Aidas a ttention i nterest d esire a ction s atisfaction
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AIDAS A ttention I nterest D esire A ction S atisfaction Introduceret i 1923 af M.T Copeland. trend = ?. trend = tendens. De sidste indretningstrends (trend = produktnyheder) Hvad er trenden hos Gucci?

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Aidas a ttention i nterest d esire a ction s atisfaction

AIDAS

Attention

Interest

Desire

Action

Satisfaction

Introduceret i 1923 af M.T Copeland


Trend

trend = ?

trend = tendens


Aidas a ttention i nterest d esire a ction s atisfaction

  • De sidste indretningstrends

    (trend = produktnyheder)

  • Hvad er trenden hos Gucci?

    (trend = produktudviklingen)

  • Trenden bevæger sig fra trendsættere

    til mainstream

    (trend = forandringsprocessen)


Aidas a ttention i nterest d esire a ction s atisfaction

trend = forandringsproces


Aidas a ttention i nterest d esire a ction s atisfaction

Trends

Future of Business

Future of Consumerism

Drivers of Change

Patterns

Currents

”Companies that ride the currents succeed; those that swim against them usually struggle. Identifying these currents and developing strategies to navigate them is vital”

Ian David


Aidas a ttention i nterest d esire a ction s atisfaction

Social

Technological

Economic

Environmental

Political

  • Macro trends- the STEEP appoach

2. Consumer trends

3. Industry trends


Aidas a ttention i nterest d esire a ction s atisfaction

Why spot trends?

  • To gain inspiration and to help you create new profitable products, services and experiences

  • gain first mover advantage


Aidas a ttention i nterest d esire a ction s atisfaction

Hvordan vandrer

en trend?


Aidas a ttention i nterest d esire a ction s atisfaction

Trendskabere:

  • Designere

  • Unge/studerende

  • Subkulturer

  • Kunstnere

  • Celebrities

  • Gays

    Pionere, opfindere, entreprenører, innovatorer, rebeller ect.


Aidas a ttention i nterest d esire a ction s atisfaction

2 yderpunkter af forandringstyper/trends

  • Dillen

  • Den samfundsmæssig forandring


Aidas a ttention i nterest d esire a ction s atisfaction

Trendforsker 1-5 år ca.

  • Kommercielt

    Fremtidsforsker 10-25 år ca.(endda over 100 år)

  • Politisk

  • Økonomisk

  • Socialt

  • Osv.


Aidas a ttention i nterest d esire a ction s atisfaction

Dillen, eksempel.

Pokémon, havde gigantisk succes i Japan, derfor ville man

forsøge om man kunne genskabe fænomenet i vesten.

Det lykkedes via massiv markedsføring.

  • Massiv markedsføring

  • Underholdning

  • Kort livstidcyklus

    Diller fylder ganske lidt i samfundsudviklingen og er oftest

    produktrelateret. Fx. Bratz dolls, partisaner tøjklæder, Vanilje cola ect.


Aidas a ttention i nterest d esire a ction s atisfaction

Samfundsmæssig, eksempel.

Vladimir Zworykin opfandt i 1923 Ikonoskobet.

Det som senere er blevet til fjernsynet.

Det revolutionerede det 20 årh.

Fjernsynet påvirker os dagligt på mange måder.

  • Indsigt

  • Underholdning

  • Tidsrøver

    Samfundsmæssige trends påvirker

    os på flere måder og gerne dybt.


Aidas a ttention i nterest d esire a ction s atisfaction

Dillen:

  • Kortvarig (1-5 år)

  • Minimal påvirkning

    Den samfundsmæssig forandring

  • Langvarig (over 25 år)

  • Maksimal påvirkning


Aidas a ttention i nterest d esire a ction s atisfaction

Hvordan vandrer

en trend?


Aidas a ttention i nterest d esire a ction s atisfaction

  • Man skal løbende produktudvikle for at bevare sin status på markedet

  • Jo hyppigere man laver markant innovativ produkt- og designudvikling, jo højere i TrendIndex modellen vil man blive placeret

  • Jo hurtigere trendhastigheden er i en produktkatagori, jo hyppigere skal man produktudvikle for at bevare ens placering

  • Trendsetternes forbrugeradfærd øver stor indflydelse på forbrugerne i øverste halvdel af trendIndex modellen

  • Hvis man først mister trendsetterne som kunder, mister man også early mainstream som kunder, senere kan man derfor miste mainstream gruppen

  • Man beholder trendsetterne som kunder ved hele tiden at produktudvikle nye innovative produkter/koncepter/visueltidentitet


Aidas a ttention i nterest d esire a ction s atisfaction

Identitet


Aidas a ttention i nterest d esire a ction s atisfaction

Trends påvirker:

  • Værdier

  • Adfærd

  • Stil

=livsstilstrends

Livsstil = iscenesættelse af livet


Aidas a ttention i nterest d esire a ction s atisfaction

Livstilsprodukter

Tøj & tilbehør

Interiør

Transport

Mad & drikke

Underholdning

Medier


Aidas a ttention i nterest d esire a ction s atisfaction

  • Succesful innovations often satisfy existing, dormant needs in new and attractive ways

  • The deep needs remaince the same (Marslovs)

  • The ”unlockers” can be every thing between changes in societal norms and values, to a breakthrough in technology, to a ride prosperity

  • Every trend has its anti-trend


Aidas a ttention i nterest d esire a ction s atisfaction

What is a trend? For real

A manifestation of something that has unlocked or newly serviced an existing (and hardly ever changing) comsumer need, desire, want, or value.


Aidas a ttention i nterest d esire a ction s atisfaction

Trendbyer:

  • Tokyo

  • Los Angeles

  • New York

  • London

  • Paris

  • Milano

  • Berlin

  • Beijing?

    (København)

Shibuya, Tokyo


Aidas a ttention i nterest d esire a ction s atisfaction

Trendbyer

  • Jo flere forskellige trend-

    skabermiljøer der er i en by,

    jo mere trendsettende vil

    byen være.

  • Kan man iagttage samme

    trend i flere trendbyer på samme

    tid. Bliver trenden gerne global.

  • Jo flere gange en trend opstår i samme

    by, jo større mulighed for lignende trends

    vil opstå.

Street art, New York


Aidas a ttention i nterest d esire a ction s atisfaction

Hiphop

1975 ca., South Bronx, New York City

Dj Kool Herc arrangerede gadefester

  • Breakbeats, scratching

  • Breakdance, electricboogie

  • Sportstøj, hængerøvsbukser

  • Tags, grafitti,

  • Ghettoblaster

    Det blev alt sammen mainstream!


Aidas a ttention i nterest d esire a ction s atisfaction

Techno Raves

London 1990 ca. begyndte

mat arrange illegale fester i store

forladte Industrihaller.

  • Housemusic

  • Technomusic

  • Love parade (Hate parade)

  • Fun-glasses

  • Buffalo

  • Fake-fur

  • Crazy hair

    Det blev alt sammen mainstream!

    -Electro-music, Trentemøller

Techno raves


Aidas a ttention i nterest d esire a ction s atisfaction

  • Customers will expect other industries to also start offering them the benefits of No frills chic trend

  • You will need to be generalist to understand the big picture and how you/ your company fit in

NO FRILLS CHIC trend


Aidas a ttention i nterest d esire a ction s atisfaction

Still made here _ Trend

  • “(STILL) MADE HERE encompasses new and enduring manufacturers and purveyors of the local. In a world that is seemingly ruled by globalization, mass production and ‘cheapest of the cheapest’, a growing number of consumers are seeking out the local, and thereby the authentic, the storied, the eco-friendly and the obscure.”

  • Eco and ethics: Social resposebility

  • Story and status

  • Support


Aidas a ttention i nterest d esire a ction s atisfaction

Still made here _ Trend

Dole certifed Organic

  • New product/service (if they ONLY sell organic from now on it would be under the vision category)

  • Applies the infolust-trend

  • Very detailed product info on marketing material

  • Dole let’s their customers ”travel” back to the

  • fruits origin. They can from a homepage view

  • photos of the farm and workers and learn more

  • about Dole and their products.

  • http://www.doleorganic.com/


Aidas a ttention i nterest d esire a ction s atisfaction

  • E-commerce may be booming, but real world retail is far from dead.

  • Shopping on the internet is BIG, but look at Strøget Copenhagen Saturday or at Apple’s flagship store in New York

    In trends always try to figure out

    what the AND is, not just what the

    OR. Then your trend (and

    opportunity) spotting skills will

    impove immensly

New trends doesn’t always kill the old.


Aidas a ttention i nterest d esire a ction s atisfaction

Licensproduktion

Calvin Klein

Gay-reklamer

Marky Mark (+34%)

Licensproduktion

”Death”


Aidas a ttention i nterest d esire a ction s atisfaction

Hvis man vil være

trendskaber, skal

man turde gå imod

strømmen!

Det handler ikke om

at have penge til at

shoppe meget. Men

om at have modet og

viljen til at prøve noget nyt.


Aidas a ttention i nterest d esire a ction s atisfaction

Many of todays success

stories were dismissed and

ridiculed from the 1. day.

(camara phone, airbus 380

ect.)


Aidas a ttention i nterest d esire a ction s atisfaction

  • Be curioused

  • Observing instead of judging

  • Ask yourself WHY whenever you notice something new

  • Ask yourself WHY they are exceited and with need has been unlocked (Marslov)

    Remember: You are NOT your

    customer, you are a

    professional

When spotting - Be open minded!


Aidas a ttention i nterest d esire a ction s atisfaction

Vil man selv identificere livsstilstrends, kan man:

  • Holde øje med innovative miljøer

  • Besøge trendbyer

  • Analysere og forklare årsagen til trends

  • Orientere sig i de medier, der omhandler livsstil


Aidas a ttention i nterest d esire a ction s atisfaction

Hvordan opstår trends?

  • Økonomiske og/eller demografiske forandringer er årsag til mange gerne længerevarende trends

  • En ny trends er ofte en modreaktion på noget der er blevet mainstream

  • En trend startes ofte fordi vi føler underskud af noget i vores liv

  • Stilidealer svinger ofte fra yderlighed til yderlighed som et pendul


Aidas a ttention i nterest d esire a ction s atisfaction

  • Trendsettere skal ”godkende” trenden

  • Trenden er ofte en modreaktion på tidens dominerende (livs)stil

  • Trenden skal helst starte i det små

  • Trenden skal give mulighed for en kommercialisering ell. professionalisering

  • Der skal ske en løbende produktudvikling

  • Der skal udvikle sig forskellige iscenesættelser i trendforløbet, som matcher de forskellige livsstilsgrupper/stilklaners forskellighed

  • Medier skal løbende omtale trenden

  • ”smagsdommere” skal anbefale trenden

  • Stjerner/celebrities skal forbindes med trenden


Aidas a ttention i nterest d esire a ction s atisfaction

Alt hvad der har et grafisk eller design mæssigt udtryk skal med tiden redesignes

for at følge med!


Aidas a ttention i nterest d esire a ction s atisfaction

Ask questions

  • Why is something happening?

  • Why was it introduced?

  • Why do the consumers like it?

  • Why do they hate it?

  • Read a random magazine (one you would normally

  • never read), read a random blog and so one


Aidas a ttention i nterest d esire a ction s atisfaction

The proof of the pudding is always in the eating!

Try stuff out


Aidas a ttention i nterest d esire a ction s atisfaction

Get rid of

  • Taboos

  • Prejudices

  • Dogmatism

  • negativty

  • All of this will block your ability to pick up new ideas

  • To understand your customers or target groups


Aidas a ttention i nterest d esire a ction s atisfaction

Trend Framework

  • Build you own trendspotting base

  • Pictures, video, txt,

  • Cvantite in your trend framework

  • Trend-tracking as much as trend-spotting

  • The more trends you track the easier it will be to spot a truly new one

  • Trends evolve

  • Name your trend (strange names invoke interest)

  • Use your network

  • Share


  • Login