Sub-trend : Reframing Tradition & Heritage Heinz Tomato Soup originals, GB Bookcrossing, Russia Hipsamatic on i-phone gives that old-school feel, global Sub-trend : Reframing Tradition and Heritage Bring back a touch of heritage and tradition In an increasingly digital world, consumers are looking for ways to re-connect with more traditional ways of doing things. Products and services that give a taste of what life used to be like are becoming more and more popular with modern consumers. Heinz tomato soup originals, GB To celebrate its 100 year anniversary, Heinz is bringing back the original design for Cream of Tomato soup. To give the re-release a modern twist, Heinz is only producing a limited number of the original designs to encourage the interest of brand enthusiasts. Bookcrossing, Russia Bookcrossing is a new hobby that is popular with Russian students as well as gaining popularity around the world. It involves people leaving books they have finished in a public place (e.g. park, café, train etc) for someone else to find, read and leave in turn for the next person. A gadget-free activity within a technology-obsessed world. Hipsamatic gives that old-school feel, global The Hipsamatic app for i-phones lets users create an instantly nostalgic feel to their photos, re-creating the look and feel of old plastic toy cameras. As the Hipsamatic press states, ‘Digital Photography Never Looked So Analogue’ Can you bring traditional elements of design into your product packaging? Are there original designs or templates that you can use? How can you provide a truly convenient and accessible service whilst maintaining visual clues of tradition? Sub-trend : Accessible Luxury Low-cost ways to reach luxury products, Spain Designer jeans at low prices, Italy Premium clothing brands at affordable prices, GB Sub-trend : Accessible Luxury Small touches of luxury in daily life As a result of the economic slowdown consumers are more keen than ever for low-cost ways of bringing touches of luxury into their lives. The age of austerity consumers are currently living in has strengthened the need to escape and enjoy life, through small and affordable touches of luxury delivered via innovative business models that brighten day-today existence. Low-cost ways to reach luxury products, Spain EsloUltimo (The Latest Thing) has set up sampling stores in Barcelona and Madrid. Members pay a small fee of around 5 Euros per month which enables them to sample a set number of high-end products every month. The model provides a very low-cost way to enjoy luxury products on a continuous basis. Designer jeans at low prices, Italy The department store Coin is involving young stylists from around the world to create high quality products of individual design. The jeans are particularly popular, and go on sale for a short amount of time only at the very low price of 10 Euros. Premium clothing at affordable prices, GB Chic & Seek is a designer clothing redistribution site, that sells used designer clothing on at reduced prices. Consumers can buy directly from the website or alternatively visit the boutique in central London for that premium experience despite the affordable prices. How can you bring small touches of luxury into the daily lives of your consumers? Are there low-cost sampling models you could use to introduce some of your premium products to consumers? Could you make premium products available for short periods at a low cost? Sub-trend : Always With You Spike Your Juice, USA Vacation in a Bottle, USA 3floz.com, USA Sub-trend : Always With You Deliver product benefits in portable and on-the-go formats Consumers increasingly expect to have experiences at their fingertips without having to wait. There are more and more products that fit into pockets and deliver experiences on-the-go in convenient formats for on-thego consumers. Spike Your Juice, USA Spike Your Juice is a powder launched this year that can be mixed with fruit juice to create a sparkling alcoholic drink. Simply add a sachet of powder to fruit juice and wait for the alcohol level to rise. A fun way to ensure you’re never without a drink when you need one. Vacation in a Bottle, USA ViB advertises itself as ‘the happy relaxation drink’ and comes complete with beach and shady palm tree on the label. The statement from the website reads ‘Sure, we’d all love to have our toes in the sand right now, but somebody came up with the idea of ‘9 to 5’ and started stressing a lot of us out. well, we’re about to recapture some of those sunsets, calm your mind, and let you unwind’. 3floz.com, USA 3floz.com sells personal care products packaged in 3 fluid oz packs or bottles. The website is aimed at frequent flyers who need to buy products in smaller pack sizes to carry with them onto planes and onward journeys. How can you deliver your products in portable formats that let consumers enjoy them whilst on-the-go? Are there ways to package and communicate products that deliver a mood or experience to the consumer? Are there innovative ways that you can combine your products with everyday items to make something special for the on-the-go consumer?