BIG DESIGN WEEK 2009

Raising Design and Brand Value.

Lifestyles trends:Spring/Summer 2009/10, Autumn/Winter 2010.

BIG Design Week 2009 – Raising Design and Brand Value

Current situation• The whole of Latin America region has

been affected by the North American instability as our economy is strongly indexed to theirs

• The financial crisis has forced consumers to think more wisely in how they want to spend their money.

• Need to go back to a more controlled and known scenario, this has opened the door to vintage/revival trends.

BIG Design Week 2009 – Raising Design and Brand Value

Brief market description.• Retail industry divided in 2 big groups

– Department stores and big hypermarkets/specialty stores.

• They have a very aggressive price policy.• Buy directly and do not use local distributors.• Concentrate a big share of the market in the

region.• Have expanded to different countries, by buying

their competitors out or creating alliances with them.

• Offer direct credit to their customers.

BIG Design Week 2009 – Raising Design and Brand Value

• Small retailers:– They have lost market share to the bigger

department stores.– Buy small amounts from local distributors.– Don’t have financial capacity to do their own

imports.– Have higher retails prices.– Good: quicker reaction to the market, as they

have little stock.– They set the trends locally as they target a

higher income buyer.

BIG Design Week 2009 – Raising Design and Brand Value

3 main customers profiles• Modern: a very aesthetic approach to life.

– Travelled, know how to recognise a good design, prefer quality over quantity.

BIG Design Week 2009 – Raising Design and Brand Value

• Natural: group of consumers with concern for their environment.– They choose material, texture, finishing and

origin above final appearance.– A fast growing group, willing to do sacrifices

to reach the next step.

• Classic: most conventional of the three.– Have a acquired taste through there life

upbringing, surround themselves with objects they have collected on their lifetime.

BIG Design Week 2009 – Raising Design and Brand Value

SPRING/SUMMER 2009/10

• Modern Retro:– A trend that keeps growing in younger

consumers.– For this season they will demand modern

lines, but with a retro look, as they need to feel in control.

– Modern classics with a new finish will be the most appealing to this group.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

•The modern look comes partnered up with retro pieces.•Tones and textures play a very important role in this season

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

Vintage look with a new twist

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

A controlled palette of colours helps create a very sophisticated and relaxing atmosphere, colour accessories create accents.

• Organic life:– Materials and textures speak for themselves.– Lots of curves, twists and bends, no sharp

corners, no cutting– Untreated materials create their own palette

of colours.– Approach to nature has a calming effect on

the consumer, it's inviting.

BIG Design Week 2009 – Raising Design and Brand Value

Simple objects for a simple life.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

Clear tones and sandy colours create a relaxed atmosphere.

Natural elements add their own texture and finish

BIG Design Week 2009 – Raising Design and Brand Value

Textures and nature The less intervention in the manufacturing process, the better result it will achieve.

BIG Design Week 2009 – Raising Design and Brand Value

Shapes can be modern or traditional, as long as they respect the material from what they are made.

• As long as the finishing of the goods is natural, there should be no fear in combining textures, that is the way nature works, that is what we need to replicate.

BIG Design Week 2009 – Raising Design and Brand Value

• Classic romance:– Shapes and styles are easily recognised as

they have been around for a very long time.– There will be a mixture of images from Latin

America colonial period and rescued items from the countryside.

– New patinas and great fabrics make the difference.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

Emotional bond with the buyer is a must in this trend, it appeals to easier and happier times

BIG Design Week 2009 – Raising Design and Brand Value

For spring/summer this trend emphasises the outdoor life with stripes, material combination and a general feeling of an easy living.

BIG Design Week 2009 – Raising Design and Brand Value

•New patinas and great fabrics create beautiful objects, most of them with a strong sense of revival.

•They appeal to a slow living, because the outside world is in a very unstable situation.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

AUTUMN/WINTER 2010

• Happy modern days:– Keeps the same retro feeling of the summer

season.– There is a use of stronger, boulder colours.– The main influences comes from the 60’s and

70’s, flower power, more freedom, make love not war.

BIG Design Week 2009 – Raising Design and Brand Value

The use of stronger colours will create a more intense feeling, more vibrant indoors. Deep purples, rusty oranges and yellows combine with retro shapes.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

The use of colour in a much more liberal way, reflects the age that we are trying to revive.

The strong vintage feeling of accessories complements very well with the new shapes we are trying to introduce.

BIG Design Week 2009 – Raising Design and Brand Value

• Basic elements:– Materials with a raw finishing will play an

important role in this winter trend.– Items must have a strong sustainable

background.– The most important difference with the

summer trend is the use of darker shades, heavier, making them more relevant.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

For the winter season, natural or organic trends will evolve, acquiring a more Zen feeling. For this reason they will get closer to the modern trends.

The big difference is the use of raw or reclaimed materials.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

Materials need to be able to speak, show where they come and how they have been worked to create a new simple shape.

The less they have, the more they will be appreciated.

BIG Design Week 2009 – Raising Design and Brand Value

Sustainable and ecoconscious

products that show their origin in the

manufacturing process will earn

new followers.

BIG Design Week 2009 – Raising Design and Brand Value

As nature flows, so must the products conceived under this trend. The lesser interference from the human hand, the better result they will achieve.

• Back to the salon:– Winter has arrived and for the more classic

consumers, it's a chance to reinvent their indoor living space.

– Richer colours and textures, bring us to a more sophisticated surrounding.

– The use of a darker palette of colours, petrol blue, emerald greens, and browns with charcoal create a glorious feeling.

– Ethnic with classic is new combination.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

•Gold and the use of reflections appears as the new must have for this winter season.

•It should be used in accessories and to make things richer, always in a very controlled way.

•It brings the feeling of the old, the found object, the treasure hunting.

•This should help to improve the general mood, that things are getting better and we can surround ourselves with beautiful things.

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

BIG Design Week 2009 – Raising Design and Brand Value

Objects that will help to increase the collections of items we already have, will have a strong appeal amongst this profile of buyers.

The feeling that they have found a collectible item is always appreciated.

Resourcing from colonial archives, should be a good way of finding inspiration for new items with an old character.

Conclusions• All coming trends will be strongly affected by the

evolution of the actual financial crisis.• Unfortunately the Latin America recovery is extremely

related to the North American evolution as our economies are bounded and depend on the trade with them.

• There is still room for innovation, but it will be extremely sensible to the price factor, so measures should be taken to target this relevant point.

BIG Design Week 2009 – Raising Design and Brand Value