Global Trend Safari In English

TrendSafari «!Innovation through experience!» 1. Active « live » and « on site » observation of the new centers of influence 2. Transformation / cross fertilization

Training Module - January 2009 -

90, rue Anatole France. 92300 Levallois. Tel: 01 47 48 11 01/ Fax: 01 47 48 04 44 Site Internet : www. allegoria-consultants.com Trend Safari 1 Allegoria SARL au capital de 22 000 Euros– RCS Nanterre B 381141050 0

The Concept Why a trend safari? 1)

Because the city (and its places of consumption, of recreation) produces signs of socio-cultural changes at least as strong (and at times stronger) as the media, communication, brand… and is never observed as such…

2)

Retailers/stores/public places are the ground to express, to experience first-hand new consumption rites (products, services and brands).

3)

Within the over-abundance of « new concepts » (flagships and other select shops), only discerning deciphering allows to sort the good from the bad concepts.

4)

Because those locations, places, have become full-fledged « messages » that stimulate new experiences and attitudes for consumers, that can be so strongly incarnated that the associated relation can justify just about any product…

5)

Because nothing can replace direct experience to feel and then describe moods, customer attention, services…

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Trend Safari

Objectives > A tool designed both for R&D, marketing, prospective divisions « earlier in the chain » and for the operational teams (operational marketing, merchandising, networks, licenses, customer relations, architects…).

Objectives : > To stimulate and bring input to teams so as to give them a broader outlook on their business (departitioning, supplying models, transposing, juxtaposing…). > To assess real projects and actions in terms of the logic of services, layout, display, etc. > Optionally, via a creative session: To use those learnings to find solutions to issues within the company, to optimize products and services, to create a basket/ portfolio of new ideas.

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Trend Safari

Methodology A _ An OBSERVATION system relying on a 3 step methodology

1 2 3

- Selecting a key theme / Preparatory meetings with the client’s training director. Drafting of the module (1/2 day) - Preparing a « context » watch by Allegoria Consultants (2 days) - Selecting 5 or 6 places to visit and designing the itinerary. - Drafting descriptive files on the different locations including a summary of our observations on the selected theme.

- Location self-completion forms are given to the participants: description of the concept, identification of specificities, personal assessment grids. - Visits of the selected locations (1 day)

-Assessment of the visits, debriefing, sharing and comparing experiences (at the client’s): 1/2 day -Analysis of the visited locations on the basis of our subscription researches * (se details hereunder, optional)

Optimal number of participants: 5 to 7 persons/group. Sessions organized on weekdays // Lunch and transportation included.

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Trend Safari

Methodology B _ A TRANSFORMATION/ Cross fertilization system based on a creative approach in 2 steps (Optional)

1 2

- Drafting of the specs for the issues to be solved and listing of ideas with a potential defined in phase one - Creative meeting (one day): brainstorming, creative techniques, shortlisting of ideas.

- Finalization of ideas with the strongest potential, concept building and assessment (a half or a full day)

> Optimal number of participants: 5 to 7 persons/group. > Sessions organized over one day

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Trend Safari

Methodology > Selection of key themes, > Selection of locations to visit, prepared by a prior media context analysis. > Defining the itinerary. > Descriptive files of the locations Example : «Green Tour» Trend Safari dedicated to eco-consumption made in Los Angeles > Selection of locations based on the « Green » theme > Designing the itinerary. >>> Typical itinerary Breaksfast - Urth Caffé Whole Foods Market and Whole Body store Elixir – well-being and gourmet food store Fred Seagal department store

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Trend Safari

Methodology > Handing out of location selfcompletion forms to the participants > Visits of the selected locations.

Example : «Trendy spots» Trendy locations and brands (fashion and deco) in Paris. > Logbooks are made by the participants. > Photos and different material are collected. >>>>> See opposite details of the visit at the APC boutique, rue de Fleurus, Paris 6eme.

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Trend Safari

Methodology > Assessment of visits, sharing and comparing experiences > Analysis of the investigated locations based on our subscription researches* (see details hereunder). Examples : Logics of display in luxury stores > Analysis based on our subscription research on the key trends of luxury p.o.s. by the year 2010 >>>>> Opposite: Angela Bulloch installation for the Dior Homme boutique in Osaka. Putting it in parallel with our section on luxury and contemporary art.

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Trend Safari

Trend Safari recently conducted Example : «Green Tour» Trend Safari dedicated to eco-consumption made in Los Angeles > Selection of locations based on the « Green » theme > Designing the itinerary.

Examples : Logics of display in luxury stores > Analysis based on our subscription research on the key trends of luxury p.o.s. by the year 2010

>>> Typical itinerary

>>>>> Opposite: Angela Bulloch installation for the Dior Homme boutique in Osaka. Putting it in parallel with our section on luxury and contemporary art.

Breaksfast - Urth Caffé Whole Foods Market and Whole Body store Elixir – well-being and gourmet food store Fred Seagal department store

Example : «Trendy spots» Trendy locations and brands (fashion and deco) in Paris. > Logbooks are made by the participants. > Photos and different material are collected. >>>>> Visit at the APC boutique, rue de Fleurus, Paris 6eme.

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Trend Safari

Cost

A _ Trend Safari 1 to 5 participants : 2 000 !/participant Above 6 participants : 1 500 !/participant

B _ Cross fertilization system 500 !/participant

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Trend Safari

Team Trend Safari ALLEGORIA CONSULTANTS TEAM, IN CHARGE OF PROSPECTIVE DEPARTEMENT Adeline ATTIA > Founder and CEO of Allegoria Consultants > Education: French Language and Literature and Semiotics / CELSA. Former strategic planner in advertising and design agencies > Professor of semiotics, trend forecasting and market research at IEP, Paris; CELSA and University of Paris VII - Denis Diderot > Member of IREP, ESOMAR and ADETEM

Bénédicte Layotte - (in charge of the Cross fertilization part) > Senior Market Researcher, bilingual French-English > Education: Marketing and Communication > Experienced in all types of research :Brand strategies and equities, Product range & service developments & innovative and actionable socio-trends. Hubert MUSSE > Senior Market Researcher > Education: philosophy and social science > Specialized in projective and scalable qualitative research processes. Methods based on Gestalt psychology (perception and imagery)

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Trend Safari

Team Trend Safari

International network of analysts We regularly work with a network of internationally based analysts, who are steeped in the local socialcultural,advertising and media context. Their bi- or tri-cultural origins facilitate comparisons and deepen understanding

Countries covered :

UK / USA / GERMANY / SPAIN / ITALY / JAPAN / BRAZIL / CHINA /INDIA

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References Our syndicate studies (allowed to Trend Safari) - Ecovolution: ecological & ethical consumption trends - The new fiction US/France : TV/cinema - Sport & Street : sport & urban culture - The new activism issues: No logo, anti-brand movements…

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References Our recent sydicate studies > Trend

forecasting studies - 2008/2009

- Nu-Luxe, the new luxury market, Paris - New York -

- The becoming of luxury hotels - Luxury Foods in hotels - The new male territories - The new beauty & body symbols - Globalization & Multi-culturalism

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Trend Safari