LSN : Daily Signals : Need to Know 08 : 06 : 18

1. Organic Basics imagines the future of underwear

Silvertech 2.0 by Organic Basics

Copenhagen – Developed by sustainable clothing brand Organic Basics, SilverTech 2.0 is a new collection of men’s basics designed for more wear and fewer washes.

Tapping into the growing interest in fashion sustainability, the new range, including underwear, t-shirts and socks, is made with mechanically-recycled nylon. Items are also treated with an odour control coating called Polygiene, which enables consumers to extend the number of times they wear garments, as well as perform physical activity, without being left with ample amounts of washing.

Using eco-conscious production and fabric treatment methods, Organic Basics aims to increase the availability of sustainable fabric choices and products on the market. Monki is another Scandinavian brand addressing consumer anxiety about fashion’s impact on the environment. Last year, the brand launched the campaign ‘Monki Cares’ after announcing its commitment to 100%-recycled or sustainably-sourced materials to produce its organic denim range by 2030.

2. An inclusive space that prioritises wellness

HealHaus, Brooklyn, New York

Brooklyn, New York – Located in Brooklyn Clinton Hill neighbourhood, the newly launched HealHaus is a space dedicated to holistic health and healing. Founded by Darian Hall and Elisa Shankle, the building comprises a wellness bar and café, as well as group programming areas and private practitioner rooms, spread over a number of floors.

In an effort to make wellness advice and practice accessible to all, HealHaus will provide workshops, group classes and private sessions, ranging from $18 for a drop-in class, to $1,085 for annual membership. 'Our community tends to not have equal access because of the lack of accessibility and education on holistic health. Yes, healthcare is expensive, but there are things we can learn that don’t cost a dime to heal our body, mind, and soul and it starts with just someone interested in providing space and unlearning what we are fed', Shankle told Black Enterprise.

Its workshops will address topics such as nutrition, anxiety and meditation, as well as astrology, dealing with grief, and healing after sexual trauma. Elsewhere, members can take part in daily group yoga, reiki and acupuncture sessions, with a café featuring bespoke HealHaus teas, smoothies, elixirs and coffee alternatives. Following the launch of HealHaus’ Brooklyn location, founders Hall and Shankle plan to open multiple locations nationwide with the aim of building a more inclusive wellness community.

3. Viewers take control at iQiyi’s on-demand cinemas

Guangdong, China – The online streaming platform iQiyi is expanding into the physical world with a new movie theatre that offers on-demand entertainment in a cinematic environment.

The new space echoes the format of traditional cinemas, allowing customers to book seats in their choice of screening room and purchase refreshments. However, viewers will have control over their choice of entertainment, choosing from iQiyi’s online content, rather than allocated box office films.

‘iQiyi will take advantage of our strong brand awareness, massive user base, popular content and advanced technology to contribute to the growth of this booming market and extend our premium viewing experience to offline consumers,’ says Yang Xianghua, senior vice president of iQiyi.

Looking ahead, the brand plans to bring more of its online content into the physical cinema space with the opening of additional movie theatres throughout China. To explore the new opportunities emerging in on-demand entertainment, look out for our new microtrend launching next week.

IMAX VR Hub, Los Angeles

4. China opens 330-acre virtual reality theme park

Oriental Science Fiction Valley, Guizhou, China

Guizhou, China – While virtual reality (VR) has been slow to gain traction in the Western leisure market, a raft of new devices and experiences are transforming leisure in China, with the launch of Oriental Science Fiction Valley, a theme park dedicated to VR.

Featuring 35 attractions spread across 330 acres, guests can experience VR spaceship tours and rollercoaster rides, while surrounded by science fiction-inspired castles and a giant, 700-tonne statue reminiscent of Transformers.

Chen Jianli, CEO of Oriental Science Fiction Valley, hopes that the park will provide members of the public a greater understanding and appreciation of VR and its applications. ‘We are trying to give customers a new experience by combining modern technologies such as VR and augmented reality with traditional recreational facilities,’ he said in an interview.

For more on VR-driven leisure spaces, see our Virtual Arcade microtrend.

5. Starbucks plots rapid growth in China

The Future Laboratory’s 2017 Food and Drink Futures report revealed Starbucks’ £910m ($1.2bn, €1bn) deal to acquire more than 1,000 coffee shops in China. Now, the coffee giant has unveiled plans to operate 6,000 stores on the mainland by 2022 – a notable development from its previous target of 5,000 by 2021.

The decision comes as the brand’s US branches face fierce competition from a burgeoning number of regional and localised artisanal coffee houses, as well as fast-food rivals who are developing more sophisticated menus. Shifting focus to China, Starbucks plans to capitalise on the growing thirst for coffee among affluent Chinese youth, who are embracing coffee culture and the myriad incarnations of iced and hot coffee beverages.

6. Thought-starter: How can brands tap into the luxury student market?

As international students migrate to the world’s wealthiest cities in pursuit of a superior education and quality of life, the cliché of the deprived student is undergoing a luxurious makeover.

Students from wealthy families are travelling further afield in search of cultured learning experiences. In response, brands are investigating how they can tap into student life beyond the classroom, in particular the provision of luxury lifestyle services for students. Students are ‘the most powerful target market in the luxury industry’, says Aileen Gilani, founder of concierge service The Luxury Student. ‘When we start university, we automatically think it’s all about going out and going for the cheaper alternative, but actually I wish someone could have guided me to spend my money on more quality experiences.’

Spurred on by the growth in international student numbers, brands are launching luxury accommodation for wealthy students that includes facilities typically associated with high-end hospitality. Launched in October 2017, Cardiff’s Eclipse has an on-site nightclub, private cinema, fitness suite, 24-hour concierge and dedicated study rooms. Marketed by student accommodation brand Collegiate as ‘a new era of student accommodation’, a one-bed apartment costs students more than £12,000 ($16,000, €13,700) a year.

Read the full market here.