Pastoral Life: Idealism of Country Life

1. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
Pastoral Life: The Idealisation
of Country Living

2. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

3. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

4. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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

5. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

6. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

7. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

8. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
Implications

9. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

10. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

11. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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!

12. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

13. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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.

14. FUTURE SIGNS LOWE COUNSEL LOWE & PARTNERS APRIL 2010
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/

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