Counsel: Pastoral Life

FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010

Pastoral Life: The Idealisation of Country Living


In an uncertain and technology focused world, people are looking at an idealised version of country life for inspiration on how to live more fulfilling lives.

Pas·to·ral –adjective

1. Having the simplicity, charm, serenity, or other characteristics generally attributed to rural areas: pastoral scenery; the pastoral life. 2. Pertaining to the country or to life in the country; rural; rustic. 3. Portraying or suggesting idyllically the life of shepherds or of the country, as a work of literature, art, or music: pastoral poetry; a pastoral symphony.


Pastoral Dreams

NOT FOR THE FIRST TIME IN HISTORY AN IDYLLIC VERSION OF COUNTRY LIFE IS PROVIDING A SOURCE OF INSPIRATION AND COMFORT FOR CITY DWELLERS.

AFTER YEARS OF LIVING, AND ASPIRING TO THE URBAN DREAM LEADING EDGE CONSUMERS ARE REDISCOVERING THE POSITIVE PLEASURES OF TRADITIONAL COUNTRY LIVING.

PASTORAL LIFERS ADVOCATE A RETURN TO A MORE GENTLE AND CIVILIZED AGE, WHERE PEOPLE ARE MUCH MORE CLOSELY CONNECTED TO THE NATURAL ENVIRONMENT.


Drivers

- Search for real and authentic experiences in a superficial and digital world - Increasing urban populations and density - Growing appreciation for the natural over the artificial - Desire to get back / reconnect with nature and the earth -  Renewed appreciation for traditional artisan skills and crafts -  The Slow Movement


Bringing the Country into the City

WHILE ESCAPING TO THE COUNTRY REMAINS A DREAM RATHER THAN A REALITY, MANY URBAN DWELLERS ARE INCREASINGLY FINDING WAYS OF ‘BRINGING THE COUNTRY TO THE CITY’.

FROM NO CAR DAYS (SAO PAULO, BOGOTA) TO THE TWEED RUN (LONDON) TO DESIGNER BACKYARD CHICKENS.


Urban Farming

FROM GROW YOUR OWN TO CITY FARMS

FARM TO TABLE IS NOW A GROWING MAINSTREAM TREND AS MORE PEOPLE DEMAND TO KNOW EXACTLY WHERE THEIR FOOD HAS COME FROM. SUPPORTING LOCAL FARMS HAS THE ADDED INCENTIVE OF SUPPORTING LOCAL COMMUNITIES NOT FACELESS GLOBAL CORPORATIONS.

LOCAVORE SCHEMES ALL OVER THE WORLD ARE REVITALIZING DISUSED URBAN LAND AND RECLAIMING IT FOR FOOD PRODUCTION.


Country Chic

COUNTRY STYLE IS CURRENTLY EXPERIENCING A WORLDWIDE RESURGENCE THANKS TO ITS DURABILITY AND DEMONSTRATION OF TRADITIONAL CRAFTS AND MATERIALS.

THIS COINCIDES WITH A REVIVAL OF TRADITIONAL COUNTRY PURSUITS, CAMPING, HUNTING, FISHING, SHOOTING ARE ALL PROVING POPULAR AS PEOPLE SEEK NEW/OLD WAYS OF RECONNECTING WITH THE LAND.

ORIGINALLY APPROPRIATED BY URBAN TRENDSETTERS, COUNTRY STYLES HAVE INFILTRATED THE DESIGN BOOKS OF MANY OF THE WORLD’S LEADING DESIGNERS.


Implications


Re-greening – Changing Urban Landscapes

THE ‘AGRICULTURALIZATION’ OF URBAN AREAS COULD OFFER A SOLUTION TO DECLINING INNER CITIES

EXPECT MORE COMPANIES TO ENCOURAGE OR FACILITATE SCHEMES THAT ALLOW STAFF AND OTHER LOCAL STAKEHOLDERS TO CONNECT WITH A NATURAL ENVIRONMENT WHILST LIVING IN A CITY.

WITH THE PREDICTED/EXPECTED DECLINE IN MALL SPACES OVER THE NEXT FEW YEARS, GARDENING COULD PROVIDE A POSITIVE WAY TO FILL THE GAP OF DERELICT SPACES. E.G. GARDENS UNDER GLASS IN CLEVELAND OR PASONA02 IN TOKYO.


Get Your Own Farm – Vertical Integration

REFLECTING THE BROADER TREND FOR VERTICAL INTEGRATION, EXPECT THE IDEA OF ‘FARM FRESH’ TO CONTINUE TO CONNECT WITH CONTEMPORARY ATTITUDES AND ASPIRATIONS.

FOR MANY OF THE WORLDS HIPPEST NEW RESTAURANTS, STORES AND HOTELS, HAVING THEIR OWN FARM, PRODUCING SEASONAL ORGANIC INGREDIENTS, IS AN ESSENTIAL.


Fantasy Farming

THERE ARE EVEN OPPORTUNITIES FOR THOSE URBAN DWELLERS WHO WANT TO GET OUT AND TRY THEIR HAND A BIT OF FARM LABOR.

SPONSOR A FIELD OR BUY YOUR OWN ANIMAL FOR BUTCHERING.

THOSE THAT DON’T HAVE THE TIME OR INCLINATION CAN ENGAGE IN A SPOT OF VIRTUAL FARMING. – SO FAR 62 MILLION HAVE SIGNED UP!


Revival of Traditional Country Outfitters

EXPECT TO SEE MORE TRADITIONAL COUNTRY OUTFITTERS AND EQUIPMENT MANUFACTURERS BEING REVIVED AND REVAMPED TO CATER TO THE CHANGING TASTES OF GLOBAL LUXURY CONSUMERS.

WITH MANY TRADITIONAL LUXURY GOOD MANUFACTURERS, SUCH AS GUCCI AND HERMES, RETURNING TO THEIR COUNTRYSIDE CRAFT ROOTS, EXPECT TO SEE A NEW GENERATION OF BRANDS BUILDING A LOYAL FOLLOWING VIA THEIR AUTHENTIC COUNTRY CONNECTIONS.


Return to the Raw – Farm Fresh

IN KEEPING WITH THE PASTORAL LIFE TREND EXPECT TO SEE AN INCREASING DEMAND FOR PRODUCTS THAT ARE FARM FRESH AND UNADULTERATED THROUGH PASTEURIZATION OR WITHOUT ADDED PRESERVATIVES.


Chanel Ready to Wear Spring Summer 2010 www.chanel.com Country Wisdom and Know How by by The Editors of Storey Publishing's Country Wisdom Boards

http://tweedrun.com/ http://www.omlet.co.uk/homepage/ http://www.woolrich.com http://www.chloe.com http://www.gardensunderglass.vpweb.com/default.html http://www.farmville.com http://www.hunter-boot.com/ http://www.talloverde.com/


THIS PRESENTATION IS MADE TO YOU STRICTLY ON THE FOLLOWING UNDERSTANDINGS:

ALL RIGHTS ARE RESERVED TO LOWE COUNSEL. NO PART OF THIS PRESENTATION MAY BE REPRODUCED, STORED IN A RETRIEVAL SYSTEM, OR TRANSMITTED, IN ANY FORM OR BY ANY MEANS, WITHOUT THE PRIOR PERMISSION IN WRITING OF LOWE COUNSEL.

THIS PRESENTATION CONTAINS MATERIAL WHICH IS OF A CONFIDENTIAL NATURE WHICH IS PROPERTY OF LOWE COUNSEL AND YOU WILL NOT DIVULGE ANY OF THE CONTENTS TO ANY PERSON OTHER THAN TO YOUR EMPLOYEES OR ADVISERS WHO ARE REQUIRED AS A MATTER OF NECESSITY IN THE COURSE OF THEIR DUTIES TO RECEIVE AND CONSIDER THE SAME FOR THE PURPOSES OF EVALUATING LOWE COUNSEL, ITS PRESENTATION AND ANY RELATED PROPOSALS AND THEY WILL BE INFORMED BY YOU OF THE CONFIDENTIAL NATURE OF THE MATERIAL.

YOU WILL NOT USE OR EXPLOIT ANY OF THE CONTENTS OF THIS PRESENTATION FOR ANY PURPOSE OTHER THAN TO EVALUATE LOWE COUNSEL, ITS PRESENTATION AND ANY RELATED PROPOSALS AND IN PARTICULAR ANY DESIGNS, IDEAS OR CONCEPTS PUT FORWARD BY LOWE COUNSEL MAY NOT BE USED BY YOU AS PART OF ANY SUBSEQUENT ADVERTISING CAMPAIGN WITHOUT THE EXPRESS WRITTEN CONSENT OF THE LOWE COUNSEL.

Technology

Counsel: Pastoral Life