Luxury

An exploration of the luxury market through trends, insights and expert opinions

Need to Know
13 : 01 : 20

HYPR courts luxe Millennials with automotive members club, the anti-Amazon library extension and British teens are opting out of Saturday jobs.

Adidas redefines what it means to be sporty

Reimagine Sport by Adidas

Global – Adidas is tackling outdated fitness stereotypes with its latest campaign, Reimagine Sport, which coincides with the launch of its new women’s collection.

Featuring performance and streetwear, the collection is designed to be diverse and inclusive. It has been created to inspire women to move in whatever way suits them, with high-performance tights and bras suitable for a variety of activities. Placing a spotlight on inspirational women in sport, the upbeat campaign features body-positive yoga expert and wellness entrepreneur and author Jessamyn Stanley, world champion skier Mikaela Shiffrin and world champion Paralympic medallist and motivational speaker Denise Schindler.

‘Women today are redefining what sport means to them, from dance, skiing and aerial yoga to skateboarding, women are doing it all. Movement is sport and it is about getting out and enjoying what sport can do for your body and mind,' explains Aimee Arana, general manager of global training at adidas.

With a wave of new fitness influencers and gyms showing how staying healthy shouldn’t be exclusive to privileged individuals, people are waking up to the importance of Inclusive Fitness.

HYPR is a luxury supercar membership for affluent Millennials

HYPR HYPR
HYPR HYPR

London – Recently launched HYPR is a new kind of members’ club aimed at Millennials with an interest in cars, as well as art, music and streetwear.

Created as an app-based membership service, HYPR is positioned as a bold hybrid of product and service, giving a new generation of car fans access to luxury vehicles alongside new cultural experiences. HYPR plans to launch a number of collaborations throughout 2020 – stepping into the worlds of fashion, music and art as way to breathe new life into the slow moving industry of luxury cars.

As Matthew Blanchard, founder of HYPR, explains: ‘HYPR is London’s first members’ club in motion. We’re a generation that have grown up on cars being not just a method of travelling from A to B but being symbols and reflections of who we are. HYPR encapsulates that and makes that lifestyle accessible for the many, not just the few.’

As explored in Supercar Clubs, as ownership dwindles, luxury consumers with a passion for rare vehicles are turning to hyper-exclusive car clubs to find their tribe – with HYPR elevating this further in line with the ever-fruitful Hype Market.

This tool inspires book-lovers to eschew Amazon

US – A new browser extension – Library Extension – is encouraging people to opt for books from their local library rather than shopping on Amazon.

Available for Chrome and Firefox users, the extension becomes activated when users enter their location and select libraries in their area. After installation, the extension will pop up when users are browsing in online bookstores like Amazon, Barnes & Noble and Goodreads, instead showing the availability of books in local libraries. With the aim of encouraging readers to support local services, they will be redirected to their chosen library or e-book service page with a prompt to borrow or rent a book instead of buying new. As we explore in our macrotrend The New Value Economy, the concept of ownership is receding as an ideal, with people increasingly embracing local sharing services over a reliance on major retailers.

With decentralised retail on the rise, people are also looking for alternative ways to access and exchange products and services online. For more, read our Community Commerce macrotrend.

Oodi, Helsinki Oodi, Helsinki

Stat: British teen employment rates are in fast decline

A recent report released by the Resolution Foundation has found that significantly fewer teenagers have part-time jobs today than in previous years.

According to the report, about 48% of British teenagers had jobs two decades ago, between 1997 and 1999. Between 2017 and 2019, however, only a quarter of 16- and 17-year-olds had a job, defined as paid work such as a Saturday job. According to the Resolution Foundation, this decline could be due to young people focusing more on their studies than earning money, or otherwise making money through means such as selling clothing online.

The study also revealed that the total number of UK citizens who have never worked has increased by 52% since 1998, with some 3.4m individuals aged 16 to 64 having never worked in their lives.

As we explore in our macrotrend Anxiety Rebellion, young people are increasingly challenging existing societal structures and opting for alternative ways of earning digital pocket money to traditional Saturday jobs.

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