2011消费新趋势——TOPYS独家编译
译、文/VIVI
由Jeremy Gutsche创立的趋势预测公司Trendhunter，新近发布了一系列基于上年群体观查做出的2011趋势预测，共归纳出20个与市场、社交网络、时尚、科技、艺术与设计、商业、生命阶段、奢侈及流行文化相关的趋势，在此我们先睹为快。
更多报告详情可通过Trendhunters网站购买阅读。
注：斜体字部分为译者注。
开始倒数：
20、定向传播
营销人员转向范围广、成本低及病毒式的传播媒介，从Pac-Man街机到巨型弹球，这种广告形态能充分吸引闹市行人的注意。
环境媒体创意广告、病毒式广告物美价廉，大有可为。
19、互动销售
互动购物袋、恐龙主题商场、iPad菜单……零售商店拼命将自己与其他竞争者进行区分，将良好的店内体验转化为忠诚的客户关系。
在越来越多的零售商店里，使用它们的购物袋即享购物折扣。
18、慈善的偏差
慈善正在偏离轨道，转而以毛骨悚然、稀奇古怪、过分性意象等震撼策略来制造关注、获取基金。在可选慈善机构众多的情况下，慈善组织在争取消费者注意力方面无所不用其极。
17、科技穿上身
耳环电话，全息手镯，视觉助听器……这些都是将时尚和科技汇聚一体的产品。多亏这些可以穿戴的科技发明，现在你不仅从手镯上就可以看到是谁在打给你，还可以用内衣给别人发短信。
16、品牌回归
从复古的公主电话到Disney服装再到充满童趣的广告，消费者似乎一直想要满足对童年的怀恋。不少品牌通过利用人们的过去而获利，例如在经典的Mickey Mouse耳朵上大做文章。
是装嫩，是自恋，是逃避，或者，是对逝去的美好时代的永久怀念。
15、街拍
正如全球最红
的街拍博客“The Sartorialist”所预言，成熟品牌如Club Monaco和GQ，也在迎合近来人们对“真实”风格的需求。在独特、利基的时尚网站以及博主们的推动下，消费者对时尚街拍博客的重视进一步扩展。
街拍乃大势所趋，明星成为免费代言人及真实的潮流ICON。比如，这些图一出来，这条裤子不火都不行。
14、实时
商家普遍开始运用Foursquare、Twitter及流媒体。社交媒体成为重视即时性的消费者的选择。
按照官方的说法，Foursquare模式50%是地理信息记录的工具，30%是社交分享的工具，20%是游戏工具。
13、现代立体主义
对于那些重视线条流畅、整洁美的人而言，立方体的灯具、建筑、座椅和机器是最佳首选，它们能满足现代极简装修普遍追求的视觉清晰。这种风格也从室内设计延伸到产品设计、品牌推广等行业。
12、仅次于最好
尽管当前经济形势不稳定，消费者们仍然在买。自2008年以来，我们看到了很多的“仅次于最好”，这一潮流持续在许多行业（例如时尚、科技）重现。昂贵的名牌产品座列价格亲和的替代品之后。
经济不稳定时，性价比才是王道。
11、立体印刷
从防弹衣到鞋服，更低的成本增加了尖端技术的亲和力，较小的企业也开始使用3D印刷创造各种产品。这一日益主流的概念也将进入消费者的家庭。
立体印刷还没进家门，3D电视倒是已经铺天盖地了==”
10、超级写实主义
这是对PS之完美的对抗。艺术家们致力于以“不加修饰”打造独特、真实的属性。这些写实系艺术反对修饰，挑战许多杂志封面的人造感。
9、幼儿触摸屏
互动视频程序，枕头科技，互动童话故事。厂商应用因iPad而大热的触摸屏，试图吸引愿在育儿生活中融入新科技的新生代父母。讲故事时间从未变得如此高科技和拟真。
8、民主销售
2006年的Threadless（无线T恤）是众源服装的先锋，如今消费者投票已经开始推动各种产品，包括家具甚至quirky卡片的设计。消费者声音之大前所未有。
美国芝加哥的无线(Threadless)T恤公司就利用众包来设计新T恤。该公司网站每星期都会收到上百件来自业余或专业艺术家的设计。然后他们把这些设计放在网站上让用户打分。每星期有4到6件得分最高的T恤设计会被投入制造，然而能不能量产还要看公司是否收到足够多的预订单——只有预订单达到一定数量的T恤才会正式被排入生产线。
7、摇滚明星自我表现主义
轮廓鲜明的旅馆设计，摇滚时尚，叛逆的产品设计。“Rock’n’Roll will never die（摇滚不死）”，摇滚文化仍有巨大影响力。
6、现代儿童广告
商家倾尽全力在来钱处——父母。儿童广告使用环保材质、极简装饰等诉求来吸引成年人的兴趣。向鲜明的图案和卡通广告说再见吧，一起迎接成人化的儿童产品新时代。
5、奢华继续
航班里的私人房间、商务卧室甚至镶钻22克拉的行李箱，证明尽管市场低迷，放纵的消费者仍然渴望奢华。经济危机让许多行业缩手缩脚，其他行业却铤而走险，充分利用现存上层消费者的需求并从中获利。
4、复古服装
刺绣、钩编、做旧的织物从祖母的年代复活了。有远见的时尚人士用“现代化”将它们改头换面，成为今日的反时尚。
打上vintage烙印的包包衣服这两年通通大卖，并且卖的还不便宜。
3、永恒的调适
芭比娃娃玩复古风，飞机越来越华丽，甚至老派的技术机件都要为了满足各行各业日益提高的审美而重新设计。消费者们购买的产品既不失原有功能又美观许多。
2、tweet经济
从被“#”的网站、被twitter的鞋子到社交网络里的长袜，只要Twitter继续繁荣，利用它的企业与服务业就也将繁荣。随着越来越多的人加入twitter，Twitter使用者的成功也必然带来如潮就业机会。
同样，微博里被@的账号，成名速度一样惊人。
1、独立消费主义
星巴克把旗下一家分店伪装成独立的espresso咖啡馆，Absolute无商标行走。显然，消费者在避开大品牌。信用破产的消费者把经济危机归罪于巨型品牌，更小或更新的公司更有机会借这种情绪获利。
个人特别喜欢这两杯子，坚决跟星巴克的惯用计量单位tall、grande划清界限，而且多实诚啊，怎么看都是站在咱们消费者这头的：）
原文：
Trendhunter, the trend spotting company founded by Jeremy Gutsche, has released a set of projections for 2011 based on crowd-sourced observations over the last year. Twenty trends have been collated, related to marketing, social networking, fashion, technology, art and design, business, life stages, luxury, and pop culture. Here’s a sneak preview of the findings, available for purchase in more detail from the Trendhunters site. Read on for the video and summary of the 20 trends. Take a further look at the Trend Reports.
20. Projected Publicity -- Marketers turning to large-scale, low-cost and ultra viral mediums like these projected billboards. From Pac-Man projections to giant pinball displays, this form of advertising is grabbing the attention pedestrians in dense urban cities.
19. Interactive Retail -- Interactive shopping bags, dinosaur-themed malls and iPad menus are all examples of how retail stores are striving to differentiate themselves from other industry competitors. These brands have turned positive in-store experiences into loyal customer relationships.
18. Charitable Deviance -- Charities are treading off of the beaten path to create awareness and increase funds by using shock tactics like gruesome, bizarre and overly sexual imagery. With so many organizations to choose from, charities are vying for consumer attention by using a variety of attention-grabbing methods.
17. Wearable Tech -- Earring telephones, holographic wristwear and visual hearing aids are all examples of how the fashionable and geeky can converge into a functionally chic product. Now you can find out who’s calling from your bracelet and text people via your skivvies thanks to these wearable tech innovations.
16. Brand Reversion -- From princess phones to Disney couture and childish ads, it seems that consumers are on a continual quest to satisfy their childhood nostalgia. Drawing from iconic symbols like Mickey Mouse ears, many brands are tapping into people’s pasts to generate revenue.
15. On the Spot Style -- As the famed ‘Sartorialist’ blog is making book deals, established brands like Club Monaco and GQ are mimicking the recent demand for “real” style. Consumers have always valued street style fashion blogs, this trend has been amplified by a surge in unique, niche fashion sites and even a celebritizing of the bloggers themselves.
14. Real-Timing -- Businesses are incorporating Foursquare, Twitter and live streaming to provide participants with instant gratification. Social media has become the medium of choice by consumers who crave immediacy.
13. Modern Cubism -- Cubed lighting, architecture, seating and technology are the perfect match for those valuing clean lines and an uncluttered aesthetic. The simplistic geometric shape of the cube lends itself well to modern minimalist homes as the quest for visual clarity saturates interior design and bleeds into product design, branding and many other industries.
12. Next Besting (UPDATE) -- Consumers are still purchasing—regardless of the current economic state of uncertainty. While we’ve seen a lot of “next besting” since 2008, this trend continues to resurface in all industries such as fashion and technology. It seems that expensive, brand name products are taking the back seat to budget-friendly alternatives.
11. Tangible Printing -- From body armor to shoes and clothing, smaller businesses are using 3D printing for creating a variety of products because lower costs have increased the accessibility of this cutting edge technology. Expect to see this increasingly mainstream concept carve a path into the homes of consumers.
10. Hyperrealism -- Rebelling against the notion of photoshopped perfection, artists are striving to create their own accurate representation of reality using their raw talent. These pieces of photorealistic art defy deception and stand out against the faux feel of many magazine covers.
9. Toddler Touchscreens -- Interactive film apps, pillow tech and interactive fairytales. Using touchscreen platforms leveraged by the popular iPad, developers have been producing games that appeal to next gen parents who want to integrate new technology into their parenting. Story time has never been so hi-tech and immersive.
8. Democratic Selling -- Businesses like ‘Threadless’ were early pioneers of crowdsourced clothing in 2006, but now consumer votes are pushing a variety of products such as furniture and even quirky card designs. The voice of the customer has never been louder.
7. Rockstar Self-Expressionism -- Hard-edged hotel designs, rockstar fashion and even in rebellious product design. The old saying that “Rock’n’Roll will never die” rings true in a variety of industries proving that rock’n’roll culture still has significant influence.
6. Modern Kidvertising -- Marketers are focusing their efforts to where the money is: the parents. Children’s campaigns are appealing to adult interests by using eco-friendly textiles and minimalist décor. Say farewell to brightly patterned goods and cartoony commercials and welcome in a new era of adultized children’s products.
5. Luxury Lives On -- Airplanes equipped with personal rooms, business class bedrooms and even 22-Carat flight trolleys prove that even though the market is down, indulgent consumers still crave luxury. The financial crisis has caused many businesses to scale back, but other businesses are taking risks and capitalizing on existing upper-class consumer needs.
4. Geriatric Couture -- Embroidery, crocheting and vintage fabrics are being resurrected from our grandparent’s generation. Forward-thinking fashionistas are turning geriatric style on its head by modernizing it and embracing this preconceived bland flavor of style as today’s anti-fashion.
3. Perpetual Adaptation -- Barbies are going retro, planes are getting glam and even old school tech gadgets are getting redesigned in order to satisfy the demand for ever-evolving aesthetics in all industry areas. The products that consumers are purchasing are aesthetically evolving radically without losing their primary functions.
2. Tweetonomics -- From hashtag-powered sites to twittering shoes and social networking stockings, as long as Twitter continues to flourish, so will the businesses and service industries that utilize it. As more users continue to join Twitter, there will be a surge of career opportunities that will evolve from the Twittersphere’s success.
1. Discrete Consumerism -- Whether it’s Starbucks disguising one of its chains as an indie espresso bar or Absolut going labeless, it’s apparent that consumers are shying away from big brand names. As credit-crunched consumers blame mega-brands for rough economic times, smaller or newer businesses have an open door to reap the rewards of an anti-corporation sentiment.
