News 23.07.2021

Need to Know

Gucci and 100 Thieves design gaming garments, The Big Issue kick-starts careers for underprivileged youth and why BNPL services must offer transparency.

Gucci’s latest capsule courts eSports fans

100 Thieves and Gucci

Global – Expanding its efforts to connect with global eSports fans, Gucci has collaborated with gaming organisation 100 Thieves on a co-branded capsule collection. The first in a series of ongoing drops is a 200-piece, limited-edition range of backpacks, which feature both the Gucci monogram and the 100 Thieves logo. Practical elements like multiple straps and cargo pockets also allow wearers to carry controllers, mice and headphones.

Having worked directly with the team at 100 Thieves – and included gaming personalities in its supporting campaign – Gucci is targeting eSports fans in a way that reflects their needs and interests. The collaboration 'draws on the shared values of freedom and self-expression,’ says Gucci. This co-branded capsule collection therefore allows the luxury brand to create innovative gaming garments that go beyond superficial branding.

As the worlds of fashion and gaming continue to collide, brands are reaching consumers both in-game and offline. To respond to this growing demand, we can expect to see more branded product innovations that consider the practical and physiological needs of gamers.

Strategic opportunity

Brands seeking to attract interest from groups such as gamers should work with industry experts to ensure their products – as well as associated communications and services – are aligning with true demands.

Tag Heuer’s interactive timepiece gamifies wellness

Tag Heuer and Super Mario Tag Heuer and Super Mario
Tag Heuer and Super Mario Tag Heuer and Super Mario

Switzerland – Breaking away from its conventional luxury aesthetic and tuning into the nostalgic interests of consumers, the watch brand has teamed up with gaming publisher Nintendo on a limited-edition Super Mario timepiece. Marking the start of a long-term collaboration between the brands, the interactive watch integrates gaming tropes to track the physical activity of wearers.

By merging the refined elegance of Tag Heuer's watches with a popular gaming character, the brand is reaching new audiences as it makes a foray into the wellness space. Frédéric Arnault, CEO of Tag Heuer, says: ‘The inspiration for this collaboration came from our desire to gamify and bring excitement to our new wellness application and Super Mario instantly came to our minds.’ In this way, the brand is appealing to a growing subset of affluent consumers that are pursuing more active lifestyles.

Looking to the wider sector, such pop culture collaborations also reflect the mindset shifts we began tracking in 2018 with our Uneasy Affluence macrotrend – indicating an ongoing demand for more accessible premium products.

Strategic opportunity

While luxury consumers appreciate an element of heritage and tradition, high-end brands shouldn’t be afraid to take cues from mainstream behaviours as a way to broaden their appeal.

The Big Issue is bolstering next-gen journalism

London – The philanthropic, street-based publication is expanding its socially conscious efforts to support young people facing employment barriers in the media industry. In its Breakthrough programme the company will offer four places to aspiring journalists aged 18–24 who are from under-represented and less privileged backgrounds. Recruits will undergo training across all aspects of journalism, including video, audio, design and writing.

This scheme comes at a time when young people are faced with the burden of an unemployment epidemic – and are increasingly looking to brands to provide support when they’re out of work. Here, The Big Issue is recognising the highly competitive nature of journalism careers and is seizing the opportunity to provide guidance.

Careers in the media industry have also historically been reserved for more privileged groups – leading to a lack of diversity in the publishing sector. But Breakthrough demonstrates how media brands can create more equal opportunities while tapping into the rise of Out-of-work Networks, which are taking on an important role as young people face the brunt of an unemployment epidemic.

The Breakthrough Programme by The Big Issue The Breakthrough Programme by The Big Issue

Strategic opportunity

Media brands have a responsibility to ensure the next generation of talent is diverse and equally represented. Create incubator schemes that nurture and mentor young people while recognising the nuances of their personal backgrounds.

Stat: BNPL services are luring people to overspend

The Klarna Future Shopping Lab, Sweden The Klarna Future Shopping Lab, Sweden

As e-commerce transactions continue to grow, buy-now, pay-later (BNPL) services provide an increasingly attractive spending method. But research by the Financial Conduct Authority (FCA) finds that sites such as Klarna, Clearpay and Laybuy have been leading consumers to spend beyond their means.

According to the research, one in six (16%) of BNPL users in the UK say such schemes have led to them to spend more than they can afford. There is also a mismatch between payment timelines, with BNPL platforms expecting payment after an average of 49 days, while the average consumer says it takes 261 days to pay. Interestingly, over one in eight (13%) of 18–24-year-olds say influencers encouraged their decision to use BNPL.

With this in mind, flexible payment services have a clear responsibility to offer more transparent advice and education about their offering and the impact on people’s personal finances.

Strategic opportunity

Particularly when reaching younger audiences, BNPL services can develop influencer-led strategies that actively address the realities of upfront payments and offer guidance on effective money management.

Previous News Articles
Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

News

Iris van Herpen unveils Sympoiesis at Paris Haute Couture Week

At Paris Haute Couture Week, Iris van Herpen unveiled Sympoiesis, a collection steeped in material innovation.
Couture : Fashion : Bioluminescent Algae
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about.
Fashion : Luxury : Pop Culture & Media
Stat: Global spending on leisure travel will triple by 2040

News

Stat: Global spending on leisure travel will triple by 2040

A new report by Boston Consulting Group reveals that the global leisure travel market is set to triple in value, growing from £3.51 trillion ($4.25...
Travel : Hospitality : Tourism
Tripadvisor rebranding elevates travellers’ voices

News

Tripadvisor rebranding elevates travellers’ voices

Tripadvisor has unveiled a major rebranding led by creative studio Koto, marking its evolution from a pioneering travel guide into a global booking...
Travel : Hospitality : Design
Atlanta’s first women’s sports bar Jolene Jolene redefines the game

News

Atlanta’s first women’s sports bar Jolene Jolene redefines the game

Jolene Jolene, Atlanta’s first-ever women’s sports bar, is proof that interest in women’s sports is reshaping the traditionally male-dominated spor...
Hospitality : Sports : Leisure
Stat: Gen Z aren’t quitting alcohol after all

News

Stat: Gen Z aren’t quitting alcohol after all

New research challenges the narrative that Gen Z are the sober generation.
Statistic : Generation Z : Alcohol
Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

News

Pattern Beauty brings authenticity and curl culture to tv with first-ever commercial

Tracee Ellis Ross has launched Pattern Beauty’s first ever tv commercial, a 60-second spot that blends humour, nostalgia and a celebration of textu...
Haircare : Pattern Beauty : Beauty
The Messenger bot quietly transforming women’s safety in Jordan

News

The Messenger bot quietly transforming women’s safety in Jordan

A discreet digital tool is offering life-saving support to vulnerable women in Jordan.
Artifical Intelligence : Technology : Women's Safety
Stat: Study finds TikTok is reshaping luxury discovery

News

Stat: Study finds TikTok is reshaping luxury discovery

A new study in the US, the UK, France and Italy, commissioned by TikTok, reveals a structural shift in how consumers discover luxury, inc...
Statistic : TikTok : Luxury
BMW rebrands motorcycling as digital detox

News

BMW rebrands motorcycling as digital detox

BMW Motorrad and its UAE dealership AGMC have launched Throttle Therapy, a series of 10-second videos positioning motorcycling as a form of digital...
Health & Wellness : Advertising : Digital Detox
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