Need to Know
13 : 09 : 21

Germany – Targeting fledgling motorcyclists, the automotive brand has unveiled plans to create an e-motorbike suitable for beginners. Its BMW CE 02 concept is a motorbike and scooter hybrid marketed specifically at teenagers, with the aim of inspiring confident drivers who may later progress to a more established model.

With a lightweight design, chunky disc wheels and low frame, the CE 02 provides a safe and agile option for urban travel. With the launch, BMW is diversifying its customer base as a way of establishing loyal customers at an earlier stage of their lives. This product also reflects a wider shift in the sector, as younger audiences are increasingly drawn to the freedom and creativity associated with motorcycling. ‘Characteristic proportions not only allow for a very agile riding experience, they are also intended to encourage non-motorcyclists to perhaps get on and have a go,’ reads a press release from BMW.

As adoption of motorcycling gains traction, vehicle brands have an opportunity to court Generation Z by tapping into various facets of youth lifestyles from street culture to fashion and art.

UK – Subverting luxury marketing conventions, the fashion house is teaming up with tv broadcaster Channel 4 on a short-form drama series. The series, Fracture, was launched in conjunction with London Fashion Week 2021 and marks a first for the tv channel. Each episode will feature a full cast wardrobe of designs pulled from Balmain’s autumn 2021 collection.

The collaboration reflects both Balmain and Channel 4’s aims to connect with their respective audiences in non-traditional ways, recognising the powerful medium of entertainment and fashion as communication tools. ‘Fracture helps to make very clear Balmain’s determination to continue to break down boundaries and engage in unexpected, compelling and entertaining ways with lovers of fashion, music and design,’ explains Olivier Rousteing, creative director of Balmain.

As the luxury sector continues to take imaginative digital marketing approaches, brands are loosening the reins on high-end traditions by using commercial entertainment formats. From multimedia marketing to shoppable shows, we’ve been tracking the rise of Luxtainment over the past year.

A supply chain crisis in the UK has led to a shortage of food in local shops and supermarkets, a survey by YouGov has revealed. According to the research, the problem is most acute in regions outside of London.

The study shows that over half (56%) of shoppers have experienced food shortages, compared to 39% who say they haven’t. The issue is most pressing in Scotland, where 67% of shoppers have experienced shortages. Of those who have seen food shortages in their local shops and supermarkets, the majority are aged 50 and over.

In an age when food scarcity is a concern for millions of citizens, there is a growing need for people to develop self-sufficient behaviours to preempt future crises and become less reliant on the commercial food sector. To discover some of the initiatives that are enabling people to do this, read about Edible Awareness in our Innovation Debrief report.