Trend Bible Shares Insights on Emerging Home and Interior Trends at 2019 International Home + Housewares Show

The key is identifying and incorporating just a few that are relevant to your brand

Tracking trends in the digital age can be an overwhelming task with rapidly moving targets. But housewares suppliers and retailers that zero in on a just few trends relevant for their brands can reap huge rewards, said Naomi Pollard, senior trend strategist of Trend Bible, at the 2019 International Home + Housewares Show.

“You don’t have to be pulled in 100 different directions,” said Pollard. “You can make small changes, subtle changes that can offer huge returns if you get them right.”

Pollard’s remarks were part of her session, “Global Home and Interior Trends for 2020,” which was one of 21 education opportunities offered in the Show’s Innovation Theater.

Owned and operated by the International Housewares Association (www.housewares.org), the Show was held March 2-5 at McCormick Place and featured more than 2,200 exhibitors and nearly 60,000 total attendees from 130 countries.

U.K.-based Trend Bible helps companies around the world find a balance between all the messages about changing trends and what makes sense for them. Pollard leads the home and interiors team there.

“A trend acts as a timely update to your brand,” she explained. “But trends just for trends’ sake can make a brand look disjointed or disconnected. Brands may need to miss out on a trend because it doesn’t fit their DNA.”

Top Consumer Trends

With that said, Pollard highlighted six key shifts or themes Trend Bible is watching closely right now in the homes and interiors space:

Rethinking Disposability – The fact that so many consumers are re-examining topics of waste and sustainability is both a huge challenge and opportunity for the housewares industry, said Pollard. Quality and longevity can play a more important role in product selection, reusable products become more popular, and earth tones can convey eco-friendly messaging.
Healthy Home – The quality of indoor air is an increasing concern around the world, as is the origin of materials used in consumer goods.
Hard-Working Home – Our homes are being put to the test: More generations can now be found living in the same homes, many around the world are living in smaller spaces and those who can take advantage of “open concept” home design can end up being visually exposed to more clutter. Interesting fact: One-third of homeowners avoid the dining room table because it’s covered in clutter or reminds them of work.
The Joy of Clean and Tidy – In many ways, cleaning has been elevated to an artform; just look at the widespread appeal of organizational expert Marie Kondo and U.K.-based cleaning sensation Mrs. Hinch. With so much chaos in the world, having control over our home environments helps our feelings of well-being, Pollard said.
The Inspired Consumer, Home is Fashionable – Today’s consumers are much more aspirational than in the past. “Marketing and advertising should be about more than just your product,” said Pollard. Rather, it should be about helping consumers live the lives they want to live.
Deeper Connections, Sacred Spaces – In a world of declining spirituality, a new breed of wellness gurus is emerging, Pollard explained. They’re looking to things like lunar yoga and horoscopes as a way of finding meaning in life. At home, that may mean creating spaces that allow them to get away from the noise and be contemplative.

Trend Book Preview

Many of these trends come into play in Trend Bible’s upcoming trend books, which are published twice a year. In her presentation, Pollard took the time to preview two “stories” that will be featured in upcoming books.

Precious Space (from Autumn/Winter 2019-2020 edition)

In response to the hyper-connectivity of our lives, this story is all about “encouraging homemakers to make sacred space for wonderment,” Pollard said. It allows consumers to be present and enjoy the moment, and “offers them comfort in dreaming about the world and our planet.”

With a blend of softness and strength, it may feel spiritual, celestial, embellished, indulgent or serene. Colors include a range of jewel tones, including gold and a spectrum of purples.

Design elements could include blocky yet elegant shapes, slick inserts and handles, orbs, celestial-inspired shapes, lunar themes, galactic foods, dreamy quotes or crystal healing.

Meaningful Life (from Spring/Summer 2020 edition)

“(This story) is driven by the understanding that it’s often the small things that make life meaningful,” she said. With a focus on Japan (after all, the 2020 Summer Olympics will be in Tokyo), this story conveys awareness, post-consumerism, a slow culture, order, purpose and calm. It focuses on introspection, well-being, quality, timeless design and the imperfect nature of life.

“Don’t be mistaken,” said Pollard. “This is a tech-friendly story. It’s just that technology’s role is in making things simpler, seamless.”

This story features soft and organic neutral colors, handcrafted looks, reusable alternatives and characteristics of the wabi-sabi aesthetic (asymmetry, roughness, simplicity and an appreciation of all things natural).

Suggested design elements include clean and simple organic shapes, knotted details, fluid lines, amorphous shapes, sticks (as in chopsticks or pick-up sticks), and the look of Kintsugi, the Japanese art of repairing broken pottery with lacquer mixed with gold, silver or platinum.

An audio recording of this program, is posted on IHA’s website at http://www.housewares.org/education/presentations-webinars. This page will also feature recordings of many more of the Show’s education sessions on emerging trends, omnichannel retailing, smart homes and more. Next year, the International Home + Housewares Show becomes The Inspired Home Show, IHA’s Global Home + Housewares Market. For more information about the Show visit TheInspiredHomeShow.com or Housewares.org.

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