Trend-Led Innovation - Join the Dots

Trend-Led Innovation

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Laithwaite’s Wine came to us with a clear strategic challenge; a desire to appeal to more ‘younger’ consumers, without alienating their current ‘older’ client base.

We applied our UP Trends model to their brief. Using our quantified trend data, we were able to identify a set of target trends with strong appeal across both younger and older consumers. We applied the trends to the wine industry via trend mapping and qualitative exploration with our leading-edge Illume Guides. This uncovered twelve key opportunity areas for Laithwaite’s Wine around how the trends are manifesting within the wine industry.

To apply the trends, we delivered an ideation workshop. Bringing the trends to life via immersive presentation and stimulus boxes, so stakeholders could fully experience the trends for themselves. We then facilitated creative ideas generation exercises tailored specifically to their business challenge.

Our UP Trends approach enabled Laithwaite’s Wine to identify four unique concept areas with appeal across all of their demographics. It also left them with a set of applied consumer trends to refer to day-to-day within the business.

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