new normal

sei lá, eu jogo muita informação descartável nessa páginas por aqui. de vez em quando alguns textos e imagens mais profundos aparecem, e eles são reflexões importantes sobre o zeitgeist. tento colocar apenas o relevante, algo que no conjunto construa um panorama. esse post especificamente é colado do blog pessoal no honeyee do john c. clay.

John C Jay is Executive Creative Director and partner of Wieden+Kennedy which was recently named "Global Agency of the Year". He opened the W+K Tokyo office and lived in Japan for 6 years. W+K Tokyo helped to launch the Uniqlo brand in Tokyo in 1999. Jay also founded W+K Tokyo Lab, the independent DVD music label. He has also opened W+K Shanghai and W+K New Delhi.

entender o mood do consumidor e classe média japonesa é entender o norte do mercado:



I like this simple order that is seen on Tokyo street corners. It simply says, "stop" to all of us who are rushing to cross the street.
Former New Yorkers like me are constantly crossing against the traffic lights in our rush to get somewhere but when I work in Tokyo, this simple sign is a reminder to follow the customs and rules of this society. It is a simple request to honor the ways of local culture.

Tokyo's business and creativity is battered by the global crisis, but the streets themselves may disguise the pain that has been afflicted upon the middle-class.　After all, it looks like everyone is still shopping. This is a culture that hides its problems in ingenious ways.

What is equivalent to what in America is called the "New Normal" in Japan?
Young Japanese consumers have turned their attention to local brands, not because of price but for the uniqueness that they offer.
Designers from the high-end and manufacturers known more for value are entering arranged marriages outside of their social standing.
Comme de Garcon's highly successful collaboration with H&M created new awareness for the retailer because Rei Kawakubo is not your "normal" glamour brand designer.
This past week's announcement of Jil Sander's new partnership with Uniqlo had both the designer and Tadashi Yanai beaming.
"I bet you are surprised to see me here." said Jil Sander.

Well, yes...and no.

The new world order means that collaborations are the new order where unlikely marriages will equal survival or growth. Perhaps, in the land where double branding has such a rich commercial history, Japan will show us how this strategy can offer more than an occasional exclusive product or PR stunt. What is interesting about the Jil Sander and Uniqlo partnership is that both pride themselves on quality within their respective price category. Some of the early newsmaking collaborations often lacked in quality and a contemporary expression of " value " which will be important in today's culture of New Normal.

"Mass" no longer means less in quality or originality.