Since 2004 we have highlighted a variety of trends with our bias-free reporting, so it’s only natural that we want to wrap up 2012 with a small but meaningful proof of concept.

 

Our trendscaping™ timeline is as follows:

 

 

As far back as April 2008, we wrote about the untapped opportunities at captive venues and pointed to examples at Heathrow, Sea-Tac, and Hong Kong. Since that initial post, LAX and LaGuardia have stepped up their game with new restaurants and upscale shopping in an attempt to entice landlocked customers. Last week, The Hollywood Reporter revealed plans for a new 2,200-square-foot Fred Segal boutique will be "the largest retail space there outside of duty-free." Read all of our posts about Captive Venues here.

 

 

2008 was also a good year for spotting products that needed maturity to become mainstream. We love how this single varietal honey caught the eye of Gwyneth Paltrow's Goop, and how Wasara disposable paperware gained press and distribution in the past year. Both products employ insights outlined in our 2012 Forecast and highlight innovation. To see examples of how the Global Locality trend has prevailed over one-size-fits-all mass-production, click here.

 

 

Menswear, as a category, has exploded since we outlined retailers who have targeted male customers as a $51 billion shopping industry in January 2011. We touched on the subject again this spring with hard data on how the luxury segment is leading the trend and growing at a rate of about 14% per year with online preferences and behaviors of affluent males. Those posts were a precursor to Bloomberg’s proclamation in October that "Fashion is the fastest-growing segment of online commerce, and it’s being propelled by an atypical source: men." Read more about the debonair digital dude here.

 

 

The five insights that highlighted innovation and consumer intelligence for building successful brands across digital mediums, and all five of them found success in retail experiences, marketing campaigns, and consumer packaged goods. When we wrote, “Couch commerce will leave the living room with technology paving the way for products and services to be available using location services, flash sales, and social networking,” we meant every word.  It’s hard to argue that cultural consciousness, the growth of mobile/tablet consumption, new technologies, the editorial voice, and simplicity have not made their mark this year. Please click on the individual links to view the corresponding posts, products, places referencing our forecast: Global Locality, Smart Commerce, Augmented Reality, Life Story Labeling, and Less-ism.

 

All in all – it’s been a fantastic year for us. We hope that you continue to find morsels of inspiration to provoke thought and discussion, as well as to influence future strategies. Your referral or forward is the highest complement we can receive.

 

1. Trends matter.

Now more than ever, culture is fueling the engine of commerce. Consumer behavior, preferences, and expectations determine our culture. And it’s constantly changing. Keeping up with these cultural changes – or trends – gives you the power to advance your brand. To be in the right place, with the right message, at the right time. To leave the competition eating your dust.

 

2.  We’ve spent our time and money so you don’t have to.

We’ve done all the legwork, scoping out brands, products, and cultural phenomena that are inside and outside your category. Our annual report gives you a concise and stylish account of the latest consumer trends. What’s more, it tells you what they mean for your business. Doing your homework has never been so easy. Or affordable.

 

3.  With insight comes innovation.

It’s not enough to just spot a trend. Great ideas come from understanding what it means and where it’s headed. Think remote retail. Personalized window shopping. Or mini pastries. The more insights you have about your customers’ behavior, interests, and expectations, the easier it is to tailor your business or service to meet their needs.

 

4.  Turn a pitch into a home run.

Whether you’re a manager pitching a new idea to your boss, or a CEO trying to persuade the board, the job of selling never stops. We make it easier by providing additional research, facts, visual aids, and insider knowledge to strengthen your presentation. In other words, the extra muscle you need to knock your next pitch out of the park.

 

5.  It Pays to be Proactive.

The world is changing even as we speak. And that affects business. Exploring big-picture consumer themes and what they mean is crucial to staying one step ahead of your competition – and your customers. Because once you know where people are headed, you can be there to meet them.

 

Get out front and stay there.

Pre-order your 2013 Annual Trendscaping Report here.

 

Airports are looking beyond kitschy souvenirs and lack-luster decor. In the Marseille airport in France, we spotted this creative waiting area adjacent to our British Airways gate.

 

As far back as April 2008, we wrote about the untapped opportunities at captive venues and pointed to examples at Heathrow, Sea-Tac, and Hong Kong. Since that initial post, a variety of businesses have stepped up their game in an attempt to woo a temporarily beached demographic. Just in the last month, San Francisco International Airport unveiled a yoga room for travellers and the Los Angeles Times reported that airports are becoming classy shopping complexes.
 

It's not often that we toot our own horn, but we're firm believers that trend projections are only as good as the concepts they inform. To learn more about how we convert consumer insights into made-to-measure strategies for you and your business, inquire about our custom trend reporting.