talking trends

Creating experiences at home John Lewis & Partners explores how JOMO is influencing housewares sales

experiences at home with friends and family. Here are a few of the most popular ways customers are enjoying missing out this year, according to John Lewis & Partners:


• Cocktail nights: The growing popularity of artisan, boutique spirits and infused tonics have made it possible to emulate the kind of cocktails that mixologists would be proud of. Consequently, we are witnessing the return of the home bar, with sales of drink trolleys up 136% and drinks cabinets and decanters back in vogue. Champagne stoppers are also a best seller.

• Informal dinner parties: Ambitious cuisine in the home is off the menu, as hosting becomes less formal and more impromptu. As a result of the nation’s healthy appetite for simple, hearty, one-pot meals, casserole dishes are increasing in popularity, while sales of oven-to- tableware are on the decline (-8%), alongside fish kettles (which we’ve now stopped selling), and soufflé dishes.

his has been the year of JOMO (the Joy of Missing Out), as customers opt to stay in and create memorable

• Seasonal celebrations: Just because customers are enjoying more nights in, doesn’t mean they are being less sociable. Increasingly, national holidays and traditions serve as the perfect excuse to throw a party. We are seeing customers pulling out all of the stops for Halloween and Easter, with trees, wreaths, wall hangings and table decorations continuing to prove popular. Sales of Halloween light-up trees and wreaths are up 40%, for example, and hanging decorations for Easter trees are up 32%.

• Dramatic embellishments: As customers are spending more time in their homes, they are upping the luxury stakes. No matter the size of the room, a taste for theatrical opulence is both accessible and acceptable. For instance, over the past year nearly one-third of customers brought brass, copper, velvet or marble into their homes. To meet demand, we launched an entire collection of velvet soft furnishings.

• Colour & pattern: This year, warmer tones came to the fore in a move away from greys and muted pinks. The palette of the year is undoubtedly Living Coral (celebrated as

Pantone’s Colour of the Year) and terracotta shades, punctuated by forest and emerald greens. When it comes to patterns on upholstery, cushions, bedding and wallpaper, it is again a case of the bolder, the better. Inspiration comes from our feathered friends, with sales of parrot prints and peacock prints taking flight.

• The tidy revolution: 2019 was the year to get serious about storage. The launch of a new series from Japanese organising consultant and author Marie Kondo kick-started the tidy revolution, showing viewers how storage could be both beautiful and functional. Stylish baskets are one of our best-selling storage solutions, fashioned from natural materials including seagrass, water hyacinth and jute. In fact, January was our most popular month for organising, with sales of storage boxes up 47%, followed by clothing hooks (36%), baskets (24%), and modular storage (16%).

What’s in store for 2020?

John Lewis & Partners futurologist John Vary forecasts how the department store group’s customers will shop, live and look in 2020

in technology and 5G connectivity enable consumers to be ‘always on’ wherever they are. The desire for more functionality and adaptability, particularly in the home, continues to trend as people are embracing co-living and using their living spaces for a plethora of activities, beyond just eating and sleeping. The growing concern for environmental


responsibility shows no signs of slowing in 2020, with consumers taking matters into their own hands through urban farming to reusable solutions.

• It’s all about experience: With the high street under more pressure than ever, experience is set to play an even more vital role when consumers ‘pop to the shops’. Transforming shops into destinations is high on the agenda for next year.

October/November 2019

ur customers are leading less predictable lives. As the trend for flexible working evolves, developments

• Cooking under pressure: The pressure cooker is set for a revival. Already hotting up in the States as a must-have kitchen gadget, it won’t be long before the UK’s stews, curries and risottos are being concocted under pressure.

• Urban farming: With growing awareness of our responsibility to the environment, 2020 will see consumers continuing to utilise underused urban spaces to grow their own produce.

• Wallpapering your ceiling: The trend for bold home styling and statement wallpaper will reach new heights in 2020, with the ceiling set for a makeover.

• Renters’ market: With property prices soaring, the rental market continues to boom and we see a growing number of consumers prioritising convenience and flexibility, especially when it comes to their living situations.

• The crystal craze: Crystals and their healing powers are going mainstream. We are soon

to stock Australian brand Wicks and Stones, offering a choice of crystals that meet your wellbeing requirements, embedded in a scented candle.

• Audio sunglasses: Bose launched its AR Audio Sunglasses this year, which utilise top of the range technology to play audio that only the wearer can hear through fashionable eyewear. As 5G expands across the UK, we expect more companies to interplay tech and fashion throughout 2020.

• Home tech: Following the rapid adoption of smart devices and voice assistants in the home and the expansion of 5G, we expect to see further integration of technology in the day to day objects we use.

• ‘Done for you’ chores: Whether it’s a washing machine that auto-doses and can be set remotely, or an e-ink order that places itself when the printer is running low, home tech is about to eliminate even more of the boring bits from everyday life. | 45

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