film having already gone on to established itself as a cinema staple the digital world has not only personalised our in-store retail journeys but our home experience.
Although technology and sensory interactions advance emotional connectivity is increasingly important to population of shoppers. These personalised low-fi experiences are captured through creative social media uses and retro gadget revivals.
— XBOX 360 Interactive gaming experience which detects full body motion via its 3D movement capability and voice recognition ability.
— Social-media platforms such as Twitter reinforcing brand depth & hype. Companies like Uniqlo demonstrating success through “Tweet for a treat” discount campaigns.
— Creative retail platforms. Espirit store in London offered its customers the opportunity to photograph & style themselves via monitors in-store. External Videos were screened to passer bys. — Three-dimensional experiences. Ralph Lauren successful 4D “Big Pony” perfume launch art movie, projecting a 3D catwalk, polo players onto the London flagship store — Touch screen & Holographic technology as seen at Selfridges with the luxury watch brand Tissot and MTV at Macy’s in NYC.
— Playful platforms such as Diesel’s confession-booth TV where the customer gets to interactive with the brand in a live form and essentially become a part of it.
DESIGN & COLOUR
Dimension key focus is about consumers embracing new digital experiences and interacting with a sizeable amount of creative technology on a daily basis in 2013.
Designers embracing ultra-modern styles including optical illusions and digital prints
3D film, holographic projections and geometric imaging heightening the customers experience to a significant level that it intercepts and becomes a part of dayto-day life. Dimensional digital interaction will become the norm. Therefore brands must anticipate the market place and facilitate audience whom wishes to engage creatively with the technological world.
A range of metallic tomes separated with injects of white, deep blues and chlorophyll greens. -Scientific, sensual and tactile -Structure and perfected -Transformations A new sculptural feel coming from architecture and futuristic perfection. This attitude shifts the codes of cuts and garments, resulting in a silhouette of unexpected shapes.
— The use of single button push technology in the form of retro vending machines. 12:56 Loves the recent collaboration between Love Magazine and Selfridges. — Simple Interactive games that make consumers think and engage with the products on offer, seen at The White Building by www.mydeco.com prove successful with the less technological savvy shoppers.
NEW POWER MARKET: EASTERN LOVE
‘If you look at China, it is a very selfcontained country that doesn’t rely on Western culture,” J.Telford CEO Synovate UK
As great Eastern countries such as China emerge out from the Western Shadow through a natural growing shift in the Asian export industry. Brands hurry to catch up and realign their marketing strategies to appeal to a new exciting Asian middle-class audience. Retail Businesses have therefore a real opportunity to target a new exciting young and optimistic consumerist audience. As studies, through the CMR (China Research Market) Group, showed that 85% of 18-32 consumers in the country were highly optimistic about their future despite the recession that hit global market recently. Part of this may be due to that despite the recession China’s economy grew 8.7%
in 2009, and has continued to grow at a steady pace since despite the recession & in comparison with the West still feeling the effects at present.
expanding international brands, producers and will establish the country’s position on the global market firmly. KEY OPPORTUNITIES
Amidst this China’s luxury consumption reached approximately $7.5bn in 2009, accounting for 25% of the world total, surpassing the US to become the second largest market for luxury goods as MD Shaun Rein CMR Group noted. These figures are undisputable and indicate that brands seeking to prosper financially and expand internationally have a real opportunity to do so in the virtually untapped Asian market. For these opportunities are not limited to the Chinese or Japanese consumer demographics, as currently the India economy is on the boom. Stepping out from the shadow India despite playing catch-up is set to outpace China by 2013.
India has the world’s largest young demographic with more than 890 million of its population aged under 45, such statistics are lucrative & appealing brands.
India has more English speakers than in Europe
India Consumers are heavily influenced by TV, movies and online information with 40% of Indian buyers, shopping is for occasions or weddings.
Jewellery Market. India still the only market place in the world where women spend more on jewellery than apparel
DESIGN & COLOUR
Investors can learn from fashion brands like Giorgio Armani whom are investing slowly in India to secure a strategical position in a loyal and young market. This emerging trend is not about disregarding western society or influences its about embracing the power shift towards the Asian market through design, fashion and art. Forming a fusion between traditionally two very different ethnic cultures by uniting the global market.
The trend takes inspiration from clean shapes and essential basics. Reinvented in a luxurious palette of colours and fabrics.
Middle-class market are the key to the success for foreign retailers and luxury brands.
Traditions are a strong selling point in Asia, but Western influences also add appeal.
Adapting to the market, whether through product or marketing.
Celebrity culture, in particular Bollywood, act as primary drivers in fashion.
New foreign stores act as useful marketing tools that appeal to tourists as they take advantage of the cheaper prices abroad.
A Range of intense antique and gold tones, pigments associated with earthy ethic colour tones. Burnt oranges, golds purples and fuchsias and deep aubergine colours all dominate to create an authentic eastern look with influences taken from Indian fashion, interior and cultural heritage. After decades of the west influencing the east, the East is set to dominate in 2013. • • •
Ethnic Influences Luxurious Palette Soft curves and forms
This future growth in the Indian population will generate wealth and opportunity for
REWIND REFOCUS & REWIND:
DIY trend about “having a ‘Local-but-connected’ approach” - WGSN
Consumers will start demanding more transparency from larger companies.
14% of the UK have refocused their values since the recession
A re-focus on community, culture and lifestyle consumption will be drivers of these trends.
8/10 are happiest when physically interacting with friends and family
People will return to a more simplistic, traditional and wholesome lifestyle
Word of Mouth. 78% of consumers trust peer recommendations and only 14% trust advertisements in the global market. - Socialnomics
A a key driver of the ‘back to basics’ approach to a generation of 30 something as they reevaluate their lifestyles.
Nostalgic values in a modern environment.
“Consider the past and you shall know the future.” - Old Chinese proverb
TRADITIONAL FUTURISM: HOMEMAKING The image of the 1950’s family life is seen as the quintessential family unit. Family life has transformed dramatically over years and 50’s nuclear family may seem out dates but 8/10 people in the UK are the happiest when physically interacting with friends and family. Stepfordian is not about going back in time but bringing nostalgic values with us into the future and a modern environ ment. We want to continue to embrace and utilise technology to bring the family back together with the home at the centre.
Refocusing on family, bringing back importance of family life Using technology to bring people back into the home 1950’s ‘nuclear family’ values in a modern environment “Welfare reform: Are big families the problem?” BBC News Nostalgic attitudes working alongside technology ‘Bringing positive values and ideas with us into the future’ - L:SN Global
A new type of person dealing with and enjoying a brave new world, but still with basic human needs for stability, family and self-improvement.
This sees consumers developing a hybrid of left and right attitudes, such as a weakening of beliefs in redistribution of wealth and government benefit systems, but with growing numbers supporting homosexuality and cohabiting couples. Among all the incredible and futuristic things coming our way, notions of family, love and a comfortable home are still very important and many global consumers today are feeling the need to fight and vote for them.
- 1950’s Futuristic Style - Traditional Values at core - Embracing Technology - Importance of Home & Family
DESIGN & COLOUR traditional values. Placing importance on the home and family life. However this does not mean that consumer won’t embrace the technology advancement. It is about bringing the best of the past into the future.
The colour palette for this trend is made up of pastel hues of yellows, blues, green and pink. Subtle metallic tones of silver and copper give this style a futuristic feel. The form & movement of the fabric is quite rigid in its structure though the style & shapes reminiscent of the past.
Statistics - “Postponed adulthood” young adults 2134 living at home longer with their parents. A trend which is likely to increase - Mintel
- Pastel Hues - Hints of Metallic Tones - Futuristic structured Shapes - Inspiration 1950’s
-“The nuclear family as we know it, looks likely to change beyond recognition and our report indicates that in the future, we will see exciting new high-tech homes built to suit the family’s evolving demands.” Rachel Osborne, Director of Customer Insight, B&Q
The theme behind this trend comes from the 1950’s style. The concept is that consumers with revert back to more
FUTURES PAST GEN-30
“I was more of a consumer than a producer before” L:SN Global.
They are demanding an ‘open kitchen’ form of shopping as the want to see more transparency from their brands.
The new 30 something generation are the leaders of this emerging trend in the market place. With renewed ‘life values’ and a dramatic shift in attitudes this consumer demographic are the previous Generation X.
RETAIL D.I.Y ENVIRONMENT KEYS
A key driver of this trend is a yearning for brand integrity and honesty in a nonhyped, straightforward manner. Consumers demanding authenticity and looking to their favoured brands to provide a constant as they feel increasingly erratic in economically unstable times.
High product demands, fast fashion and lifestyles have forced this somewhat loose connection consumers have had with products and how they have interacted with them in the past. Busy schedules have made it hard for shoppers to take the time to invest and gain respect for the products. Consumers have a new added maturity, product knowledge and a growing feeling of responsibility for their consumption habits.
Store design is also vital in hitting on the required consumer desires, and again emotion and experience emerged as key factors. “Successful brands make a strong connection, with emotional and inspirational benefits,” said Lee Carpenter, CEO of Design Forum.
“Stores need to get back-to-basics and look again at their tools - props, internal architecture, fixtures, colour,signage, walls and lighting all should be exceptional to help in making the store more of an experience for the consumer.” Abercrombie & Fitch was highlighted as a brand getting it right, having wrinkled clothes on its mannequins, which worked because customers felt at home with the image. The brand also uses scent in its stores to increase ambience and brand identification creates an emotional impact.
Reconnecting people with the joys of sartorial D.I.Y. - The Sweat Shop Paris. The key theme of the Stitched revolution is all about consumers returning to back-tobasics and forming a personal relationships with brands. A market of shoppers whom wish to invest time and care into creating something for them selves. Brand that take a holistic approach to the market place and creates an emotional attachment for shoppers, by embracing all their concerns about environment will be successful by making them feel safer about their product choices. Consumers will feel more secure knowing that they own a product which is more original, sentimental and not to mention cost effective - something which is good in the current economical climate.
TREND FOCUS: of interactive sewing cafes like ‘Stitch & Bitch” who offer clients the opportunity to
DESIGN & COLOUR
TREND TAKEAWAYS Brand transparency
A jubilant mix blend of feminine codes for the wardrobe.
Authenticity is key for retailers
A neutral colour palette.
New growing respect for things and avoidance of waste.
Country-inspired with a sophisticated luxurious feel, mixtures of delicate organic wool, cashmere and mohair mixes.
Tailored marketing. Individual experiences are key to targeting consumers. The style has a traditional D.I.Y approach to its interior and fashion design .
“Wear it like you care” - Monocle This trend is about people reconnecting and having a personal relationship with the products they consume.
The importance of this idea also comes from a colour range inspired by earth makeup palettes. - Transparency - Creation and Environment - Natural
“If you create a store that looks and feels nice, people will buy more,” he said.
As consumers remain cautious about spending on nonessential items. They look to brands that offer them the opportunity to create something personal that has longevity. This has been demonstrated with the success
: Creative : Trend : Consultancy :
Published on Apr 1, 2012