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Trend Q&A: The impact of inflation and more

Inflation, outdoor boom, marketing trends. Polaroid-style image of woman on patio
WGSN Original Image, Redrecords ©️/Pexels
Jun 01, 2022

The impact of inflation, how the outdoor boom will affect new products and marketing trends for 2022 and beyond. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to Frankfurt, London and São Paulo. Hear from the friendly faces of our Consumer Insight, Fashion and Marketing teams.

Watch the full episode below or read on for highlights of this episode:

Q: Will the current inflationary spike accelerate any existing consumer shifts?
“Consumers will be more selective about what they spend their money on. That’s been happening for years because there is middle class erosion, there is an ageing society – and these underlying demographic issues will not go away, even when energy prices are coming down again.”
– Boris Planer, Head of Consumer Insight, WGSN
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Q: Is the outdoor boom set to continue and if so, what does it mean for new products?
“The outdoor boom is definitely set to continue. This boom has been driven by an outdoors novice – people new to outdoor activities – and that’s brought much-needed diversity into the space. We’re finding diversity in terms of body shape, size, ability, age, ethnicity and socioeconomic background. That means brands and retailers need to be empathetic to the new consumer’s needs in terms of the product’s fit, level of comfort and affordability.”
– Yvonne Kostiak, Senior Strategist, Active, WGSN Fashion
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Q: What are the main marketing trends for 2022 and beyond?
“Marketing opportunities will extend the scope of storytelling. NFTs prove one of the easiest entrance points to the metaverse. First, treat it exclusively as a revenue stream with potential to yield profitable outcomes that will be developed into a reward scheme in the coming years. Then, AR will take off as a widely leveraged e-commerce marketing tool and stepping stone into the metaverse, providing a more accessible entrance point to the masses via mobile.”
– Nicole Silbert, Marketing Executive LATAM, WGSN
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