GLIMMERS
FUTURES AND INNOVATION
FU001433
LUIS GOMES DA SILVA ANTAS PARADA
LUCY DONNELLY
EXECUTIVE SUMMARY
The macro trend of glimmers are forecasted to come in the next 18-24months. Glimmers are micro moments of joy, contentment or surprise. Consumer behaviour has been greatly impcated due to the Covid-19 pandemic, which has led to trend drivers for this trend such as treat culture, delayed adulthood, rising cost of living and much more. Glimmers aim to combat the struggle of daily life by incorporating happy moments in consumers day to day. This trend is going to be evident within Millennials who are burntout from work and Gen Z consumers that are fashion conscious and trend-savvy. These consumers will also have a high regard for mental health and well-being.
Urban Outfitters is a lifestyle retail brand targets these same demographics from the glimmers trend. Urban Outfitters should construct a solar powered jukebox in collaboration with Spotify to incorporate this trend into their strategy. By allowing customers autonomy to choose their favourite songs whilst shopping, Urban Outfitters would be creating an immersive experience in-store that will be regarded as a safe space within customers. The jukebox will use eco-friendly materials such as recycled wood for its construction aligning with Urban Outfitters sustainability goals.
moreover, the project also aligns with Urban Outfitters brand image and risk of appetite for innovations due to it being known as an innovative brand. The feasibility of this project is reinforced by Spotify’s extensive music collection and market dominance, which guarantee dependability and user friendliness. This is also a very desirable project due to the nostalgic elements of the jukebox which can help lead to more customers spending more time in-store and in turn higher sales. This innovation hits the sweet spot.
PART 1
@saudadetoron, 2024
WHAT ARE GLIMMERS?
Glimmers are a term that was first coined by psychotherapist Deb Dana. They are the opposite of triggers and include micro-moments of joy, comfort, and safety (Saggese, 2024) They are personal and can be anything from hearing your favourite song in a café. watching a sunset, having the first sip of your morning coffee. Glimmers soothe our nervous system, “they tell our brain and body that we are safe, and it’s OK” (Scott, 2024).
Many consumers are falling victim to ‘mean world syndrome’ -a term that describes a cognitive bias where people tend to perceive the world to be more dangerous than it is due to long-term exposure to negative mass media (Bell and Napoli, 2024). The last decade has shown a significant increase in the global rise of unhappiness where negative emotions have been on the rise or stagnant with four in ten adults worldwide feeling worried (41%), or stress (40%) (Clifton, 2022) Because of this, glimmers are forecasted to become a vital coping mechanism to consumers due to multiple global ploycrsis’ and the darkening future.
1950S-1960S
Hollywoodglamourbrought sparklingfashionintothe mainstreamsuchasMarilyn Monroe’siconicdressin “GentlemenpreferBlondes”.
1990S-2000S
TREND TIMELINE
JuicytracksuitsandY2K fashionbecamepopularised withrisingstarssuchasParis Hiltonpromotingthem.
2020
Covid-19 pandemic brought on a change in wellness movement. Consumers taking care of physical and mental health
2023+
Brandsincorporatingglimmers. Suchashostingapettherapy daytohelpboostmoraleand mentalhealthawareness.
The disco era embraced the glitters and sequins which are quintessential to glimmers 1970S-1980S
TV shows such as “Stranger Things” brought on nostalgic culture to past eras MID2010S-2020
2021-2022
Euphoriaseason2debutand post-covidconsumerwants escapismandfantasy.This evolvedintheformofsequins, glittersandsparkles.
TREND DRIVERS
Retail Drivers:
Drivers for this trend are deeply rooted within evolving consumer needs, one of them being the increased demand for treat culture Treat culture refers to the trend where consumers purchase items as form of self-reward or self-care. Economic uncertainty an increased stress levels, especially during the Covid-19 pandemic (Sit, 2023), has made this a significant driver. As a result of this and rising costs, consumers have turned towards “small indulgences as form of treats” (Tan, 2023)
Over recent years, the fashion industry has started to recognise the importance of mental health and raise awareness for it. For instance, Madhappy has launched a mental health awareness capsule collection with The Local Optimist to help break down the stigma surrounding mental health and well-being curating open and safe environments for conversations (Zatorski, 2021).
Enna Studio, 2024
Madhappy, 2021
Bibi King-Harman, 2024
Societal Drivers:
The Covid-19 pandemic caused many societal drivers for this trend. One of the main ones being the rising cost of living which had affected in an economic uncertainty and many consumers reporting that due to them not having disposable income they have not been able to spend money on their health. 55% of Brits who claimed poorer health, “84% said the rising cost of heating was to blame” (Davis, 2023) In this instance, many customers have turned towards treat culture because of the affordability factor.
Another driver lies within the subgenre of adults called “kidults”. These were mainly formed as a result of the pandemic due to a delayed adulthood as many people were forced to move out of their homes and back with their parents into their childhood homes (Crossley and Houghton, 2024) Kidults have a strong sense of nostalgia for toys and games from their childhood and this sentiment trends to drive them to make purchases for collectibles (Dalbard, 2024) such as adults buying ‘Jellycats’ (Alcántara, 2023). Brands have started to notice this market and cater towards it such as McDonalds release of their ‘Adult Happy Meals’ in the US which sold out instantaneously w $300,000 on eBay (De Silva, 2022)
Toxic work culture has led to many workers feeling burnout worldwide -42% of UK workers have reported feeling burnout (FutreForum, 2023) This leads people wanting to seek joyful and stress-relieving experiences where glimmers come in hand and offer workers a respite from the daily pressures of their work life.
Digital culture has also been a massive driver towards this trend due to its acceleration of nostalgic culture. The revival of the 80s and 90s aesthetic taps into a longing of simpler times brining a mode of fantasy and escapism (The Face, 2022).
Cultural Drivers:
FutureForum, 2023
Pinterest, N.D
License Global, 2024
KJAER GLOBAL, N.D
CULTURAL TRIANGULATION
THE FUTURE LABATORY, N.D
Intuition
“A glimmer can be a micro-moment that’s predictably present in your world”(Deb, 2021).
Glimmers will evolve to be central in consumers lives
Observation
Primary research was conducted in the form of netnography. Research included social media sites such as Instagram, TikTok and Reddit. Findings included: morning coffee, post workout shower, music, sunsets.
Interrogation
77% of global consumers brought something to treat themselves in the past month (Deloitte, 2023)
90% of WGSN survey respondents reported that colour impacts their mood (WGSN, 2024)
Wellness products and services estimated spend is $450 billion in US growing more than 5% annually (McKinsey & Company, 2022)
PRIMARY RESEARCH: NETNOGRAPHY
Primary research in the form a netnography was conducted on social media platforms such as TikTok and Reddit where it was found that typically many peoples glimmers resided amongst listening to music, cuddling with their pets and loved ones, nature, and people’s morning coffee. One TikTok user describes music to be their “only drug”, a very expressive statement which has many layers to it insinuating the deep emotional and phycological impact that music has on people In fact, music does provide a form of escape from reality just like a drug might do. Music allows people to transcend from the mindset they are in and take them wherever they wish to go, it intensifies their feelings and impacts people’s mood and emotional well-being (Justin and Västfjäll, 2008). Many people in reddit threads when discussing their glimmers started to bond with each other on their favourite things and sharing song recommendations
CONSUMER PROFILES:
The trend’s visual appeal and aesthetic makes it very shareable on social media platforms such as TikTok and Instagram where the target consumers spend a lot of their time. Influencers on these apps can help drive this trend forward through brand endorsements. The nostalgic factor of the trend can also appeal to Millennials who grew up during those eras fostering an emotional connection to this trend
Demographics
Mainly female between the ages of 16-35. Primarily Millennials and Gen Z consumers.
Middle class individuals with some disposable income to spend. Urban and suburban areas which have access to trendy retail spaces
Tend to work in creative industries such as fashion and art If not, they are very trend savvy and fashion conscious people.
Psychographics
Interested in art, nature, and fashion
Aware of the latest trends, but they also values individuality Place high importance on mental health and well-being
Very active on social media
All three images: Pinterest, N.D
Seeks unique and memorable experiences to brighten their daily lives
Spends a lot of time with friends and family
Geographic
Lives anywhere in the world bur is connected to cities and urban areas
In London, they tend to be individuals who can be found around Oxford Circus, in department stores such as Selfridges and Harrods browsing and window shopping, or in Westfield
Behaviour
Aware of sustainable living and tries to live that way
Likes to visit museums and art shows regularly
Prioritises their fitness health and mental health too
Likes to spend time in nature and exploring
Prefer to be individualistic but likes to follow some trends from time to time
Enjoys taking care of themselves e.g. skincare, healthy eating, meditating
Likes to post on social media
Glimmers
Consumers are becoming more health conscious and self aware (Specialty Food, 2022).
Self improvement: knowing your triggers and glimmers can help make life simpler
Lego has released several sets aimed for adults such as the botanical collection set.
Diptyque has incorporated glimmers through their packaging offering high quality candles with shiny and glittering packaging offering luxury and indulgence.
Retail Therapy: 62% of shoppers bought something to cheer themselves up (Clarity Clinic, 2023). Consumers are looking for ways to lift their spirits and retail therapy might be one of these, having a unique shopping experience for customers can help them.
Urban Outfitters can strategically position the jukebox either near the entrance or near the music section of their stores to grab customers attention to it Customers choose a song from Spotify then it goes in a queue and can play whilst theyre shopping
Jukebox
Mean wor d syndrome: peop e perceive the world to be more dangerous than t actually is due to long-term exposure to negative mass media (WGSN, 2024)
M ndfu ness: grow ng trend on hea th conscious (Specialty Food, 2022)
Pandemic was caused suddenly disrupting the flow of things (Schieder, 2021).
Cost of living: 56% of UK shoppers place price as top consideration in their buying journeys (Skeldon, 2023)
Escapism: The world around us is becoming a burden, as a result of this, “customers look for more than just items to buy––they want memorable experiences” (Stanley, 2023).
Tech savvy individuals. Loves music.
Fashion conscious and trend savvy. Desires aesthetic, self expression, and creativity.
PART 2
ACTIVITIES, TARGET CONSUMER, RISK+ INNOVATION ACCEPTANCE
Urban Outfitters is a lifestyle retail company that offers a curated mix of fashion, accessories, music, and home décor products. The brand is very well known for its bohemian and eclectic style which targets fashion conscious and trend savvy consumers. The brand mainly targets Millennials and Gen Z customers who are between the ages of 16-35. These consumers are typically digital savvy, expressive, unique and want to experience more immersive and innovative products
Urban Outfitters is very well known for its willingness to embrace risks and innovate within its retail strategy. The brand has opened its first concept store in Brooklyn called ‘Space Ninety-8’ and is also seen taking risks with its fabrics and clothing as evidenced in their ‘Urban Renewal’ line where sustainability is a key focus and is achieved by reworking vintage and new pieces which have not been sold into unique one-of-a-kind pieces. Moreover, Urban Outfitter’s risk for innovation is clearly demonstrated in their new campaign ‘YOUuiverse’ which incorporates AR technology to enhance customer engagement and personalisation. YOUniverse is a campaign catered towards the music minded consumer where the brand hosts talk shows, events, concerts all cantered around music
Urban Outfitters, 2020
PROPSOAL RATIONALE
Urban Outfitters should adopt the macro trend of glimmers by installing a sustainable, solar powered jukebox in collaboration with Spotify. This jukebox will allow customers to pick and choose their favourite songs to play whilst shopping, creating an interactive and immersive in-store experience The jukebox has elements of glimmers in it as it will help create moments of joy and stress within the store environment through offering a personalised music experience for customers.
Urban Outfitters target consumer, Millennials and Gen Z and drawn to nostalgic and retro products. A jukebox will have all of these elements to cater to that experience, but it will also be infused with a modern twist due to Spotify’s streaming network making it easy to use. The jukebox will be powered by renewable energy which reflect Urban Outfitters commitment to sustainability.
Installing a jukebox will help set Urban Outfitters apart from competitors by offering a unique in-store experience which will also help enhance Urban’s brand identity especially because “music is a central part to the Urban Outfitters brand” (URBN, N.D).
eBay, N.D
mockup of jubebox in an UO store
TECHNOLOGY ACCEPTANCE MODEL
THE SWEET SPOT
Integrity:
data privacy: respect customer privacy by ensuring that any data collected through the jukebox (such as song preferences) is anonymised and used responsibly.
energy efficient: jukebox will be powered by solar panels to light up it’s various lights and LED’s recycled and eco-friendly materials will be used to construct the jukebox.
transparency: maintaining transparency with customers during the sourcing and manufacturing process is vital.
Feasibility:
Spotify’s extensive music library and market dominance provide a reliable foundation
Desirability:
consumers actively seeking unique and memorable shopping experiences that differentiates a brand from its competitors
“Nostalgia 'makes people spend more money'” (BBC News, 2014)
Interactive elements in retail can help to increase customer satisfaction and time spent in-store, leading to higher sales (Delloite, N.D)
Viability:
brand alignment - Urban Outfitters image of being trendy and environmentally friendly aligns with the proposed idea enhancing in store experience can help increase customer loyalty through unique value propositions. opportunities for marketing campaigns can help boost in store foot traffic and social media engagement
Board of Innovation, N.D
VISUAL MOCK-UPS
urbanoutfitters
urbanoutfitters
URBAN OUTFITTERS
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YouTube, 2018 https://www youtube com/watch?v=TMzvyq07CHQ
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Wilcox, E N.D https://models.com/work/urban-outfitters-urban-outfitters-summer-17-campaign @saudadetoronto, 2024 https://www.instagram.com/saudadetoronto/p/C3SjxZ4I4Ny/?img_index=1
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APPENDIX
