News 19.09.2023

Need to Know

Patrick Grant brings underwear manufacturing back in Wales, House of Sunny begins temporary Airbnb stay in London and why some of the UK’s favourite grocery items might not survive climate change.

Patrick Grant underwear campaign aims to boost Welsh manufacturing

Hello Boyos by Community Clothing, UK

UK – Until the 1990s, the South Wales valleys had a thriving underwear manufacturing industry. In September 2023, Patrick Grant, designer and founder of clothing brand and social enterprise Community Clothing, launched a campaign to bring underwear-making back to the valleys.

The Hello Boyos! campaign, a Welsh spin on Wonderbra’s iconic Hello Boys 1990s ads, features Welsh stars such as singer and radio presenter Wynne Evans and comedian Kiri Pritchard-McLean in their pants.

The company aims to start production on a line of size-inclusive and 100% organic cotton underwear after it secures pre-orders for 10,000 pieces. Each item will be hand-cut and sewn by seamstresses at a factory in New Tredegar, Caerphilly county.

‘We want to restart full-scale production of a range of underwear for men and women, make use of all those amazing skills, keep the tradition of making underwear in south Wales – which not a lot of people know about – and create important jobs in a town that, frankly, really needs it,’ Grant told the BBC.

As explored in our Neo-collectivism macrotrend report, alliances that decentralise industries, redistribute power and emphasise community are more important to conscious consumers than ever.

Strategic opportunity

Whether it is food or fashion, conscious consumers want transparency about where products come from. Focus on highlighting the sustainable and social benefits of your manufacturing process and establish a loyal customer base that appreciates the craft of your brand as much as the end result

House of Sunny transforms showroom into Airbnb stay for London Fashion Week

House of Sunny and Airbnb, UK House of Sunny and Airbnb, UK
House of Sunny and Airbnb, UK House of Sunny and Airbnb, UK

UK – House of Sunny, known for its playful textiles and designs, is offering fashion enthusiasts a unique opportunity during London Fashion Week in September 2023. Founder Sunny Williams has transformed the brand’s Hackney showroom in East London into an immersive Airbnb stay, allowing guests to experience fashion in a whole new way.

This stylish oasis features decor inspired by House of Sunny’s iconic pieces, including exclusive designs from its latest collection. The immersive space joins Airbnb’s Design Category, adding a new dimension to the platform’s stylish listings.

Only two lucky guests will win a free stay at Sunny’s House. They will enjoy a one-to-one design session with Sunny and experience themed rooms that include an entrance inspired by the Hockney Dress, a luxurious bed surrounded by waves reminiscent of the Sundown Cardigan, the Wardrobe of Dreams, featuring the latest House of Sunny collection and a stunning rouge bathroom paying homage to the brand’s La Belle dress.

As explored in our upcoming Home States Futures: Residential Retail macrotrend – RSVP to attend our exclusive webinar now – immersive brand experiences in the home will take consumers to new brand awareness, satisfaction and retention levels.

Strategic opportunity

Events like London Fashion Week provide an excellent backdrop for experiential marketing away from the catwalk. Brands can use such events to create unique, temporary experiences that generate buzz and media attention

Spotify launches personalised daylists that auto-adapt to your mood

Global – Spotify has created Daylist, a new personalised playlist that auto-adapts to reflect users’ changing moods and activities throughout the day.

By analysing the music that users typically stream at certain points in the day and on different days of the week, Spotify has introduced a hyper-personalised, constantly evolving playlist that pulls music from the micro-genres they tend to listen to while frequently refreshing with new music.

Each daylist comes with a unique title to reflect users’ current audio mood, such as: ‘a windows down, thrill wave Monday evening’ or a ‘90s rave rainforest late night’ with a gradient thumbnail that mimics the changing colour of the sky during the day.

Ready-made screenshots, social media stickers and a changing sharecard showing the title and thumbnail are also built into the feature, indicating the playlist is intended to be visually shared on social media as much as it is listened to.

As explored in our Audio to Watch report, audio has entered its hybrid era and is increasingly blended with visuals to elevate the user experience (UX) and maintain engagement.

Spotify Daylist, US

Strategic opportunity

Following the success of Spotify Wrapped, daylists once again highlight the power of hyper-personalised shareable assets based on users’ behaviours and platform usage. How can you transform your customers’ existing data and past purchases into dynamic content they will proudly share online?

Stat: UK’s favourite groceries at risk from climate change

Natoora, UK Natoora, UK

UK – A new report by Christian Aid warns that more than a fifth of popular grocery items in the UK could be threatened by climate change. Shoppers may face shortages of key staples such as bananas, grapes, avocados, cashews, cocoa, peas, canned tuna and tea as source countries grapple with changing weather patterns driven by CO2 emissions.

The research reveals that eight of the UK’s top 25 food suppliers – Brazil, South Africa, India, Vietnam, Peru, Colombia, Ivory Coast and Kenya – are highly vulnerable to climate change. The study also reveals that 22% of the items in a typical British grocery store are at risk. The UK has already experienced disruptions in the supply of tomatoes, cucumbers, peppers and citrus fruits due to droughts affecting Spain and Morocco.

Further global warming is expected to lead to more extreme weather events that damage crops, resulting in more shortages and long-term price increases for consumers. The changing nature of produce available to British consumers has long-term consequences for nutrition, diet and cuisine, as we revealed in Adaptive Appetites.

Strategic opportunity

Players in the food and drink industry must prepare for drastic shortages in supply chains. Businesses should consider alternative production methods such as vertical urban farming or adopting new technologies to reproduce food items in controlled greenhouses

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