男性商品的總體趨勢分析 是由出版商Style-Vision, s.a.r.l.在2007年05月所出版的。
這份英文市場調查報告書包含39 pages 價格從美金930起跳。
Abstract
Exploring how brands can successfully navigate with men' s search for independence without confusion.
Years of undisputed domination led men to consider themselves as stronger,
smarter, more responsible, more courageous and more creative than women.
However, the price to pay to “be a man” was terribly high: the
amputation of any of their feminine sides. The patriarchal system then
collapsed with the industrial age in western economies. In more traditional
societies, the one-sex model dogma is cracking under pressure. The image of
men became blurred and unstable. Men often abdicated and were left equally
mutilated from their masculine heritage.
Too male or not enough? This is the dilemma of modern men. In the short term,
brands respond to men' s identity crisis with new routes. New men' s products
and services are popping up every minute, and they address more diversified
niches and untapped facets of new men. Still, this formula has a limit. Men
(like women) like to have more options when it serves their independence. They
want fewer choices when it reinforces their confusion.
In this Mega Trend, we will be exploring how brands can successfully navigate
with men' s search for independence without confusion.
Seven areas of everyday life (Fashion, Cosmetics, Health, Home, High Tech,
Automotive, Culture and Leisure, Love) have been scrutinized across countries
(Brazil, China, Denmark, France, India, Japan, Romania, United Kingdom and the
United States), revealing contrasted results.
Leading companies should find creative directions in this report to better
understand if they should boost or maintain the number of options offered to
men and how this could be done.
This edition delivers innovative concepts, fresh ideas and real-life
scenarios. For the first time, it also includes quantitative data from the
Style-Vision exclusive Mood Panel to support those future insights.
MEGA-TREND© is a trend report, co-created by leading creative agencies
and trend experts from around the world including Ana Goalabré
(Douarnenez), Copenhagen Institute for Future Studies (Copenhagen), Funky
Business (Bucharest), Onio Design (Mubai), Trico (Deft), The Mageborn Company
(New York), Brand DNA (Paris), Imageneer (São Paulo, Brazil), Virginia
Lau (Hong Kong), Y Studios (San Francisco and Shanghai) and Style-Vision
(Nice).
Subscribers include: Gap, Volkswagen, TWA, Burberry, Adidas, Swarovski, France
Telecom, Sony, Virgin, LVMH services, Leo Burnett etc.. .
Brands and people mentioned in this volume include: 2channel, 2exist, 3Edge
Solutions, Bajaj, Bald Guyz, Ballesterer, Biotherm,Butt for you, Cadbury
Schweppes, CarSpace.com, Chanel, Cialys, C-In2, CityBoxer, Courvoisier, Cyril
Lignac, Dandy House, David Smith, David Yuman, Drop Speaker, Emmanuel
Dietrich, Ermigneglio Zegna, Fathers 4 Justice, Garrard, Gerbe, HeadBlade,
Hermès, Jockey, Le comptoir de l' homme, Leah Mc Sweeney, LG
Electronics, LinkedIn, Living Omnimedia, Lloyds, Loreal, Mandarin Oriental,
Martha Stewart, Max Power, Most Official Bitches, MyGoodness, Nationwide,
Offside, OpenBC, Paul Smith, Philips Norelco, Pimp My Fridge, Rund, 11Freunde,
Rykiel, Ryze, Simon Pyrke, So Foot, Somang, Sony, Spike, Stanton, Stephen
Giles, STUDS, Tom Ford, Toyota, Valmont, Viagra, When Saturday Comes,
Wilkinson,…
Table of Contents
Introduction
Scenario 1 FASHION
- WHO IS WEARING THE PANTS?
- Men love fashion but their freedom of expression through fashion is
still limited by the social norms of gender differences. Fashion should
progressively enrich design palettes with accessories enabling more variety
of masculine personalities.
- Indicators
- Design palette
Scenario 2 COSMETICS
- HAIR CULT
- Increasingly sophisticated male grooming products are being marketed to
men. However, domesticating facial and body hair remains an essential
grooming ritual of the male beauty.
- Indicators
- Design palette
Scenario 3 HEALTH & HOME
- MALE TERRITORY
- Sports play an important role in the assertion of masculinity, defining
a reserved arena where male culture can flourish.
- Indicators
- Design palette
Scenario 4 HIGH TECH
- TOYS AND BOYS
- Technology items revitalize men childhood spirit with a sense of
smartness, freshness and wonder.
- Indicators
- Design palette
Scenario 5 AUTOMOTIVE
- BIG WHEELS
- Men love machines because they reflect and flatter the masculine
mystique: performance and independence
- Indicators
- Design palette
Scenario 6 CULTURE & LEISURE
- MEN ENGENDER MEN
- With the end of the patriarchal age, a new parenting model is upcoming:
the end of tyranny for both fathers and sons!
- Indicators
- Design palette
Scenario 7 LOVE & SEX
- A GENTLEMAN' S AGREEMENT
- The future belongs to the “gentle” men who will discover
their masculine and feminine sides in the course of their life and express
them alternatively.
- Indicators
- Design palette
- THE MOOD OF MEN
- Mood Panel Survey
- Mood & countries
- Mood & Trends
- Mood Consumption theory
- Coeditors
- License
