Abstract:

Understanding trends in youth markets is challenging due to the dynamism and fluidity of consumer attitudes. This paper aims to outline how a bricolage approach using creative methodologies can help understand these changing dynamics, and how leading-edge opinion can be harnessed to anticipate future changes. The presentation also outlines how to design such a future-focussed study in order to build in the flexibility and partnership needed to adapt as findings emerge, allowing findings to shape the research process as it evolves, and creating actionable outputs which can be used to fuel strategic decision making. Additionally this presentation provides an insight into how luxury and prestige are being re-defined by young European consumers, and the implications this has for the brands attempting to reach them.