EXCEPTIONALL: 50+ must see consumers innovators & innovations from emerging markets

8/8/2019 EXCEPTIONALL: 50+ must see consumers innovators & innovations from emerging markets

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You are reading a PDF version ofEXCEPTIONALL (www.trendwatching.com/trends/exceptionall/)

November 2010 | With the entire world now battling it out in the consumer arena, the number of innova-tions aimed at consumers from Brazil to Belgium is staggering. Case in point: the dozens of smart brands

and innovations from 'emerging' markets, below. Enjoy!

EXCEPTIONALL | "Exceptional B2C innovations will increasingly come from all corners of theglobe, with brands and talent from emerging markets in particular getting ready to shine."

Now that virtually the entire world has joined the consumer arena, prepare for an avalanche of new

brands, entrepreneurs and innovations from emerging markets that will have global potential and ap-

peal. From aggressive Chinese brands to Turkish creatives to Brazilian apparel, we're seeing a sharp in-crease in world-class companies that can and will compete for consumers Dollars, Reais, Euros,

Pounds, Rupees, Rands, or Liras.

Sure, the expansion of global markets creates new opportunities for existing well-known brands, but the

real story of the rise of these new powerhouses is the new brands that are making waves, both within

their domestic markets, but increasingly outside these, competing and even beating the established,

entrenched incumbents at their own game. One thing's for sure the range of brands that consumers

covet will be even more diverse in twenty, ten or even five years.

trendwatching.com, independent and opinionated, is one of the worlds leading consumer

trends firm, relying on a global network of hundreds of spotters. Our trends, examples and

insights are delivered to 160,000 business professionals in more than 180 countries.

More information at www.trendwatching.com
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Both consumers and brands in emerging markets are rapidly

getting wealthier, more sophisticated, more mobile, and more

educated. Side effect: an abundance of confidence, enthusi-

asm, creativity, and entrepreneurialism.

Many emerging markets (minus China) have younger popula-

tions, and will not be confronted with ageing populations for a

long time to come, meaning an endless source of young entre-

preneurs as well.

Brands from emerging markets are well positioned to cater to

other booming emerging markets, while they may be perceived

around the world as less arrogant, too. On top of that, they are

less hindered by too many legacy systems and thinking.

Emerging markets will soon boast the biggest markets for eve-

rything, from cars and beers, to detergents and mobile internet:not a bad environment for innovation to take root ;-)

Developing economies "have accounted for nearly 70 percent

of world growth over the past five years". (Source: Carnegie,

2010.)

The GDP of Emerging and Developing Economies accounted

for 20% of world GDP in 2000, 34% in 2010, and an estimated

39% by 2015. (Source: IMF, 2010.)

The global emerging middle class now stands at two billion

people who spend USD 6.9 trillion a year, a figure which is ex-

pected to rise to USD 20 trillion - twice current US consumption

- by 2020.(Source: McKinsey, July 2010.) Developing countries will account for two thirds of world trade

in 2050. (Source: Carnegie, 2010.)

The GDP of emerging markets will grow to be about 1.3 times

the size of advanced economies in 2050. China will be ap-

proximately twice the size of the United States in purchasing

power parity (PPP) terms. (Source: Carnegie, 2010.)

India now has more rich households than poor, with 46.7 million

high income households as compared to 41 million in the low

income category. 62 per cent of Indian households belong to

the middle class (Source: National Council of Applied Economic

Research, August 2010.)

700 million people will start using the Internet in Asia in the next

5 years (Source: McKinsey; September 2010)

No, the Rise of the Rest doesnt mean the End of the West. E

tablished markets and brands will not succumb or shrivel; t

South Koreans, Japanese, Swiss, Brits, Americans, French, Ge

mans, Norwegians, Canadians, Australians and Singaporeans w

continue to forever add to the innovation pile, too.In fact, to overlook the quirkiness, creativity, heritage & prov

nance, chicness, clean(er) air, freedom, joie de vivre, scienti

breakthrough, societal innovation and cultural exuberance fou

in the Old World, North America, Japan and South Korea, wou

be a grave mistake. Many of these countries will find themselv

in the top ten of happiness and quality of living indices for ma

years to come.

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Time for a hefty dose of B2C innovations from China (minus Hong

Kong), India, South Africa, Brazil and more. A few points;

Weve included both new brands and established ones, but

skipped massive corporations such as China Mobile or Itau

Unibanco. We're also showcasing some of the smaller innova-

tors that are plying their trade all over the world.

Brands launched in Asia by Western corporations are not in-

cluded (such as Hermes'Xia Shang.)

'Emerging nations' means that while often powerful, these

countries won't be run of the mill middle class consumer socie-

ties for a while to come. Hence no examples from South Korea,

UAE, Taiwan, Singapore, or Poland in this Trend Briefing, let

alone Norway, Australia or Canada ;-)

Industries covered; fashion, food & beverage, automotive, per-

sonal & domestic care, consumer electronics, mobile telecoms,

travel, and more.

The brands and innovations that are fuelling the fires of economic

growth in emerging economies will, undoubtedly, impact anyone

who's in business, if not already. They will also serve as a source

of inspiration and ideas for more jaded brands and consumers in

developed economies.

Obviously, the list below is by no means complete; more a cu-

rated sample of spottings that have come our way. If you feel

strongly about brands we have not covered but should have,justemail us .

Forever is a Shanghai based bicycle brand that wfounded in the 1940s. Having fallen out of favor in t1990s, the brand has now relaunched under the leade

ship of 23 year old Chen Shan, offering a range of bik

in bright colors, appealing to younger consumers.

Liba, TeamBuy, Taobao, EnjoyMeiTian, GetGoGiand FlashBuy all enable group buying as a shoppistrategy, connecting hundreds of thousands of lik

minded consumers. The sites make money from

revenues and/or commissions from suppliers who wa

mobs at their store.

mailto:[email protected]:[email protected]:[email protected]://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://fb.cityweekend.com.cn/http://fb.cityweekend.com.cn/http://www.getgogive.com/http://www.getgogive.com/http://www.enjoymeitian.com/http://www.enjoymeitian.com/http://www.taobao.com/index_global.phphttp://www.taobao.com/index_global.phphttp://www.teambuy.com.cn/cindex.phphttp://www.teambuy.com.cn/cindex.phphttp://www.liba.cn/index/http://www.liba.cn/index/http://cforever.net/http://cforever.net/mailto:[email protected]:[email protected]:[email protected]:[email protected]://www.shang-xia.com/http://www.shang-xia.com/


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Lenovo, the fourth largest producer of personal com-

puters in the world, plans to launch a gaming console,

the eBox in 2011 to rival Sony Playstation, Xbox and

Nintendo Wii.

Bus manufacturer King Long has an annual productionexceeding 1,300 coaches for domestic and international

clients. In September 2010, the brand announced a deal

with UK based Arriva for 200 buses to be sent to im-

prove Maltas operations.

OSPOP (One Small Point of Pride) was the first footwearbrand to use Chinese workers as not only the manufac-

turing labor, but also the product's design inspiration.

The shoes are based on a style commonly worn by Chi-

nese laborers but constructed with superior materials,

positioned at a premium price of USD 75 and intended

to appeal to Western consumers. Part of the increased

cost covers improved working conditions for employees

and a portion of revenue also goes to charities. T

company has widened its product range to include thr

canvas bags, also inspired by the equipment of Chine

workers.

Consumer electronics brand Haier reported sales over USD 17.8 billion across all divisions in 2008. T

company has surpassed Whirlpool as the world's to

refrigerator producer and achieved a global market sha

of 6.8%.

Cosmetics giant Shanghai Jahwa re-launched Shuang Mei brand under the name Shanghai VIVE

Its initial product line, aimed at the rapidly emerging

fluent female demographic in China, includes cosmetic

jewelry and accessories, with prices ranging from Yu

300 (USD 44) to more than Yuan 1500 (USD 221).

Herborist uses all natural, herbal-based ingredients its line of cosmetic products that are aimed at Chine

youth. Recently the brand has exported the products

Europe and the USA.

http://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://www.herborist.com.cn/http://www.herborist.com.cn/http://www.jahwa.com.cn/en/http://www.jahwa.com.cn/en/http://www.haier.com/index.htmhttp://www.haier.com/index.htmhttp://www.ospop.com/http://www.ospop.com/http://www.kinglong.com.cn/http://www.kinglong.com.cn/http://www.lenovo.com/us/en/#sshttp://www.lenovo.com/us/en/#ss


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The Shanghai Automotive Industry Corporation(SAIC) is one of the biggest Chinese auto manufacturerswith joint venture links to companies such as GM,

Volkswagen and Rover.

BYD is the worlds largest supplier of rechargeable bat-teries. Domestically, the organization has branched out

into the Electric vehicle sector and US and Europeanexpansion is rumored.

Great Wall Motor is Chinas biggest manufacturer of

SUV vehicles. In 2010 the company teamed with Bulgar-

ian Litex Motors and is set to open a 50,000 vehicle per

year factory in Bulgaria in 2011. (Source)

Geely Automotive is one of Chinas largest auto manu-facturers with sales across Eastern Europe, South Amer-

ica and Asia. In August 2010, the organization acquired

Volvo Cars from Ford Motors for a reported USD 1.8

Billion. (Source)

The Beijing Automotive Industry Holding Co. Ltd

(BACI) was founded around joint ventures with Westernmanufacturers Jeep and Daimler-Benz. BAIC is aiming to

unveil several own-brand vehicles in 2010 and wants to

double overall sales to 2 million each year by 2011.

Chery International is one of Chinas fastest growingauto manufacturers, with sales increasing from 2,000

units in 2000 to over 500,000 by 2009. Chery intends to

build electric cars in partnership with Israel based Quan-

tum LLC (by 2012).

China Railways Group has created the worlds longe

high-speed rail network with about 7055 km of routes

China, and trains topping speeds of 350 km/h. T

group is now bidding to build infrastructure in marke

such as California, Brazil, Vietnam and South Africa.

In 2010 sportswear brand Li Ning pulled equal with Adas as the number two sports brand after Nike in Chin

Last year it released an eco-friendly shoe called t

"Green 001". The shoe is made from eco-friendly mat

rials such as hemp, and the marketing campaign com

municates to Chinese consumers that "EnvironmenProtection = Trendy". The tongue of the shoe is embr

dered with the image of Wangari Muta Maathai, t

founder of the Green Belt Movement and the first en

ronmentalist to win the Nobel Peace Prize.

http://www.cheryinternational.com/http://www.cheryinternational.com/http://www.baiec.com/http://www.baiec.com/http://en.wikipedia.org/wiki/Geely_Automobilehttp://www.geely.com/brands/international/http://en.wikipedia.org/wiki/Great_Wall_Motorhttp://www.gwm.com.cn/en/http://www.byd.com/showroom.php?car=f0#http://www.saicgroup.com/English/index.shtmlhttp://www.saicgroup.com/English/index.shtmlhttp://www.lining.com/EN/home/index.htmlhttp://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://www.lining.com/EN/home/index.htmlhttp://www.lining.com/EN/home/index.htmlhttp://www.crec.cn/en/home/index.aspxhttp://www.crec.cn/en/home/index.aspxhttp://www.cheryinternational.com/http://www.cheryinternational.com/http://www.baiec.com/http://www.baiec.com/http://www.baiec.com/http://www.baiec.com/http://en.wikipedia.org/wiki/Geely_Automobilehttp://en.wikipedia.org/wiki/Geely_Automobilehttp://www.geely.com/brands/international/http://www.geely.com/brands/international/http://en.wikipedia.org/wiki/Great_Wall_Motorhttp://en.wikipedia.org/wiki/Great_Wall_Motorhttp://www.gwm.com.cn/en/http://www.gwm.com.cn/en/http://www.byd.com/showroom.php?car=f0#http://www.byd.com/showroom.php?car=f0#http://www.saicgroup.com/English/index.shtmlhttp://www.saicgroup.com/English/index.shtmlhttp://www.saicgroup.com/English/index.shtmlhttp://www.saicgroup.com/English/index.shtml


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Sportswear brand Anta Sports has grown in five yearsto nearly RMB 6 billion (USD 882m) in 2009. The com-

pany also secured one of the biggest deals in womens

tennis, sponsoring Jelena Jankovic.

Bosideng is the largest down apparel company in chinawith 5,620 retail outlets in more than 65 cities across the

nation. In 2009 it ranked 160th on the list of the "World's

Most Reputable Companies" and 13th in the "Most

Valuable Chinese Brand.

Founded in 2002, 361 Degrees International is a Chi-nese supplier of shoe and sports goods. The brand at-

tained 4.2% market share of sportswear sales in 2009,

ranking it the eighth-largest brand in the category.

Peak Sport is a Chinese sportswear company that hasexpanded from its founding in 1989 to offering over

5,500 retail outlets in China, supported by a range of

international sponsorship deals including national soccer

and basketball teams around the world and a selection

of NBA players in the US.

Regarded as the first Chinese luxury brand, NE Tighas become a global leader in haute couture for fu

evening gowns and wedding clothes. The brand h

studios across the United States, France, Italy and Rusia.

In September 2010, telecoms giant Huawei released t

Ideos, an affordable smartphone preloaded with Gogle's Android operating system. The Ideos is the fi

smartphone designed by a Chinese company and

tended for the global market, with releases expected

Europe, North America, Latin America and Asia.

http://www.anta.com.cn/enhttp://www.ne-tiger.com/en/index.htmlhttp://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://www.huawei.com/news/view.do?id=11266&cid=42http://www.huawei.com/news/view.do?id=11266&cid=42http://www.ne-tiger.com/en/index.htmlhttp://www.ne-tiger.com/en/index.htmlhttp://www.chinapeak.com/http://www.chinapeak.com/http://images.361sport.com/361sport/http://images.361sport.com/361sport/http://www.bosideng.com/http://www.bosideng.com/http://www.anta.com.cn/enhttp://www.anta.com.cn/en


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Launched in May 2010, the Umeox is a solar powered,waterproof, shockproof and dustproof mobile phone.

Beijing-based architects MAD Architectural DesignStudioare developing the 400,000 square meter SanyaPhoenix Island in Hainan, China. Upon completion, the

CNY 3 billion developmentwill feature six luxury apart-ment buildings, a five-star hotel, conference center and

a signature seven-star hotel. On top of that, their FakeHills housing development will be located along thecoast near Beihai. The designs feature towers in the

shape of amoeba-like hills, referencing the hills in the

local area and low-rise buildings on the water-side.

Xtep is a major player in the Chinese sportswear market.In January 2010, the brand secured a five year, GBP 7

milion kit sponsorship deal with English Premier League

club Birmingham City.

Since 2009, Tata Cars have provided the worlds chea

est car (USD 2,200) the Tata Nano. The automaker portedly has plans to rollout an electric version of t

vehicle in 2011.

Part of Tata, Taj Hotels Resorts and Palaces own aoperate 76 hotels (including The Pierre, in New York C

pictured above), 7 palaces, 6 private islands and 12 r

sorts. The groups reach spans 52 destinations, 12 cou

tries, 5 continents and employs 13,000 people.

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8/20

In 2009, Tata also announced the Shubh Griha brand.The companys first project was to build 1,250 tiny

apartments outside Mumbai that sold for USD 7,800 to

USD 13,400 each. The second project, begun in October

2010, will see the construction of a further 1,250 low-

cost apartments in the Vasind suburb of Mumbai. The

homes are targeted at people earning an annual salary of

USD 6,000 to USD 10,000. The average call center em-ployee with 10 to 20 years experience earns about USD

6,400 a year.

And yet another Tata innovation: the Swach is a water

filter and purifier that produces clean drinking water

through the use of common ash. The portable purifier

doesn't require running water or electricity.

Last Tata-owned example: Ginger Hotels, a low costhotel chain aimed at travelers with rooms costing be-

tween INR 1,000 and INR 2,999. Ginger hotels currently

operates 23 hotels in India, with 50 more planned for

future development.

Mumbai-based Mirakle Couriers only hires deaf work-ers for deliveries. The company places a heavy empha-

sis on the training - right down to the finer points of pro-

fessional grooming, and has grown dramatically since its

late 2008 launch. Its client list now includes Johnson

Controls, Bain Capital and the Indian Hotels Company.

One Billion Minds is a prize-led innovation platform thconnects problem-solving scholars with solution-seeki

companies and non-profits. Launched in late 2009

Sanjukt K. Saha in Kolkata and London, One Billi

Minds challenges student and alumni crowds from u

versities worldwide to come up with innovative solutio

to real-world problems. Prizes from the participati

corporations include cash, professional recognition, a

opportunities to interview for full-time or internship po

tions.

IndiGO is an Indian based low cost airline servicing

destinations across South Asia. The company is lookito expand rapidly, with 100 Airbus aircraft expected

arrive in 2015 and plans to add another 150 to the fle

by 2025. (Source)

Meanwhile, low-cost carrier SpiceJet is the most profitaairline in the country and has attained the second large

market share in the low cost category. The airline has w

a host of awards since inception in 2005 including Outlo

Travellers Best Low Cost Airline in 2009/2010.

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9/20

And of course theres Kingfisher, which has attained26% market share within just four years of operation.

The airline now flies 400 times daily to 69 Indian destina-tions.

Designed by Vibhor Sogani, the Chroma Chandeliers

collections have won various awards.

Mahindra Tractors (M&M) is one of the top three traccompanies in the world; it operates in 10 countries, a

isnumber one in sales in India - the largest tractor maket in the world. Exports during the month of Septemb

2010 were 1,181 units, as against 627 units for the sam

period last year, an increase of 88%. The compa

launched 13 new models in the US for 2011, includi

models suitable for basic tasks, as well as more sustantial vehicles for landscaping.

New Delhi-based Mega Car Pool is a travel matchi

service that rewards drivers for giving rides.

Consumer electronics and home appliance giant Videcon employs over 5,000 people and has an annual turover of USD 2 billion, making it one of the largest co

sumer electronics and home appliance companies in t

country. The group has 17 manufacturing sites in Ind

and plants in China, Poland, Italy and Mexico.

http://www.vibhorsogani.com/Category.aspx?supid=1http://www.vibhorsogani.com/Category.aspx?supid=1http://www.flykingfisher.com/http://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://www.videoconworld.com/http://www.videoconworld.com/http://www.videoconworld.com/http://www.videoconworld.com/http://www.megacarpool.com/http://www.megacarpool.com/http://www.mahindratractorworld.com/http://www.mahindratractorworld.com/http://www.vibhorsogani.com/Category.aspx?supid=1http://www.vibhorsogani.com/Category.aspx?supid=1http://www.flykingfisher.com/http://www.flykingfisher.com/


10/20

Air Asia Xlaunched in late 2007 and is one of the

worlds fastest growing airlines.

Tunes Hotel launched its first budget hotel in Europe inLondon in 2010 (pictured above). The company is plan-

ning to set up 584 hotels globally by 2013.

In June 2010, Malaysian Airlines included augmentedreality technologyin its mobile app. The technology en-

ables users to determine their location and display the

nearest airports.

In May 2010, mobile service provider Turkcell launched

service called Gezenzi. The service is a location-basmicro-blogging platform that lets users exchange info

mation about their travels within the city or country

which they reside. Users share information by keying

text and comments (about restaurants, travel, weath

etc) on an interactive map. Users can also micro-blo

information via SMS/MMS, and can track the late

movements and comments of other Gezenzi subscri

ers. Blog entries on Gezenzi appear based on speci

locations rather than on when they were posted. T

service is also available through iPhone and Blackbe

apps.

Turkish Airlines has purchased 90 more aircraft an

become major sponsors of Barcelona and Manchest

United football clubs in a bid for rapid expansion.

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11/20

Household appliance manufacturer Arcelik employsmore than 17,000 people, and sells in more than 100

countries.

Food and beverage producer lker acquired BelgiumsGodiva Chocolate for USD 850 million in 2007 and since

expanded global operations to achieve global sales of

USD 1.5 billion, employing 11,000 people.

Since 2001, Turkish furniture manufacturer ilek Mo-bilya has expanded boutiques into 70 countries as wellas having products sold in global chain stores including

Moebel Pfister (Switzerland), Kika Leiner (Austria) and A-

Mobler (Norway).

Mapenvelope launched in early 2010 by Istanbul-basgraphic designer Beste Miray as an application that

lows users to select a location in Google Maps and th

print the location with a personalized message. On

printed, the cut-out graphic turns into the inside of

envelope and can be sent to a friend via old-fashion

snail mail.

Fashion house Stoned Cherrie is famous for its use images of apartheid-era heroes in its designs. In 201

48 Stoned Cherrie stores-within-a-store were rolled o

in Foschini (a womens clothing chain) stores nationwid

Launched in 2009, Fenomenal Woman sells a portfoof life insurance products specifically targeting women

http://www.cilek.com.tr/http://www.cilek.com.tr/http://www.ulkerbiskuvi.com.tr/index.aspxhttp://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://www.fenomenalwoman.co.za/http://www.fenomenalwoman.co.za/http://www.stonedcherrie.co.za/http://www.stonedcherrie.co.za/http://www.mapenvelope.com/http://www.mapenvelope.com/http://www.cilek.com.tr/http://www.cilek.com.tr/http://www.cilek.com.tr/http://www.cilek.com.tr/http://www.ulkerbiskuvi.com.tr/index.aspxhttp://www.ulkerbiskuvi.com.tr/index.aspxhttp://www.arcelik.com.tr/http://www.arcelik.com.tr/


12/20

Launched in early 2010, MiWorld is a concept bar thatincorporates online components including a website, a

digital wall and series of touch-screen tables that facili-

tate both digital and real-world conversation.

Launched in 2009, Cape Town-based Wellness Ware-house provides consumers with a total solution forhealthy shopping. The organization offers not just the

usual assortment of natural and healthy foods, organics

and related products but also natural medicine dispen-sary, a pharmacy; spa services, a caf, fitness machines

and sleeping products.

Great Guide is a GPS triggered audio tour that hooks up

to car radios and broadcasts stories and facts when

driving past points of interest. The system is bookedthrough the website and collected with a hire car, it costs

ZAR 99 per day.

South African chicken restaurant franchise Nandos hexpanded successfully across 28 international marke

often with controversial advertising campaign, many

which are banned by censors shortly after airing.

Farinha Pura is a bakery in Rio de Janeiro, Brazil, whiis using Twitter to promote its freshly baked goods. Tbakery tweets every time a fresh batch of bread com

out of the oven.

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13/20

In just eight years low-cost airl ine GOL had attained41% of the domestic market share in terms of

passengers/km. (And yes, there'sAzul, but its founder isUS entrepreneur David Neeleman, who also founded

JetBlue.)

Insurance company Porto Seguro offers free mainte-

nance services at the homes of clients. If a customer's

refrigerator breaks, they can call Porto Seguro and a

technician will pay a free house call and fix whatever is

broken. Porto Seguro also funds GPS tracking systems

and vehicle ID stamping in certain high-end vehicles to

deter thefts or recover them promptly if stolen. It also

holds driver safety programs to those most likely to be in

an accident (drivers between the ages of 18 and 24).

Brazilian based Marcopolo S.A is the countrys leadibus manufacturer exporting to over 60 countries a

providing over 50% of Brazils buses. The company e

ploys 10,000 people with revenues exceeding USD

billion per year.

Embraer is one of the top three aircraft manufacturersthe world. It has 17,000 employees, boasts USD 15

billion in order backlog and specializes in military, com

mercial and luxury aircraft. In October 2010, Embra

suggested plans to develop very-long-range busine

jets, entering a sector currently dominat

byGulfstream,Bombardier, andDassault.

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14/20

In August 2009, property developers Plena Ventures

handed over the keys to the first residents of the AldeiaSaint Sebastien in Arembepe. The Village Saint Sebas-

tien is a gay-friendly development of condos facing thesea on the beach of Piru. The construction was inspired

by districts across the world that are home to large gay

communities. In terms of mod-cons, research showed

that the gay community wanted big kitchens, large rec-

reation areas, hot tubs, fitness centers and home theater

systems - all of which have been accounted for.

Clube Amostra Grtis (free sample club), launched inSao Paulo in April 2010, offers customers the opportu-

nity to sample up to 5 items a month for free in ex-

change for an annual membership fee and willingness to

participate in online surveys based upon the products

consumed. Members have access to new releases of

products, life size samples and a chance to comment on

how the product may be improved.

In December 2010, luxury hoteliers Fasano, having vetured beyond Brazil for the first time, will open the LPiedras Resort in Uruguay. The resort will feature a p

vate beach, equestrian center, golf course, spa, and pofields.

In July 2010, flip flop maker Havaianas and US t-sh

website Threadless launched a series of limited editiflip flops. The flip flops were the winners of a desigcontest hosted on the website. Submissions for t

competition were received from all around the wor

Another collaboration, in September 2010, saw N

York's ESPASSO gallery showcased a chair comm

sioned by Havaianas and designed by Carlos Motta. T

chair will be available for sale in Spring 2011.

http://us.havaianas.com/Threadless.htmlhttp://us.havaianas.com/Threadless.htmlhttp://www.laspiedrasfasano.com/http://www.fasano.com.br/http://www.fasano.com.br/http://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/http://espasso.com/viewproduct.asp?categoria=9&prod=1033&pos=29http://espasso.com/viewproduct.asp?categoria=9&prod=1033&pos=29http://us.havaianas.com/Threadless.htmlhttp://us.havaianas.com/Threadless.htmlhttp://us.havaianas.com/Threadless.htmlhttp://us.havaianas.com/Threadless.htmlhttp://www.laspiedrasfasano.com/http://www.laspiedrasfasano.com/http://www.laspiedrasfasano.com/http://www.laspiedrasfasano.com/http://www.fasano.com.br/http://www.fasano.com.br/http://www.clubeamostragratis.com.br/http://www.clubeamostragratis.com.br/http://www.portoseguro.com.br/porto-seguro/home.htmlhttp://www.portoseguro.com.br/porto-seguro/home.htmlhttp://www.portoseguro.com.br/porto-seguro/home.htmlhttp://www.portoseguro.com.br/porto-seguro/home.html


15/20

Kaiak, a perfume brand aimed at men, earlier this yearintroduced an online 'sensory banner'. To execute the

strategy, Kaiak partnered with internet cafes across Bra-

zil, who installed small printers with perfume testers in

the side of each monitor screen. As the user clicked on

the online banner, the small printer automatically gener-

ated a perfume tester for the user to smell. The cam-

paign received a click through rate of 17.2%, with10,000 testers printed in one weekend. Kaiak is part of

Natura, the leading Brazilian manufacturer of skin care,

cosmetics, perfume and hair care products.

Ticket To Mind offers prepaid plans for multiple giftsover a set period of time. Targeting males, Ticket to Mind

offers various gift plans: the Express plan is aimed at a

new love or renewing an existing one, and includes three

bouquets of flowers being sent over a four-month pe-

riod, at random times.

Last year, the Brazilian transit authority starting using

Twitter to update So Paulo and Rio de Janeiro's motor-

ists and pedestrians of any traffic incidents or transpo

news. The feed broadcasts tweets from the authorit

itself, and the #TransitoRJ and #TransitoSP hashtag

allow users to share their own transport experiences.

In 2009, architect Zaha Hadid and Brazilian shoe bra

Melissa Plastic Dreams launched a line of Hadi

designed Melissa shoes. The organically shaped, recclable plastic, limited edition shoes were available f

GBP 200 at the Dover Street Market in London.

Ellus is a Brazilian jeans wear brand, which is distributin over 70 flagship stores in Brazil and in retail stor

across Europe, Asia and the US.

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16/20

Brazil ian Unilever detergent brand Omo has used GPSto bring prizes to consumers at home. The promotion,

called Try Something New With Omo, featured hidden

GPS devices in 50 detergent boxes throughout Brazil.

Each device was activated when the box was removed

from the supermarket shelf, and a team tracked the box

all the way to the purchasing consumer's home. Winners

received a pocket video camera as well as an invitationfor a day of outdoor fun at Unilever's expense. The pro-

motional website was updated to include a map showing

roughly where winners live as well as video footage of

the giveaways. The promotion began in August 2010.

Cosmetics brand Kapeh uses coffee from Minas Geraisin all of its formulations. The products, which include

moisturizers, soaps and bath oils, are now exported to

the Netherlands and Portugal, as well as being available

online.

Mexician boutique hotelier Habita has nine propertidomestically and plans to open another in Manhattan

2011.

In late 2009, the city of Puebla, Mexico, launched a taservice exclusively for women called Pink Taxi

Puebla. Intended as a safe means of transport, t

thirty-five strong fleet of bright pink cabs are driven

women only and will not stop for men. The cabs a

equipped with beauty kits, GPS and emergency pan

buttons.

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17/20

The government of Mexico City has passed a law re-stricting businesses from giving out plastic bags that are

not biodegradable. Since August 2010, stores can be

fined and owners jailed under the law, which affects all

stores, production facilities and service providers within

the Federal District, encompassing the city limits and 19million people in Greater Mexico City.

Led by Mexican beer brand Corona Extra, the Save the

Beach effort aims to recover at least one Europeanbeach per year from destruction by pollution and other

human-caused damage. In June 2010, to draw more

attention to the challenge, the Save the Beach effort built

a hotel out of garbage collected from Europe's beaches.

Created by German artist HA Schult and installed next to

Castel Sant'Angelo in Rome, the Save the Beach Hotel

was built from 12 tons of garbage and could accommo-

date up to 10 people.

ManCandy, a mens fashion label, whose founder wthe Best New Designer during the Mexico Fashi

Awards, has been featured in international fashion edit

rials such as Harpers Bazaar, Vogue, Invoice, Nylon a

Glamour.

Pirwi is an eco-driven, Mexico-based designer homfurniture brand. The companys collection now includ

over 70 objects by 12 designers and features cutti

edge pieces considered classics of contemporary Me

can design.

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18/20

Colombian Juan Valdez Cafe is a multinational coffee-house chain with 120 outlets domestically. International

expansion is driven by the Columbian Federation, who

sees the chains success as a reason coffee contributes

over 8% to GDP. These plans have seen the chain open

shops in Latin America, the US, and Europe, as well as

distribution in US Wal-Mart Stores and 650 supermar-

kets in South Korea.

Meanwhile, Rwandan coffee franchise Bourbon Coffeeoperates a coffee shop in Washington DC, and is plan-

ning to open two more cafes in the US (New York and

Boston).

The Magno AM/FM radio is hand crafted using sustaable materials in an Indonesian village. Profits from sal

go back to initiatives supporting the producers such

the education in handicraft and work skills and t

growth of plantations for wood used to make the pro

ucts.

EcoFaeBrick turns cattle waste into bricks that agreener, stronger and 20% lighter than regular cl

bricks. The Indonesian organization was set up in ea

2009 to tackle the problem of excessive waste in loc

farming areas. In a move to reduce carbon emission

the EcoFaeBricks are fired using biogas, with this bei

the only variation from the traditional brick making pro

ess.

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19/20

Designed by Moscow-based creative agency Firma, aconcept created for Chupa Chups targets an 18+ audi-ence. "BDSM", "Fetish" and "Toys" are lollipops with a

decidedly adult feel but with a classic candy taste. Each

recall whips, collars, and other sexual toys.

In August 2010, Russian mobile provider MTS launched

a digital campaign promoting their Data-Plan productsthat lets consumers take part in a weekly treasure hunt

and adventure race. Each week, MTS unveil a billboard

with a QR code which (when players scan it into their

mobile) details a task and direction to the next location.

The winner is picked from the players who scored the

most points and prizes include products such as the

Nintendo Wii.

Russian Preorder.It (launched in Q1 2010) allows cus-tomers to pre-order the latest devices inadvance, beforeofficial sale starts. Consumers can browse throughcompany press releases or search products by brand or

category to locate a soon-to-be-released device. These

range from mobile phones to laptops, tablet computers

and digital cameras. They can then register their interest

with the merchant, who will send them offers when the

product becomes available.

Guatemala-based mapmaking company Where To GMaps is working towards creating a globalised mappisystem that would see their free artistic city maps ava

able to travellers for all major tourist destinations worl

wide. The maps present tourists with the best hote

restaurants, bars, shops, attractions and sightseei

highlights that each city has to offer, as well as illustra

ing the specific locations of local businesses who advetise on the maps.

In June 2010, socio-ecological bamboo bicycle maki

enterprise Bambike launched a new set of bike desigwith headlights. Bambike employs people in rural Filipi

villages to create the frames of the bikes from loc

bamboo plants. The fair-trade labor is part of the Gaw

Kalinga development program to educate and improcommunity living.

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20/20

To beat you over the head with it one more time: the consumer

arena is not only rapidly expanding to include billions of consum-

ers in China, India, Brazil, Turkey, South Africa and so on, but it's

attracting countless smart brands and individuals from those

markets, too. They're joining a crowded space that is already

densely populated with the smartest and the most ambitious,from Sweden to South Korea.

Meaning true creative destruction is upon us, especially be-cause these new players and innovations are being reported on

24/7 by numerous sources dedicated to trends and new business

ideas. Meaning wherever you live, whatever it is you do, you have

absolutely no excuse to be unaware of innovations originating in

Australia, in the Netherlands, in the US, in Argentina, in Turkey, in

Singapore, in South Africa ..Oh, and consumers devour these

publications, too. Making them even more expecting and de-

manding.

So, get into gear and good luck. And once you're firmly part ofEXCEPTIONALL, please be sure to let us know about your inno-vative new venture, concepts, products, services and campaigns

with global appeal!

You are reading a PDF version of EXCEPTIONALL (www trendwatching com/trends/exceptionall/)
http://www.trendwatching.com/trends/exceptionall/http://www.trendwatching.com/trends/exceptionall/mailto:[email protected]:[email protected]://en.wikipedia.org/wiki/Creative_destructionhttp://en.wikipedia.org/wiki/Creative_destruction

EXCEPTIONALL: 50+ must see consumers innovators & innovations from emerging markets

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