Memory Consumers belonging to this group do not let themselves be influenced by fads. They like quality and tradition. Their behavior as consumers refers to the need for status, memories, and history. Therefore, they reject the principles of "ultra modernism". In this group, the credibility of the brand / product passes from parents to children, in a kind of inherited consumption habits. The brand used by the grandfather is the same as that used by the father, and, likewise, will be the same brand chosen by the son. Therefore, in the manufacture of products as suggested by this theme, it is very important to apply techniques that remind consumers of the passage of time, such as the use of wrinkled, corroded, or cracked leather. There is the use of handicraft techniques that have to do with origins, recollections, and memories from different corners of the world, inserted into the product or just by ornamenting it. Examples of such effects are those created by painting by hand, application of fringes and embroidery in several colors. In addition, value should be given to combinations of geometric forms in different raw materials. Precious details and cutouts, textures in relief, and more elaborate drawings are used as inspiration for platforms, soles, and ornaments.

Memories brought about by Art Nouveau pictures inspire the creation of uppers, ornaments, buckles, and pullers. Antique florals are used in prints and in images made by laser cutouts on leather. Patterns like checked and vintage florals are mixed to create a contemporary image. Use embroidery with symbolism and the application of brooches, and drawings of coats of arms. Combine various effects on the raw materials used for the same product, such as metallic materials of different shades, matt effects and the application of monograms and initials, thus giving the product refinement and propriety.

 

Simple Spontaneous and focused on nature, these consumers are unpretentiously locked into the present. However, they are aware of their place in society and in the world. Against fads, they appreciate the essence of the products and of all things, seeking quality for themselves and for those who live around them. Furthermore, they believe in the principles related to well-being and are concerned about the future. They look for innovations and technological advances that reflect a sophisticated lifestyle. It is a question of transforming materials into a new language, the use of latex, thermal reactions, chemical sensations on raw materials, which instigate the feelings obtained through technology in an attempt to mix organic and inorganic elements without losing functionality. Prints present naïve and romantic nature motifs for shoes, handbags, and soles, with laser cutouts and embroidery to ornament the products. Use water colors, elegant and discreet shine, geometric elements in the creation of drawings, and the application of light points, with sober sophistication.

Clean-looking shapes, shiny surfaces and laminates and geometric cut-outs. The use nylon is present in an innovative way, in combination with other materials, highlighting heels and ornaments for handbags and belts. Products also feature harmonious details made from handcrafted braids. Use is made of reused and recycled materials, as well as materials obtained through organic processes.

Instantaneous The behavior of this kind of consumer is a reflection of the social and cultural manifestations that mark this first decade of the 21st century. Celebrities pop up on every corner and vanish in less than 15 minutes, the period of time in which a person has to feel that he / she is special. With their lives exposed on blogs and photoblogs, these young-spirited consumers feel a constant need for information. They go to places they find interesting at a given moment, and look for fast turnover products, with a fast and ultra-fresh appeal. Here experimentation sets the tone for shapes and colors. Fluorescent details, shiny and reflective materials stand out on the product surfaces and finishes. Innovation prevails in the composition of the motifs inspired by graphics images from the 80's, toy art, sleeves, and the use of strong colors and stripped patterns to create the prints and cutouts.

Shapes and forms are gigantic or unusual. Polyester, PVC, vinyl, and crystals give the products playful transparencies with a pop appeal. An interesting aspect is the handling and application of exuberant materials in vibrant colors, sometimes fluorescent or reflective, which produce contemporary results for the making of ornaments and attachments.

Excess Consumers in this group are love to go shopping. They invest in recognized international brands or their national counterparts because they believe that such brands will give them importance and status. They also invest in the superimposition of colors, shapes, prints, and styles on exuberant logos, basing themselves on the maxim "more is better". Straddling a thin line between the beautiful and the vulgar, this group seeks cultural and social self-affirmation through consumption, by investing in recognizable products with a sensual appeal, which denotes that "image is everything." In this theme, what prevails is an exaggeration of baroque memories in extravagant and flamboyant forms, with sinuously-shaped heels and soles, in addition to conspicuously-placed logos.

Emphasis is given to effects produced by leather and metallic and lacquered laminates for shoes, belts, and handbags, as well as to the use of polycarbonate for the construction of heels, handbag handles, and even large rings for ornaments. The surfaces are elaborate with finishes like textures, excessive embroidery, brocades, and glitter as well as glass beads, besides the use of transparencies to highlight the mixed effects. Ornaments include chains and links to make handbag handles, details on uppers, belts, buckles, and metallic closures in new colors. Patterns present a play with animal prints in unexpected colors, eccentric superimposed florals that create modern images, or strong shade contrasts inspired by precious stones, golden and silver painting, embroidery and sequins. Exotic skins like fish, alligator, ostrich and python are given metallic effects and new interpretations.

Adriane Costa/BID PRESS

Press Consultant
Tel: +55 51 8402 5869
Email: adriacosta@uol.com.br