trends: british

The best of British

UK product trends are reflecting a nation that is rediscovering itself. By Naomi Davis

The recent trade shows have been awash with one new trend in particular; products taking on a thoroughly British feel. A variety of aspects of our culture and history are permeating gift and housewares products, creating pieces with a feel-good appeal that could get your customers spending.

Inspirations

The lifestyle trends that lie behind this growing enthusiasm for British-inspired products are key as they explain why it will appeal to consumers and what they will be looking for in purchases. The on- going economic struggle is the main impacting force and has really sewn the seeds of this trend. The age of excessive consumption, by which we once defined ourselves, is gone. This has left a hole in our cultural identity, and with trust in the banks and the government de- stroyed, many consumers are looking to take control and rede- fine who we are as a nation. As consumers ask ‘What does it mean to be British?’ we see a reflec- tion on the past and what it used to

however this trend is now develop- ing into an elevated focus on family values, heritage and personal history such as family trees. Looking back to how previous generations coped during difficult times such as WW I and WW II provides inspiration, par- ticularly as the war in the Middle East continues. Consumers are sourcing strength and a sense of de- fiance by mirroring the behaviours and hobbies such as growing fruit and vegetables, cooking and baking at home, keeping animals such as chickens and bees, and adopting a thrifty make-do-and-mend attitude. Dinner parties have become the new going out, bolstered by the popularity of television programmes such as Come Dine With Me. Dame Vera Lynn, nicknamed ‘The Forces’

“During the recession, looking at how previous generations coped during difficult times such as WW I and WW II provides inspiration. Consumers are sourcing strength by mirror- ing the behaviours and hobbies.”

Images opposite:

Beautiful soft furnishings by Jan Constantine and teapots by Carters Collect- able Teapots.

Images below:

Retro toys and accessories by Wild & Wolf.

mean, before the economic boom. This is expressed in a variety of ways. One is an increased empathy with, and focus on, local communi- ties, and an interest in supporting UK-based businesses as was central to bygone eras. This sees shoppers buying local, supporting independ- ents and taking an interest in products that are less processed, such as handicrafts. The desire for unity, a reassess- ment of values, and less disposable income all combine as influential factors which have resulted in a growth in consumers spending quality time with family. The popularity of entertaining at home and ‘staycations’ have been widely reported,

Sweetheart’ during WW II, has re- cently made it back to the top of the music charts at the grand age of 92 with a collection of her most popu- lar hits, emphasising the extent to which a younger generation is cele- brating this era. She is now working with British furniture designer Mark Elliot to launch a ‘British Pride’ cush- ion, marking her 93rd birthday and the 70th anniversary of the Battle of Britain, and rais- ing money for the Dame Vera Lynn Trust.

“The British Pride cushion stands for everything my Trust holds dear – pride, enjoyment, a bright future and inspiration. All these things are symbolised by the use of the Union flag and I hope that lots of people take the trouble to buy one for their homes and for friends and rela- tives,” says Lynn. This widespread sense of nostalgia looks to a time widely thought of as more wholesome, and safer, particu- larly when contrasted with the nature of issues portrayed in the me- dia today. There has been a sea change in attitudes, away from fast- paced and greedy consumerism towards more traditional values; con- sumers are looking to shelter themselves and their families and this has created interest in home comforts and old-fashioned hobbies. The Olympics is a further central influence that is encouraging a new British identity. Although still two years away, as a nation we are al- ready considering how we relate to the rest of the world and how we are going to present Britain to it. It is a chance to take pride in being British in a way that hasn’t been ac- cessible over recent years and this is converting into sales as consumers start to buy into patriotism. Products celebrating the Olympics are already in and are likely to grow steadily in popularity, as shoppers will look to remember the games with mementoes and souvenirs.

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