Our book gives detailed insight into which transported meanings will become relevant for individual markets and industries in the future. The automotive and fashion industry, for example, are under increasing pressure since the meaning of these markets has been shifting from self-presentation to self-development and from looking perfect on the outside to feeling complete on the inside. Sectors which were of rather low interest before the coronavirus pandemic hit, like cleaning and insurances, can now benefit from this new era of insecurities because they provide customers with an elementary increase in safety and security.
Brands that manage to be the first to offer substantial and sustainable responses to the changing psychological functions in their sectors and categories show the greatest potential for success after the pandemic. The premise is not to react quickly but to take a proactive and pioneering role in shaping the shift and to have the power to determine new trends that will define the industry for a long time.
The transformation across all sectors breaks laws of the industry that once seemed irrevocable while also paving the way for new guiding principles. The ever faster rotating fast fashion complex seemed to have a firm grip on the textile industry in the pre-COVID culture of maximisation. Brands like H&M, Zara, or Primark in Europe, and Forever 21, TopShop, Gap, and Old Navy in US, once seemed to be expanding and unstoppable.
The new era we’re entering promotes new values: “We will listen to the forest, we will be inspired by stillness, rescuing bees and constructing a green world” – this is how the renowned fashion trend researcher Lidewij Edelkoort sees the future. Consistent sustainability in raw material cultivation, longevity of textiles, fair trade principles, upcycling, appreciation for craftsmanship and quality – many small and young fashion brands are focusing on these new ideals, like the German brand armedangels, or Pangaia and Birdsong from the UK. And they are already shaping the culture of the fashion market of tomorrow.
Rochus Winkler, Managing Partner