talking trends
Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
Reaching a tipping point
Trend Bible senior trend strategist Helen Jamieson talks global consumer trends for homes and interiors
are looking for quicker, easier and more efficient ways, which are more enjoyable or rewarding, to get the job done”. As an example, she highlighted Clean Living’s line of natural, eco-friendly cleaning products that look more like they belong in a cosmetics store than a cleaning aisle.
T
rend Bible senior trend strategist Helen Jamieson highlighted some key consumer lifestyle shiſts during
her presentation at the 2018 International Home + Housewares Show. But first, she took some time to shed light on
the art of forecasting and Trend Bible’s approach. “The truth is, as trend forecasters, we certainly don’t have a crystal ball that we look into and see the future,” she said. “What we do have is a set of methodologies:
ways of thinking and researching that we’ve developed over the years which help us confidently create future visions. The trick is really about looking for early signs of change.” Helen said an important part of forecasting is identifying when a trend will reach “a tipping point” and become relevant to the mass market. However, she noted that this can be challenging when predicting home trends because the cues are often more subtle and difficult to track compared with other markets such as fashion. “It’s fair to say that trends in home certainly change season on season. However, it’s more of a gentle evolution than a revolution,” she pointed out. So, what are the biggest shifts affecting consumer attitudes in the home space? Firstly, more people are living in smaller spaces, by necessity or choice. As home designs adapt accordingly, expect to see clever storage
34 |
housewareslive.net options.
Appliances will also be down-sized and possibly even become multi-functional, Helen said, referring to a countertop dishwasher that doubles as a food steamer and sanitiser for baby equipment. Secondly, “living spaces are becoming more multi-functional and householders want to be able to adapt the ambiance to support their changing mood - and even support their health and wellness,” said Helen. She suggested that while smart devices will
certainly contribute to this trend (such as the Sony Life Space Glass Sound Speaker that combines light and sound and can be carried from room to room), traditional products such as scented candles are still very relevant. Thirdly, consumers have a new relationship
with food. “The food we eat becomes an expression of our identity and a reflection of our changing moods,” Helen said. Trend Bible is seeing consumers adopt a more polarised approach to their eating; they may stick to healthy, clean foods during the work week, but move to a dirty burger or sugary snacks at the weekend. In addition, social media is creating a fashionable approach to food, and the food industry is responding with “unusual and exciting” formats and options to feed this behaviour. The fourth trend is “the elevation of cleaning to an art form”. Helen asserted that “consumers
•
HousewaresLive.net
Future trend stories To close her session, Helen previewed two stories that will be featured in Trend Bible’s upcoming trend books: ‘Connected Souls’ (from Autumn/Winter 2018) and ‘Grounded’ (from Spring/Summer 2019). “‘Connected Souls’ invites us to imagine the home of the future as a place that supports our emotional and physical wellbeing,” she explained. “Home becomes a distraction-free place where decoration is quiet and restful, adding a sense of calm. Technology blends in and flows seamlessly and instinctively with our everyday needs.” The soothing colour palette includes soft
greens, grey-tinted blues and a delicate pink, with deep burgundy and vibrant turquoise to provide depth and contrast. Shapes and motifs are smooth and flowing
with overlapping and flowing circles. You can also see elements such as tinted glass in subtle colours, arches and curves in furniture and quilted fabrics to add softness. Appropriate scents include calm, clean ones such as eucalyptus, menthol and peppermint. The ‘Grounded’ story is driven by “a longing
for a sense of place and a desire to reconnect with the earth,” Helen said. “As tech companies race to colonise Mars, we turn instead to the planet that we call home.” As more consumers seek solace and the
familiar, they are drawn to “barren desert landscapes and open skies”. Homes will assume an earthlier quality, where design takes on a “natural and rustic approach, where objects have a real focus on craftsmanship and tactility”. The colour palette is a delicate balance of neutrals with bold pops of orange and blue. With a hand-crafted natural feel, you can also see elements such as rocks and stones, fringing and tufts for textiles, and rope details. Patterns include semi-circles, half-moons, and etchings.
• For more information about the International Home + Housewares Show, visit
www.housewares.org
•
twitter.com/Housewaresnews
June 2018
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
