| Trends/2004: Insight From
Trends for Design Leadership
The 8th European International Design Management Conference
March 21-23, 2004
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information about this conference
Changing a Company Profile From a Retail-Based
Company to a Brands-Based Company
Stéphane Roche, Chief Operations Officer, Decathlon
Philippe Picaud, Design Director, Decathlon
In 2002 Decathlon, a leading international sports retail chain,
initiated Decathlon Creation to support the development of dedicated
brands within its stores. Decathlon Creation was designed to transform
the organization to successfully face the challenge of enhancing
the end-user experience through product and service offerings in
the coming decades. To effectively implement this innovative platform
change from retail-based to brands-based, Decathlon Creation created
a collaborative work process that fused Research and Development,
Ergonomics and Biomechanics, and Design and Marketing together.
Working with Decathlon Design, and the Advanced Design and Trends
and Views teams, Decathlon Creation has been able to address the
evolution of international sports markets and provide new business
opportunities through products and services.
Member
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Forecasting for the Present
Mario Gagliardi, Principal, Allevio Innovation and Design
Trends are powerful influencers behind purchase decisions, yet
they are frequently and informally entering the product development
process via the hunches of designers, who often work as trend sensors,
synthesizing a variety of current stimuli to make important contributions
to their design challenges. However, for effective strategic planning
and design leadership, it is essential to make trends explicit from
a more structured perspective. This presentation will present approaches
to grasp and describe the big picture of trends: the thrusts of
events, agendas, ideologies, economy, culture and technology right
down to the values and behaviors of the individual.
Member
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Deep Context: The Path that Leads to Inspired,
Integrated, Boundary-crossing Innovations
Michael Eckersley, Principal, HumanCentered
Human experience is the ultimate measure of value for any product,
service or system environment. For design to have the greatest relevance
and strategic advantage, teams must develop a deep, working familiarity
of the people who represent markets of interest. This market focus
defies convention and inspires a firm’s collective imagination
to produce original, integrative, boundary-crossing solutions that
are not trend-followers, but anticipate and satisfy human needs
and desires. Exemplifying this is a case study of St. John’s
Health System, their efforts to formulate a better system of primary
health care delivery, and how, after a process of primary audience
research and design-planning, a new primary care model emerged,
offering innovations in areas of the built environment, information
and technology, and culture and community.
Member
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Confessions of an Emerging Brand: The Role of
Trend and Design in Fossil’s Developing Business Model
Tim Hale, Senior Vice President, Design, Fossil
Stephen Zhang, Image Director, Fossil
In their presentation, Tim Hale and Stephen Zhang will identify
the Fossil company profile through visual reference; discuss the
meaningful role design has played in the continuing success of the
brand; and the changing paradigms that have occurred in thinking
related to the management and acquisition of trend data. They will
illustrate case studies as examples where trends were created from
pure observation and also how Fossil utilizes trends and cross-pollinates
the data with brand to maintain brand continuity while still addressing
current movements. Additionally, they will review Fossil’s
current methods for gathering information about trends and how that
is implemented into the product and brand development cycles.
Member
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Innovate or Die: Design as a Means to Stay Connected
to Young Consumers
Martien Heijmink, Design & Innovation Manager, Heineken
International B.V.
Worldwide beer consumption is in decline. Young consumers are finding
substitutes for beer, now considered old fashioned and out of style.
The challenge facing the industry, and Heineken in particular, is
to make beer relevant to young adults again. Having constant insights
into the rapidly changing world of young consumers and creating
dialogues with them is now essential for survival. Beyond sponsoring
and event marketing, design and packaging are powerful tools to
create attraction to and preference for the Heineken brand. In his
presentation, Heijmink will examine the tools that Heineken has
developed to create dialogues with young consumers and the implications
this has for design and innovation.
Member
Download PDF Presentation (8.7 MB)
We do not Want to be the Worlds Best Manufacturer
of Products that Nobody Wants to Buy
Han Hendriks, Executive Director, Design Studios Europe, Johnson
Controls, Inc.
The dynamic and complex automotive industry is changing at an ever-increasing
pace: increasing competition, margin erosion, global OEM alliances,
supplier reduction, model proliferation, shortened development life-cycles,
cost/risk sharing, environmental regulations, and of course, increasing
consumer expectations. Han Hendricks will discuss how Johnson Controls
has recognized the importance of identifying and understanding trends
relevant to innovation by positioning market research, consumer
research, benchmarking, product planning, advanced engineering,
and industrial design as strategic competences for business development
and product excellence. As a result, Johnson Controls is now pulled
into the innovation and development process earlier.
Member
Download PDF Presentation Part 1 (8.4 MB)
Member
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How to Make Your Brand Future Proof
Ilan Roos, Public Relations Director, SCAN Management Consultants
BV
Justien Marseille, Principal, Future Institute
The better your sense for undercurrents in society, the more successful
your brand can be. Brands like the Bodyshop, Laura Ashley, Virgin
and Benneton were very successful because their timing was right.
But some of these initially successful brands later ran into difficulties
because they did not respond quickly enough to newly emerging trends.
Justien Marseille and Fennemiek Gommer will show which brands did
well and which failed in riding the right trend waves of their time.
They will also share The Brand Future SWOT tool, which can help
establish the future potential of your brand, and help in adjusting
the positioning, product, design, and communications to be up to
date once again.
Member
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Meaningful Branding: A Holistic Differentiation
Strategy
Annamari Lammassaari, Vice President, Global Branding, KONE
Corporation
In the future, retaining customer loyalty will depend on the ability
of companies to provide meaningful brand experiences. Through the
creation of strategic brand content, in a way that speaks to individuals,
traditional businesses can differentiate themselves from their competitors.
Finland-based KONE Corporation, a global player in elevators, escalators,
moving walkways and automatic doors, recently changed its identity
from that of equipment manufacturer and service supplier to an accessibility
specialist and enabler of sustainable living in urban environments.
Annamari Lammassaari will examine the “Design for all”
concept that has reshaped the company from its mission statement
to its brand interface.
Member
Download PDF Presentation (1.6 MB)
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