Emotional Product Value

Consumers are prioritizing emotional connection and heritage over fleeting trends, seeking products that resonate with their core identities and offer lasting value.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Business Strategy Consumer Behavior Consumer Preferences Market Trends

Impact areas

Consumer Behavior Fashion Retail

Detailed Analysis

In a world of fleeting trends, consumers are gravitating towards classic, structured products that offer emotional resonance and lasting value. The resurgence of low-profile sneakers like Sambas and Killshots exemplifies this shift, as consumers seek "boxes" filled with items acquired through feeling and sentiment. "Consumers covet simple, traditional specialist products, not the do-it-all, weird amalgamative chimaeras," the document states, highlighting the desire for products that offer definitive answers rather than questions.

Context Signals

53% of U.S. remote-capable employees work in a hybrid environment. Two-thirds of UK Gen Zs and millennials prefer remote and hybrid working. The rise of "trendformation" eliminating vibes, aesthetics, eras, and possibly trends.

Edge

Brands can leverage the emotional aspect of their products by focusing on heritage, storytelling, and community building. Tactical brand marketing that evolves into product marketing, similar to Stone Island's approach, can be highly effective. Investing in research to understand the feelings a brand generates among consumers can inform more emotive product communication.

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