News 03.05.2024

Need to Know

The Future Laboratory co-founders headline Future Hospitality Summit in Saudi Arabia, Seyi Oduwole's Foresight Friday and Vestiaire Collective exposes the cost of wearing pre loved versus fast fashion.

The Future Laboratory co-founders headline Future Hospitality Summit Saudi Arabia

Chris Sanderson at Future Hospitality Summit, Saudi Arabia Chris Sanderson at Future Hospitality Summit, Saudi Arabia

Saudi Arabia – The Future Hospitality Summit (FHS) invited the world's most influential hospitality decision-makers to the Middle East to connect, exchange knowledge and explore new partnerships, from 29 April to 1 May.

The Future Laboratory co-founders Martin Raymond and Christopher Sanderson kicked off day one with a keynote titled Understanding the Saudi Consumer – the New Codes of Luxury: Harnessing Hospitality Opportunities in Saudi Arabia. They discussed findings from the New Codes of Luxury report, deciphering the Saudi consumer and highlighting the kingdom's potential in the luxury and hospitality sectors. Following the presentation was a panel discussion on New Horizons in Food & Beverage: Unlocking the Potential in a Transformational Marketplace, moderated by The Future Laboratory's Sanderson. Panellists included Michael Flanagan, chief business development officer at Al Khozama Investment, Hicham Hassouni, chief strategy and business development officer at Boutique Group and Ada Renedo, regional CEO for the Middle East at Together Group. They explored innovative strategies for thriving in the evolving food and beverage sector and engaged with insights and approaches for mastering this transformational marketplace.

For more insights on the evolving landscape of Saudi Arabia's hospitality and luxury market, listen to this episode of the FHS podcast, which features Raymond, Sanderson and Renedo in a conversation with Jennifer Pettinger-Haines, co-founder of the Global Restaurant Investment Forum.

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How is your brand adapting to the new luxury codes? Get in touch now to book our renowned strategists to deliver a high-impact sprint service specific to you and your team

Livity unveils vibrant brand identity for breast cancer charity

CoppaFeel! rebrand by Livity, UK CoppaFeel! rebrand by Livity, UK
CoppaFeel! rebrand by Livity, UK CoppaFeel! rebrand by Livity, UK

UK – Creative agency Livity has spearheaded a brand overhaul for CoppaFeel!, a UK-based breast cancer charity aimed at young people. The rebrand encompasses a fresh logo, dynamic graphic elements, a vibrant colour palette and compelling brand messaging centred around the potentially lifesaving directive ‘check your chests’.

Through engaging design, photography and uplifting colour schemes, the rebrand seeks to instil a sense of warmth and inclusivity, encouraging proactive engagement in breast cancer prevention efforts. Maintaining CoppaFeel!'s trademark playfulness while conveying the urgency of its message, Livity's meticulous approach blends educational content with upbeat messaging to inspire action and foster a positive outlook on breast health awareness.

Young people across the UK were involved in the redesign, which aims to amplify awareness of breast cancer's impact on women, men (approximately 400 diagnoses annually), trans and non-binary individuals. The campaign’s diverse and non-discriminatory representation is particularly important in reaching marginalised audiences, a topic we explore further in the Queer Care Market.

Strategic opportunity

Marginalised communities have traditionally been excluded from healthcare services. How can you, as a business, better service them? Can you adjust your brand communications to better suit diverse consumer needs?

Foresight Friday: Seyi Oduwole, intern

Carolina Carballo for The Future Laboratory Carolina Carballo for The Future Laboratory

Every Friday, the Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, intern Seyi Oduwole discusses Indian luxury, natural disasters and Bumble’s makeover.

: Harrowing weather events seem to have taken over my feed recently, with tornados in China and America, floods in Dubai, and overheating in Bangladesh. As the climate crisis appears to be inescapable, we have commented on how brands must become nature stakeholders in these precarious times

: I am hooked on Netflix’s captivating new period drama Heeramandi: The Diamond Bazaar. The show is based on the Indian independence movement against the British Raj and peeks into the lives of the tawaifs in the red-light district of Heera Mandi, Lahore. Every scene is dripping with decadence and indulgence. LS:N Global has previously covered the flourishing luxury market in India

: In other news, US university protests are reaching new levels of chaos as hundreds of students are being arrested, Amazon has reported the strongest sales growth in a year mainly due to increased AI capabilities, and after 10 years women no longer have to make the first move on dating app Bumble

Quote of the week

‘So the interest for architecture was the same as clothes, the smell of a perfume or a painting you would look at in a museum. And me, my personal interest, I don’t just look at fashion, I look at those fields and I like to interact with those people, whether it’s a foundation, an artist, a designer. If I do just fashion, I will go cuckoo

Matthieu Blazy, creative director of Bottega Veneta to the Financial Times

Stat: Pre-loved fashion and accessories have longer usage and lifespans

Ariana Greenblatt for Coachtopia, US Ariana Greenblatt for Coachtopia, US

Global – Vestiaire Collective, the French luxury fashion resale platform, released its third Circularity Report in April to underscore the economic and environmental merits of circular fashion.

According to the findings, preloved items sourced from Vestiaire Collective are worn 76% more frequently than typical fast-fashion pieces. Overall, owners of secondhand items said they hold onto their products 31% longer than the average. The report's cost-per-wear analysis challenges the notion of fast fashion's affordability, asserting that sustainable luxury may offer a more economical choice in the long run. Dounia Wone, chief impact officer at Vestiaire Collective, remarked: 'Buying cheap fast fashion is deceptive, as in the end, you end up replacing items again and again.'

With its latest report, Vestiaire Collective aims to not only educate consumers but also inspire a shift towards more mindful practices in the fashion industry. In The Overconsumption Mindset, we analysed why a growing number of eco-anxious consumers isn’t synonymous with a boom in the sustainable fashion market.

Strategic opportunity

The future of sustainable fashion is inclusivity, which hints at various opportunities for the preloved plus-size market, online thrifting platforms and clothing rental services

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