Trend trend analysis and forecast provider WGSN recently released the latest marketing trends and analyzed the top ten key factors affecting the 2012 marketing trends. From audio sharing, smart TV, London Olympics to near-field communications, the report analyzes ten key trends in fashion brands and the latest retail marketing channels and tools.
1. Sound Creation and Sharing The combination of brand and music is not unusual, but the sound of original taste will become a major trend in 2012. In this development space that comes from behind, major brands are beginning to make new attempts. For example, Calvin Klein recently partnered with Shazam to provide shoppers with a holiday season in-store experience. Mugler continued to work with LadyGaga on the audio sharing site Soundcloud to launch a new video for Spring/Summer 2012. It is worth mentioning that Soundcloud reached 5 million users in summer 2011 and 4 million users in 12 months.
2. Olympic factors Looking at the global events in 2012, the London Olympics will surely dominate the marketing community. This will be the first time in history that it will be fully integrated with social space. The interest of the public and the number of television viewers will be able to climb. For major brands involved, regardless of whether they become official sponsors, they will face unique opportunities and challenges. The presidential election campaign that gradually warmed up before the US election has the same power. The Olympic Games will also have an impact from a creative perspective. For example, Chanel's spring/summer 2012 promotion is characterized by gymnastics equipment. As summer approaches, it is expected that more sports brands and designers will flex their muscles. And will also pay attention to the winning athletes and their sponsorship agreement.
3. The lost generation Paul Mason described in his book WhyIt's Kickingoff Everywhere: The New Global Revolutions: "The financial crisis of 2008 created a generation that was disorientated in its 20s. Young people, their expected trajectory of life suddenly turned down from the upward curve.†This created a whole new type of society: graduates with no prospects for development. For example, in 2011, the unemployment rate of young people in Spain was as high as 46%. It is imperative to understand this consumer group's expectations for the brand. As a marketing practitioner, the approach to this changing group will undoubtedly be affected.
4. Seeking innovation in the video Although we understand that video is an important tool for fashion brands, it does not mean that this platform has reached its peak. Spending on online video advertising in the United States is expected to grow by 43.1% in 2012, making it the fastest growing category for the Internet. At present, the industry has to attract more and more discerning attention from consumers through innovation, not to mention participation in innovation. Therefore, more and more interactive activities will emerge in 2012. The cooperation between Madewell, a US retailer, and Interlude, a multimedia company, is a good example.
5. The rise of gaming in the rise of games, the application of game concepts to non-game areas in different ways. Although the degree of affiliation between gamification and consumers is getting higher and higher, fashion brands need to determine whether they really fit. Strange display will continue to play a role for some brands, but other brands need to build a relatively stable business philosophy based on the embodied product connotation and target market. Innovation will win a big victory, encouraging the basic concept of interaction as a common development clue throughout all aspects of the industry. With the continuous improvement of body recognition technology, it is expected that the in-store space will play a key role.
This “natural user interface†can respond to normal body movements and voices and will become an important hot word.
6. Internet-connected TV data from Yahoo and Nielsen show that 86% of Internet users use mobile devices while watching TV. In other words, the way consumers watch TV has undergone irreversible changes. Compared with the boring boring experience of sitting in front of a TV before, viewers can now participate and interact more actively through multiple platforms at the same time. As a result, major brands began to realize that social media and TV portfolios are worth pursuing when promoting their campaigns. The launch of "smart TV" will accelerate this process in 2012, and it is expected that 65% of TVs sold this year will be connected TVs.
At the recent CES International Consumer Electronics Show, smart TVs such as Samsung and LG's brands can allow viewers to listen to and watch what they want without touching the remote control.
7. 3D Content Just as we predicted in 2011, the future trend of TV is still 3D, and it has begun to infiltrate ordinary families. With the opening of the situation, the role of 3D in daily life is constantly increasing due to the improvement of quality and price reduction. Therefore, for advertisers, 3D presents numerous opportunities for them, far more than the existing fancy measures. In the fashion industry, the future will be a combination of charming experiences and practical experiences. 3D will become an important means of providing entertainment, information, brand utilization and brand experience. At the CES International Consumer Electronics Show, everyone is confident that 3D will become mainstream, but it is also generally believed that if it is to become a consumer's essential product, it still needs to provide more 3D content.
8. Near Field Communication Near Field Communication (NFC) is a technology of smart phones that enables smartphones to “talk†with other devices within a very short distance. This technology has been used for many times as a retailer’s weapon. As this technology becomes the standard for next-generation mobile phones, it is expected to become mainstream in 2012. Blackberry, which has adopted this technology, is planning to launch a series of inspirational activities soon to guide consumers and businesses how to benefit from the application of this technology. For example, it is expected that mobile payment and mobile wallet will become the second largest feature. However, for marketing practitioners, near field communication will connect the points of location networks, transactions and purchases in a captivating and novel way.
9. Data Analysis Digital data will continue to grow by 48% in 2012, reaching 2.7 zbytes (2.7 billion terabytes). At the same time, social media applications will continue to grow strongly and will double the speed of general Internet applications. With this data in mind, a big theme for 2012 is how marketers can detect whether they are using network strategies as efficiently as possible.
10. The application program interface The digital media situation is increasingly complex. Consumers are facing more and more new platforms and devices, and the pressure for brands to provide access channels for consumers is increasing. However, managing people and costs at the same time is no easy task. The application interface allows a set of software to interact with other software to solve this problem. Through a set of rules or guidelines, they engage third-party developers and use what you already have.
Although this approach is perfect, how the fashion industry uses it in marketing is still new. A brand works with external developers through an application interface. External developers can repurpose content and turn it into applications, experiences, or activities that meet the needs of different places. In addition, the brand can also be used to provide different partners with different rules through the management application interface, maintaining control of their image (for example, with e-commerce partners).
1. Sound Creation and Sharing The combination of brand and music is not unusual, but the sound of original taste will become a major trend in 2012. In this development space that comes from behind, major brands are beginning to make new attempts. For example, Calvin Klein recently partnered with Shazam to provide shoppers with a holiday season in-store experience. Mugler continued to work with LadyGaga on the audio sharing site Soundcloud to launch a new video for Spring/Summer 2012. It is worth mentioning that Soundcloud reached 5 million users in summer 2011 and 4 million users in 12 months.
2. Olympic factors Looking at the global events in 2012, the London Olympics will surely dominate the marketing community. This will be the first time in history that it will be fully integrated with social space. The interest of the public and the number of television viewers will be able to climb. For major brands involved, regardless of whether they become official sponsors, they will face unique opportunities and challenges. The presidential election campaign that gradually warmed up before the US election has the same power. The Olympic Games will also have an impact from a creative perspective. For example, Chanel's spring/summer 2012 promotion is characterized by gymnastics equipment. As summer approaches, it is expected that more sports brands and designers will flex their muscles. And will also pay attention to the winning athletes and their sponsorship agreement.
3. The lost generation Paul Mason described in his book WhyIt's Kickingoff Everywhere: The New Global Revolutions: "The financial crisis of 2008 created a generation that was disorientated in its 20s. Young people, their expected trajectory of life suddenly turned down from the upward curve.†This created a whole new type of society: graduates with no prospects for development. For example, in 2011, the unemployment rate of young people in Spain was as high as 46%. It is imperative to understand this consumer group's expectations for the brand. As a marketing practitioner, the approach to this changing group will undoubtedly be affected.
4. Seeking innovation in the video Although we understand that video is an important tool for fashion brands, it does not mean that this platform has reached its peak. Spending on online video advertising in the United States is expected to grow by 43.1% in 2012, making it the fastest growing category for the Internet. At present, the industry has to attract more and more discerning attention from consumers through innovation, not to mention participation in innovation. Therefore, more and more interactive activities will emerge in 2012. The cooperation between Madewell, a US retailer, and Interlude, a multimedia company, is a good example.
5. The rise of gaming in the rise of games, the application of game concepts to non-game areas in different ways. Although the degree of affiliation between gamification and consumers is getting higher and higher, fashion brands need to determine whether they really fit. Strange display will continue to play a role for some brands, but other brands need to build a relatively stable business philosophy based on the embodied product connotation and target market. Innovation will win a big victory, encouraging the basic concept of interaction as a common development clue throughout all aspects of the industry. With the continuous improvement of body recognition technology, it is expected that the in-store space will play a key role.
This “natural user interface†can respond to normal body movements and voices and will become an important hot word.
6. Internet-connected TV data from Yahoo and Nielsen show that 86% of Internet users use mobile devices while watching TV. In other words, the way consumers watch TV has undergone irreversible changes. Compared with the boring boring experience of sitting in front of a TV before, viewers can now participate and interact more actively through multiple platforms at the same time. As a result, major brands began to realize that social media and TV portfolios are worth pursuing when promoting their campaigns. The launch of "smart TV" will accelerate this process in 2012, and it is expected that 65% of TVs sold this year will be connected TVs.
At the recent CES International Consumer Electronics Show, smart TVs such as Samsung and LG's brands can allow viewers to listen to and watch what they want without touching the remote control.
7. 3D Content Just as we predicted in 2011, the future trend of TV is still 3D, and it has begun to infiltrate ordinary families. With the opening of the situation, the role of 3D in daily life is constantly increasing due to the improvement of quality and price reduction. Therefore, for advertisers, 3D presents numerous opportunities for them, far more than the existing fancy measures. In the fashion industry, the future will be a combination of charming experiences and practical experiences. 3D will become an important means of providing entertainment, information, brand utilization and brand experience. At the CES International Consumer Electronics Show, everyone is confident that 3D will become mainstream, but it is also generally believed that if it is to become a consumer's essential product, it still needs to provide more 3D content.
8. Near Field Communication Near Field Communication (NFC) is a technology of smart phones that enables smartphones to “talk†with other devices within a very short distance. This technology has been used for many times as a retailer’s weapon. As this technology becomes the standard for next-generation mobile phones, it is expected to become mainstream in 2012. Blackberry, which has adopted this technology, is planning to launch a series of inspirational activities soon to guide consumers and businesses how to benefit from the application of this technology. For example, it is expected that mobile payment and mobile wallet will become the second largest feature. However, for marketing practitioners, near field communication will connect the points of location networks, transactions and purchases in a captivating and novel way.
9. Data Analysis Digital data will continue to grow by 48% in 2012, reaching 2.7 zbytes (2.7 billion terabytes). At the same time, social media applications will continue to grow strongly and will double the speed of general Internet applications. With this data in mind, a big theme for 2012 is how marketers can detect whether they are using network strategies as efficiently as possible.
10. The application program interface The digital media situation is increasingly complex. Consumers are facing more and more new platforms and devices, and the pressure for brands to provide access channels for consumers is increasing. However, managing people and costs at the same time is no easy task. The application interface allows a set of software to interact with other software to solve this problem. Through a set of rules or guidelines, they engage third-party developers and use what you already have.
Although this approach is perfect, how the fashion industry uses it in marketing is still new. A brand works with external developers through an application interface. External developers can repurpose content and turn it into applications, experiences, or activities that meet the needs of different places. In addition, the brand can also be used to provide different partners with different rules through the management application interface, maintaining control of their image (for example, with e-commerce partners).
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