This week’s trend newsletter
from trendwatching.com, a global trend service that covers 180 countries thanks
to their 2,500 trend spotters, included
a description of a trend they call Heritage Heresy. According to their research consumers no
longer are captivated by the history of a brand. Rather they want to see a brand break new
ground. http://trendwatching.com/trends/pdf/2014-03%20HERITAGE%20HERESY.pdf
Examples of that? The one that caught my attention was LVMH’s Mote
& Chandon now selling their champagne in vending machines in the United
Kingdom. Champagne being dispensed out of a machine like Coca Cola or Evian
water? Really?
But that isn’t the only
illustration of a brand doing something unexpected. Moet Hennessey
now produces a sparkling wine under their Chandon label in India (and here we
thought it would only be special to California). Marriott offers “workspace on Demand”
offering work space in their lobbies even if you’re not staying there as a
guest and Versace creates designs with a
British-Sri Lankan recording artist.
New approaches from brands
with lots of history. Most interesting
to me is the cross border connections, global collaborations. A new trend, a new approach to global
business for a new global consumer.
Where will you see the next example of Heritage Heresy?
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