Markets

Loyalty is moving beyond the slow accumulation of points, as brands reward the moments around a purchase with instant value, entertainment and greater choice in how members earn and spend.

Beauty is moving inside the body. As consumers increasingly see skin as a reflection of whole-body health, ingestible beauty is shifting from traditional supplements to playful formats such as jellies, strips, drinks and snacks.

From guerrilla runways to rave-like shows, spring/summer 2027 broke fashion’s rules. These five personas decode the values and forces shaping contemporary fashion consumers and the sectors beyond.

Lagos is emerging as the next global fashion capital – where luxury, streetwear, sportswear and cultural infrastructure are maturing simultaneously, and global brands are being drawn to the city for creative direction.

Supplements are evolving beyond capsule and powder formats into strips, pouches and patches, making everyday wellness more discreet and convenient.