EMERGING CONVERSATIONS FROM GLOBAL CONSUMERS
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EMERGING CONVERSATIONS FROM GLOBAL CONSUMERS
ABOUT THE RESEARCH
Outform is a Future Retail agency covering emerging
trends in the industry. Through our Micro Trends
Report, our team will examine topics surrounding
consumer insights, retail, design, brand highlights,
and technology to bring you industry insights that
explore conversations from global consumers across
different channels.
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LUXURY FASHION capsule pieces for the game and Valentino
releasing an exclusive 20 pieces for the “We’ll see a world where
BRANDS ARE game. Other crossovers between games and you don’t even have to own
luxury fashion brands include The Sims and
the physical shoes. You
TAKING ON GAMING Moschino, Honor of Kings and Burberry, as
well as League of Legends and Louis Vuitton, can just own a virtual
Luxury fashion brands have begun
experimenting with digital spaces and
which featured in-game branded character
skins as well as real life pieces inspired by
version of them and post on
are now entering a new territory: video the game. social media with those
games.
Due to the interactive nature of gaming,
augmented reality shoes on
During the pandemic, video games surged players are much more engaged with the your feet and get the same
in popularity across all demographics.
The 2020 Global Games Market Report
content than they would be while consuming
other types of media like TV or music, which
social credibility.”
claims that the gaming market attracted are experienced in a more passive way. Jeff Staple
2.6 billion players globally, and increased With customization being a large aspect of Founder, Staple Design
video game playing hours by 75%, which gaming, players are always looking to make
brought the gaming market’s value to their digital characters a unique as possible,
$74.2 billion US Dollars. As video games which luxury fashion brands have noticed as
began to dominate the mainstream, luxury a branding opportunity. And because gaming
Source: Washington Post
fashion brands took notice and began allows players to go above and beyond
collaborating with popular video games the parameters of real life, the creative and
and gaming platforms to capitalize on aspirational possibilities are endless, making
the idea by creating clothes, skins, and
worlds for players to unlock and explore.
luxury fashion and gaming a perfect match.
WHAT PEOPLE ARE SAYING
Sources: Vogue Business / Roblox / Jing Daily All the outfits I I own in Animal crossing I
In May, Gucci collaborated with Roblox, would wear in real life!
a gaming platform popular with Gen Z, Mandi Alerding, Facebook
to bring the Gucci Garden Archetypes,
a physical recreation of 15 of Gucci’s ...that’s how you connect with consumers and
iconic advertising campaign sets, into stay relevant in the market/industry.
the virtual world. Players could virtually @starvinmarvinjr, Tik Tok
explore the rooms and purchase Gucci Learn more details about the
themed items for their avatars. Marc Amazing! Gucci put a handbag on Roblox purchasing journey, behaviors,
Jacobs and Valentino have included for sale and it sold for more money then the attitudes, and motivations of gamers.
their designs in Animal Crossing: New physical version. This will bring opportunities. Click here to unlock our latest
Horizons, with Marc Jacobs designing Source: EA @sameconnerone, Twitter Insights Report on gaming.
ABOUT THE RESEARCH FROM PREVIOUS WEEKS
BABY BOOMER GAMERS
Across all game platforms and
genres, players over the age of 50 are “There is no longer a ‘stereotype
ARE ON THE RISE enjoying video games just as much game player,’ but instead a
as any other generation, proving
that gaming has become much more game player could be your
In the past year, gaming has become one
of the fastest growing forms of entertainment
inclusive than it has been historically. grandparent, your boss, or even
amongst consumers. Though people from all
Like most industries in the past year,
gaming is experiencing a shift your professor. I suspect that
walks of life have been learning the ins and outs amongst their consumers’ interests the percentage of older adults
of the digital playing landscape, there is still a
lingering stereotype of the typical gamer being
and trends. To appeal to the rapidly
growing market, brands and retailers playing video games will rise
a social recluse who finds comfort in their private will need to find creative ways to as baby boomers enter retirement,
online worlds. Today however, the landscape
has changed to include a more diverse array
appeal to the wider audiences and
newcomers in gaming.
increasing the focus on positive
of players, including Baby Boomers whose
presence in the market has increased by 32%
effects of playing games,”
Sources: CCN.com / BabyBoomers.com Jason Allaire
since 2018. Associate Professor of Psychology,
North Carolina State University
During the pandemic, many Baby Boomers
discovered or rediscovered a need to play and
enter the digital world. With 56% of seniors WHAT PEOPLE ARE SAYING
using video games as a form of escape, many
My mom she is 64 yrs old and she’s into
of them began playing to socialize with loved
strategy games like civilization, albion, rune
ones safely, stimulate their brains by learning scape etc. . . She enjoys it so much sometimes
new skills, and compete in a healthy manner she forgot to cook us meals.
while living in a worldwide pandemic. Alex Algoso, YouTube
The older generation also has certain There’s actually a surprising number of
playing attributes that are different than other people aged 60+ in the Skyrim community,
generations. A recent survey conducted by a few are even very good modders. Games
Outform showed that 92% of Boomer gamers like that seem to appeal more to the older
prefer to play in solitude than with friends. crowd than things like Call of Duty
While gaming by themselves, 91% boomers use @GingerLeeBeer, Reddit Learn more details about the
their cell phones as their main device, 88% play purchasing journey, behaviors,
primarily on their TV, followed by 66% who If your dad ends up liking the experience of attitudes, and motivations of gamers.
play on their PC. Many of these players enjoy playing video games, his coolness will have Click here to unlock our latest
puzzle and platform games that allow them to no bounds and will forever be the coolest Insights Report on gaming.
stimulate their brains in a fun way. boomer ever!
@jasmonoca, Twitter
LIVESTREAM “There is already a large
SHOPPING IS demographic very familiar with
online video and social media that
GOING STRONG can tap into live video shopping
POST PANDEMIC easily because there are no
Livestream shopping continues to
make big waves across retail and
technological and knowledge barriers.
re-define what it means to engage And depending on the selected
consumers. Even as physical retail
stores have re-opened their doors to
channel, you can target a certain
the public, big name brands continue audience or tap into a new one.”
to go live on social media to enable
Josep Nolla
real-time conversations with their Co-Founder and CEO, Tipser
Source: Fashion Network
consumers. Many of these live events
are hosted by well-known influencers
and spokespeople who give personal
insight and un-edited content on the
WHAT PEOPLE ARE SAYING
products they buy. Viewers are able Shoppers (especially the Gen Z audience) are This is huge in the Chinese market & it’s done
“like” products, ask questions, give drawn to transparency, which can translate really well for both B2B & B2C. It’s so interesting
opinions, and make interpersonal to long-term loyalty. By creating a marketing how the shift in commerce behaviour was
connections with new brands. approach that leverages the social media accelerated by COVID!
channels where consumers are often engaging Calbieyum, Reddit
In recent studies, research from to start authentic conversations through
livestream shopping has found that livestream, brands can establish rapport I do believe livestreaming will end up winning
80% of consumers would prefer and loyalty with larger audiences globally. the hearts and wallets of many US shoppers, but
watching a brand’s live video rather Numerous opportunities for data capture, it’s also interesting to me that this is basically the
than reading a blog post, while 82% increase in popularity amongst shoppers, and 2020s version of infomercials...
of shoppers prefer live video to social influx in online sales, all prove that livestream @Melissa_Minkow, Twitter
media content. As a result of this new shopping is going to be a new staple for all
marketing tactic, researchers predict eCommerce online tactics. Done right, livestream shopping creates a
that livestream shopping is projected community of fans who look forward to your
to generate about $11 billion by the Sources: events, respect your expertise, and are invested
end of 2021 and $25 billion by 2023. HubSpot / Entrepreneur / Retail Dive / CNBC in your entrepreneurial journey.
Source: Facebook
@JOrtakales, Twitter
AUTONOMOUS deliveries, which can be achieved
by way of flying drones or wheeled “Delivery bots, RDVs,
DELIVERIES CAN HELP robots, reduce the need for large
trucks needed to transport goods to
and drones are set to
THE ENVIRONMENT their final destination. displace millions of
Since autonomous deliveries are truck and van deliveries
fully electric, research shows that
the technology can reduce carbon
over the next decade, as
emissions by more than 90%. they are far smaller,
As electric vehicles are gaining more flexible, lower in
popularity, battery technology is
improving at a rapid rate. These
Source: The Verge
cost, and naturally
improvements are working in closely monitored to ensure products arrive
on time and as expected. Although still at
suitable for automation
tandem with the exponential growth
of battery manufacturing to make the beginning stages, it is exciting to see
this type of futuristic technology starting to
and electrification.”
Source: Amazon drones and robots cheaper to create Ryan Cintron
and operate. be implemented in real life with potential to Senior Research Analyst, Navigant
Today, it takes a single click to order anything grow into the standard for deliveries. Research
off of the internet, but it takes a lot of effort to Amazon has been experimenting
bring it to the customer’s door. As packages with autonomous delivery since 2016 Sources: ITS Deployment Evaluation / EcoBahn / Car &
leave the transportation hub and are sent to their through drone deliveries via Amazon Driver / Engadget
final destination, many companies are seeing Prime Air and their latest 6-wheeled
the high cost of last-mile delivery as well as its delivery robot, Amazon Scout.
environmental impact. According to the United Domino’s has also implemented WHAT PEOPLE ARE SAYING
States Environmental Protection Agency, the autonomous pizza deliveries in I’ve started seeing these autonomous delivery
transportation sector is the second largest source Houston, Texas with the help of its robots in my neighborhood and they are
of greenhouse gas emissions in the US and Nuro’s R2 robot. adorable! They politely stop for my dog and
accounts for 29% of the harmful gases being wait a good moment after he moves away to
emitted into our atmosphere. This type of delivery system is still resume their journey.
new and may take a while before Same Goldberg, Facebook
Retail giants have now begun using autonomous being legal to implement in cities
delivery services to cut the cost of delivery and across the world. As experimentation Many retailers and brands will come up with
transport the goods faster, which also creates an continues, the robots’ capabilities to their own autonomous delivery vehicles. This is
attractive solution in lessening the environmental safely navigate their way through going to be massive.
impact of the transportation sector. Autonomous busy streets will also have to be @WaldeckS, Twitter
CONSUMERS “I can’t tell you how many
ARE PRACTICING conversations I’ve had about
REVENGE SPENDING what restaurants people are
Since the start of the pandemic, consumer
going to go to, or what fitness
savings have grown at an unprecedented club they’re going to go back to,
rate. But as pandemic restrictions continue
to ease, revenge spending is on the rise. or what trips they’re going to
“Revenge spending is the money you drop
to make up for lost time...the big vacation
take.”
you book to make up for the trips you missed Connor Flynn
last year, or the new furniture you buy after CEO, Poshmark
putting up with your getting-on-in-years
sofa during the pandemic.” (RealSimple.
com)
Throughout the lifespan of the pandemic,
opportunities to spend were scarce,
catapulting the stockpile of excess savings
to an astonishing $1.7 trillion globally.
Discretionary, expenses such as travel,
dining and shopping for non-essentials
in sales, retailers are hurrying to open up
more stores. WHAT PEOPLE ARE
goods were all put on pause and the urge
to make up for a “lost year” is provoking The National Retail Federation estimates
SAYING
consumers to splurge with vengeance. retail sales will increase between 6.5% Revenge Spending = When you
to 8.2% this year to a total of up to $4.4 haven’t shopped in a year, so you
To the Asian market, revenge spending isn’t trillion, exceeding the 4.4% average during splurge. Revenge Travel = When you
anything new. As of last April, China began the previous year. haven’t vacationed in a year, so you
to see a high demand on luxury items. As As the world begins to open up again book big trips.
the country softened restrictions, Tiffany & and vaccination numbers are on the rise, @NickOfNewYork, Twitter
Co.’s China sales surged 90% as of May consumers are running towards their
2020, while Hermes, the French luxury favorite stores to the buy items that they’ve I just want a few months of maskless,
label known for its pricey handbags, raked so longed for. carefree, hedonistic revenge spending.
in $2.7 million in one day from a store @RanchoDinero, Twitter
reopening in Guangzhou. Due to this surge Sources: Real Simple / Bloomberg / NBC
TIK TOK CREATES A for her kitchen. A fashion designer is using
dollar store supplies to create showstopping “So as this economy continues
SURGE IN DOLLAR garments. Sunglass display cases, t-shirt
folding boards and renter-friendly kitchen
to chug along and creates more
STORE INTEREST backsplashes - it seems that the dollar store of our core customer, I think
aisles are filled with products that can be
combined repurposed to create something there’s going to be more and
Periodic reports about the changing face
of consumers shopping in dollar stores
amazing and Tik Tok is there to document it
all. And with continuing growth in footprint
more opportunities for us to get
have revealed an interesting shift since
the emergence of a new Tik Tok trend. In
and product assortment, it is no surprise
that dollar stores are Gen Z’s new favorite
in and build more stores.”
recent months, stores like Dollar Tree and retail playground. Todd Vasos
Source: Gunnar Deatherage CEO, Dollar General
Dollar General have noticed an influx in
popularity. Last May, Dollar General sales Sources: Yahoo / Fortune / Deloitte / Indigo Digital
in the first quarter increased 27.6% to $8.4
billion dollars. But why the sudden spike in WHAT PEOPLE ARE SAYING
sales?
I get so many life hacks from Tik Tok. I love it.
DaniMills1717, Tik Tok
As Tik Tok has grown in popularity, trends
are constantly popping up and dissipating
Alright well Tik Tok dollar tree hauls bouta
more rapidly than ever, thanks to the on make me buy up the whole store tomorrow.
the app’s “For You” Page. The latest trend Juicyhayy, Twitter
to dominate Tik Toker’s feeds? Dollar store
hauls. All these store hauls on tik tok got me wanting
to go to Dollar Tree
Dollar stores’ budget-friendly product sernaysv__, Twitter
selection is appealing, especially to
a younger generation who may be
watching their budgets, especially during
the pandemic. Many Tik Tokers are are
showing off their crafty side by upcycing
their dollar store finds into practical or
decorative pieces.
For example, one woman impressed
viewers by turning a couple of round cake
Source: Do It On A Dime Official
pans and marbles into a “$3 lazy Susan”
LIFESTYLE CENTERS: significant differences between both.
A mall is traditionally filled with staple
These centers have been popping up,
with almost 412 centers across the “A lot of these mixed-use
THE NEW ERA OF department stores such as Macy’s,
JCPenney, and Sears, while Lifestyle
country—meanwhile, some mega malls
across the country have taken the radical
centers now are trying to
U.S. MALLS Centers are anchored by specialty stores step of leaving these large spaces to rot recapture that town hall
Mega malls that were once cohabitated
such as Pottery Barn, Williams-Sonoma,
and Crate & Barrel. A traditional mall
altogether.
feel. That’s where people
by retail stores and consumers, are now
sitting abandoned as shoppers have
averages around 800,000 square feet
versus a Lifestyle Center is able to fit stores
Lifestyle centers may be the solution to
our million dollar abandoned eyesores;
want to go again, instead of
evolved to online shopping. Research in a smaller space of 320,000 feet. with their better structural design, warmer just these rectangular indoor
shows that 25% of the country’s 1,000
malls will close within three to five years. Many developers request for these
ambiance, and attention to detail--
perhaps this is this future of physical retail. boxes, where everything is
As shoppers’ preferences have shifted,
centers to respond to a certain period
of architecture. Architecturally, Lifestyle Sources: CNBC / Business Insider / Bloomberg /
the same.”
the rise of Lifestyle Centers has begun. As Centers mix historical styles with warmer Retail Wire Ivan Friedman
defined by the International Council of tones and flair. For example, in Annapolis, CEO, RCS Real Estate Advisors
Shopping Centers, a “Lifestyle Center,” is Maryland a desolate and abandoned
categorized as an upscale national-chain 1960s era mall named the Parole Plaza has
specialty store with dining, entertainment
in an outdoor setting.
evolved into the Annapolis Town Center.
Several hundred apartments, stores, and
WHAT PEOPLE ARE SAYING Proposed Mall of America Waterpark
Source: Street MN
office spaces were designed to mimic the Small lifestyle centers with the shops you need
Although this sounds like a gussied-up city’s Federalist style and echoes the city’s >> full blown shopping malls.
version of a traditional mall, there are historical charm and architecture. Cairo_Mathebula, Twitter
It’s depressing but the mall is a dying scenario.
Outdoor lifestyle centers bring more to the
table for the shoppers. They will continue to
see growth.
Allthingscandy1, Twitter
Only the biggest/best malls will survive, so
like West Ed and Southgate. There will be
more attractions that just shopping. Many
malls will get converted to “lifestyle centers”,
which have restaurants, limited shopping and
other attractions.
Santana Row in San Jose, California
Dan_dd, Twitter
Source: Mercury NewsFASHION NFTS: “Selling virtual dresses and
HYPE OR HAUTE? assets will be a significant
Since the birth of blockchain, industries
revenue stream for brands. For
have been studying the cryptic world, my children, the way their avatar
looks in games is equally as
trying to discern true potential versus hype.
As creative aptitude reveals a promising
future for the immersive web, NFTs pose
an interesting opportunity for luxury important as how they look when
brands. NFTs, or non fungible tokens,
are cryptographic tokens that represent
they go to school.”
Source: The Fabricant
unique digital assets such as digital art or Cathy Hackl
audio files that are blockchain verified to Source: Neuno
box and certificate. Similarly, fashion Futurist & CEO, Futures Intelligence Group
guarantee authenticity. When considering collectibles platform Neuno is reportedly
the fashion industry, NFTs can be linked working with five luxury fashion houses
to serial numbers that are assigned to to create virtual twins of their most iconic WHAT PEOPLE ARE SAYING
specific luxury goods. pieces. Gucci also claims to be on the Thinking of buying my first Digital
brink of releasing their first NFT. As far as fashion NFT! SICK SKINS!
Previously late to the e-commerce party, utility goes, fashion as an NFT currently Hipurisud, Reddit
luxury brands are taking the plunge into the stand to serve as more of an art piece that
rather ambiguous world of NFTs, though can be admired rather than worn in the #NFT + Fashion is going to be a juicy
it remains uncertain how consumers will real world. In the virtual world however, combo:
respond to this new wave of access to 1. Luxury brands will probably
users who inhabit Decentraland can use
luxury goods and how it will affect the capitalize by digitizing fashion pieces
avatars to buy and wear NFT luxury
brands’ images. What does a fashion that are sold with a unique physical
fashion clothing.
piece.
NFT look like? How would consumers
2. Digital storefronts for dressing up
use them? And could they possibly dilute Though the current ambiguity and jarring your avatar or pseudonymous identity
brand names in the luxury market? experience of NFTs in fashion strongly Supsramesh, Twitter
contradict the pristine image of luxury, the
Brands on the leading edge of this new discoveries being made about the future As soon as I realized that NFT’s made
market like Jacob & Co. have started to potential of NFTs in fashion pose a real it possible for fortnite players to create
dip their toes into the murky waters. With question for the future: how much of our their own fashion lines and sell them to
a starting bid of $1,000 USD, Jacob & lives will be lived in virtual reality? other players in the game...it instantly
Co. has released its first-ever NFT watch clicked for me.
which the buyer will receive as a digital Sources: Vogue Business / Glossy /Medium TimStodz, TwitterContact us
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