For this fashion futures module, I will extend my knowledge, analytical skills, and demonstrate my ability to undertake an advanced study of sustainability in the fashion industry, more specifically looking at homeware. In particular to consider its impact and relevance, this report will explore whether ‘fast’ homeware is becoming the new ‘fast’ fashion. To reflect upon my chosen topic and elaborate on the ‘hot’ topic of sustainability, I will be responding to the question using a range of primary and secondary research, visual and text-based methods to build my argument.
Sustainable fashion is an umbrella term for products that are created and consumed in a way that protects both the environment and those producing garments (Chan, 2022). ‘Sustainable fashion’ no longer refers only to the garments we wear; fashion is a popular style in all forms (what cocktail we drink, what we drive, where we travel to and for this report, the interior of our home). The fashion industry accounts for more than international flights and shipping combined, 8-10% of global carbon emissions and approximately 20% of wastewater, it is therefore no surprise that sustainability is the biggest issue confronting fashion brands right now (Ro, 2020).
The homeware industry has witnessed strong growth and boomed in recent years. However, as the industry has grown, a new problem has emerged in the form of fast homeware (the next big unsustainable shopping trend). Like fast fashion, products that are trend-driven, seasonal, cheaper to purchase and more disposable are typically the products that fall under the fast homeware category. Consumers are likely to buy items to stay up to date with trends and aren’t reluctant to throw items away when no longer fit for purpose or meet their preferences (SUSTAINABILITY
IN THE HOMEWARE INDUSTRY:
TACKLING FAST HOMEWARE, n.d.). On the other hand, this report considers ‘slow’ homeware which prioritises the planet seeking an emphasis on long lasting, ethically made and sustainably sourced products that will last you a lifetime (Khan, 2022).
Consumers are becoming increasingly aware of the damage fast fashion has on our environment, yet it appears we are committing another crime against our planet, fast homeware. Our newfound love with interiors is on the horizon to be just as damaging and in my opinion, the fast fashion market could be concealing the impact homeware is accumulating (Phillips, 2021). Despite current interest and emphasis placed on sustainability, heightened conversation and urgency are necessary to begin making positive changes. Whilst the focus regarding sustainable fashion has continued to grow, the conversation around homeware is yet to begin (Cernansky, 2022). Unlike fast fashion, the issues with fast homeware have been flying under the radar, yet I believe there is a great deal of potential to make thoughtful choices considering future generations and the planet we leave behind. Fortunately, the industry can take inspiration and learn from fashion brands who have been successful in improving their sustainable measures.
Shopping for furnishings labelled as ‘sustainable’ is not enough to cut down on the crisis. Before investigating how brands and consumers can help tackle sustainable issues in the industry, this report will elaborate on the contributing factors for the rapid industry growth. Accelerated by the global pandemic (Covid-19) consumers have become more invested in their home interiors. Thousands of us were confined to our homes and passed time by re-evaluating and upgrading our home environment. During periods of ‘lockdown’ working from home became mandatory for most, to adapt to this change and differentiate their home and work life consumers began investing in cheap furniture to temporarily create an office space (SUSTAINABILITY
IN
THE HOMEWARE INDUSTRY: TACKLING FAST HOMEWARE, n.d.). Furthermore, Teams and different forms of video chat became a popular way to communicate with work colleagues, unlike before this meant our co-workers could see inside our homes. For some I believe this encouraged them to decorate and style their backdrop. Devastatingly, furnishing once purchased during the pandemic has turned from functional necessities to waste now that people resume their ‘normal’ working jobs. According to MADE.COM survey, the sudden shift to working from home witnessed a 600% increase in orders of desks and search impressions. Ruth Wassermann (MADE’s design director) said “This past year has made a big difference to the way we view our homes. No longer are they solely a place to lay our heads at night but they’re our workout space, our office, our local pub, and even school classrooms”. This quote reveals the impact of the pandemic, the more time spent at home, the more inclined we are to invest in it (Briggs, 2021).
According to Winkler (2018), consumers are now approaching the homeware industry similarly to the way they buy their clothes: trend orientated, impulsive and seasonal. I believe this is through the heightened popularity of social media, arguably TikTok being the current most influential platform. Alongside TikTok, other platforms including Instagram, YouTube and Pinterest are making consumers a lot more design-conscious. We are flooded with beautiful images and videos of people’s homes and trending hashtags like #Homedecor reach and influence an astonishing 127 million users (according to the TikTok app).
Social trends play an important role in spiking demands across homeware categories. The latest interior trend to hit the internet was bodyshaped vases (see photograph 1), and this addition has been spotted across influencer and celebrity homes (Mellin, 2022). In my opinion, this certainly contributes to the expansion of the market as interior and homeware trends are cycling faster than ever because of social platforms. To further illustrate my point, this short-lived trend of bodyshaped pots and vases was adopted across many Highstreet brands including Primark, ASDA George, The Range and Amazon (see photograph 2-5).
Photograph 2
Photograph 3
Photograph 1
Photograph 4
Photograph 5
In most cases homeware is essential, many young generations are renters which often means buyers can’t justify splurging large amounts of money on new furniture and accessories for short-term accommodation. It is likely consumers resort to cheap and affordable homeware options (fast homeware) in case they move onto their next property and the furnishings are no longer appropriate ((SUSTAINABILITY IN
THE HOMEWARE INDUSTRY: TACKLING FAST
HOMEWARE, n.d.). On the flip side, interior items in the luxury market (which aren’t so essential) are becoming a collectible product, a growing interest to purchase household items instead of a designer handbag in my opinion is on the horizon. Fornasetti is one brand that personally springs to mind, their collectible plates are becoming a desirable interior collection to have on display to style your home (see photograph 6).
Saffron Barker, an influencer with nearly 2 million followers posted photograph 7 on her home Instagram page commenting “One of my favourite spots in my home”. The image shows a beautifully styled windowsill with her collection of four Fornasetti plates. The Instagram post which engaged with over 13,500 users suggests how adored the slow homeware products are, in my opinion, the luxurious plates are designed to last and become a family heirloom. It is clear to me consumers forge deeper connections with luxury slow homeware brands and are proud to flaunt them across public platforms. These treasured furnishings are the antiques of the future, consumers are certain to care for them and live by the motto ‘pay more buy less’. To further elaborate on this point, Saffron referred to Fornasetti as “one of my favourite home designers ever” and as an influencer, she will greatly influence her audience to purchase slow homeware products as she confirms “these plates I’ve been collecting for actually quite a while” to 2.47 million subscribers (HOUSE TOUR!! Two Years Building My Dream Home., 2022).
Fast homeware is often appealing as it speaks to current interior trends which circulate online. However, purchasing relatively cheap products contributes to the thousands of homeowners and renters (30% of people) who are dispersing quality items that could otherwise be recycled, reused, or donated (A Third of UK Adults Throw Away Furniture Which Could Be Recycled or Reused, 2019). In the UK, around 22 million small furnishings are thrown away each year once they become damaged, this suggests that fewer than one in 10 people attempt to repair or restore damaged items (22 Million Damaged Furniture Items and 11,000 Bust Bicycles Thrown Away Each Year, 2018). Whilst brands should rethink their pre-Covid trading strategies people need to rethink their consumer habits to tackle fast homeware. Just as fast fashion retailers normalised showcasing a new outfit every day, fast homeware normalised the constant changing, updating, and revaluating of your home (Benson, 2022).
The homeware market in the UK has expanded sustainably, growing from 10.8 billion to 13.6 billion British pounds in the last decade (Value of the Homeware Market in the United Kingdom (UK) from 2010 to 2020, with a Forecast up to 2022, 2022), however fast fashion brands have capitalised on the increased demand for homeware and released ranges that are arguably damaging our planet just as their clothing counterparts are doing. By not missing the opportunity to benefit from the increasing demand for homeware, fast fashion brands are making decorating your home just as accessible as updating your wardrobe. BooHoo, PrettyLittleThing, and Missguided all launched homeware lines within six months of each other at the end of 2020 and beginning of 2021, these ultra-fast online retailers were quick to capitalise on the opportunity (Benson, 2022). I can understand why brands release a homeware counterpart as there is a growing interest in becoming a retailer who styles up every aspect of your life, the line between fashion and interior is certainly blurring.
Brands need to take noticeable measures to be more sustainable, those consumers who want to make conscious, environmentally friendly purchases will begin turning to alternative retailers if brands aren’t rising to the challenge. Howbeit, by joining the sustainability conversation, brands face an immense challenge in finding the right informational balance. Cynical marketers continue to pile onto environmental bandwagons and are quick to scrutinise across social media (Foroozesh, 2021). There are key movers and shakers which are successfully gaining a strong reputation for their sustainable measures, these include the likes of John Lewis and IKEA.
John Lewis is one brand that is proud to stock products made from more sustainable materials and has many inhouse initiatives (like sofa recycling), the retailer is striving to provide their customers with a more sustainable lifestyle. John Lewis encourages their consumers to become conscious shoppers and asks them to consider every purchase they make, suggesting they opt for classic, high-quality, and sustainable staples that they’ll cherish for the foreseeable future. The retailer further goes on to emphasize the importance of making products last, whether this is by making alterations or working with ‘The Reuse Charity’ to donate pieces to another family in the UK who needs them. John Lewis suggests renting as a great alternative to buying new each time, to combat the estimated 80,000 tonnes of furniture that will end up in landfill each year, the retailer offer a furniture rental scheme. I think this is a great scheme for a retailer to adopt, especially at the pace styles and trends change those consumers who like to change up their interior regularly can swap pieces and extend or buy the furniture if they please too. To tackle waste, recycle and dispose items responsibly, John Lewis is proud to provide a stressfree solution by collecting
furnishings like your old mattress from your home and recycling them so the materials can be reused. “Upcycle your trash (into treasure)” I love this statement John Lewis uses on their website; I believe it highlights how passionate the brand is about ensuring the product has the longest life span possible (7 Ways to Do Better & Live MORE SUSTAINABLY, n.d.).
Another well-established brand that has been recognised for its sustainable measures in the homeware industry is IKEA. Built into every IKEA product is the potential to repurpose, refurbish, repair, reuse, resell and recycle in a bid to make furniture last longer or give it a second life (Making Furniture Live Longer, n.d.). It is great for brands to have sustainability ambitions for the future, already IKEA have decreased their total climate footprint by 5.8% (1.6 million tonnes less CO2), and whilst they’re transparent and communicate that much is left to be done, the brand is proud to be on track towards the 2030 climate goal. This goal consists of reducing greenhouse gas emissions, removing, and storing carbon through forestry, agriculture and products and going beyond IKEA (extending
responsibility for the climate footprint of their consumers, suppliers, sourcing and contribute with additional reductions in society) (Becoming Climate Positive, n.d.).
I believe IKEA is a key mover and shaker in the slow homeware industry as they are providing consumers with affordable products which are kind to our planet. Affordability is key and if a brand can compete with the fast homeware price point retailers like IKEA can shift that consumer market to shop more sustainably. By 2030 IKEA aims to become circular and climate positive, to regenerate resources, inspire their consumers, and contribute to a fair and equal society. Above all this, to phase out plastic from consumer packaging stood out to me the most. Online shopping is convenient and so easily accessible to many around the world; especially for large heavy goods I believe consumers are more inclined to order furnishings rather than purchase goods in-store. Along with this comes tons more packaging to protect products in transit, like IKEA I would suggest reducing plastic or finding sustainable packaging options to deliver items in.
IKEA is paving the way to tackle fast homeware; alongside sourcing more renewable and recycled materials the retailer offers refurbishment and a buy-back program which pivots consumers from purchasing new to focusing on repairing (IKEA Sustainability Report FY21 Highlights, 2022).
Brands like G Plan are designing and crafting furniture with high quality fabrics and premium leathers to keep furniture looking beautiful for years, creating some of the most enduring and iconic furniture of the 20th century (see photograph 8). Following its launch in 1953, the brand became a benchmark for classic British design because of its post-war revolution of light oak and contrasting furniture (The G Plan Story, n.d.). This interior trend has cycled around again since the postwar era and it continues to be a stylish staple in our homes, the new modern design movement is appealing to the masses and mid-century design retailers like G Plan, Rehaus and Vinterior are tackling the rise in demand sustainably and responsibly.
Consumer habits are changing and whilst in recent years people would have preferred to purchase furniture and home accessories brand new, sustainable alternatives are growing in popularity to tackle fast homeware. According to eBay, in 2021 consumers began to actively search for ‘sustainable furniture’ and ‘eco furniture’. It is promising to hear Alex Hiatt, eBay’s UK’s category manager for home and design, state that “This customer interest is a trend we expect will continue – that both larger and smaller furniture retailers can continue to benefit from” (Newsroom, 2021).
I conducted some primary research on the social media platform Instagram to expand my knowledge and understanding of consumer behaviour and habits.
In total, 48 participants responded to the survey, the cohort consisted of those aged 18-25 (generation Z), whom are prominently students. To ensure the survey was engaging and to achieve the highest response rate, only 4 questions were asked: Do you recycle? Do you invest in sustainable ‘slow’ homeware or trend-driven ‘fast’ homeware? How often do you change the interior of your home/ personal space? And what do you do with the furnishings and accessories when you change the interior of your home/ personal space?
Recycling is a great solution to reduce the amount of waste that ends up in a landfill. After evaluation, it is promising that 62% of participants recycle ‘regularly’ and the remainder (apart from 1%) recycle ‘occasionally’. My findings suggest that this cohort is a conscious consumer in many aspects, yet it is interesting to me that most consumers don’t know whether they’re purchasing slow or fast homeware (55%). I suggest that fast homeware is becoming the new fast fashion; because consumers are not educated on the matter, it continues to fly under the radar with no attention drawn to the destructive issue.
Finding a way to express who you are through your home as well as channelling your sense of style in the way that you dress has become something consumers are looking at achieving (Wrinkler, 2018). In my opinion, the upcoming generations feel more comfortable and confident expressing their identity at home because it is a judgment-free environment, a place they feel safe to be their true self. This supports my findings as almost all participants agreed they change the interior of their home or personal space at least every 3 years. 50% of participants change up their space every 1-3 years, closely followed by 35% every 6-12 months. Following a conversation with Tracey Hall (an educator in digital storytelling) about the interior of our homes she stated that she likes her interior to “reflect my personality” and “reflect my brand”. I instantly found this fascinating as she informed me “everyone that knows me well enough comments on how me my home is”. Consumers who change their interiors as regularly as my findings suggest, whether that is to keep up to date with their style, their character and personality or preferences. I suggest, always opt for sustainable decisions, as repetitively damaging the planet every 3 years will not help the sustainable movement in the homeware industry.
I decided to reach out to a homeware account on Instagram with 198K followers @theharper_home, I felt this was interesting to explore as accounts like this re-evaluate their space regularly and certainly switch up their home every season to keep their followers engaged with new and refreshing content. @theharper_home is a luxurious home, they purchase slow homeware which they have invested in and treasure. Despite not getting a response I looked at their recent content and grid posts and recognised the same accessories being styled around the home and throughout the seasons. In this instance, the account acknowledges overconsumption and likes to be appreciated for reusing preloved products.
Old furniture and homeware can often be repurposed and upcycled into new desirable products and whilst upcycling continues to grow in popularity my findings suggest that generation Z doesn’t favour this method. Only 24% of participants said that they would upcycle their furniture and accessories when changing up the interior of their home. See photograph 8 and 9 for two great examples of mid-century furniture being upcycled, the dresser and wardrobe previously left by a late homeowner, rundown and unattractive to the eye transformed into stylish functional furnishings. Mid-century modern furniture and the overall look remains a popular interior design trend, it holds the perfect balance of style and functionality, mid-century furniture is timeless, easy to find and available at all price points (why it is perfect for consumers to upcycle). Most recognised for its rich, dark, and durable wood, the furnishings are a go-to interior choice and have once again become an ever-present sight in homes in a modern approach (Davidson, 2021). For a Gen Z consumer, I believe that once becoming a homeowner their sustainability awareness isn’t heightened in relation to homeware. Instead, they decide to opt for upcycling furniture due to financial decisions.
Despite many people developing businesses through upcycling methods, giving a new lease of life to a product that could otherwise end up in a landfill doesn’t interest the younger demographic consumer. Unfortunately, my survey informs me that consumers are either too lazy or don’t have the time or interest to upcycle furniture despite whether the product has plenty of life left. Positively, 47% of participants said they resell unwanted furniture and accessories, I do believe this was the most common answer because it is convenient and easy, it would be nice to think those who resell also support buying second-hand.
Buying second-hand is a more sustainable and an affordable alternative to fast homeware, to support the sustainable movement in the homeware industry this is a great opportunity for those with small disposable incomes to make positive choices (SUSTAINABILITY IN THE HOMEWARE INDUSTRY: TACKLING FAST HOMEWARE, n.d.). 10 years ago, most consumers would have preferred to purchase their furnishings brand new. However, with the rise of environmental awareness, finances, and style preferences we have seen an increase on buying used products from friends, second-hand good shops, and vintage stores (Clark, 2021). Facebook Marketplace is a prime example of a platform that encourages second hand purchases, the platform attracts over 2.91 million monthly users (Todorov, 2022). My findings suggest consumers are determined to save preloved furniture and homeware for another household rather than put their efforts into repairing and repurposing products, adding new materials to old items to spruce them up seems too much work for the demanding generations.
Photograph 11
The Japanese have a beautiful way of upcycling broken pottery and I believe it is a great method for consumers around the globe to adopt. Kintsugi is all about the art of repairing with no attempt the hide the damage but illuminate it with lacquer dusted or mixed with powdered gold, silver, or platinum. Kintsugi treats breakage and repair as part of the pottery’s history, this tradition of golden joinery is nothing less than celebrations of use and a metaphor for embracing flaws and imperfections. There is beauty in the art of repairing, see photograph 10 for an example of a stylish tea bowl that has been re-joined. If consumers were aware of this Japanese craft, I think it would be desirable, it will likely be treasured and become an antique or perhaps family heirloom(Kintsugi - Art of Repair, n.d.).
To conclude this report, there are many contributing factors which justify the rapid industry growth in homeware; these include: the global pandemic, social media, influencer marketing and generational behaviours. The mentioned factors have accelerated the demand in the industry and play a part in why fast homeware is becoming the new fast fashion. Our newfound love for interiors has encouraged consumers to shop products in a similar way to the way they buy their clothes, trend driven, seasonal and cheaper to purchase and whilst many brands have capitalised on this, our planet is suffering. Despite current interest and emphasis on the topic of sustainability, the urgency to tackle ‘fast’ homeware is only imaginary which is striking due to the turmoil its causing.
It is reassuring that well established brands have joined the sustainability movement for the homeware industry, by paving the way and becoming key movers and shakers it is setting a great example for how other retailers can move in a similar direction. Brands are seen making noticeable changes to prevent homeware becoming just as harmful as the fashion industry, this includes making immediate alterations and forecasting sustainable goals which they can aspire to achieve in the future. Alongside the large retailers mentioned in this report, it is great to appreciate the smaller business (G Plan, Rehaus and Vinterior) too. To my mind rental furniture should be encouraged, I think homeware retailers should forecast to provide this scheme. I have already recognised influencers across TikTok promoting rental handbags, it won’t be long until this transitions into our home.
From now on it is important for consumers to understand that becoming more responsible doesn’t mean sacrificing style, there are many products available that have a positive impact on your interior and environment (Davies, 2019). I would advise consumers to completely rethink their purchasing habits as there are many planet friendly alternatives accessible to all. Where possible, invest in luxury slow homeware at a higher price point, these furnishings and accessories are produced and crafted sustainably and will guarantee a long-life span (pay more, buy less). For those who don’t have the disposable income to invest in furnishings and accessories, rather than encourage cheap fast homeware brands who take no consideration of the environment, you should refurbish, recycle, resell, repurpose, and repair existing products.
To avoid greenwashing (the action of transmitting a false impression or misleading information) I would certainly encourage people to educate themselves on sustainability in the homeware industry, many retailers can use vague, misleading, and false claims to influencer the way you spend. I would advise people to research into the brand and products they intend to buy, having this knowledge can prevent fast homeware becoming the new fast fashion. Personally, I think that we should encourage education regarding homeware. I feel passionate about brands using advertisement opportunities to educate the masses on sustainability in the industry, I believe that marketing ploys and campaigns will prompt the conversation.
Photograph References:
Photograph 1 – Hints of home [@hintsofhome_]. (2022, August 24). Body shaped vase. [Photograph]. Instagram. https://www.instagram. com/p/Cho_5Cbrzkw/?igshid=YmMyMTA2M2Y=
Photograph 2 –Grey body vase. [Photograph]. (n.d.) George at ASDA. https://direct.asda.com/george/home/home-accessories/vases-artificial-flowers/grey-body-vase/050352761,default,pd.html
Photograph 3 –Chrome female body vase. [Photograph]. (n.d.). The Range. https://www.therange.co.uk/home-furnishings/vases-artificial-and-real-plants/vases/chrome-female-body-vase/?msclkid=3da08d9e4bc41a9daa43ee19105241e3
Photograph 4 –White Body Shaped Vase. [Photograph]. (n.d.). Primark. https://www.primark.com/en-gb/p/body-shapevase-991019772002
Photograph 5 – Ceramic Vase Female Sculpture. [Photograph]. (n.d.). Amazon. https://www.amazon.co.uk/Ceramic-Sculpture-Ornament-Artificial-Container/dp/B09NRGFNP6/ref=asc_df_B09NRGFNP6?tag=bingshoppinga-21
Photograph 6 – Fornasetti [@fornasetti]. (2022, October 10). Gold Fornasetti plates. [Photograph]. Instagram. https://www.instagram. com/p/Cjicn1kqWE4/?igshid=YmMyMTA2M2Y=
Photograph 7 – Saffron Barker [@saffronbarkerhome]. (2022, November 4). Fornasetti plates displayed above a fireplace. [Photograph]. Instagram. https://www.instagram.com/p/Cki6yL_rx6H/?igshid=YmMyMTA2M2Y=
Photograph 8 - G Plan show room. [Photograph]. (n.d). G Plan. https://www.gplan.co.uk/g-plan-heritage/
Photograph 9 – Jessica, G. (2022). Upcycled dresser. [Photograph].
Photograph 10 – Jessica, G. (2022). Upcycled wardrobe. [Photograph].
Photograph 11 - Pike, D. (n.d.). An example of Kintsugi repair. [Photograph]. Traditional Kyoto. https://traditionalkyoto.com/culture/kintsugi
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