“Lack of water, loss of soil fertility, a waste of food ever seen in the history of mankind, are problems that, if we continue to produce, distribute and consume as we do, will remain without solution.
The new and relevant concepts find space even in time of crisis: located in Milan, Corso Venezia 5, will open the first and very much awaited boutique COS, Collection of Style, the premium retail store of the swedish ready to wear group H&M. It offers affordable (15-350€) clothing for women, men and kids merging comfort and textile quality to an innovative design and attention to details.
Since it was launched, in 2007, the brand has always found in design and contemporary art – and especially in the Bauhaus aesthetic, good-looking and functional – his first source of stylistic ispiration, becoming especially sought-after fashion experts.
Now COS offers to Milan public his minimal scandinavian look, expressed in a coherent way even with the store spaces, very bright, clean and sober, but with color breaches. Another consideration on scandinavian fashion is that, despite paying lot of the attention in latest trends, it always keeps a functional approach in clothing.
Euromonitor’s 10 main trends for 2012, posted last March on the blog, clearly highlight two co-existing orientations apparently conflicting in terms of lifestyle. On one hand the “Connected Life” where technology is ubiquitous, making us always connected and increasingly influencing our lifestyles (interestingly, in Israel the computer company BUG defines itself a “Digital Lifestyle Store” or tour operators offer holidays called “bleisure”, mixing business and leisure).
On the other hand comes the reaction to the “always connected” concept: an increasing need to slow down and limit life complexity, the desire to go back to past times, the wish to deepen the link with local lifestyles hindering the stateless globalization (Slowfood sets an example).
The future lifestyle, as reported in the study, should be able to get the best from both wolds: the digital one – choice, convenience, control – and the slow-paced one – looking for little pleasures like shopping in local markets or giving kids using toys that instead of batteries are fueled by improvisation, imagination and creativity.
“Collective” brand founded by Carlo Petrini in 1986, Slowfood is today a fully-fledged lifestyle brand thanks to several elements: some stories to tell, a strong belief, a manifesto, a lifestyle proposition coming out through communication, different point of sales and products. Born as a cult brand for a niche of followers, today it counts 100.000 members in 153 countries, representing an alternative to an unhealty and contrived lifestyle. The brand’s manifesto declares the acceptance of an eco-gastronomic credo accentuating concepts like good, clean and fair.
Another interpretation of this phenomenon talks about it as a reactionary movement created by a very limited group of well-off people.
<<We make cars, they make computers, but Apple and Ferrari join in the same passion and love towards the product, the absolute care about technology and design>> commented Luca di Montezemolo on his trip to Stanford University.
Two cult brands both based on the central role of product and design on one side, and on the ability to generate a symbolic value for customers and fans. A talent missed by many other brands. Enzo’s legend, his passion for F1, the stories on the logo’s birth, the heroic pilots, the Italian character, the unique engine rumble are all emotional aspects supporting and going beyond the beautiful and well-crafted cars.
Will Ferrari be able to become a complete lifestyle brand through its extended range of products and the investments in brand stores?
Why does Apple represent a lifestyle brand able to influence our interests, opinions and attitudes in technology?
We tried to give an explanation in our book, even if the Web already offers thousands of tips, stories and opinions about that. Minyanville is an interesting site telling stories about Apple and illustrating how Apple’s communication strategy was able to create a deep relationship with its clients, making them feel part of a big “hip” family.