London Trends For Jigsaw China June 2008

33 %
67 %
Information about London Trends For Jigsaw China June 2008

Published on August 11, 2008

Author: miriamrayman

Source: slideshare.net

Inside London: Lifestyle habits of the 18-35s Attitudes and Values Mainstream Trends Micro-trends Lunch break for creatives in East London’s Hoxton Square

Inside London: Lifestyle habits of the 18-35s

Attitudes and Values

Mainstream Trends

Micro-trends

London’s 18 – 24 year olds are all about the synthetic They’re pro-genetically modified foods and anti organic Only 1/5 Britons is concerned about GM foods today, half the figure of those concerned in 2000. They are constantly connected via online sites, Facebook; MySpace; and microblogging on Twitter and connecting on the go using Jaiku and Cityware. Access to digital tools and online empires gives them a sense of omnipotence. The average number of friends on social networking sites is 150, much more than previous generations. Clubbing at Boombox in Hoxton

They’re pro-genetically modified foods and anti organic

Only 1/5 Britons is concerned about GM foods today, half the figure of those concerned in 2000.

They are constantly connected via online sites, Facebook; MySpace; and microblogging on Twitter and connecting on the go using Jaiku and Cityware.

Access to digital tools and online empires gives them a sense of omnipotence. The average number of friends on social networking sites is 150, much more than previous generations.

London’s 25 – 34 year olds are focused on community values and altruism Philanthropy is the new buzzword even for those who are still forging their careers. 50,000 new charities have launched in Britain since 1995. Visiting small shops and farmers markets is a crucial weekend pursuit. E.g. Melrose and Morgan open kitchen/grocers or Broadway market in Hackney (in image) Disenchanted with mainstream politics, engaging with the local community instead. ‘ The threat of the loss of the corner shop or post office is reviving people’s understanding of the importance of community,’ says Lenka Setkova, of the UK Carnegie Trust. Broadway Market, weekly farmer’s market in Hackney

Philanthropy is the new buzzword even for those who are still forging their careers.

50,000 new charities have launched in Britain since 1995.

Visiting small shops and farmers markets is a crucial weekend pursuit.

E.g. Melrose and Morgan open kitchen/grocers or Broadway market in Hackney (in image)

Disenchanted with mainstream politics, engaging with the local community instead.

‘ The threat of the loss of the corner shop or post office is reviving people’s understanding of the importance of community,’ says Lenka Setkova, of the UK Carnegie Trust.

Gender roles are shifting too Women are taking control in the new conceptual age where their right brained qualities like imagination, emotion and communication are key. By 2028 women will be the main earners in 1/4 UK families already they make 80% of purchasing decisions. Meanwhile, London’s men are going through a renaissance. They go for old world wines, Hendkricks gin or imported bears, read Monocle or the new look Esquire and like to think they are cultured. Will Hersey, associate editor, Esquire calls them Intelli-gents. ‘A ll about celebrating the cerebral,’ he says, ‘They still want to look good and go out, but want to keep learning, sharpening their brains and be interesting in conversation.’ Wonderbra campaign and brands for the intelli-gent

Women are taking control in the new conceptual age where their right brained qualities like imagination, emotion and communication are key.

By 2028 women will be the main earners in 1/4 UK families already they make 80% of purchasing decisions.

Meanwhile, London’s men are going through a renaissance. They go for old world wines, Hendkricks gin or imported bears, read Monocle or the new look Esquire and like to think they are cultured.

Will Hersey, associate editor, Esquire calls them Intelli-gents. ‘A ll about celebrating the cerebral,’ he says, ‘They still want to look good and go out, but want to keep learning, sharpening their brains and be interesting in conversation.’

Trend 1: Mash Up The internet offers up the history of subculture to London’s mash up generation (18 – 24). Full of confidence, they pick and choose freely between these genres mashing them up as they go into contradictory outfits and ironic music. Yo ung people are being 'raised online' spending in excess of 20 hours a week using sites such as bebo, Myspace, Facebook and YouTube,’ says new research published by the Institute for Public Policy Research. Artists like Amy Winehouse, Lily Allen and the Klaxons started the trend by referencing older music styles in their music so now even mainstream fans are going online and doing their own research. Otherwise it’s all about Nu Rave in fashion and music. Super Super magazine is the mash up generation’s favourite and has pioneered the Nu Rave genre.

The internet offers up the history of subculture to London’s mash up generation (18 – 24). Full of confidence, they pick and choose freely between these genres mashing them up as they go into contradictory outfits and ironic music.

Yo ung people are being 'raised online' spending in excess of 20 hours a week using sites such as bebo, Myspace, Facebook and YouTube,’ says new research published by the Institute for Public Policy Research.

Artists like Amy Winehouse, Lily Allen and the Klaxons started the trend by referencing older music styles in their music so now even mainstream fans are going online and doing their own research.

Otherwise it’s all about Nu Rave in fashion and music.

Fashion from Casette Playa; Kesh; and Gareth Pugh are particularly good examples of the Nu Rave, mash up vibrancy. The secret is neon, a few basic items from American Apparel and some ridiculous props akin to Public Enemy frontman Flava Flav’s clock back in the early 90s. Music from Patrick Wolf; or the Klaxons; here the theme is mashed up, unexpected and with a good dose of pulsing rave. They head down Boombox in Hoxton and are entertained by audio visual assaults like those from Addictive TV, and always read Super Super Magazine. Potential to go beyond London: this trend has already started to spill over into the UKs other towns and even over to the US. Record artist Patrick Wolf; clashing nu rave colour palette; jacket from Cassette Playa

Fashion from Casette Playa; Kesh; and Gareth Pugh are particularly good examples of the Nu Rave, mash up vibrancy. The secret is neon, a few basic items from American Apparel and some ridiculous props akin to Public Enemy frontman Flava Flav’s clock back in the early 90s.

Music from Patrick Wolf; or the Klaxons; here the theme is mashed up, unexpected and with a good dose of pulsing rave. They head down Boombox in Hoxton and are entertained by audio visual assaults like those from Addictive TV, and always read Super Super Magazine.

Potential to go beyond London: this trend has already started to spill over into the UKs other towns and even over to the US.

Trend 2: Urban village In a response to increasingly isolated online lives, Londoners in the 24 – 35 bracket are upholding community values and welcoming village values into the city. Village like institutions like the village fete, the women’s institute, lawn bowls and pavement cricket are in. Some go as far as Keeping bees; rearing chickens; growing herbs and vegetables; or having an allotment. The annual Art Car Boot Fair on Brick Lane and the Shoreditch Sisters division of the Women’s Institute learning crafts.

In a response to increasingly isolated online lives, Londoners in the 24 – 35 bracket are upholding community values and welcoming village values into the city.

Village like institutions like the village fete, the women’s institute, lawn bowls and pavement cricket are in.

Some go as far as Keeping bees; rearing chickens; growing herbs and vegetables; or having an allotment.

S upporting Village Life Locavores support local goods and services. They order locally sourced vegetables via Able and Cole or the River Cottage company and think about food ethics. Those who can shop at Waitrose and get their produce from local butchers or Whole Foods. Bristish shoppers spent over £4.8bn on ethical foods in 2007, up 17% from £4.1bn in 2006 Protagonists include the new wave of responsible restaurateurs: Arthur Potts-Dawson of Acorn House and the fully sustainable Water House; Oliver Rowe of Konstam where 85% of produce is sourced from within London’s tube map; Jamie Oliver with Fifteen which employees young offenders. Potential to spread? Community values are set to be key over the coming decade, the urban village lends itself to large cities, where local life has been eroded and there are high numbers of young professionals who yearn for intimacy. St Barnabas Community Fete, East London

Trend 3: Hyper Real Today’s new millennials live in a digitally enhanced world. They exist seamlessly on and offline and see the artificial and man-made component in everything they do. They have grown up with the first cloned animal, Dolly the Sheep, plastic surgery as a viable option, are fluent with photo re-touching software and see little distinction between themselves and the phone they carry. According to Ofcom, 26% of adults with broadband in the UK access video clips weekly; 43% have uploaded images and 18-24 year olds are happy living online. A Future Laboratory report for MySpace found that 45% would rather spend their free time on social networking sites compared to just 9% who do so on talking on their mobiles. Experiences need to be super enhanced, animated and hyper real for this youth to feel. Everything has to compete with cyber fantasy. Essential diet for youth into Hyper Real, energy boosts, fruit without time consuming skin; synthetic products.

Today’s new millennials live in a digitally enhanced world. They exist seamlessly on and offline and see the artificial and man-made component in everything they do. They have grown up with the first cloned animal, Dolly the Sheep, plastic surgery as a viable option, are fluent with photo re-touching software and see little distinction between themselves and the phone they carry.

According to Ofcom, 26% of adults with broadband in the UK access video clips weekly; 43% have uploaded images and 18-24 year olds are happy living online. A Future Laboratory report for MySpace found that 45% would rather spend their free time on social networking sites compared to just 9% who do so on talking on their mobiles.

Experiences need to be super enhanced, animated and hyper real for this youth to feel. Everything has to compete with cyber fantasy.

Young designer Gareth Pugh (collection pictured here) taps into the trend with his computer enhanced style. Products are flashy and fun like London Dry Gin Pocket Shots which deliver 40% alcohol to the Hyper Real generation on the go. They head to independent retailer Lik + Neon in Shoreditch and love clothing by Kate Moross who just did a line for Top Shop. Potential to spread: Even something as mainstream as Lilly Allen borrows from this trend with her hyper animated videos and comical combo of sweet 50s dress with stomping sneakers. In fact lives are only going to get more artificial as the net spreads into reality with augmented reality gaming, led, ambient technology and networked architecture materials. This trend is subtly there throughout the UK and is no doubt bubbling in youth pockets globally. Dress, Gareth Pugh

Young designer Gareth Pugh (collection pictured here) taps into the trend with his computer enhanced style.

Products are flashy and fun like London Dry Gin Pocket Shots which deliver 40% alcohol to the Hyper Real generation on the go.

They head to independent retailer Lik + Neon in Shoreditch and love clothing by Kate Moross who just did a line for Top Shop.

Potential to spread: Even something as mainstream as Lilly Allen borrows from this trend with her hyper animated videos and comical combo of sweet 50s dress with stomping sneakers. In fact lives are only going to get more artificial as the net spreads into reality with augmented reality gaming, led, ambient technology and networked architecture materials. This trend is subtly there throughout the UK and is no doubt bubbling in youth pockets globally.

Trend 4: The engineers Not so much the geeky mathmetician, in this case, engineer refers to the ability to understand the mechanics and want to look for the logic or story that lies behind. Predominantly in the 24-35 age range they have matured from the no logo protester of the 2000s to a do-er who just wants transparency from the media and brands. They like being told how something is made so they can imagine creating it one day themselves. They want media and market to treat them with intelligence and sensitivity. Truth and real are the magic words here and everything in their lives revolves around these principals. Hardware hacking at workshops like Tinker.it organised by moving brands are gaining popularity; RCA designer Greetje Van Helmond demonstrates the process in her sugar jewellery design

Not so much the geeky mathmetician, in this case, engineer refers to the ability to understand the mechanics and want to look for the logic or story that lies behind.

Predominantly in the 24-35 age range they have matured from the no logo protester of the 2000s to a do-er who just wants transparency from the media and brands.

They like being told how something is made so they can imagine creating it one day themselves.

They want media and market to treat them with intelligence and sensitivity.

Truth and real are the magic words here and everything in their lives revolves around these principals.

In design, it’s about performance design. Fresh names like Max Lamb and the more established Tom Dixon are pioneering the trend. Both have been putting an emphasis on the process of designing the product rather than the product itself. This way the audience can see inside the mechanics of the piece and they relish that opportunity. Seeing behind the product gives every experience learning potential. Wine tasting at Vinopolis or Islington’s new Sampler make the perfect evening. Even whiskey tasting is in, and refined lads head to the Man Tea at the Mandeville Hotel to try their wares. These inquisitive consumer’s head to Le Labo at Liberty’s where they are invited to create their own perfumes by select (and learning about) individual notes. They head to Shochu Lounge to try Tony Conigliaro’s molecular mixology. Here they literally taste the science . Shochu lounge and the craft of molecular mixology

In design, it’s about performance design. Fresh names like Max Lamb and the more established Tom Dixon are pioneering the trend. Both have been putting an emphasis on the process of designing the product rather than the product itself. This way the audience can see inside the mechanics of the piece and they relish that opportunity.

Seeing behind the product gives every experience learning potential. Wine tasting at Vinopolis or Islington’s new Sampler make the perfect evening. Even whiskey tasting is in, and refined lads head to the Man Tea at the Mandeville Hotel to try their wares.

These inquisitive consumer’s head to Le Labo at Liberty’s where they are invited to create their own perfumes by select (and learning about) individual notes.

They head to Shochu Lounge to try Tony Conigliaro’s molecular mixology. Here they literally taste the science .

Trend 5: Collaborative culture This trend is the embodiment of web 2.0 both on and off line. For the New Millenials it’s about the digital communality they have grown up with. They communicate through blogs, are constantly uploading to wikis and the web and expect to have that relationships with brands too. 42% of UK students have a profile on either MySpace or Facebook; and 1 in 4 UK internet users has made a new friend online. For the professional working in the creative industries, it’s about collaboration based around interdisciplinary collectives that they access through communal workplaces like the Tea Building in Shoreditch, Westbourne Studios and Shoreditch Town Hall London’s hottest DJs, Promoters, Producers and remixers produced a limited edition compilation tape that was simultaneously released in LA, Tokyo and London on So Sweet Records; WEARE collaborative clothing brand launched by Moving Brands

Women visit OSOYOU.com because it combines online shopping with collaboration, via peer referrals; Radiohead’s new approach to album sales has invited fans into the conversation – they choose how much they want to pay. Penguin has responded by encouraging readers to join in story telling with the recently released, We Tell Stories, a series of six interactive novels. Will it go out of London? The online nature of this collaborative approach to branding and creativity means this trend is not so geographically focused. Brands such as Dell computing have already made this form of consumer participation a central theme of the brand’s R&D. We tell stories use of Google maps to guide reader on the tale; OSOYOU ‘stare, shop, share’ site

Women visit OSOYOU.com because it combines online shopping with collaboration, via peer referrals; Radiohead’s new approach to album sales has invited fans into the conversation – they choose how much they want to pay. Penguin has responded by encouraging readers to join in story telling with the recently released, We Tell Stories, a series of six interactive novels.

Will it go out of London? The online nature of this collaborative approach to branding and creativity means this trend is not so geographically focused. Brands such as Dell computing have already made this form of consumer participation a central theme of the brand’s R&D.

Micro 1: Wacky racers The bike is the new must have accessory. There to be customized and ridden with flare. 18 – 35 year olds meet up in London’s east end in particular the bottom end of Brick Lane where on the weekends they can be found displaying their home-made bikes and playing bike polo Pinel & Pinel in Paris have their luxe-cycle; as does Chanel, designers are looking to it where once they focused on the chair. Bikes are an essential part of low carbon futures. The Wacky Racers trend will spill out of London and over time it may alter in aesthetic but the bike is now a necessity for penny, eco conscious youth. Characteristic customized fixie; shoreditch bike polo festival flyer

The bike is the new must have accessory. There to be customized and ridden with flare. 18 – 35 year olds meet up in London’s east end in particular the bottom end of Brick Lane where on the weekends they can be found displaying their home-made bikes and playing bike polo

Pinel & Pinel in Paris have their luxe-cycle; as does Chanel, designers are looking to it where once they focused on the chair. Bikes are an essential part of low carbon futures. The Wacky Racers trend will spill out of London and over time it may alter in aesthetic but the bike is now a necessity for penny, eco conscious youth.

Micro 2: Double dressing In a world that prizes individuality, a growing number of youths are embracing sameness - albeit of the studied and deliberate kind. The contrived style statement is known as 'twinning', or 'Double Dressing‘. Richard Ascott and Philip Colbert, founders of fashion label Rodnik, started double dressing in trademark matching bowler hats to create a respectable uniform for their brand. Amy Harrison and Antonya Allen, 24 and 25 respectively and both web presenters, started the double dressing look after turning up for university on the first day of term to find they were both identically dressed. "Rather than be freaked out," says Amy. This is something which kids do across the world but usually grow out of quickly. Double Dressing is a playful approach to wardrobe and could well catch on out of London and the UK. Amy Harrison and Antonya Allen; Richard Ascott and Philip Colbert

In a world that prizes individuality, a growing number of youths are embracing sameness - albeit of the studied and deliberate kind. The contrived style statement is known as 'twinning', or 'Double Dressing‘.

Richard Ascott and Philip Colbert, founders of fashion label Rodnik, started double dressing in trademark matching bowler hats to create a respectable uniform for their brand.

Amy Harrison and Antonya Allen, 24 and 25 respectively and both web presenters, started the double dressing look after turning up for university on the first day of term to find they were both identically dressed. "Rather than be freaked out," says Amy.

This is something which kids do across the world but usually grow out of quickly. Double Dressing is a playful approach to wardrobe and could well catch on out of London and the UK.

Micro 3: Death in the afternoon Flexi-time, freelance and project based work is on the rise. Now leisure time is catching up. Tea drinking has been gaining momentum for the last few years but, this year, Kate Moss launched her birthday celebrations with tea at the Dorchester, and added extra glamour to the pursuit. For a bit of burlesque decadence, Afternoon Tease are also providing the perfect post lunch frolic. Cabaret acts such as Trixee Sparkle are among the highlights in the Time for Tease bimonthly London events. Creatives with fluid work hours have started to do ‘trunch’ a mix between tea and lunch. The bars and cafes around Hoxton are busy from early afternoon onwards. This will catch on wherever the creative industries are booming like the UK where they account for 8% of economy. Afternoon teas in London

Flexi-time, freelance and project based work is on the rise. Now leisure time is catching up.

Tea drinking has been gaining momentum for the last few years but, this year, Kate Moss launched her birthday celebrations with tea at the Dorchester, and added extra glamour to the pursuit.

For a bit of burlesque decadence, Afternoon Tease are also providing the perfect post lunch frolic. Cabaret acts such as Trixee Sparkle are among the highlights in the Time for Tease bimonthly London events.

Creatives with fluid work hours have started to do ‘trunch’ a mix between tea and lunch. The bars and cafes around Hoxton are busy from early afternoon onwards.

This will catch on wherever the creative industries are booming like the UK where they account for 8% of economy.

Micro 4: The roaring 20s Noël Coward is enjoying a renaissance in London theatres. The Vortex at the Apollo and Present Laughter at The National Match group head barman Kevin Armstrong calls the ‘new wave gins’ like Tanqueray No Ten, Juniper Green Organic and Hendrick’s all in. Drinking etiquette is old fashioned at Art Deco hotspot Milk & Honey where ‘gentlemen must remove their hats’. People head to speakeasy-style clubs like The What What Club; Astor (home to quintessential Dick’s Bar); Prohibition at AKA bar; and The Smoking Cabinet. This trend is tapped into by the 18 – 24 party set and the more considered yet quirky 24 – 35 year olds. It is already going on out of London and in New York. 20s head gear at the What What Club; Kate Moss in her Top Shop flapper collection.

Noël Coward is enjoying a renaissance in London theatres. The Vortex at the Apollo and Present Laughter at The National

Match group head barman Kevin Armstrong calls the ‘new wave gins’ like Tanqueray No Ten, Juniper Green Organic and Hendrick’s all in.

Drinking etiquette is old fashioned at Art Deco hotspot Milk & Honey where ‘gentlemen must remove their hats’.

People head to speakeasy-style clubs like The What What Club; Astor (home to quintessential Dick’s Bar); Prohibition at AKA bar; and The Smoking Cabinet.

This trend is tapped into by the 18 – 24 party set and the more considered yet quirky 24 – 35 year olds. It is already going on out of London and in New York.

Micro 5: Super Heroes Anonymous Individuals now roam the streets under such guises as 'Mr Silent', 'Street Hero' and 'Angle-grinder' serving their people as 'do-gooders' They promote the message that, with the right motivation, training and goodwill, anyone can rise above the norm - anyone can become a Superhero in some small way. MySpace and social networks have become a great source for the RLSH community to grow and inspire new heroes around the world. In the South-East of England, Angle-Grinder takes a political activist approach to being a superhero. He rebels against wheel-clamping, speed cameras and CCTV cameras, offering a free wheel-clamp removal services. His profile photo shows Angle Grinder in a shiny blue costume, heavy industrial cutting tool in hand for those tough steel clamps. They head to Hero-gear.net to get spandex body suit designs tailored to their character

Individuals now roam the streets under such guises as 'Mr Silent', 'Street Hero' and 'Angle-grinder' serving their people as 'do-gooders'

They promote the message that, with the right motivation, training and goodwill, anyone can rise above the norm - anyone can become a Superhero in some small way.

MySpace and social networks have become a great source for the RLSH community to grow and inspire new heroes around the world.

In the South-East of England, Angle-Grinder takes a political activist approach to being a superhero. He rebels against wheel-clamping, speed cameras and CCTV cameras, offering a free wheel-clamp removal services.

His profile photo shows Angle Grinder in a shiny blue costume, heavy industrial cutting tool in hand for those tough steel clamps.

They head to Hero-gear.net to get spandex body suit designs tailored to their character

Add a comment

Related presentations

Related pages

Jigsaw London Reviews in United Kingdom | Glassdoor

8 Jigsaw London reviews in United Kingdom. A free inside look at company reviews and salaries posted anonymously by employees. Site Menu. Jobs; Companies;
Read more

Jigsaw Junior, Kings Road, London | Shopping/Baby Care in ...

... 18th May to 18th June 2016 ... opened on 9th October 2008 in the former ... from Jigsaw Junior. With London reaching a ...
Read more

Fashion industry news & fashion trends | Drapers

For the latest fashion and retail news and the latest fashion trends as well as ... 4m in the 53 weeks to 30 June, ... Jigsaw chief's secret truth about ...
Read more

Supply Management - Supply Management

CIPS Middle East Supply Management Awards winners revealed. ... UK China flights to double. ... London. Wednesday, 14 September 16.
Read more

Google Trends

See the latest trends, data and visualizations from Google. Find out what's trending near you right now. . See the latest trends, data and ...
Read more

Why wool is spinning back into fashion | Style | Life ...

Why wool is spinning back into fashion ... 2008 to 2010 show that the value of the UK ... market for quality British wool products in China, ...
Read more

YouTube - Wikipedia

YouTube entered into a marketing and advertising partnership with NBC in June 2006. In November 2008, YouTube ... YouTube include China ... trends, and ...
Read more

Content no longer available - Victoria and Albert Museum

© Victoria and Albert Museum, London. We're sorry, you have landed on a page that is no longer available. Please try these other pages. The V&A Home page.
Read more

Marks & Spencer - Wikipedia

Marks & Spencer launched an online ... On 2 October 2008, M&S opened its first mainland China ... M&S launched the "Forever Fish" campaign in June 2011 and ...
Read more