Natasha dean
Fashion Marketing

Megatrend: Citysumers * Citysumers crave new experiences, they will discover and demand for servile brands- these brands try and gain equity to their consumers * Statistics show that only 47% of consumers around the world say they trust paid media. (trendspotting.com) * Servile brands and citysumers are a more established trend as they are wanting something new, this type of consumer lives in a capital/or town where they are usually the first to try out new products and follow the latest trends. * Servile brands let the consumer try it out first, using ‘hands on’ e-tools which allows them to test run products, for example marks and Spencer’s where they allow consumers to try before they buy on the latest nail varnishes. * IKEA has an online application where the consumer can design their own kitchen. (www.ikea.com) * Citysumers capture the essence of the city and its heritage * Established market of consumers as they are within a city latest technology and trends are available there first, outsiders from cities will be delayed.

Sub trend:
Modern make it and mend * Citizen hacking -using faulty or discarded objects and turning them into functional pieces- economical- cities in debt.
Urbanization:
* “67% of urban consumers identify themselves with their city, almost as many as the 69% that identify themselves with their nation” (www.trendspotting.com) * Culture is reflected in style of the nation * App culture

Future trends: * 2013- * ‘I made that’ :Product customization and combined high tech manufacturing New, networked models of product identification. * ‘Equalized’ - Consumers won’t let brands define who they should be, they will look to the environment and demand humanity from the brands, this is learned from the Saville brands. * (Trendwatching.com report 2013) Initial brand ideas: * Furniture in keeping with relevant style of Fashion * Local artistic talents getting involved with furniture designing/pattern work * Reusing and resourcing materials * Online platforms such as the IKEA design it yourself bedroom * Niche for the market in TOPSHOP which doesn’t stock furniture or home ware products Consumer demographics * Ages: 24-35 * City inhibitors * Fast paced fashion followers * Nostalgic * Creative