News 25.06.2024

Need to Know

Missoni boards Delta flights with new amenities kit, Louis Vuitton takes football boots on the runway and why young investors want crypto and collectables over stocks and bonds.

Delta One launches Missoni amenities kit

In-flight accessories by Missoni with Delta One, US
In-flight accessories by Missoni with Delta One, US
In-flight accessories by Missoni with Delta One, US

US – Delta Air Lines is set to elevate its Delta One experience through a partnership with Italian luxury fashion house Missoni. Known for its vibrant colours and patterns, Missoni will design new amenity kits and enhance the Delta One Lounge at New York’s JFK airport.

The new amenity kits, featuring Missoni’s signature zigzag pattern, will be introduced in mid-July on flights to Italy and Paris, with a global roll-out in September. The kits will include Grown Alchemist skincare products, a bamboo toothbrush, an eye mask, earplugs, socks and a pen.

In addition to the kits, a selection of Missoni’s home collection will be featured in the Delta One Lounge at JFK, which is set to open at the end of June 2024.

In our Five Airlines Uplifting In-flight Wellness report, we unpacked how airlines are beginning to reframe flights as a destination for sleep, relaxation and rejuvenation by bringing wellness to 40,000 feet through collaborations with luxury brands such as Missoni.

Strategic opportunity

Eco-conscious beauty and wellness brands should consider partnering with train and cruiseship operators to bring a similar level of luxury wellbeing to premium rail and maritime travel, helping to make sustainable alternatives to flying more appealing to affluent travellers

Louis Vuitton sends football boots down the runway for 2025

Louis Vuitton Men’s spring/summer 2025 Louis Vuitton Men’s spring/summer 2025
Louis Vuitton Men’s spring/summer 2025 Louis Vuitton Men’s spring/summer 2025

France – Louis Vuitton has found inspiration in the football world for its spring/summer 2025 collection. Led by creative director Pharrell Williams, the collection features an array of football-inspired garments, sneakers and accessories, aligning with the title ‘Le monde est à vous’ or ‘The world is yours’.

The standout of the collection was the LV Footprint Soccer shoe, making its debut alongside other notable collaborations like Wales Bonner and Martine Rose’s hybrid football sneakers. Beyond footwear, the collection includes leather garments crafted from LV footballs, reflecting Williams’ innovative approach and collaboration with upcycling experts like Nicole McLaughlin. 

This isn’t Louis Vuitton’s first foray into football; the brand has designed the FIFA World Cup Trophy travel trunk since 2010 and previously explored football-themed collections. A highlight of the collection is a leather handbag shaped like a football, referencing Louis Vuitton's accessory designed for the 1998 World Cup. 

For more insights on the footwear market, head to our Fashion sector. 

Strategic opportunity

Expanding into the athleisure market can capitalise on the growing trend of versatile, comfortable clothing transitioning seamlessly from athletic activities to workwear and everyday wear. This approach caters for consumers’ desire for functional yet stylish wardrobe options

Introducing Butterflies, an app for AI and humans to socialise

Replika allows users to converse and build companionships with AI avatars Replika allows users to converse and build companionships with AI avatars

US – Would you interact with a friendly bot online? Newly launched social platform Butterflies is betting that most people would happily entertain conversations with artificial intelligence.

Founded by former Snap engineering manager Vu Tran, the app allows humans and AI personas called Butterflies to interact through posts, comments and direct messages. The personas have back stories, opinions and emotions, and are able to autonomously generate posts and interact on the social network. This concept extends beyond traditional AI chatbots, fostering more personal and constructive relationships between human users and AI-powered Butterfly bots.

The Butterflies app addresses the need for more creative and substantive AI products in the consumer market. By allowing users to create and interact with AI personas, the app offers a unique platform for entertainment and social connection, integrating AI companions into everyday digital experiences.

On LS:N Global, we previously explored how artificial intelligence-powered companionship is emerging as a solution to the growing loneliness crisis, providing virtual comfort and support.

Strategic opportunity

Businesses could explore the possibilities that AI-integrated social platforms like Butterflies offer to enhance customer engagement and create innovative marketing strategies

Stat: Young investors favour crypto and collectables over stocks and bonds

Domenico Formichetti PDF SS24 Domenico Formichetti PDF SS24

US – High-net-worth (HNW) Gen Z and Millennials in the US are increasingly looking beyond the traditional stock and bonds markets to build their wealth, according to a Bank of America survey of 1,007 respondents with at least £2.4m ($3m, €2.8m) in investable assets. 

The survey found that 72% of wealthy young Americans believe stocks and bonds alone can’t deliver above-average returns. Instead, they’re gravitating towards cryptocurrency and digital assets as prime opportunities for growth; 17% of their investment portfolios are allocated to alternatives (compared to 5% allocated by older investors) and almost all (93%) say they plan to allocate more to alternative investments in the coming years. 

Almost half (49%) also own cryptocurrencies and 94% are interested in collectable items such as watches, rare cars and sneakers.   

In The Great Wealth Transfer, we explored how Gen Z and Millennial HNW investors are forging different financial paths than their parents, with a focus on purpose, planet and digital diversification.

Strategic opportunity

Luxury brands should consider offering non-fungible tokens (NFTs) and limited-edition collectables specifically designed as investment pieces for young affluent consumers

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