'More, more, more'
Today's savvy consumers want it all
By Susan Pantaleo -- Furniture Today, December 21, 2009
In this story:
More value
More optimism
More authenticity
More connection
When I think about the key trends that will drive home furnishings activity in 2010, I keep coming back to the refrain of a popular disco song from the 1970s: “More, more, more: How do you like it, How do you like it?”
That line, while originally intended more for the bedroom than the stockroom, sums up how today's budget-constrained consumers are approaching every purchase. If they're going to plunk down their hard-earned money, they want to make sure they “get it all and lots of it.”
In furniture, in 2010, that will mean that producers and retailers will be expected to deliver more value, more optimism, more authenticity and more connection.
Let's take a look at each of these qualities.
More value
Joseph Caminiti, president and owner of the CAI manufacturers' representative firm, sees value as being the single most important business driver for 2010. He emphasizes that value does not mean “cheap” — in fact, value will need to be presented at every price point if companies are to be successful. Caminiti said that the Internet contains a “wealth of information and shoppers want that, but they will go to stores to buy.” He sees creativity and design as the value-added benefits that will attract new customers to our industry.
More optimism
We need it, we want it and the best way to express it will be with color. Color has the ability to revitalize and strengthen, and bold colors will be the energizing force behind fresh design schemes. While naturals and neutrals will continue to be important to the industry's canvas, bold colors will provide a sense of recovery, optimism and energy to homes.
More authenticity
An outcome of the green movement will be a reverence for all things made by hand from honest materials. In the words of artist and furniture maker John Beck: “We ain't green … but we are what used to be called 'responsible.' ” While his company certainly qualifies as being “green,” he chooses to focus on the authenticity of his materials and the craftsmanship of products rather than a marketing cliché. In the future, green will be the rule, not the exception. And the creative vision of artists coupled with skill from fine craftsmen will lead the trend for authentic furniture design.
More connection
While individualism is essential, there is a need to connect to community and to the past in order to stay grounded. Vintage fabrics and furnishings will appeal to upcoming generations as they reference earlier times with a modern twist. Hands-on opportunities will be in popular demand with rising interest in arts and craft skills for personal balance and community participation.
Susan Pantaleo is the founder and president of Concepts in Design, a full-service design firm in Barrington, Ill. Susan can be contacted at susan@concepts-in-design.com. Her blog is located at www.riseanddesign.net.
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