I don’t have a crystal ball, but that doesn’t stop me from having some opinions about what the year to come has in store. Check out my five predictions for brand trends in 2013 and let me know what you think in the comment section below!
1. The Royal Waiting
Anything Kate Middleton wears while baking the royal bun in the oven is sure to be an instant hit. And it’s a pretty safe bet that the Duchess won’t be wearing anything too sexy or body clinging while she’s waiting for her royal heir to hatch. Will we be seeing a throw back to the formless maternity dresses and peter pan collars of Lady Diana? Probably not. You can bet Kate will continue to build her own personal brand with a maternity look that’s stylish, practical, and demure all at the same time. There’s likely a relatively unknown British maternity designer that’s about to become a household name. Look for knock-offs to appear immediately in the stores. Topshop may even start a maternity line.
2. Instagram becomes the new Facebook for tweens
Many tweens (ages 10-12) aren’t allowed to have Facebook accounts, but many others have their own iPads (or at least constant access to the family device). Bottom line: these almost-teenagers want to share everything, and pictures have always been worth a thousand words. Will this set still want to graduate to Facebook when their parents finally give the ‘okay’, or will they eventually fuel the growth of Instagram as the hottest social media channel? I predict the latter.
3. Blind Agency Pitches
The best part of the immensely popular talent show “The Voice” is the first weeks when the judges choose contestants based solely on their singing ability. Chairs facing away from the stage, the performers’ appearance has no influence on whether they make it on to one of the judge’s teams. I think agencies will soon be asked to pitch in a similar way. I mean, I can just imagine potential clients sitting enthroned in over-sized leather chairs, fingers hovering over big red buttons. Perhaps the strength of a small, relatively obscure agency’s simply brilliant core idea will finally have the chance to trump the dog and pony shows that many of the larger agencies have come to rely on.
4. I Heart Brooklyn
This younger-brother borough has long been creeping up on its more popular counterpart (Manhattan) as the coolest place to see and be seen in the NY metro area. The shiny new Barclay Center, home to uber cool Jay-Z’s Nets, may have finally given this area the last boost it needed to wear the crown. Will Brooklyn finally win the sibling rivalry and become the focus of the iconic “I Love New York” campaign? The way it’s looking right now, it just might happen. I Heart Brooklyn bumper sticker anyone?
5. Weather or Not
For the past few years, the seasons are completely out of whack. Regardless of whether you believe in global warming, you have to admit that the temperatures are not what we used to expect each season and Mother Nature seems to be having a field day at our expense with hurricanes, October snow storms and then 60 degree Decembers. Will these changes affect the way that brands are created and marketed? For example, maybe we won’t see the same seasonal collections in fashion lines. Maybe a “round the year” collection from designers will become the norm. Hey, it could happen.
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