譯、文/VIVI

由Jeremy Gutsche創(chuàng)立的趨勢(shì)預(yù)測(cè)公司Trendhunter，新近發(fā)布了一系列基于上年群體觀查做出的2011趨勢(shì)預(yù)測(cè)，共歸納出20個(gè)與市場(chǎng)、社交網(wǎng)絡(luò)、時(shí)尚、科技、藝術(shù)與設(shè)計(jì)、商業(yè)、生命階段、奢侈及流行文化相關(guān)的趨勢(shì)，在此我們先睹為快。

更多報(bào)告詳情可通過(guò)Trendhunters網(wǎng)站購(gòu)買(mǎi)閱讀。

注：斜體字部分為譯者注。

開(kāi)始倒數(shù)：

20、定向傳播

營(yíng)銷(xiāo)人員轉(zhuǎn)向范圍廣、成本低及病毒式的傳播媒介，從Pac-Man街機(jī)到巨型彈球，這種廣告形態(tài)能充分吸引鬧市行人的注意。

環(huán)境媒體創(chuàng)意廣告、病毒式廣告物美價(jià)廉，大有可為。

19、互動(dòng)銷(xiāo)售

互動(dòng)購(gòu)物袋、恐龍主題商場(chǎng)、iPad菜單……零售商店拼命將自己與其他競(jìng)爭(zhēng)者進(jìn)行區(qū)分，將良好的店內(nèi)體驗(yàn)轉(zhuǎn)化為忠誠(chéng)的客戶關(guān)系。

在越來(lái)越多的零售商店里，使用它們的購(gòu)物袋即享購(gòu)物折扣。

18、慈善的偏差

慈善正在偏離軌道，轉(zhuǎn)而以毛骨悚然、稀奇古怪、過(guò)分性意象等震撼策略來(lái)制造關(guān)注、獲取基金。在可選慈善機(jī)構(gòu)眾多的情況下，慈善組織在爭(zhēng)取消費(fèi)者注意力方面無(wú)所不用其極。

17、科技穿上身

耳環(huán)電話，全息手鐲，視覺(jué)助聽(tīng)器……這些都是將時(shí)尚和科技匯聚一體的產(chǎn)品。多虧這些可以穿戴的科技發(fā)明，現(xiàn)在你不僅從手鐲上就可以看到是誰(shuí)在打給你，還可以用內(nèi)衣給別人發(fā)短信。

16、品牌回歸

從復(fù)古的公主電話到Disney服裝再到充滿童趣的廣告，消費(fèi)者似乎一直想要滿足對(duì)童年的懷戀。不少品牌通過(guò)利用人們的過(guò)去而獲利，例如在經(jīng)典的Mickey Mouse耳朵上大做文章。

是裝嫩，是自戀，是逃避，或者，是對(duì)逝去的美好時(shí)代的永久懷念。

15、街拍

正如全球最紅
的街拍博客“The Sartorialist”所預(yù)言，成熟品牌如Club Monaco和GQ，也在迎合近來(lái)人們對(duì)“真實(shí)”風(fēng)格的需求。在獨(dú)特、利基的時(shí)尚網(wǎng)站以及博主們的推動(dòng)下，消費(fèi)者對(duì)時(shí)尚街拍博客的重視進(jìn)一步擴(kuò)展。

街拍乃大勢(shì)所趨，明星成為免費(fèi)代言人及真實(shí)的潮流ICON。比如，這些圖一出來(lái)，這條褲子不火都不行。

14、實(shí)時(shí)

商家普遍開(kāi)始運(yùn)用Foursquare、Twitter及流媒體。社交媒體成為重視即時(shí)性的消費(fèi)者的選擇。

按照官方的說(shuō)法，Foursquare模式50%是地理信息記錄的工具，30%是社交分享的工具，20%是游戲工具。

13、現(xiàn)代立體主義

對(duì)于那些重視線條流暢、整潔美的人而言，立方體的燈具、建筑、座椅和機(jī)器是最佳首選，它們能滿足現(xiàn)代極簡(jiǎn)裝修普遍追求的視覺(jué)清晰。這種風(fēng)格也從室內(nèi)設(shè)計(jì)延伸到產(chǎn)品設(shè)計(jì)、品牌推廣等行業(yè)。

12、僅次于最好

盡管當(dāng)前經(jīng)濟(jì)形勢(shì)不穩(wěn)定，消費(fèi)者們?nèi)匀辉谫I(mǎi)。自2008年以來(lái)，我們看到了很多的“僅次于最好”，這一潮流持續(xù)在許多行業(yè)（例如時(shí)尚、科技）重現(xiàn)。昂貴的名牌產(chǎn)品座列價(jià)格親和的替代品之后。

經(jīng)濟(jì)不穩(wěn)定時(shí)，性價(jià)比才是王道。

11、立體印刷

從防彈衣到鞋服，更低的成本增加了尖端技術(shù)的親和力，較小的企業(yè)也開(kāi)始使用3D印刷創(chuàng)造各種產(chǎn)品。這一日益主流的概念也將進(jìn)入消費(fèi)者的家庭。

立體印刷還沒(méi)進(jìn)家門(mén)，3D電視倒是已經(jīng)鋪天蓋地了==”

10、超級(jí)寫(xiě)實(shí)主義

這是對(duì)PS之完美的對(duì)抗。藝術(shù)家們致力于以“不加修飾”打造獨(dú)特、真實(shí)的屬性。這些寫(xiě)實(shí)系藝術(shù)反對(duì)修飾，挑戰(zhàn)許多雜志封面的人造感。

9、幼兒觸摸屏

互動(dòng)視頻程序，枕頭科技，互動(dòng)童話故事。廠商應(yīng)用因iPad而大熱的觸摸屏，試圖吸引愿在育兒生活中融入新科技的新生代父母。講故事時(shí)間從未變得如此高科技和擬真。

8、民主銷(xiāo)售

2006年的Threadless（無(wú)線T恤）是眾源服裝的先鋒，如今消費(fèi)者投票已經(jīng)開(kāi)始推動(dòng)各種產(chǎn)品，包括家具甚至quirky卡片的設(shè)計(jì)。消費(fèi)者聲音之大前所未有。

美國(guó)芝加哥的無(wú)線(Threadless)T恤公司就利用眾包來(lái)設(shè)計(jì)新T恤。該公司網(wǎng)站每星期都會(huì)收到上百件來(lái)自業(yè)余或?qū)I(yè)藝術(shù)家的設(shè)計(jì)。然后他們把這些設(shè)計(jì)放在網(wǎng)站上讓用戶打分。每星期有4到6件得分最高的T恤設(shè)計(jì)會(huì)被投入制造，然而能不能量產(chǎn)還要看公司是否收到足夠多的預(yù)訂單——只有預(yù)訂單達(dá)到一定數(shù)量的T恤才會(huì)正式被排入生產(chǎn)線。

7、搖滾明星自我表現(xiàn)主義

輪廓鮮明的旅館設(shè)計(jì)，搖滾時(shí)尚，叛逆的產(chǎn)品設(shè)計(jì)。“Rock’n’Roll will never die（搖滾不死）”，搖滾文化仍有巨大影響力。

6、現(xiàn)代兒童廣告

商家傾盡全力在來(lái)錢(qián)處——父母。兒童廣告使用環(huán)保材質(zhì)、極簡(jiǎn)裝飾等訴求來(lái)吸引成年人的興趣。向鮮明的圖案和卡通廣告說(shuō)再見(jiàn)吧，一起迎接成人化的兒童產(chǎn)品新時(shí)代。

5、奢華繼續(xù)

航班里的私人房間、商務(wù)臥室甚至鑲鉆22克拉的行李箱，證明盡管市場(chǎng)低迷，放縱的消費(fèi)者仍然渴望奢華。經(jīng)濟(jì)危機(jī)讓許多行業(yè)縮手縮腳，其他行業(yè)卻鋌而走險(xiǎn)，充分利用現(xiàn)存上層消費(fèi)者的需求并從中獲利。

4、復(fù)古服裝

刺繡、鉤編、做舊的織物從祖母的年代復(fù)活了。有遠(yuǎn)見(jiàn)的時(shí)尚人士用“現(xiàn)代化”將它們改頭換面，成為今日的反時(shí)尚。

打上vintage烙印的包包衣服這兩年通通大賣(mài)，并且賣(mài)的還不便宜。

3、永恒的調(diào)適

芭比娃娃玩復(fù)古風(fēng)，飛機(jī)越來(lái)越華麗，甚至老派的技術(shù)機(jī)件都要為了滿足各行各業(yè)日益提高的審美而重新設(shè)計(jì)。消費(fèi)者們購(gòu)買(mǎi)的產(chǎn)品既不失原有功能又美觀許多。

2、tweet經(jīng)濟(jì)

從被“#”的網(wǎng)站、被twitter的鞋子到社交網(wǎng)絡(luò)里的長(zhǎng)襪，只要Twitter繼續(xù)繁榮，利用它的企業(yè)與服務(wù)業(yè)就也將繁榮。隨著越來(lái)越多的人加入twitter，Twitter使用者的成功也必然帶來(lái)如潮就業(yè)機(jī)會(huì)。

同樣，微博里被@的賬號(hào)，成名速度一樣驚人。

1、獨(dú)立消費(fèi)主義

星巴克把旗下一家分店偽裝成獨(dú)立的espresso咖啡館，Absolute無(wú)商標(biāo)行走。顯然，消費(fèi)者在避開(kāi)大品牌。信用破產(chǎn)的消費(fèi)者把經(jīng)濟(jì)危機(jī)歸罪于巨型品牌，更小或更新的公司更有機(jī)會(huì)借這種情緒獲利。

個(gè)人特別喜歡這兩杯子，堅(jiān)決跟星巴克的慣用計(jì)量單位tall、grande劃清界限，而且多實(shí)誠(chéng)啊，怎么看都是站在咱們消費(fèi)者這頭的：）

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.