LSN : Daily Signals : Stat: Africa has the potential to become a world leader in the fashion industry

Daihatsu’s mini-EV lets drivers customise cars with 3D-printed parts

me:MO by Daihatsu Motor, Japan

Japan – A new concept car from Daihatsu Motor allows drivers to personalise their vehicle’s modular interior and exterior, pointing to a more personalised automotive market for future generations.

Introduced at the Japan Mobility Show 2023, me:MO is a mini-passenger Battery Electric Vehicle (BEV) that can be fitted with 3D-printed car parts. Assuming access to 3D printing technology, the sustainable car can evolve in time alongside the driver.

Not only can the exterior be personalised to suit the driver’s personal preferences but the spacious interior can also be remodelled to provide either a single seat, with more space for luggage or belongings, or multiple seats to fit friends or family.

‘We changed the way cars were manufactured and made it possible to modify not only the design but also the form of the vehicle by constructing a modular structure of interior and exterior parts with necessary and sufficient functionality,’ said Daihatsu Motor.

As we explored in our Not Your Parents’ Car report, to target so-called car-averse Gen Z the automotive sector must use innovative designs and technology. Daihatsu’s personalisable me:MO vehicle has the necessary sustainability, aesthetic and innovative credibilities to capture young people’s attention.

Strategic opportunity

How can you ensure big-ticket lifestyle purchases will appeal to Gen Z? By making your products customisable. This will improve product longevity and sustainability, and boost brand loyalty by building long-term customer relationships

Luxury Louis XIII cognac is offering refill rituals at Harrods

The Infinity Experience by Louis XIII Cognac, France

UK – French cognac producer Louis XIII has introduced a more sustainable option to top up its tipple. Owners of the luxury eau-de-vie can bring their empty hand-crafted decanter and witness what the brand calls a ‘refill ritual’.

The Louis XIII decanters are artful objects with a high price tag, reflecting the heritage and terroir of the cognac they contain. Reflecting on the timeless nature of the decanter, the cognac producer introduced the new refill ritual, dubbed the Infinity Experience.

On top of reducing waste, the refill ceremony is an experience in itself. The decanter is first inspected, cleaned and resealed. Then follows a spectacle only the owner of the decanter is allowed to witness as the decanter is refilled using a bespoke infinity wheel located inside the Harrods department store, and then it is finally returned to the owner alongside a specially engraved medal.

By turning a sustainable action into a luxury experience, Louis XIII has developed a clever incentive promoting circular behaviours while showcasing craftsmanship – echoing consumer trends we highlighted in our macrotrend, Luxury Recrafted.

Strategic opportunity

Taking inspiration from the luxurious refill ritual created by Louis XIII, consider how your business could reframe the narrative to make sustainability sexy, and reposition better-for-the-planet options as attractive – rather than reasonable – choices

TikTok ventures into live music with In The Mix festival

Photography by Cottonbro Studio, Russia

US – TikTok is breaking into the live music scene with its inaugural In The Mix festival, which will feature an impressive line-up including Cardi B, Niall Horan, Anitta and Charlie Puth, along with emerging artists and surprise guests. In The Mix will also showcase talents from TikTok’s Elevate programme.

This new branded festival will come to life at Sloan Park in Mesa, Arizona, on 10 December 2024, and will be globally streamed via TikTok Live. It aims to bring the TikTok community’s creative and communal spirit to a live event, with activities inspired by top trends on the platform.

In a press release, Paul Hourican, TikTok’s global head of music partnerships and programming, emphasised TikTok’s unique blend of music, creativity and community. He also explained that In The Mix is designed to transform the digital For You feed into a tangible experience for both in-person and online audiences, aligning with the platform’s vision for a music-focused global community. The launch of In The Mix also highlights the fervent enthusiasm with which audiences are willing to engage with in-person events, as revealed in our Great Concert Comeback Op-ed.

Strategic opportunity

Audiences are tired of online-only entertainment. They’re seeking real-life experiences that allow them to feel a sense of belonging and community. As a business, how can you find ways to create phyigital events that bring people together?

Stat: Africa has the potential to become a world leader in the fashion industry

Free The Youth, Ghana

Africa – A new report from Unesco suggests that Africa has the potential to become a world leader in the fashion industry.

Published in October 2023, the report reveals that Africa is a major producer of raw materials (37 of Africa’s 54 countries produce cotton crops). The continent also exports textiles to the value of £12.6bn ($15.5bn, €14.5bn) per year and imports £18.8bn ($23.1bn, €21.6bn) worth of textiles, clothing and footwear per year.

But there is a growing consumer trend, particularly among young people, on the continent for Made-in-Africa fashion brands; 32 African countries organise fashion weeks and a 42% increase in demand for African haute couture is expected over the next 10 years.

But, as Unesco director general Audrey Azoulay points out, to realise the potential of Africa’s fashion industry, ‘designers, professionals and the entire production and distribution infrastructure need more support from public decision-makers’.

Look out for our upcoming Emerging Youth: Nigeria report for detailed insight into what these growing African markets could mean for your business, coming soon to LS:N Global’s dedicated Gen Z behaviour analysis.

Strategic opportunity

As demand for Made-in-Africa continues to grow, luxury brands should collaborate with local artisans and emerging designers to expand brand presence in the African market and boost investment in the sector