News 08.02.2019

Need to Know

The Dali Museum creates a virtual ambassador, Ikea trials furniture rentals and consumer taste for fermented foods continues to grow.

Diesel takes aim at the clichés of social media

Be A Follower by Publicis Italy for Diesel

Italy – In a world of influencers, the fashion brand is encouraging its customers to Be a Follower.

Diesels latest ad campaign features a host of real Instagram influencers, who exaggerate and poke fun at their digital personas. The campaign consists of a series of vignettes, with each showing the influencers in awkward situations, such as struggling to undress or travelling with piles of suitcases. The scenes are juxtaposed with clips of carefree followers.

By highlighting the pitfalls of the Insta-famous, Diesel is emphasising ‘where the real power exists: in the hands and feeds of the followers’. Rather than glamourising the influencer lifestyle, the brand is encouraging its customers to embrace the simplicity and freedom that comes with dressing and living as they wish.

As consumers grow more aware of influencers’ lack of authenticity, some brands are turning to their own employees as more authentic brand ambassadors.

Petal offers credit for low-income citizens

Petal, US Petal, US
Petal, US Petal, US

US – Petal hopes to solve the catch-22 situation of applying for a credit card with no credit score.

To extend credit to people who have been locked out of the system, such as immigrants and low-income workers, Petal uses machine learning to analyse its customers’ digital financial records, including regular rent payments, cash flow and history of prepaid debit cards. From this information, it can provide a credit line of up to £7,730 ($10,000, €8,830).

‘People with no credit history in the US are often treated like they have bad credit history,’ explains founder Jason Gross. As a result, Petal has no annual, over-limit, late-payment or international fees, which means customers are not penalised if they experience money struggles. The app also advises them on money management decisions.

FinTech companies are waking up to the inequalities of their industry and finding ways to offer banking services to the unbanked, such as the Monzo initiative in 2018 when it launched digital banking for refugees.

Ikea is testing a furniture rental service

Switzerland – The retailer has announced it will begin testing a new rental model for several furniture categories, starting in its Swiss market.

The trial is the first in a series of tests that Ikea hopes will lead to subscription services for different types of furniture. As the business attempts to become more environmentally friendly, the leasing strategy is part of Ikea’s wider efforts to promote services that prolong the lifecycle of its products. Trials will begin with office furniture, such as desks and chairs, before expanding to include kitchens.

‘We will work together with partners so you can actually lease your furniture,’ Torbjorn Loof, CEO of Ikea’s parent brand, Inter Ikea, told the Financial Times. ‘When that leasing period is over, you hand it back and you might lease something else.’

With this new model, Ikea joins the ranks of smaller furniture brands that are developing products and services that don’t rely on ownership. Read our Furniture as a Service microtrend for more.

Ikea

A deepfake Salvador Dali welcomes museum visitors

Dali Lives at The Dali Museum, St Petersburg

Florida – An installation at The Dali Museum will digitally resurrect the artist so that he can guide visitors around the institution.

From April, patrons will encounter a virtual version of Salvador Dali on a life-size screen, who will greet them upon entry before following them on multiple screens throughout the museum’s exhibits. ‘This technology lets visitors experience his bigger-than-life personality in addition to our unparalleled collection of his works,’ says Dr Hank Hine, executive director at The Dali Museum.

The Dali Lives project has been created in collaboration with advertising agency Goodby, Silverstein & Partners. Using deepfake technology, the process involved pulling content from millions of frames of interviews with the artist and overlaying it onto an actor’s face. To make sure the voice matched, audio was then provided by an actor.

Cultural institutions are not the only ones exploring the potential of virtual ambassadors. In our Avatar Employees microtrend, we look at how artificial intelligence and avatar design are creating a new workforce for media and financial brands.

Stat: Appetite for fermented foods surges

According to restaurant management platform Upserve, fermented foods are increasing across restaurant menus. With a 149% increase in 2018, fermented options have emerged as the biggest food and drink trend across its US customer base in the past year.

This growing appetite for these cultured foods is fuelled by their functional properties and health-related benefits, as well as their range, which includes vegetables, dairy products and an array of drinks. One of the most popular products in the US is kombucha – the fermented, slightly effervescent tea-based drink that has quickly attracted interest across small restaurants and large retailers.

Discover what’s next for fermented food and drink with our dedicated listicle.

Thought-starter: How will retailers flourish in Africa’s e-commerce boom?

Increased internet access and a booming youth population are driving the continent’s unique and burgeoning online retail market, says foresight writer Alex Hawkins.

Africa’s online retail economy is at a tipping point. While the continent’s 55 nations present diverse and legitimate challenges for retailers, platforms and brands are stepping up to connect the world with Africa's globally minded consumers.

For international brands and retailers, a number of disruptor platforms are becoming the conduit for the fast-growing African e-commerce market – with minimal risk. Acting as important intermediaries, they are helping consumers and brands to overcome obstacles such as language, cultural values and the lack of universal payment systems such as Visa and Mastercard, while solving logistical issues such as last-mile delivery.

Yet global entry into this dynamic market remains low, largely due to perception. ‘At the moment, 90% of US and UK retailers don’t sell in Africa,’ says Chris Folayan, CEO of Mall for Africa, an e-commerce platform that enables consumers in 17 African countries to buy products from international retailers. ‘Retail [as a sector] needs to look at Africa in a different light.’

Read the full African E-commerce Market here.

Wekaforé
Previous News Articles
John Lewis celebrates 100 iconic products for its centenary

News

John Lewis celebrates 100 iconic products for its centenary

John Lewis is marking 100 years of its Never Knowingly Undersold promise with a new multi-media campaign created by advertising company Saatchi &am...
Brand Heritage : Heritage : Branding
Monzo tackles financial literacy with The Book of Money

News

Monzo tackles financial literacy with The Book of Money

British online bank Monzo has launched The Book of Money in response to research showing that half of Britons (51%) feel they are not reaching thei...
Finance : Gen Z : Education
Stat: Light preventative personal care routines on the rise

News

Stat: Light preventative personal care routines on the rise

Kenvue, owner of brands including Neutrogena, Aveeno and Listerine, has launched A New View of Care: The Power of Personal Care Routines, a global ...
Stat : Statistic : Health
Depop campaign reframes second-hand fashion as secret to personal style

News

Depop campaign reframes second-hand fashion as secret to personal style

Fashion resale platform Depop (now a subsidiary of Etsy) has launched its largest US campaign to date.
Fashion : Sustainability : Resale
Dermalogica launches digital community for skincare professionals

News

Dermalogica launches digital community for skincare professionals

Dermalogica has launched its Pro Community hub, a digital space designed by skin therapists, for skin therapists, with the ambition to become the U...
Dermalogica : Neo Community : Community
Stat: US study suggests Gen Alpha are fuelling cinema revival

News

Stat: US study suggests Gen Alpha are fuelling cinema revival

A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, comp...
Stat : Stats : Statistic
Volkswagen puts authenticity first in new social storytelling campaign

News

Volkswagen puts authenticity first in new social storytelling campaign

Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to...
Visual : Mobility : Volkswagen
Fairmont amplifies luxury with Devialet soundscapes

News

Fairmont amplifies luxury with Devialet soundscapes

Fairmont Hotels & Resorts is elevating its global hospitality experience through a new partnership with French audio innovator Devialet.
Hospitality : Sound : Travel And Hospitality
Stat: Regular personal care emerges as a preventive health tool

News

Stat: Regular personal care emerges as a preventive health tool

Personal care routines are being reframed as a tool for holistic wellbeing, according to a new report from Kenvue, the parent company of brands suc...
Stat : Statistic : Beauty
Sephora and Lady Gaga reframe beauty through belonging

News

Sephora and Lady Gaga reframe beauty through belonging

Sephora has unveiled a campaign with Haus Labs by Lady Gaga, spotlighting beauty as a force for belonging and self-acceptance.
Sephora : Beauty : Inclusivity
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN