Need to Know
24 : 11 : 21

South Korea – In keeping with the pioneering spirit of the heritage brand’s founder, Burberry’s latest pop up is perched at the foot of the Hallasan mountain on Jeju Island. Combining travel, design and fashion, the temporary installation beckons luxury consumers in search of more immersive, outdoor experiences.

Located 445 kilometres from Seoul, The Imagined Landscapes Jeju is adventurous in both its design and choice of destination. The mirrored structure of the building resembles the topographic contours of a map, referencing the theme of travel and exploration. In addition to browsing an edited selection of puffer jackets and trench coats, customers can access a viewing platform from which they can admire the volcanic island’s landscape and view a series of films that contemplate the relationship between the natural world and the digital realm.

Aligning itself with the Liberation Luxury movement, Burberry’s temporary installation caters to customer that are pursuing psychologically transformative, nature-based travel rather than a quick fix of luxury and decadence.

Berlin – The health startup is challenging conventional ideas around masculinity and sexual health with an inclusive and human-centric rebrand. Featuring bold shapes, arrows and lines, the overall message is to convey a sense of progress when tackling sensitive topics such as erectile dysfunction. It also uses purples and greens to communicate a sense of empowerment and ownership.

Regimen’s language further compliments this standpoint, by using direct phrases such as ‘Nurture your body’ and ‘Let's talk about down there’. The branding, by creative agency Studio Skulptur, captures a turning point in a sector that has traditionally been steeped with stigma. We’ve been tracking this shift since 2018, when we first wrote about Modern Male Medicare.

In today’s health and wellness landscape, brands must approach all elements of wellbeing from a holistic viewpoint – ensuring that personable and humanistic communication leads to a welcoming environment for male audiences.

As Cyber Week approaches, the majority (78%) of UK Generation Z shoppers are planning to make purchases. With more than half (54%) of UK students saving up in preparation for the sales, research by UNiDAYS estimates that Gen Z will spend about £395m ($528m, €469m) during the period.

Among those surveyed, 56% expressed a desire to buy clothing, accessories and footwear, while 31% said they intended to purchase tech products. Notably, one in 10 students planned to spend between £201 ($269, €239) and £500 ($668, €594) during the week-long discount bonanza, demonstrating significant spending power. With almost half of those surveyed (47%) expecting a discount of at least 50% from brands, consumer expectations among this group are high.

As more than one in 10 young shoppers look to purchase items from local shops and less well-known brands, e-tailers looking to attract this group should consult the Micro-mmunity Retail trend, which explores more targeted consumer strategies.