Need to know 27 : 07 : 17

Need to know 27 : 07 : 17

In today’s daily digest: Gucci’s sci-fi broadcast, Ann Ringstrand makes fragrance spiritual, a study on how gaming might aid autistic cognition, and other top stories.

1. Gucci’s alien campaign mimics old sci-fi films 2. Ann Ringstrand combines jewellery with perfume 3. Study explores how gaming might improve autistic cognition 4. Marks & Spencer cuts waste across its packaging 5. E-commerce creates more jobs than it destroys 6. ​Thought-starter: Is this the end of ad-land’s nuclear family?

1. Gucci’s alien campaign mimics old sci-fi films

Gucci autumn/winter 2017 campaign by Glen Luchford

Global – Gucci is continuing its foray into youth-targeted content with its new Instagram video directed by Glen Luchford. With its grainy aesthetic, the short film emulates a vintage science fiction film, borrowing motifs from cult classics such as Star Trek and Star Wars.

The cast includes humans, aliens, robots and a dinosaur, with the human characters dressed opulently in the fashion house’s autumn/winter 2017 collection.

As explored in our Luxury Futures: Focuses Market 2017, luxury brands such as Gucci are using social media to engage with younger consumers by putting a luxury spin on the type of content that they already consume regularly.

2. Ann Ringstrand combines jewellery with perfume

Fragrances by Ann Ringstrand, Stockholm Fragrances by Ann Ringstrand, Stockholm
Fragrances by Ann Ringstrand, Stockholm Fragrances by Ann Ringstrand, Stockholm
Jewellery by Ann Ringstrand, Stockholm Jewellery by Ann Ringstrand, Stockholm
Jewellery by Ann Ringstrand, Stockholm Jewellery by Ann Ringstrand, Stockholm

Stockholm – The range of scents, which includes an eau de parfum and scented oils, are made to be contained in specially designed lava bead bracelets, creating a tactile as well as a fragrant experience.

The collection, which comprises three fragrances – Ground, Gather and Touch – taps into consumers’ desire for a more spiritual take on the retail experience. In line with Metaphysical Retail, people are now searching for an other-worldly antidote to 21st-century concerns.

‘Both gemstones and scents are tools for our senses,’ designer Ann Ringstrand tells LS:N Global. ‘Our concept combines tools that are used in the spiritual world with an aesthetic design for urban modern life.’

3. Study explores how gaming might improve autistic cognition

YouTube gaming YouTube gaming

Boston – Faja Lab is testing computer games to determine whether they can aid brain function and self-regulation in children with autism spectrum disorder (ASD).

Participants aged between 7 and 11 will complete 5–10 one-hour long video game sessions during which their brain activity will be monitored using an electroencephalogram (EEG).

The study aims to show how video games can be used to help children with ASD to process conflicting information and perspectives by helping them to better articulate their thoughts, beliefs and feelings.

The importance of research around neurodiversity is demonstrated by brands such as Yahoo, which are implementing the idea in the workplace and celebrating difference as a new skill set.

4. Marks & Spencer cuts waste across its packaging

UK – The retailer has redesigned more than 140 of its best-selling snacks to reduce the amount of air trapped at the top of the bag as part of its Project Thin Air initiative.

It has also replaced the plastic used to package products in its hand-cooked crisps range with a thinner and sturdier plastic film that requires 20% less plastic than the original packaging.

The changes, which have been developed over the past year, will mean that 75 tonnes less packaging will need to be produced each year, according to Marks & Spencer, which is equivalent to 152 fewer lorries on the road. Read our Whole-system Thinking macrotrend to find out more.

Project Thin Air by Marks & Spencer, UK Project Thin Air by Marks & Spencer, UK

5. E-commerce creates more jobs than it destroys

While fears about the automation of jobs leaving people without work abound, data collected over the past decade by the Progressive Policy Institute demonstrates that, contrary to common belief, e-commerce is creating more jobs than it destroys. The findings by economist Michael Mandel, head of the Progressive Policy Institute, show that the rise of e-commerce has helped to establish a new American Middle class.

6. ​Thought-starter: Is this the end of ad-land’s nuclear family?

As the Advertising Standards Agency hits out at brands whose campaigns enforce gender roles, LS:N Global senior journalist Peter Maxwell asks what this means for the on-screen family.

The recent Depictions, Perceptions and Harm report by the Advertising Standards Authority has re-ignited the conversation about the industry’s reinforcement of gender stereotypes. The most interesting aspect of the document was how it placed particular emphasis on the depiction of the modern family, and the roles within it.

While campaigns such as Protein World’s Are You Beach Body Ready? have grabbed the negative headlines over the past few years, the ubiquity of the nuclear family tends to raise fewer complaints. We have developed a blind spot when it comes to the portrayal of households in advertising, with the majority of FMCG ads defaulting to a benign 2.4-child model.

The ASA report's suggested guidelines will go some way towards addressing this, but brands also need to start thinking about whether it makes business sense to continue supporting an ideal to which consumers increasingly no longer aspire.

For more on why brands must stop misrepresenting today’s households, read the full opinion piece here.

Real Real Life by Campbell Real Real Life by Campbell
Discover More News
NRF 2025 Retail’s Big Show Europe: Community-centric strategies

News

NRF 2025 Retail’s Big Show Europe: Community-centric strategies

Day two of NRF 2025 Retail’s Big Show Europe continued the conference’s Retail Together theme, with business leaders spotlighting how community eng...
Retail : Community : Streetwear
Ralph Lauren launches AI styling companion with Microsoft

News

Ralph Lauren launches AI styling companion with Microsoft

Ralph Lauren has partnered with Microsoft to launch Ask Ralph, an AI-powered conversational styling tool designed to bring personalised fashion adv...
Technology : AI : Fashion
Stat: Preventative health, wellbeing and stress management drive consumer spending

News

Stat: Preventative health, wellbeing and stress management drive consumer spending

Life expectancy around the globe is set to rise by nearly five years between 2022 and 2050, yet the gap between lifespan and healthy lifespan remai...
Health & Wellness : Health Goods : Medical Services
NRF 2025 Retail’s Big Show Europe: Unified commerce and inspirational entertainment

News

NRF 2025 Retail’s Big Show Europe: Unified commerce and inspirational entertainment

On the opening day of NRF 2025: Retail’s Big Show Europe, the spotlight turned to unified commerce and the evolving role of physical stores in omni...
Retail : NRF : Pop Up Store
The Future Laboratory presents The Synthocene Era macrotrend at Première Vision

News

The Future Laboratory presents The Synthocene Era macrotrend at Première Vision

The Future Laboratory’s co-founder and chief creative officer Christopher Sanderson presented The Synthocene Era macrotrend at the fashion industry...
Global Events : Technology : The Synthocene Era
Gen Z in China are using AI to transform themselves into collectable merchandise

News

Gen Z in China are using AI to transform themselves into collectable merchandise

Gen Z in China are using AI art tools and 3D printing to transform themselves into ‘guzi’ – personalised collectable merchandise.
China : Kidults : Kidult Craze
Stat: Gen Z stay indoors for days as screen time replaces nature

News

Stat: Gen Z stay indoors for days as screen time replaces nature

Two-thirds of Gen Z in Britain confess they can go days without stepping outside, according to new research by Super, Natural British Columbia.
Gen Z : Nature : Health And Wellness
Big W embraces the beautiful chaos of parenting in new campaign

News

Big W embraces the beautiful chaos of parenting in new campaign

Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday ...
Advertising & Branding : Parenting : Retail
George at Asda unveils new adult adaptive clothing range

News

George at Asda unveils new adult adaptive clothing range

George at Asda has launched a 28-piece adult adaptive clothing collection, designed in collaboration with the late breast cancer campaigner Nicky N...
Retail : Fashion : George At Asda
Stat: Girls’ sport participation could unlock leadership potential at work

News

Stat: Girls’ sport participation could unlock leadership potential at work

Girls who play extracurricular sport in the UK are 50% more likely to go on to achieve senior professional roles at work, according to Game Changin...
Sport : Women's Sports : Teenage Girls
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN