Latest news with #KateHardcastle
Web Release
03-06-2025
- Business
- Web Release
Consumer Expert Kate Hardcastle MBE Launches First Book ‘The Science of Shopping' on 3rd June 2025
From weekly shop to billion-pound strategy, 'The Science of Shopping' is the no-nonsense guide to how and why we buy now, available globally from 24th June. Written by international consumer expert and broadcaster Kate Hardcastle MBE, known globally as The Customer Whisperer, this book dives into 25+ years of insight from shop floors to boardrooms. 'The Science of Shopping' reveals how retailers, brands, and consumers are navigating the most seismic shift in spending behaviour in modern history. Backed by global data and real-world stories from brands including Erewhon, Selfridges, Aldi and Primark, The Science of Shopping explores the emotional, technological, and psychological dynamics driving what we buy – and why. At the heart of the book is a challenge to businesses: if you don't understand who your customer is and why they shop, you're not just missing sales – you're irrelevant. Top takeaways from the book include: 80% of shopping decisions will soon be influenced by AI The global retail market is now worth $29 trillion One in three shoppers buys emotionally, to feel better, not just to spend 67% of consumers don't trust advertising to guide their decisions Gen Z wants 'real-life' retail – not just algorithms A viral product can succeed or fail in under 12 hours The way we buy things now matters more than what we buy Trust, transparency, and timing will define the next era of retail The future isn't just digital, it's deeply human Kate's original model, The Buyerarchy of Needs, maps the core reasons we purchase: comfort, connection, confidence, control, and community On the launch of her book, Hardcastle said: 'Making a great product is only half the story. The rest is emotion, strategy, and trust. The Science of Shopping gives every brand, from global powerhouse to garage start-up, the tools to connect, inspire, and truly sell.' 'The Science of Shopping' is available globally (exc. USA) from 3rd of June 2025 at Amazon, Waterstones & all good bookshops. It goes on sale in the USA on the 24th June 2025 at Barnes & Noble, Amazon, Target & all good bookshops. Published by Kogan Page, the book retails for £29.99. For more information visit:
Scotsman
08-05-2025
- Business
- Scotsman
Experts reveal why Gen Z in Edinburgh is ditching over-consumption
New research from luxury jewellery brand Azora reveals a striking cultural shift in how people in Edinburgh shop for jewellery, with younger generations abandoning trend-led buys in favour of minimalist, meaningful pieces that define a new kind of status symbol - the capsule collection. Sign up to our daily newsletter – Regular news stories and round-ups from around Scotland direct to your inbox Sign up Thank you for signing up! Did you know with a Digital Subscription to The Scotsman, you can get unlimited access to the website including our premium content, as well as benefiting from fewer ads, loyalty rewards and much more. Learn More Sorry, there seem to be some issues. Please try again later. Submitting... In a brand new survey of UK consumers¹, the data found that almost half (49%) of Edinburgh shoppers now shop for everyday or investment pieces. Nationally, the figure is eight in ten for Gen Z (people under 28 years of age) and two-thirds for Millennials. Jewellery has become an expression of personal identity - worn daily, chosen with care, and rooted in emotional significance. Advertisement Hide Ad Advertisement Hide Ad Despite the UK jewellery market exceeding £11 billion in 2023/242, today's shoppers are embracing a 'fewer, finer' mindset. Credit: Azora jewellery A third of Brits have already ditched impulse-driven trend purchases in favour of thoughtful, long-lasting items, revealing that less really is more. In Edinburgh alone, fewer than 8% of shoppers are making purchases based on fashion or trends, opting for timeless and staple jewellery items. Millennials spend the most Millennials are leading the charge, spending an average of £245.70 per piece - 47% more than Baby Boomers. In Edinburgh, 38% of shoppers spend a minimum of £100 per item of jewellery. Yet only 13% of Millennials say they buy jewellery for trend or fashion reasons. Instead, they are curating timeless collections that carry meaning and are versatile across seasons, occasions, and outfits. Advertisement Hide Ad Advertisement Hide Ad Azora jewellery Kate Hardcastle MBE, consumer expert and broadcaster, explains: 'Millennials are not buying jewellery to impress others, they're buying to express themselves. The pieces they choose are intimate extensions of who they are and who they are becoming. After years of digital overload and throwaway culture, they're seeking something tactile and lasting.' Jewellery becomes part of the daily ritual The research found that almost 2 in 5 (38%) of all consumers in Edinburgh now shop for jewellery designed to be worn every day. Top choices for capsule collections? Necklaces, earrings and bracelets - timeless staples that transition from day to night. Today's younger shoppers aren't simply accumulating jewellery, they're curating it. Stephanie Cliffe, Brand Director at Azora, said: 'One of the strongest signals from our research is that consumers have moved from impulse to intention. Creating a capsule collection is becoming a symbol of modern style, emotional maturity, and sustainability.' The UK's jewellery hotspots Glasgow comes out as the most jewellery-obsessed city in the UK, with London and Manchester close behind. But Scotland is divided as whilst 49% of Glaswegians buy jewellery multiple times a year, Edinburgh residents are likely to buy less than once a year. A quiet rebellion against fast fashion Advertisement Hide Ad Advertisement Hide Ad The rise of capsule jewellery mirrors the cultural exhaustion with fast fashion. Nearly a third (28%) of Edinburgh shoppers would now invest in higher-quality, timeless pieces of jewellery. 'Jewellery must now deliver more than beauty,' adds Hardcastle: 'In today's world, it is not about fitting in. It's about standing out in the most intimate, individual way. As we move through uncertain times, consumers are looking for anchors. Pieces they can trust, hold, wear and love. There's a return to tactility, to craft, to care, to emotional clarity. And that's exactly what the new jewellery movement represents. It's not fast. It's not fleeting. It's forever.' To support consumers in Edinburgh finding their perfect everyday pieces, Azora has launched the 'fewer, finer' quiz – a guided tool to help individuals build their own timeless jewellery capsule.
