The mass appeal of ‘wellness as a lifestyle’ may be something trending with consumers today, but it’s a mindset that’s been central to Equinox since its inception in 1991, says Vimla Gupta, CMO of the premium fitness brand, on the latest episode of TheCurrent Innovators podcast.
Equinox has paved the way by offering consumers support and service beyond typical gym classes by understanding how their fitness behaviors have always been a pivotal part of their lifestyles. In doing so it’s become not just a ‘gym’ brand, but an entire lifestyle group that will even open its own hotel in New York in 2019.
Its success comes from the fact it quickly understood that with the rise of the internet, consumers were going above and beyond normal exercise behavior to better understand their needs and goals. “What we seek to do as a brand is intrinsically understand our consumer and what her needs are; what drives her,” says Gupta. “And what we are seeing is the consumer has a PHD in everything; unlimited access to information.”
Modern gym-goers, Gupta says, are information-obsessed and think of every step of the journey, from understanding their nutrition and dietary needs, to researching the efficacy of the latest workout and even what sportswear they wear. This pushes brands like Equinox to become the vehicles to satisfy their learning needs and provide them with an experience that will correspond to their high performance expectations.
At the heart of Equinox’s interaction with its clients is the need to keep innovating by introducing services and technologies that help maximize the potential in their consumers lives, she adds. Technology in this case acts as an engagement and recommendation tool through leveraging individual data, such as the recent launch of a digital coach – or a bot – to its 10-year-old mobile app, which learns from a user’s activities and helps them stay on track.
During this conversation with Liz Bacelar, founder of TheCurrent, Gupta also divulges more on what tech means for the Equinox gym experience, how the company is evolving from fitness to lifestyle and retail, and its upcoming plans to keep enabling clients to live their best lives.
Catch up with all of our episodes of TheCurrent Innovators here. The series is a weekly conversation with visionaries, executives and entrepreneurs. It’s backed by TheCurrent, a consultancy transforming how consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.
Underpinning the fashion and luxury industries right now is both a tough retail environment and a landscape of intensifying competition – from Amazon to the bevy of new direct to consumer players. While sales are steadily on the rise, with The McKinsey Global Fashion Index projecting global industry growth from 3.5 to 4.5% in 2018, there are still big challenges ahead.
As we’ve seen time and again, survival is no longer a guarantee merely based on heritage; innovation in an age of rapidly evolving consumer expectations is what will drive staying power.
However, while that word – “innovation” – means newness in a literal sense, when it comes to looking at trends for the year ahead, we are very much talking about evolution not revolution in terms of what matters for retail and fashion brands.
For 2018, then, the big areas of focus will continue to be around augmented reality, artificial intelligence, the voice interface, blockchain, the circular economy, new materials, customisation and fulfillment.
Those tech terms tie into some big overarching trends shaping the future of the industry too; namely the sense of an increasingly frictionless shopping experience, more personalised and relevant consumer interactions and the drive of a serious sustainable agenda.
Here are the things you need to be thinking about…
In 2017 we saw the launch of Apple’s ARkit and Google’s ARcore, making augmented reality development on the devices we all use everyday incredibly simple. This push into the mainstream has led to a forecast of 900 million AR-enabled smartphones by the end of 2018, according to consulting firm Digi-Capital. With that of course comes increased consumer expectation – research from Digital Bridge shows that 69% of shoppers now want retailers to launch AR apps within the next six months.
We’ve already seen the likes of Ikea, Anthropologie and Burberry doing so to both facilitate shopping and make for some fun experiential use cases. As Apple CEO Tim Cook told Vogue: “Over time, I think [these features] will be as key as having a website.” 2018 then is your year to tool up. What is your AR strategy going to be?
Big data strategy is more of a reality for retailers and brands than ever thanks to the role of machine learning within artificial intelligence. Now, decisions can be made based on detailed and real-time consumer insights. The largest benefit for businesses at this point lies in providing greater relevancy or personalisation to the consumer – from tailored recommendations to highly individualised messaging.
There will be an estimated 1.8 billion users of voice assistants – like Amazon’s Alexa and Apple’s Siri – by 2021, according to Tractia. That kind of progress is already well underway, hot on the heels of simple facts like Amazon’s Echo devices being the biggest sellers on its website this holiday season. Last year we saw retailers starting to figure out where their place was in this landscape – Walmart teamed up with Google Home; others like Perry Ellis launched a fun personal styling app through Alexa.
Based on the simple mantra of needing to be where your consumers are, it’s time for the rest of the industry to start exploring how they too can use voice. At some point we’re going to see such technology assistants as the gatekeepers to shoppers, turning traditionally targeting and messaging on its head.
Blockchain is another tech word that’s been bandied about nonstop of late, but the chips are starting to fall as to what this can really mean for the industry. While cryptocurrencies are having a real do or die moment, the more relevant applications of blockchain for fashion brands lie in authenticity and transparency. Authenticity is about anticounterfeiting above all else, while transparency sits alongside sustainability. Both are about validating supply chain data, with blockchain by its immutable nature supporting that very fact.
London designer Martine Jarlgaard recently led the charge in terms of transparency, turning to storytelling to showcase each step of her supply chain through blockchain company Provenance. Expect 2018 to see more of these types of initiatives on a marketing level, as well as a broader movement to start thinking from the ground up in terms of integrating such technology into the foundations of the organisation.
The circular economy
On the subject of sustainability, the drive for less waste, and the move towards a true circular economy is also gaining headway. In 2017 we saw H&M announce its goal to be fully circular by 2030 and to only use recycled or other sustainably sourced materials. No small task, but a bold statement highlighting the work that’s got to go in between now and then.
The key, according to Nielsen, is that 72% of millennials and 73% of Generation Z say they would pay more for brands with sustainable offerings, meaning doing good is also key to strong business today. It’s not possible to be in this industry without thinking about this side of things in some way or another as a result, making this year a critical time for all involved. Strategy around the three R’s: reduce, reuse and recycle, will be a big focus for 2018, from new innovations shaping the possibilities around recycling techniques themselves, to a continued focus on areas like the sharing economy and resale sites.
Other names like VitroLabs are also worth keeping an eye on, as well as those experimenting with different fibres produced from the byproduct of harvests including pineapples, mushrooms, oranges and grapes. If last year was about experimentation, 2018 gives us the opportunity to move towards application and real commercial viability.
If you pull together some of the above trends – personalisaton and sustainability fundamentally – there’s little escape from the idea of customisation as a penultimate thought for 2018. If you can make something tailored to the individual, waste is lower, usage lasts longer, conversions are higher… the list goes on.
This is not new – we’ve been monogramming for decades – but the continued roll out of flexible manufacturing options from start-ups like Unmade, or with Shima Seiki printers as the likes of Ministry of Supply have used, as well as large scale automated systems like the Speedfactory from Adidas, are making this both quicker and more possible at scale. If that wasn’t enough, beware the A word once more: Amazon recently won a patent for an on-demand manufacturing system for apparel. That could be a game changer.
In case Amazon hasn’t yet been mentioned enough above, one final point to note continues around just how to make your time from order to delivery faster than ever. With the e-commerce juggernaut setting the precedent amid a consumer landscape of instant gratification in the on-demand economy world, it’s become somewhat of a race to the bottom for fulfillment.
The fact is, if we’re offered 30-minute drone delivery down the line, or even more realistically the 90-minute arrivals of our Gucci wares from Farfetch, as we saw launch in 2017, we’re more than likely going to take it. The question of need no longer comes into it. This space is ripe with start-ups offering all manner of assistance – from types of delivery options to opportunities for simplified returns. So what are you doing to pick up the pace? Time is quite literally of the essence.
Fashion is the most popular blog subject in Spain, couture in France, and weddings in Canada. That’s according to data from blog discovery platform Bloglovin’, which analysed the top search terms from its userbase in 96 countries.
The research took into account 750,000 searches made on the platform each month between July 1 and September 30, 2015, with a resulting infographic depicting the most interesting and versatile of the terms.
Some other highlights include yoga in Italy, interiors in South Korea, crochet in New Zealand and tattoos in Argentina. Meanwhile, the UK is searching for vegan and the US is all about travel.
The Bloglovin’ team put the latter down to the fact 68 million Americans travelled abroad in 2014, which is a record for the country. In terms of blog searches, they’re favouring this kind of inspiration over say fashion or food.
Josh Fischer, Bloglovin’s VP of product, explains: “What was interesting was the emergence of other more ‘lifestyle’ topics such as fitness, yoga, family and travel. A common trajectory we see for many bloggers is that they start out primarily talking about what they wear, but as they build an audience, people want to know more about them as a person; where they vacation, how they stay fit, etc.”
He says the data is useful for brands and content creators alike when planning on a global level, because it shows what resonates the most in different markets.