TRENDS & STRATEGIC PLANNING

WHAT’S HOT?

Head towards the Land of the rising sun to discover the Real Clothes trend. This is a trend arising from an economy in stagnation for over 10 years, severely affecting the purchase power of those known as the Office Ladies, and also of the middle classes. Many Japanese women have adopted the idea of a “populist”, Made in Japan fashion. The basis is simple: by suggesting that western brands are “fake”, brands claiming to belong to this movement propose a range of “authentic”, “empathic”, and “socially correct” clothes: no risk of a faux pas. Brands use Japanese models to display their clothes, thus facilitating identification. Understand the insights to Japanese consumers and their search for authenticity…the round trip Paris-Tokyo was well worth the trouble!

A FRESH ANGLE

For those seeking new guidelines and a thorough understanding of all that influences consumers (via consumers themselves in real and virtual networks, brand initiatives, and ideas from international sources), Trends and Strategic Planning has developed an innovative approach combining :
- the pragmatic intuition and operability of Trends specialists
- the methodological and analytical rigour of leading market research institutes
- and the prospective vision of Ifop, observer of social trends for over 70 years

Trends and Strategic Planning's studies combine techniques of direct consumer interrogation based on qualitative and quantitative studies from Strategic Planning (monitors, benchmarking, interviews with experts and trend setters) with the exploration of faint signals emanating from internet discussions.

UNIQUE SAVOIR FAIRE

The Trends and Strategic Planning Department is run by two experts from two complementary spheres: quantitative and international studies for one, and strategic planning in advertising for the other. The team composed of consultants of diverse geographical origins (France, Japan, and China) works continually with a network of experts and trendsetters based in Europe, the USA, China, Japan and Russia. The unit's work is upstream of the marketing process: understanding targets, discerning consumer trends, seeking strategic opportunities and insights in the context of product innovation or communication, or searching new inspiration for brands.

TREND HUNTERS

Martine Ghnassia :

Christophe Jourdain :

Managing Director International and Development