Global Consumer Trends to 2006 - Just

LOBAL
CONSUMER
TO 2006
FOR THE FASHION AND INTERIORS INDUSTRIES
© Style-Vision
2001-2004
© Style-Vision
2001-2004
FASHION AND INTERIORS TO 2006
EDITO > 5 MAJOR TRENDS
"Being in fashion" is an outdated expression that nevertheless accurately conveys the extensive
scope of the fashion phenomenon: my clothes are trendy, my mobile phone is latest generation,
my car is cutting-edge, friends in the know keep me up-to-date with restaurants in vogue, my
eating habits match my lifestyle, which changes with my moods and the relevant magazines...
Nothing, nobody, escapes fashion. We are readers-viewers-consumers of fashion.
We speak of the fashion society as we speak of the leisure society or the entertainment society.
The fashion society is founded on fashion logic, which French sociologist Gilles Lipovetsky sums
up in three points:
• Ephemerality: the permanent renewal of all things (consumer goods, signs, lifestyles,
etc…)
• Seduction: through images, advertising, packaging, marketing… pulling out all the stops
to seduce the consumer.
• Differentiation: there isn't a single product, but ranges of products, limited series, and
adaptations. One product corresponds to one consumer!
The fashion system has spread across all other sectors, from cosmetics to cars via politics and
sport. All sectors observe fashion as an endless source of inspiration. Gilles Lipovetsky points out
that the more the fashion society develops, the less the importance afforded to clothes! To hold on
to its role as a pioneer and enhance its brand image, fashion has to continue to innovate.
5 avenues to explore:
1>
2>
3>
4>
5>
© Style-Vision 2001-2004
Fashion, apparently ephemeral, is constructed on the solid base of a real concept: elegance.
In life and in the city: imagine and superimpose rhythms 24/7.
The sensorial adventure is a leitmotif, a source of inspiration.
The network economy with its new-style revenue is up and running: unlimited access, open bars,
involving promotion, free fashion!
Testing your creativity means taking risks: "The Anticipator Returns!"
FASHION AND INTERIORS TO 2006
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THE 5 SCENARIOS
© Style-Vision 2001-2004
FASHION AND INTERIORS TO 2006
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SCENARIO 1 > SUSTAINABLE ELEGANCE
CONCEPT > a timeless and elusive notion associated with haute
couture and luxury, or with the simplicity of structured lines and
dark colours. Elegance resides more in what is taken away than
in what is added. Yet paradoxically, an Indian prince swathed in
orange silk used to the height of elegance, and ostentatious
minimalism is vulgar. Elegance is contradictory. It is a concept to
be reinstated and explored. It is a style for life!
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STYLE DIRECTION > 2 people meet at an elegant sports club.
• the place > classic: sophisticated design for a multi-purpose
sports club: sport, socialising, relaxation.
• interior design > obvious aesthetics: vast open areas with
oversized portholes overlooking the sea. Materials are smooth
without being cold, in harmonies of white, grey and black.
Reflections bounce off mirrors and transparent surfaces. Subtle
floor lighting adds structure whilst creating an intimate
atmosphere.
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© Style-Vision 2001-2004
The furnishings present no harsh edges, everything is comfortable
and unconventional. Seating is at floor level.
• clothing > structure: the cut stands out more than the garment
itself. The concept is unisex in appearance, a blend of citywear and
sportswear, or citywear reinterpreted as sportswear. Silhouettes
have defined waistlines. Different layers and lengths add allure.
• object > subtle creativity: tableware gives scope to express
elegance: these glasses are slender in shape and slightly off
centre, tall without being rigid.
• ephemeral architecture > the magic of technology: elegance
can be exuberant: nocturnal video projection of giant camellias onto
a swimming pool of turquoise water.
• cosmetics and well-being > the beauty of the act: well-being
more than make-up is a source of beauty; the body is supple; the
act is a sign of elegance.
FASHION AND INTERIORS TO 2006
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SCENARIO 1 > SUSTAINABLE ELEGANCE
ORIENTATION > elegance consists in being recognised as unique
in a totally subtle way. The different and the strange are not
elegant. Transgression and provocation have been totally
exhausted as sources of creativity, so the challenge is as follows:
to reflect on the difficult concept of an elegance that does not
disturb or unnerve, dazzle or despair...
Elegance is synonymous with the opinion of others: the interaction
between points of view and images opens up creative avenues to
be explored. fashion needs real concepts: elegance is the leitmotif
of collections that last, designed for the long term, reflecting
consumer demands. Don't forget that our elegant consumers have
flights of fancy, too! To conclude: elegance is a solid concept that
warrants long-term development. Boost long-term creativity with
short-term innovations: unusual materials, frivolous colours,
amazing shapes, unexpected details... (diagnosis of needs by autoscan or analysis - possible?).
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m approach means merging the notions of
INDICATORS > a holistic
a
comfort, pleasure,s
health and well-being using a reliable and simple
language. It is critical to find the perfect mix between simpleness
and technology to give a sense of efficiency.
© Style-Vision 2001-2004
• the human genome is being investigated but there is a long way
for its systematic application in anything else than pure medicine.
Our biochemical profile? This is far closer! The health benefits
look particularly promising when consolidating biological and
biochemical knowledge, as studied in an European Science
Project on "functional food". in philosophy, elegance of thought is
called "honesty". In mathematics, it is a harmonious balance
between regularity and complexity, characterized by "simplicity". In
general, elegance makes no demonstrations, it abstains, it is lived.
The individual graced with elegance lives with dignity in the
unsteady world; such an individual understands that they are just
passing through and nobly make their way through society. In the
world of appearances, elegance is a value that is as much to do
with behaviour as with dressing manners.
• history: Castiglionne describes the perfect courtesan in 16thcentury Venice when elegance was in its heyday: "avoids affected
mannerisms in order not to irritate peers, practices the art of
detachment quite naturally in everything pertaining to appearance
and manners, ways of speaking, walking, joking... clothing is of
studied simplicity and black in colour. Does not refute fashion, but
refuses to be a victim. Elegance is a way of remaining discreet
whilst getting noticed. It's a subtle code that only the initiated
recognize.
• elegance is dead. Fashion has exploded into an infinite number
of small fashions. The term "elegance" has disappeared from
fashionable fashion magazines.
FASHION AND INTERIORS TO 2006
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SCENARIO 1 > SUSTAINABLE ELEGANCE
• sociologist Gilles Lipovetsky shows that in contemporary
society, fashion as a phenomenon is inseparable from the
emergence of the notion of the individual. Clothes and thus
appearance must be an exact representation of being and thus
personality. This is a fatal blow to elegance, which is a subtle
styling of appearance, gestures and behaviour. The important thing
in fashion is personalization: the person wearing the garment does
not necessarily have to be elegant, just him or herself.
• long live the elegance business! Yves Saint Laurent declared:
"People no longer wish to be elegant. They want to seduce." The
idea of seduction - i.e. the art of persuasion - was at the rots of
elegance. But seduction easily slips into the realm of devices and
stereotypes. The out-of-date term "elegant" is replaced by
adjectives such as trendy, arty, glamorous, sexy, porno chic, etc. If
Audrey Hepburn wearing Givenchy was an example of elegance,
Nicole Kidmann expected to be seen wearing Dior but showing up
in Saint Laurent enters the realms of marketing strategy. The outfit
she was wearing quickly sold out in every Parisian shop. The
elegance business is thriving!
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© Style-Vision 2001-2004
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KEY WORDS >
no worries, nothing disturbing, no dispairs, pure & noble,
everlasting.
COLORS >
black, white and colored grey tones punctuated with touches
of forceful brights.
MATERIALS >
stretch cottons and knits, a soft look with sports like
functions.
SHAPES >
the trapeze line with a very constructed bust and a soft,
vague bottom, all lending an allure that is both "laid back"
and affirmative.
SENSATIONS >
immutable and timeless elegance never disturbs, never
frightens, it shines or becomes desperate!
FASHION AND INTERIORS TO 2006
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SOURCES
Admirabledesign.com > Joris > Webdesign à 45° Allegoria Agency > Les nouveaux imaginaires de la
beauté (France) - Alpesh B. Patel > Tick the
trading style with the keenest appeal > FT (UK) Anne Vidalei > Génération sandwich > L'express
(France) - Antonio Damasio > L'erreur de
Descartes, la raison des émotions > (Italy) Bertrand Raison > L'innovation et ses mythes >
www.admirabledesign.com - Catherine Francblin >
Le ludique > BAM (France) - Christophe Boltanski
> The new Man > Libération (France) - clespromos.com > news (France) - Colombre Pringle >
LVMH : la stratégie du succès > L'express
(France) - Constance Chaillet> Vêtements Grisgris
> Madame Figaro (France) - David Brooks > The
return of the Pig (USA) - Dominique Hervé >
Flagship / Lèche-vitrine (France) - Emmanuelle
Eyles > le bonheur est dans la dèche > Marie
Claire (France) - Florentin Collomb > Les
commerces reviennent en ville > Journal du
Dimanche (France) - Frédérique Buret> Les
marques
étendent
leur
territoire
>
www.altema.com (France) - Frédérique Verley >
Les hommes dans les pas de femmes > Vogue
(France) - Habit advertising > ID (UK) - Jean
Claude Amadieu > Le poids des apparences (
France) - Jean Marie Dru > Dirsruption Live
(France) - Jean Pierre Dufreigne > L'asie à la folie
> L'express (France) - just-style.com > Mizuno
develops stress-reducing swimwear - Kevin
Bermaister > Kazaa looks for salvation > CNN
(USA) - Maureen Ryan > Meet , mob and move on
> Chicago tribune - Monique Gehler > Les
nouveaux nomades > Vogue (France) - Nicola
Formby > Slug and lettuces > Taltler (UK) - Ondine
Millot > Des couleurs coordonées aux chakras >
Depeche Mode (France) - Patricia Leigh Brown >
For a Shaper of Landscapes, a Cliffhanger > The
New York Times - Pierre Main > La salle de bains
© Style-Vision 2001-2004
au 21ème siècle> www.h2o.net (France) - Raphaël
Pachiaudi > La réassurance identitaire >
www.admirabledesign.com (France) - Raphaelle
Stopin > métro, disco, manifesto > L'officiel
(France) - Sonia Rachline > Réflechir les vitrines >
Jalouse (France) - Valérie Coroller >Les cinq sens
- Interview Matalie Crasset > (Magazine Air
France) - Soren Steen Olsen - UFO and PeSCI :
the future 's two radically different types of work The copenhagen Institute for Future Studies. Exposition Printemps de la maison > Cuisines
sauce innovation (FR) - altema.com > Georgette
Mercier > La décoration florale participe à un
nouvel art de vivre (France) - Florence Marchal >
L'architecture sexuée Thèse (France) - Revue des
deux mondes > L'énigme de l'élégance (France) Aldo Naouri > les Filles et leurs Mères > Odile
Jacob (FR) - Alex Bagner > Table of Contents >
Wallpaper (UK) - Anne Skare Nielsen and Henrik
S. Krietensen > Humanity Version 2.0 > The
Copenhagen Institute for Future Studies (DK) Cécile Guibert > Noir Attitude > La revue des deux
mondes (FR) - En bolig Fristaden Chrsitiana >
Design Interior (DK) - Florence Michel>
Technologie douce Rowenta et Seb privilégient
l'esthétique et le goût > Intramuros (FR) - Francis
Fukuyama > Our Posthuman Future (US) François Cusset > Ralentir la mode > La revue des
deux mondes (FR) - Gender Blenders > The Face
> (UK) - Gitte Larsen > New consumers and new
communities > The Copenhagen Institute for
Future Studies (DK) - Henrik S Krsitensen > The
Situal is a large-scale Consumer of (Good) stories
> The Copenhagen Institute for Future Studies
(DK) - Jean Michel Costes > Drogues et
dépendances > Observatoire français des drogues
et des toxicomanies (FR) - Laura Leonelli > We
Crumb-gatherers > Flair
(IT) - Lothar Baier >
keine Zeit (DE) - Lotte Malgren > Dress for
success > Alt (DK)
FASHION AND INTERIORS TO 2006
Marie Dupré > Rose les pigments de l'amour > Le
Figaro Magazine (FR) - Martin Blom Hansen > I
sandhedens tjene> Berlingske (DK) - Micaela
Ceresa > The natural side > Flair (I) - Michaela
Ernst > Auftritt seine tuecken > Vogue Business
(DE) - Paul Murphy > A job to dye for : it's back to
black > from Ashahi Shimbun (JP) - Pierre Doze >
Propreté prospective > Intramuros (FR) - Pierre
Doze > Tokujin Yoshioka, le techno-sensible >
Intramuros (FR) - Ruth La Ferla > Boys to Men :
Fashion Pack Turns Younger> The new York
Times (US) - Sophie Lovell > Mobile Home >
Wallpaper (UK) - Victor Carro> Free Association >
Flair (I) - Wilfired Gremillet > Art , food and fusion
Sketch > Jalouse (FR) - Zaki Laidi > Le sacre du
présent > Flammarion (FR) - William Fiennes - The
Snow Geese - Tracie Rozhon - Dropping Logos
That Shout, Luxery Sellers Try Whispers - The
New York Times - The 25 principles of
'Baubiologie'- IBN Institut fur Baubiologie &
Oekologie - Suzy Menkes - Is luxury's triangle
eternal? - International Herald Tribune - Stuart
Elliott - Buying Furniture for the Fun of it - The New
York Times - Soren Steen Olsen - UFO and PeSCI
: the future 's two radically different types of work The copenhagen Institute for Future Studies. Ritzau - Praestoe har gode erfaringer med nye
arbejdstider - Politiken (DK) - Philippe Trétaik- Des
boutiques comme des musées-Elle - Outdoor - Bidt
af gyset - I Form (DK) - M.Boxtel- Ranger sa
maison c'est ranger sa tête- Cosmopolitain - Les
référentiels de la HQE - www.batiactu.com - Lara
Corner - Slow Slower - Viewpoint - Jean-François
Codère - L'économie des mondes virtuels n'a rien
de virtuelle- www2.canoe.com - Helen KirwanTaylor - Giving house to one's alter ego - How to
spend it - Financial Times.
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