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
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Allegoria SARL au capital de 22 000 Euros– RCS Nanterre B 381141050 0 Trend Safari
 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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 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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 Methodology
A _ An OBSERVATION system relying on a 3 step methodology
- Selecting a key theme / Preparatory meetings with the client’s training director.

1
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.

2
- 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

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

- Drafting of the specs for the issues to be solved and listing of ideas with a

1 potential defined in phase one

- Creative meeting (one day): brainstorming, creative techniques, shortlisting of
ideas.

2 - 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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 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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 Methodology

> Handing out of location self-

completion 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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 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 recently conducted
Example : «Green Tour»
Examples : Logics of display in luxury stores
Trend Safari dedicated to eco-consumption made
in Los Angeles
> Analysis based on our subscription research
> Selection of locations based on the « Green » theme
on the key trends of luxury p.o.s. by the year
> Designing the itinerary.
2010
>>> Typical itinerary
>>>>> Opposite: Angela Bulloch installation for the Dior
Breaksfast - Urth Caffé
Homme boutique in Osaka.
Whole Foods Market and Whole Body store
Putting it in parallel with our section on luxury and
Elixir – well-being and gourmet food store
contemporary art.
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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 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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 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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 Team Trend Safari

International network of analysts

We regularly work with a network of internationally based analysts, who are steeped in the local social-
cultural,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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