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Analyst spots 2003 color trends

By Susan M. Andrews -- Furniture Today, January 13, 2002

HIGH POINT — Tod Schulman, director of marketing for Pantone Inc., presented "Freestyle, Not Lifestyle" during Showtime Winter 2002 outlining trends in color the industry can anticipate for spring 2003.

"Changes obviously have evolved in the marketplace since Sept. 11," he said, "but a change was coming even prior to that because of the explosion of bright color we were seeing. As the economy shifted, it's been reminiscent of the early '90s when we were coming out of the hedonistic '80s and everything was khaki and white and off-white. This time, though, the neutrals won't be colorless."

The design side of all industries, Schulman said, should be appealing to an independent sensibility. "It doesn't matter what the product is anymore — today you have to appeal to different personalities and changing moods."

Schulman pointed out that today's consumer is "not so easily dictated to. They say, 'show me a lot of stuff, and I'll choose.' That's why I think the idea now is a freestyle approach in attitude and design, as opposed to the cliché lifestyle."

Among the trends he showcased were:

A lighter palette, but not the colorless khakis and off-whites of the neutral '90s. "These can be neutrals but with more tints."
Monochromatic use of color. "This is all about tonality — taking colors within similar families and using darker versions against lighter ones."
Deconstruction of trends. "Instead of taking a whole trend literally, like the '60s, design people will choose just the elements of a trend that work for their products and customers."
Appreciation of simple, natural elements within a complicated world. "We want that computer that makes us smarter and faster, but we still want a wicker basket for the laundry."

Schulman took a turn around the Suites at Market Square after his presentation and was impressed by the close relationship he saw between apparel and home furnishings. "It's really interesting," he said, "that the same things happening in ready-to-wear are so close to what happens in the home, especially over the past several years.

"The things we see in the windows in Europe for ready-to-wear are all around this show — silk, leather, flocked goods, sheers and organza, ethnic patterns, leaves and interesting trim details. It's clear the two classifications are looking at each other for inspiration," he said.

"Home furnishings has an advantage in these times," according to Schulman. Feeling the pinch of an economic downturn, "a consumer might re-evaluate the purchase of a new handbag, but mortgage rates are still low, and people are still buying homes and taking out home equity loans.

"Opportunity is there for the home furnishings companies that step out and do something a little bit different," Schulman said. "You don't have to shock consumers, but you must entice them."

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