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Top 15 trends for 2015 / SCB Partners

Lifestyle expert Tammy Smulders reveals what we’ll be eating, drinking and doing in 2015

What Will the Top Trends of 2015 Be?

Leading London-based trends and marketing insights consultancy SCB Partners, part of Havas Media Group, announces 15 trends for 2015 for food & dining, fashion & personal expression, retail, homes, travel, and active lifestyle.

80s Icon Brands, adult sticker-mania, Designer farms and digital goes physical…lifestyle expert Tammy Smulders reveals what we’ll be eating, drinking and doing in 2015

Food & Dining

1. Designer Farms. Move over provenance.  Let’s talk about designer farms.  The trendiest restaurants and tables at the chicest homes are seeking out these trendy farms, with the latest farming technique/process and stylish branding. The finest biodynamic kale should come from One Gun Ranch in Malibu, California, while your pork simply must come from Flying Pigs Farms in upstate New York, don’t you know…

Designer Farm One Gun Ranch produces kale, various greens, carrots, beets, citrus fruits, herbs, and its own supersoil.

2. Table Fees.  That table at the Chiltern Firehouse tomorrow is not happening – right?  Wrong!  Services like Little Emperors have pre-booked tables for 4 at London’s most impossible to book restaurants every night of the week.  The Resy app looks to do the same.  For a fee of up to £50, that table is yours!

Resy App: For a fee a table at a hard-to-book restaurant is yours

3. Discounter Delicacies:  Finally, you can enjoy lobster, cognac, and caviar, without taking out a loan!  Discount grocery stores including Aldi and Lidl are offering previously considered unattainable and decadent delicacies at affordable prices.  Aldi – which is opening a whooping 65 new stores in the UK, is offering 20 grams of Beluga caviar and fresh lobster per 240g both for a modest sum of £9.99.
Aldi Lobster at £9.99
Fashion & Personal Expression
4. Return of 80s Icon Brands.  They’re baaack.  Moschino. Mugler.  DKNY. Calvin Klein.  These brands will re-appear from obscurity for the first time in years at stores from our favourite style leader stores including Selfridges, 10 Corso Como and Opening Ceremony.
Moschino returns to style emporiums and department stores for S/S 2015
5. Mennaissance.  Brands are waking up to the fact that men are driving the growth in the luxury market.  Expect to see new entrants into the menswear category in 2015 – rumours include Tory Burch, Victoria Beckham and even La Perla are launching men, while men’s online emporiums Mr. Porter and East Dane continue to expand their footprint
La Perla’s new SS15 menswear concept launched at Pitti Uomo
6. Adult Sticker-Mania: Stickers are making a comeback, and they’re not just for kids. Customization turns playful when brands provide a range of stickers you can use to decorate anything.
Anya Hindmarch’s collection of bags come with personalized leather stickers
7. Editorial Direct Shopping: In 2015, we’ll see the early signs of buying direct from editorial via the digital sites of your favourite magazines. You will be able to buy clothing items, beauty and accessories right out of fashion shoots.  Book your holiday via a newspaper’s travel section, or home furnishings off of home and architecture magazine sites.  In the future, advertising rates will be based less on readership numbers and more about how many items an article or episode sell.
Clothing featured in glossy editorials, like Vogue, will have a ‘buy it now’ option
8. Digital Goes Physical:  Omni-channel is the buzzword, so much that even digital retailers are now realising how important the experience of a physical store can be, and now online retailers are going bricks & mortar. Online e-commerce giant Amazon is rumoured to be opening a permanent physical store in New York City, while Moda Operandi recently opened its London Belgravia store.
Moda Operandi, the exclusive designer pre-season designer online store, opened a physical store in a Belgravia mews.
9. Connected Home Ecosystems.  Apple Homekit and Google Nest are finally making the connected home a reality in 2015.  From locking your doors via your smartphone to turning on the coffee machine, the mobile phone will become your remote control to everything in the home.
Nest’s home system will know when you’re home and away—altering heat levels accordingly
10. Extreme First Class: Airlines are developing first class flying experiences so good, that travellers won’t want to sleep for fear of missing out.  Singapore Airline Suites boast custom Givenchy sheets and pyjamas, Bose headphones, and five star cuisine. If you do decide to get some shut eye, the entire suite transforms into a full size bed, too.
Singapore Airlines’s full sized bed offers Givenchy Sheets and Champagne
11. Seoul Destination –Those in favour of getting lost in translation are moving from Tokyo to Seoul, looking to explore a capital of incredible contemporary conceptual design, architecture, and an added technological wow factor.
Young girl hanging out in Seoul’s design area, Noksapyeong
12. Poshtel:  As Millennials start to make a bit of money, but are to their hostel-going habits, enter the boutique hostel. Kicking off in Europe, these affordable and beautifully decorated spaces retain the young, adventurous spirit of hostel travel, with hotel comfort. ‘Seven Hostel’ in Sorrento Italy boasts a luxury rooftop terrace, while undeniably charming Almaa hostel in Sintra Portugal is housed in a 12th century property.
The ‘Seven’ Hostel’s rooftop offers a setting of luxurious glamour
Active Lifestyle
13. Consumities: Brands will look to become connectors by creating vibrant consumer communities where consumers can connect, share tips and opinions, and engage in conversation. Nike instigated the growing trend when it developed during a World Cup– a social networking site for soccer fans who create smaller communities surrounding their interests, while simultaneously building brand loyalty and advocacy, while Sephora is doing the same with beauty junkies.
Nike creates communities of friends to encourage individuals to reach their goals
14. Parkour Gyms: Urban ‘outdoor’ workouts are moving indoors again.  First it was rock climbing, but now Parkour, or free running, jumping, and climbing on urban obstacles, is becoming popular and accessible in a gym format: preserving the sport’s notorious thrill factor while adding an element of routine and safety.  Parkour Generations and Paramount Parkour are just a few examples.
Parkour Generations recreates urban spaces to allure Parkour lovers to free run and jump inside
15. Mini Sabbaticals: This year, your boss may actually encourage you to take a vacation… a means to refresh your concentration levels and achieve personal non-professional goals.  From charity work to art courses, these new benefits will be available for loyal employees after several years of service, and won’t count toward holiday!