News 19.01.2024

Need to Know

Ikea dupes luxury with fake Eureka Spiritsis brand, Lamborghini and Tod’s launch co-branded footwear and luxury brands find new opportunities in Brazil’s dynamic market

Ikea’s dupe Eureka Spiritsis campaign unveils kitchen luxury

Eureka Spiritsis campaign by Mother for Ikea, UK

UK – Ikea, known for affordable furniture and fittings, has taken a luxurious turn with a creative campaign by agency Mother. The 30-second ad introduces a fictional premium brand, Eureka Spiritsis, showcasing Ikea’s kitchen furnishings. The ad humorously parodies high-end advertising, with pretentious scenes and an unexpected twist revealing the brand’s true identity.

Ikea went a step further by organising a fake Eureka Spiritsis brand launch event in London, successfully duping media and influencers. Attendees discovered that the showcased kitchen was, in fact, an Ikea product, showing its high quality despite low prices – an appealing feature amid the current cost of living crisis.

Launched in the UK, the campaign spans multiple platforms, including video on demand, Pinterest, Meta, in stores and online. Ikea also collaborated with etiquette expert William Hanson for a TikTok video on using Ikea kitchens. The goal was to enhance perceptions of Ikea’s quality, design and service, ultimately boosting kitchen sales. In addition to tracking business metrics, Ikea will gauge the campaign’s cultural and social impact.

Strategic opportunity

Adverts, social media influencers and paid content have left consumers overwhelmed by choice in the marketplace. Brands should take a page from Ikea’s book and look towards satire as a communications strategy to cut through the noise and connect with audiences in their own language – as we detail in Subversive Sustainability Ads

Lamborghini and Tod's launch co-branded footwear

Tod’s for Automobili Lamborghini, Italy Tod’s for Automobili Lamborghini, Italy
Tod’s for Automobili Lamborghini, Italy Tod’s for Automobili Lamborghini, Italy

Italy – Car-maker Lamborghini and fashion brand Tod’s have joined forces to celebrate Italian craftsmanship and innovation. Unveiled during menswear show Pitti Uomo in Florence, the Tod’s for Automobili Lamborghini collection features two models of men’s and women’s shoes, the iconic Tod’s Gommino loafer and a trainer.

Both shoes were available in exclusive colourways inspired by Lamborghini’s signature hues. In terms of design, the Gommino loafer was re-imagined to echo the lines of Lamborghini’s sports cars, channelling movement and elegance. The resulting product is uncompromising in its quality, giving a sporty profile to traditional Tod’s footwear. The collection is the first part of a wider cross-skill collaboration, with leather goods and clothing launches on the agenda.

At LS:N Global we are tracking how automotive brands are branching out into multiple sectors – from apparel lines to branded residences.

Strategic opportunity

Consumers expect more from brand collaborations than a logo exchange and joint branding. Take cues from cross-skill partnerships like that between Lamborghini and Tod’s, exploring how shared values, expertise and brand codes can create synergy and added value for consumers

Foresight Friday: Marta Indeka, senior foresight analyst

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

Every Friday, The Future Laboratory team offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, senior foresight analyst Marta Indeka discusses shock value as Hollywood’s new currency and the era of ‘babygirl’ men.

: From Saltburn to Poor Things, the big screen has been capitalising on shock value more than ever. What does this say about pop culture? Trojan horse entertainment can gain traction as a tool to disguise social commentary, but also to draw people into cinemas by creating more polarising content. In today’s attention recession, it’s proving a successful strategy.

: Let’s talk about babygirl men. As writer and consultant Evan Ross Katz explained to Vogue Business, it’s a label ‘ascribed to a guy who is adorable and of whom there’s a general sentiment of acceptance in culture’. Embodied by the likes of Pedro Pascal, Timothée Chalamet and Barry Keoghan, the rise of this softer male archetype is a step forward in dismantling toxic stereotypes of masculinity – and I, for one, am glad to witness it.

: And good news for all babygirl men out there – gender inclusivity seems to be on fashion brands’ agenda for 2024. In January alone, Louis Vuitton announced it will be launching men’s fine jewellery, JW Anderson dressed men in the divisive no-pants look, and Fendi unveiled a menswear collection inspired by Princess Anne.

Quote of the week

‘I have adventured [the world] and found nothing but sugar and violence’

Emma Stone’s character Bella Baxter in Poor Things

Stat: Luxury brands find new opportunities in Brazil’s dynamic market

AI imagery by The Future Laboratory, UK AI imagery by The Future Laboratory, UK

Brazil, US – At the National Retail Federation Retail’s Big Show 2024 conference in New York, Anusha Couttigane, head of advisory at Vogue Business, presented insights from the upcoming Vogue Business Index. This bi-annual study examines the top 60 global luxury brands through consumer research across 11 markets. Despite economic challenges, luxury brands continue to show resilience. But specific social, economic and cultural trends in regions like Brazil, the Middle East and South Korea are influencing consumer attitudes and behaviours.

Brazil in particular stands out as a region ripe with luxury opportunities. Among Brazilian luxury consumers, 67% consider it essential for brands to provide multiple customer service options. In addition, 65% emphasise the importance of live chat support for online shopping, and 52% value the ability to schedule in-store appointments. With Brazil undergoing tax reforms, brands have a chance to assess the cost-effectiveness of their operations in this market and optimise their luxury offerings for profitability.

Strategic opportunity

Brands looking to expand into new markets such as Brazil need to consider ever-more nuanced regional and cultural differences. How can your brand meet local expectations? Think about how to level up personalisation through in-store and post-purchase care

Previous News Articles
Global Wellness Summit 2024: A deep dive into water’s transformative role in wellness

News

Global Wellness Summit 2024: A deep dive into water’s transformative role in wellness

The 18th Global Wellness Summit, centred around the theme A Watershed Moment for Wellness, was hosted at the iconic Old Course Hotel in St Andrews,...
Events : Health & Wellness : Luxury
Padrone’s AI-powered Primera ring reinvents the mouse

News

Padrone’s AI-powered Primera ring reinvents the mouse

Swiss tech start-up Padrone has launched a Kickstarter for Primera, a wearable ring mouse that turns any flat surface into a touchpad.
Technology : Artificial Intelligence : Design
Foresight Friday: Dan Hastings, deputy foresight editor

News

Foresight Friday: Dan Hastings, deputy foresight editor

Every Friday, we wrap up the topics, issues, ideas and viral moments everyone’s been discussing. This week, deputy foresight editor Dan Hastings de...
Politics : Society : Election
Stat: L'Oréal Paris breaks sales records on TikTok’s first UK Super Brand Day

News

Stat: L'Oréal Paris breaks sales records on TikTok’s first UK Super Brand Day

L’Oréal Paris has achieved a landmark success in TikTok Shop UK’s inaugural Super Brand Day.
Retail : Pop-culture & Media : Beauty
Disney’s ESPN joins Fortnite with football island activation

News

Disney’s ESPN joins Fortnite with football island activation

Following Disney’s £1.1bn ($1.5bn, €1.4bn) investment in Epic Games, ESPN and Fortnite are teaming up with a new in-game experience, ESPN Football ...
Sports & Leisure : Technology : Pop-culture & Media
Sporty & Rich and The Carlyle unveil limited-edition collection

News

Sporty & Rich and The Carlyle unveil limited-edition collection

Sporty & Rich, the wellness-inspired lifestyle brand, has partnered with The Carlyle, a Rosewood hotel, to launch a limited-edition collection ...
Fashion : Travel & Hospitality : Luxury
Diageo launches AI-powered FlavorPrintConnect whisky-tasting

News

Diageo launches AI-powered FlavorPrintConnect whisky-tasting

Diageo has introduced FlavorPrintConnect, an innovative platform powering the premium drinks manufacturer’s Single Malt Special Releases 2024 Tasti...
Technology : Food & Drink : Retail
Stat: Britons more likely to act on climate crisis if leaders set an example

News

Stat: Britons more likely to act on climate crisis if leaders set an example

A new study has found that UK consumers are more likely to reduce their carbon footprint if they see politicians, celebrities and business leaders ...
Sustainability : Society : Tomorrow's Leadership
Reserve your spot for our AI Futures online event

News

Reserve your spot for our AI Futures online event

On 26 November 2024, the brains behind our macrotrend report, The Synthocene Era: Merging Human and Machine Intelligence, will present the bes...
Event : Artificial Intelligence : Webinar
Asics SportStyle introduces Neocurve sneaker made from deadstock materials

News

Asics SportStyle introduces Neocurve sneaker made from deadstock materials

Asics SportStyle has launched the Neocurve sneaker, a forward-thinking footwear design made from recycled, reclaimed and deadstock materials.
Fashion : Sports & Leisure : Sustainability
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN