MILK's blog delivers emerging
perspectives on changing consumer
culture, trends and social influences:
Augmented ID
TAT is a Swedish software company and they are hot on new mobile applications, especially in augmented reality.
Check out their Augmented ID on this You Tube link.
Basically it use facial recognition software and links in all your social media profiles like Facebook, Twitter, Linked in etc to your face!
Then you choose which profiles you want to be public at anytime so that when someone points their iPhone at you it brings up all your profile details that you have public.
Awesome for networking, dating, retail loyalty in-store, you name it.
Gonna be big… soon.
MILK Magazine in Magma Books
I’m really pleased to announce from next week you’ll be able to pick up a copy of MILK from those nice people at Magma bookstores.
They have shops in Clerkenwell Road, Covent Garden, Manchester and online.
More info on Magma here.
Micro luxury: redefinitions in 2010
We’ve been looking at where the deep pocketed will safely expend their wealth in times where spending flashy cash isn’t cool and petrol thirsty motors don’t really fit with the recent Copenhagen’s agenda and here it is, the Aston Cygnet!
Now Aston Martin is without doubt still wound licking at the sales fall off in the last year, but kudos for the innovation here.
If things appear in market as planned for early 2011, for £20k you can get behind the wheel of the Cygnet. Now this is some £10k more than the Toyota IQ, the car the Cygnet is built upon, but there’s an interesting catch…
To buy one, you must already own an Aston Martin. They state that many of their customers already own a small car like an IQ, so this is Aston’s way of servicing their needs and taking steps to lower the companies emissions CO2. This is interesting because they’ve found a way of creating an accessory for a real Aston, which in this guise shouldn’t damage the core brand’s image.
We believe this sort of innovation trend around ‘Micro Luxury’ is just emerging, but something we’ve been tracking before the economy dropped.
In actual fact, other than Mini and more recently Fiat 500 and this year’s Audi A1, the choices for interesting design led small cars have been extremely limited.
Prius undoubtably carried the torch for perceived eco-motoring, but there has always been a gap for luxury drivers looking for a compact, urban, eco car, but with high quality design and styling specification.
What will be interesting is to see how and to who the Aston is marketed (if at all) and whether a decision is taken to push the rollout beyond Aston owners if the launch is met positively with purchasing demand.
We’ll be tracking micro luxury closely into 2010, incorporating ethics, styling, and rationalised over indulgence.
The other thing worth a mention is the concept of ‘restricted purchase’. We’ve seen this trend driving exclusivity in products with high loyalty cues like designer toy sales and rare books/ records, but moving out to a premium price point via a luxury brand feels pretty innovative. Again another area we’ll be reporting on as luxury brands begin to seek new ways to reinforce the exclusivity of their sales propositions.
Co:Yo Bloggers!
Imagine being 13 and knowing that you have the attention of some of the most experienced, famous and revered talent in the world. Listening to you. Believing that what you had to say is firstly of interest but, perhaps even more importantly, of value.
Tavi Gevinson is 13. She lives in Chicago and she writes a fashion blog “The New Girl in Town”. The first her parents really understood of the significance of what their teenage daughter was doing in her bedroom was when she had to ask their permission to appear in a New York Times feature – because she was underage. But that in itself is perplexing. Fashion royalty is waiting to see what you say next but to the rest of the (analogue) world you are a minor. Still at school, still needing your mum to sign you out of P.E and still learning about life and what the world means.
How is it that this new generation seems to have skipped straight to the point? Even one generation ago, it was unlikely to have someone with 20 years experience, extensive amassed knowledge and qualifications give youth the time of day but the question today is whose teaching whom? How has the digital realm facilitated the proverbial leveling of playing field between age and youth, knowledge and perspectives, experience and greenness.
At MILK, we’ve been developing a model for Co:Yo or Conscious Youth. A generation that has known nothing but instant access to a digital world. To instant information, instant connection to their friends, brands and any world that excites or interests them. They have the ability and access to develop their skills and knowledge from a much younger age, exemplified by Tavi, long before the previous generation was even contemplating what “Options” at school might begin them on a path to something they were interested in. Imagine having known what you know now since you were 13; being 10 years ahead of your current self in terms of perspective forming or exposure to the commercial world. And that’s not suggesting that these teenagers have already signed off on their life’s vocation but they are commonly demonstrating an aptitude that some are still waiting to find in their twenties or thirties.
POP magazine recently ran a feature covering Tavi and her peers. And let’s not dismiss that point too quickly. Appearing on the cover of POP magazine as part of a collaboration with Damien Hirst is arguably no small achievement; regardless of age and career credentials. The article included a roundtable amongst the young bloggers and it’s fair to say that they are both articulate and savvy. Demonstrating understanding of commercial restrictions and politics and their perceived liberation of luxurious free speech and opinions is arguably far beyond what one might expect of their years.
But the question is, if this new generation is indeed at liberty to form perceptions and explore their interests free from the bias most face in commercial environments, then who is teaching whom? For sure, the fashion glitterati are unlikely to solely base their next season’s collection purely on the wisdom or freedom of youth but they are equally unlikely to be as complacent as to ignore the impact they are having.
So what is the real lesson we can learn from this generation? That we can achieve what we thought was previously unobtainable? That with the right content and a virtual podium we can all be heard at an equal volume?
And if everything changes so rather than being a linear learning process the system is more cyclical, how will society feel about our children knowing more than us, faster than us? How will this change our education structures? Will schools encourage students to follow their individual inclinations rather than adhering to timetables with subjects that may have little bearing on their now earlier developed skill-set? It would seem fair to suggest that there may be a need for new strategy in response to this move towards self-learning.
It’s true that this generation of Conscious Youth is still just that-youth. They still require and indeed desire guidance but they are ambitious; learning and developing and getting there fast. They don’t have the answers yet but they have the resources and time at their disposable and if, as Author Malcolm Gladwell believes, its the hours that make you the expert, it may just be that those hours spent “surfing the net” will pay off sooner than we think.
Welcome to MILK’s new digital home!
What a ride, what a year!
For those of you close to MILK, both clients, partners, friends and pets, the launch of our new magazine and web site is met with ‘about bloody time’. But for those MILK virgins out there, we’re hoping the response is abit more, ‘ooh nice pink bits!’
We’ve got high expectations for the new magazine, which if not already, it should soon be in your mail tray. But if you’re of the impatient persuasion you may read it here.
Keep checking back to this blog for updates, or set your RSS, because we promise this thing called MILK is about to blow the roof off cultural thinking and fill you with the freshest, most progressive and interesting trends, perspectives and generally awesome thinking you could wish for – More Informed Lifestyle Knowledge – get it? good. Now share the love.
If you want to know more about contributing to MILK Magazine, please contact clyde@milkinsight.com
