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TRENDS About the Futures Company


The Futures Company is a strategic insight and innovation consultancy, with expertise in futures and foresight work. The company has teams in the US, Mexico, Brazil, the UK and Argentina and partnerships in China, India and Poland. It was formed in 2008 by the merger of two businesses – Europe’s Henley Centre HeadlightVision and US-based Yankelovich. It’s a division of Kantar, the insight arm of WPP. By exploring the future needs, motivations and behaviours of consumers, and the broader dynamics shaping the marketplace, the company unlocks new sources of growth for its clients. Web: www.thefuturescompany.com Twitter: @FuturesCo


cent of Vietnamese consumers surveyed said they would prioritise fi tness and wellness spending. As a result, it will be increasingly important for operators to understand local consumer needs as well as locally anchored approaches to personal health and wellbeing.


How to build the appeal of spa experience Brands hold much stronger resonance with consumers in emerging markets, with 62 per cent of Russian, 59 per cent of Chinese and 52 per cent of Indian Global MONITOR respondents considering it best to buy famous brands because you can rely on their quality, compared with a global average of 35 per cent. As a result, branded spa and leisure facilities will hold stronger appeal for many local consumers. However, this does not mean that future consumers will exclusively or


134 LEISURE HANDBOOK 2014


even primarily respond to western brand propositions. For example, South Korean brands and cultural exports are very popular in many other Asian markets, like Vietnam. As recently noted by the Financial Times, western brands will increasingly face competition from local and regional brands, including in the premium and luxury space. This also results in the blending of


eastern and western concepts in products as recently demonstrated by Osiao, Estée Lauder’s new beauty brand for Chinese consumers. Osiao (www.osiao.com) was designed as a hybrid east-meets-west skincare brand. The brand’s aspirational English language labelling is combined with a product formula tested with East Asian consumers, catering to local expectations such as clarity and luminosity, and it incorporates Chinese medicinal plant extracts.


Branded spas, like those by InterContinental, are favoured in emerging markets. The company has developed the Hualuxe brand for China


Accordingly, successful branding will be able to tap into the quality associated with western products but also cater to local needs and tastes. In most markets spa tourism and membership is likely to remain aspirational. In this context it’s important to note the higher appeal of premium and luxury products in many emerging markets. According to Global MONITOR, 32 per cent of Indian, 29 per cent of Chinese and 27 per cent of Brazilian consumers report they are more likely to purchase premium products or services in the next 12 months, against a global average of 15 per cent. Luxury is especially important for Indian consumers, with 59 per cent of Global MONITOR respondents considering it important to purchase luxury products against a global average of 30 per cent. As upper classes expand in markets like India, China and Russia the demand for high-end spa experiences is set to grow.


www.leisurehandbook.com


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