Ways to innovate
Now that there are no new markets to discover, brands have to surprise their existing customers with innovative new products and services. People want new products and new ideas but at the same time, they already have everything. How to be unique? How to create surprise and newness in a saturated market? For the way forward it is: innovate or fade, standing still is not an option. Brands will have to push boundaries to be new and exciting.
For each brand this means something different, homogenization is bland. Brands will have to be self-expressive and unique. Know yourself, your roots and combine that with research what is going on in the world on a larger scale, be informed. Understanding people is key, observe and understand their values & needs while respecting their privacy. Project your findings forward, what will people value in the future? Start anticipating consumer needs, before the consumer realises they need something. Brands must remember that consumers are looking to become better people. Only one brand can be the cheapest, the rest are competing for experience and newness.
Innovation through simplicity
Remarkably clear & unexpectedly fresh. Improving customer experience by positive simplicity. Address an existing problem & solve it in the simplest way possible. Remove friction, save time, limit choices. Friction free products do their own marketing.
Radical innovation in compact capsules through third party collaboration. Next to the original line to surprise and spark interest. Experimenting your way forward towards a new aesthetic. Creating new codes mixing references of streetwear & luxury.
Hyper local newness
Connect with your surroundings, honouring the place, the city, country and its culture. Partner with local companies, artists and chefs. Bring together communities and create a sense of discovery. Attention to and execution around the local culture is the root of a foreign brand’s success in countries like China.
In the Omni-era the virtual and the physical cross paths. Cutting out traditional steps and friction to create a fluid connection between different worlds. Disruptive, changing consumer expectations and reshaping category definitions. Wechat has an app-within-an-app model. You can hail a cab, start a shop, manage your credit card bills, check the news, a chat with friends, all from within the main app.
Data driven innovation
The possibilities of technology are endless. Create a new layer of reality. Data drives personalised experiences and creates our digital twin. Be aware of the tension between innovation and privacy.