What: The annual prospective analysis from the trend agency Wunderman Thompson.

Why it is important: Interestingly, the report mentions many tech oriented trends, but almost nothing on sustainability. Does this mean that it is not a trend anymore, or that it is not considered to be hot and interesting for customers (at a moment when 35% of French customers identify sustainability as one of their top 3 worries)?

Every year, Wunderman Thompson issues a selection of the trends they identify as crucial for the coming year. This extensive report (more than 200 pages) makes the balance between a ‘return to retro’ and a strong acceleration on online sales. In details, here are their main findings and interesting insights:

• The Avatar economy: many companies completed in 2021 the B2B and B2C approaches to do DTA (Direct To Avatar) sales: RTFKT (purchased later on by Nike), Balenciaga on Fortnite, Ralph Lauren on Zepeto, American Eagle on Bitmojis, Gucci on Pokemon Go.
• The sales process is morphing:  customers do not consider that brands only serve one objectives. They expect brands to embrace broader purposes and propose larger experiences than solely related to their products, which in turn generates new opportunities. For instance, John Lewis aims to become a landlord by renting out apartments, or Ikea which sells energy.
• Growth of conversational commerce: in China for instance, Wechat allows brands to establish a direct link with individuals, instead of addressing masses, which is the reason why some qualify c-commerce as “private commerce”. According to the BCG, customers spend on average on Tencent a total amount of €23.674 a year thanks to such techniques.
• Virtual flagships: it is expected that e-commerce grows from €4.33bn in 2021 to €4.8bn in 2022. Virtual flagships are developing as they allow to reach new customers as well as propose different experiences to customers unable to travel. For instance, Lancome opened a virtual flagship based in Singapore, Australia, Korea or in the US.
• Selling to the Alpha generation: the new cohort is coming to the market and some brands are already targeting them: Pacsun (unisex products), inclusive and durable products (J.C. Penney).
• The reinvention of department stores: some new concepts are appearing, such as Bobby’s, which opened in Bournemouth (UK) in a former Debenhams location, which includes a beauty salon, an art gallery, a café, as well as local artisans and manufacturers. A hairdresser, a dentist and a brewery are planning to open as well.
• Digital twins: brands are reproducing virtually their stores to reproduce in the metaverse the experience felt in the physical world.
• GAFAM physical stores: now that Amazon is opening fashion stores, and following the Google store in NY, one must expect new usages, services and proposals to customers which will force other retailers to adapt.
• NFT platforms: some companies are able to significantly increase their revenue by creating and selling NFTs. Selfridges recently opened a point of sales allowing customers to purchase over the counter NFTs without technological hassle.
• Retro commerce: after recent trends based on nature and comfort, it seems that store design trends are gearing towards a nostalgia for retro

The Future 100