2021 Inspired Magazine by TheInspiredHomeShow

THE OFFICIAL PUBLICATION OF THE INSPIRED

HOME SHOW

INSPIRED.

WINTER 2021

I N N OVAT I O N | C elebrating innovation in home and housewares retailing— creative retailers and tips by experts

DESIGN | D iscovering design for the home—new product highlights, designers and insights from design lovers

TRENDS |

Movements that are shaping product design and consumer purchases

I N S P I R AT I O N |

Experiences, stories and tips that spark ideas

Home Redefined, Retail Redefined– The Show Redefined

LETTER FROM THE EDITORS As this magazine is being finalized, everyone at the International Housewares Association is extremely busy preparing for The Inspired Home Show 2022, taking place in Chicago in March— the first ever with our new name and brand! The new Show concept, highlighting aspirational lifestyles, came out of an exploration of personal preferences with the key finding being that consumers want homes that reflect their personalities. Although we very strongly believed in the new Show positioning when it was first announced in 2019, no one could have imagined

Piritta Törrö

International Marketing International Housewares Association

how incredibly timely and accurate it is today due to social shifts that have occurred around the world. The investment we have made to make the home feel like our own is, perhaps, the most important change of all. In this issue of INSPIRED, we discuss many of the changes in the home as well as important consumer lifestyle trends that have or are now emerging. We also explain what these trends mean and how retailers can respond. The gia Expert Jurors offer updated guidance and ideas—for creating consumer experiences,

Leana Salamah

Vice President, Marketing International Housewares Association

inspiring confidence and heightening marketing communications. Of special note is the article on window displays that is full of practical tips and ideas for surprising and delighting your customers … and getting their attention! These discussions will continue at The Inspired Home Show in March with various displays and presentations providing updates on consumer lifestyle trends. The Show will also feature a Trending Today pre-Show event focusing on the healthy home, healthy mind and healthy spirit. Attendees will experience new and innovative companies, brands and products throughout the Show, providing solutions to consumers for their new needs within the home. We hope you’ll find inspiration in this magazine and very much look forward to seeing you in Chicago in March!

COVER PHOTO: 2019-2020 NATIONAL gia WINNER – NEGOZIO MORI, ITALY RIGHT: ZARYA MAXIM ALEXANDROVICH / SHUTTERSTOCK.COM

INSPIRED. TABLE OF CONTENTS

I N N OVAT I O N Martin M. Pegler on Retail Innovations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 gia—Celebrating Innovation and Excellence in Homewares Retailing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Winning Visual Clicks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

DESIGN Discovering Design: Fellow. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Being “Cool” Not as Important as Being Useful in Smart Home Market Today. . . . . . . . . . . . . . . . . . . . . 22 IHA Market Watch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

TRENDS Housewares Industry Trends by TrendBible . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 2022 Style Trend Outlook: The Reinvention of Real Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Looking Ahead to 2030. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

I N S P I R AT I O N Innovative Retail Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Social Media with Melissa Maker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60

CONTRIBUTING EDITOR Michelle Hespe is a publisher, editor and writer with over two decades of experience in the media industry, spanning Australia, the U.S., Europe and Asia. Michelle has a solid grounding in news and journalism, has written a book on industrial design, and has a passion for creating moving content across all media platforms. She is a regular travel presenter on Sky Business Class TV (a travel program for executives) and is working on her first novel while managing a suite of print and digital magazines under her new boutique agency, Publishing ByChelle. publishingbychelle.com

BAZAAR by Martin M. Pegler

The lure of the bazaar, or an open marketplace with a mass presentation, can magically cast a spell over any consumer— instantly. Curiosity strikes, heads turn, feet halt as your eyes fix on the insurmountable panorama of merchandise.

MERCATO CENTRALE, ITALY

By using a portal or entranceway you can visually transport the shopper and “set the stage” for a dynamic shopping excursion. A swaged curtain tied to the side or an authentic doorway as seen here at Few & Far in Australia works its magic. The riot of color, texture, pattern and types of merchandise is exciting and stimulating, but it takes “know-how” to arrange “clutter.” If you don’t know how, your merchandise will have all the mystery and glamour of a pair of saggy jeans in a thrift store.

FEW & FAR, AUSTRALIA

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(1923 – 2020) Martin M. Pegler was an author, editor, educator and lecturer, and a professor at the Fashion Institute of Technology in NY for over 30 years. He worked with the IHA Global Innovation Awards (gia) from the beginning of the gia program in 2000 as an Expert Juror, and since 2016 as an honorary member of the gia Expert Jury. Martin passed away in January 2020 at the age of 97.

TOP & BOTTOM: CACHIVACHES, COLOMBIA

The presentation of the bazaar—how it looks and feels—may transport you to the East or to North Africa, or to a market day in Mexico. It is a speckle of hidden islands, the Rainbow Mountain of Peru or the valleys of Cairo. It is the noise of banners, streamers and colored lanterns in narrow Hong Kong alleys, and the striped awnings, baskets and floor displays of Latin American fairs. It beckons, it boasts and promises the adventure of a lifetime. The occasional use of alternative display methods can break merchandising monotony. First, create the atmosphere: a tent, an awning, the aura of the open piazza, or arcade. Next, collect your small unrelated pieces of merchandise into larger coordinated groups. It is easier to scan a window with three or four major groupings than one with 30 or 40 small pieces scattered randomly all over the place. Build each grouping at a different level and in a different color palette, and then arrange these various elements into a flowing, organized whole. Continued...

“ It beckons, it boasts and promises the adventure of a lifetime.”

BAZAAR (continued)

A simple strand of carnival lights held up by two natural tree branches creates the mood for a marketplace setting indoors at La Maison Pernoise in France.

LA MAISON PERNOISE, FRANCE

Fabric swags across the ceiling creating an awning effect over a hanging fixture. The display resembles a colorful cart of wares with plenty of mix and match possibilities.

MANUFACTUM, GERMANY

KOOKHUYS MAFRANS, BELGIUM

Baskets become light fixtures adding ambience to this table display at La Maison Pernoise. With a bazaar setting there can be baskets tumbling over from the weight of merchandise (cornucopia style). Treasure chests can overflow. Giant brass trays can be suspended at various levels with trinkets dripping down from tray to tray, forcing the eye to follow along. LA MAISON PERNOISE, FRANCE

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Ancient style earthen jugs or even common red clay planters with a distressed look become containers when set on steps or risers accented by “faux furs” or glowing fabrics (tablecloths or a throw will do). An antique from the local vintage store can be used to enhance a merchandise group, and you can do marvelous things with pillows or poufs. A bazaar can be a great way to promote a kitchenware sale, home goods, a white sale, a food fair, or a general import event. The word suggests

excitement, exuberance, extravagance, extraordinary and extra special values, so your display must generate the same. “Adventure to Madagaskar,” “Journey to Bora Bora,” “Explore the mystery of the East,” “Moroccan Love Affair,” “Persian Panorama,” “The end of a magic carpet ride,” “Next stop—Bangkok.” |

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TOP & MIDDLE: CACHIVACHES, COLOMBIA BOTTOM: FORTNUM & MASON, UNITED KINGDOM

20 Years of Excellence The IHA Global Innovation Awards program was created to celebrate excellence and innovation in home and housewares retailing on an international level. Since the launch of gia in 2000, there have been over 460 gia retail award winners, from 48 countries on six continents. A jury consisting of retail experts and housewares trade publication editors from around the world decide on the gia Global Honorees after looking at all aspects of the participating stores, including visual merchandising, marketing, branding, staff training and other innovative offerings.

2019-2020 National gia Winners:

Most of the national winners listed below will continue as their country representatives in the gia 2021-2022 competition. Countries/areas with Global Honorees will have new national winners participating.

COUNTRY STORE NAME STORE WEBSITE Argentina Reina Batata Bazar Boutique reinabatata.com Australia Few and Far fewandfar.com.au Austria ORANGEandGREEN orangeandgreen.at Brazil Westwing westwing.com.br Canada HOME on water st. homeonwaterst.com China KEYE CASA keyecasa.com Colombia Miscelandia miscelandia.co Denmark Sinnerup sinnerup.dk France La Maison Pernoise lamaisonpernoise.com Germany Claudia Scheck claudia-scheck.de India Praxis Home Retail Limited praxisretail.in Ireland Stock Design Italy Negozio Mori negoziomori.it Japan ISETAN SHINJUKU isetan.mistore.jp/store Middle East – United Arab Emirates Tavola tavolashop.com Netherlands Woerdman Kookkado woerdmankookgoedkoop.nl Norway Hansen & Co. hansenco.no Poland Miloo Home miloohome.pl Portugal In&Out Cooking store.inoutcooking.com Russia Di Murano dimurano.ru Saudi Arabia aura auraliving.com South Africa Carrol Boyes carrolboyes.com Southeast Asia – Thailand Central Department Store central.co.th Spain La Oca laoca.es Sweden Artilleriet—The Kitchen artilleriet.se Switzerland Sibler AG sibler.com Turkey EnPlus enplus.com.tr Ukraine PROMENU by MIRS Corporation promenu.ua United Kingdom Jarrold jarrold.co.uk Uruguay Ehause Kitchen & Cooking ehause.com.uy USA—Gift Retailers Paddington Station paddingtonstationashland.com USA—Housewares Retailers The Butler’s Pantry shopthebutlerspantry.com Indicates a Global Honoree Visit TheInspiredHomeShow.com/Awards/gia-Retailing for more information on the IHA Global Innovation Awards program and to find short introductions and images of all 32 gia winners of 2019-2020.

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New in 2021!

gia Recognizes and Celebrates the Best Window Displays In the gia Top Window competition, the best home and housewares windows from around the world were evaluated based on:

ORIGINALITY & CREATIVITY (theme, concept, special effects)

MERCHANDISE PRESENTATION

PROFESSIONALISM:

Execution & Technical Aspects (lighting, attention to detail, signage, copy)

Congratulations to the Global Honorees: LARGE COMPANIES: Francfranc, Japan

Harrods, United Kingdom

SMALL COMPANIES: Premium Home, Poland

Cook Inc. – The Culinary Store, Argentina

IHA Global Innovation Awards 2020: Six Honorees in the Spotlight by Michelle Hespe In addition to the six Global Honorees introduced here, the 2020 global gia award winners included Sibler of Switzerland, winning the Martin M. Pegler Award for Excellence in Visual Merchandising and In&Out Cooking of Portugal winning the gia Digital Commerce Award for Excellence in Online Retailing.

Here are the six 2020 GLOBAL HONOREES:

Argentina REINA BATATA — This landmark boutique bazaar in one of the most hip, arty, food- and design-loving precincts of Buenos Aires captures the vibrancy, passion, history and mystery of Argentina’s biggest and most lively cosmopolitan city. Reina Batata, which now has 25 stores across Argentina, is renowned for offering the largest variety of designer tableware, kitchenware, home décor and furnishings that embrace modern, clean-lined design. There is also plenty of creative flair, and this begins with the entrance of the store and the speakeasy concept, in which its roots are firmly planted. “The controversial prohibition laws in the 1920s and 1930s demonstrated the fact that all laws are born to be broken, and bars began to appear behind closed doors,” says Federico Baigun, owner and CEO of Reina Batata. “This idea led us to deciding that we wanted to give our store an exclusive touch. A bit of mystery. And after we opened, as with speakeasy clubs, news of Reina Batata quickly spread by word-of-mouth, and it was the best advertisement we could have created. Soon the public (including influencers!) adopted us as an ideal kind of bazaar.” The flagship store is hidden behind a semi-open entry hall where a classic car painted by a renowned local artist sits. Upon accessing the exclusive space, visitors are surprised by the size of the interior, based around an early 20th century general store. The gia judges loved the eclectic fixtures and the speakeasy marketplace approach complete with comfortable farmhouse-style furniture. And the fact that this authentic, thoughtfully curated space is a buzzing hub for influencers. To learn more about Reina Batata, visit reinabatata.com or see the Reina Batata gia blog.

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Australia FEW & FAR — Blending a love of design, travel, interior decorating, rare objects and retail, husband and wife duo Danny and Tara Solberg from Australia have created a haven of style within their store that can be transported into the homes of others through their popular interior decorating business. Few & Far’s approach to retail is grounded in storytelling. “Our catch-cry—Bringing the World Home—is essentially what we do,” says Tara. “We travel the world looking for inspirational pieces that tell stories of different cultures that we can mix with modern pieces to create timeless interiors.” The building that houses Few & Far is as laden with stories as the products Tara and Danny have found. And just like those products, the elements of the store’s design cannot be reproduced because the building has old bones with concrete slabs and old floorboards, natural light, high ceilings, big timber beams and vintage patinas throughout its many rooms that have been repurposed over the years. “We are not a shopping mall type experience with straight edges,” Tara explains. The gia expert judges loved that Few & Far is inspired by travel, adventure and discovery, and that it felt like an “escape into a world honoring artisans and craftspeople from across the world.” Through its rare and unique products, it has captured decades and centuries of stories and questions about the past. The store inspires “wondering and wandering,” one judge said. To learn more about Few and Far, visit fewandfar.com.au or see the Few and Far gia blog.

2020 gia Global Honorees (continued)

Japan ISETAN — Housed in an imposing nine-story 1933 art deco building, Isetan in Tokyo lives up to its goal of being a “new-era department store and platform utilizing the power of IT, stores and people to deliver a new shopping experience and the best customer experience possible.” Isetan was established in 1886 as a kimono store dedicated to selling high-end clothing to Japan’s elite, and although there is still a focus on high-end fashion, today you would be hard-pressed to want something that was not available within its walls. And if your desired product wasn’t in-store, someone would kindly find it for you, wrap it and deliver it in style. As one would expect from a department store in the middle of one of Tokyo’s busiest suburbs—Shinjuku—modern takes on a shiny, new and extravagant meaning at Isetan, and technology is the name of the game here. Isetan is all about multi-layered, exceptional servicing—online and offline. There are store stylists, category specialists (servicing customers within and beyond the walls), store attendants and OSS (outside sales) to plan propositions that aren’t even apparent on the floor. And there are myriad tools and services in the stores and online to meet new tech needs and desires, such as 3D spaces equipped with VR goggles, a “Creators Hotel” that showcases high-end furniture and décor that you’d expect in a five-star hotel, a paid tasting bar to experience the marriage of food and wine, and even sleep consulting in a private room with a concierge. If you have the money, nothing is too big of an ask at Isetan, but you can also walk in without a cent and still enjoy its extraordinary approach to retail on a level that only the Japanese could build up. To learn more about Isetan, visit isetan.mistore.jp/store or see the Isetan gia blog.

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Thailand CENTRAL DEPARTMENT STORE — This grand department store that opened in 1947 has achieved its goal of being a landmark second home that is “part of the fabric of Thai people’s lives.” Central Department Store is a world unto its own. Stunning design, including masterful woodwork over six floors, has resulted in the creation of a warm and welcoming place where people can go to shop, dine, drink coffee or tea, relax, socialize and be a part of a solid community. The store is a co-living, co-eating and shopping space for everyone to enjoy, with the homewares store merging seamlessly with the socializing zones. If people like the chairs they are sitting on or the plates they are eating from, they can buy them. In the “Living House” zone there is even live music, mini-concerts and Michelin Guidementioned Thai street food trucks, which draw people back again and again. Tagged as the store of “a million lights and a million gifts,” Central Department Store has an air of magic about it and also a fun atmosphere focused on entertainment for all ages and tastes.

“It is our firm belief to constantly evolve with our customers, resulting in many of our pioneering innovations in the Thai retail industry,” says Natira Boonsri, president of Central Department Store. “We endeavor to offer complete, unique in-store shopping moments through our products, services, store designs and lifestyle elements, that blend together in harmony with our omni-channel platforms for a seamless shopping experience.” The gia judges loved Central Department Store’s technologically advanced yet community-focused way of retailing, also praising it for its omni-channel retail initiative called Central Chat & Shop. Via an app, customers have access to a digital personal shopper to chat with and do their shopping, with real-time updates on product availability. To learn more about Central Department Store, visit central.co.th or see the Central Department Store gia blog.

2020 gia Global Honorees (continued)

Ukraine PROMENU from the Ukraine is a great example of an omni-channel retailer that has remained in tune with the ever-changing needs and desires of modern-day society. Within the stores, customers will find more than 100 of the best brands in the world in the 100–150 square-meter spaces dedicated to homewares, and (more importantly) they are also regularly delivered something that the PROMENU staff call an “emotional envelope.” Within that envelope is a unique system of staff working with clients, based upon a customer’s needs and desires. This system involves staff being educated by psychologists in “profiling,” which is all about gaining a better understanding of personality types, behaviors, motivators and essentially, what a person wants or needs. These drivers affect what a person does and eventually buys in order to fulfill themselves and enrich their lives, and so the PROMENU team devote much time to understanding people and moving beyond simply selling something to someone. “We do not sell. We help to buy,” says Oleg Mykhaylenko, owner and CEO of MIRS Corporation, of which PROMENU is a part. “The main idea is not to sell the goods, but to ensure that the consumer remains satisfied with the result of their purchase.” Since opening 28 years ago, PROMENU has gone through a fascinating series of evolutions, with the same team on board for those nearly three decades. Thus, the management team and all staff feel as though they are a family, and this intimate, welcoming atmosphere translates to customers also feeling a part of PROMENU’s journey. The gia expert jury loved the “bold and brave” branding of PROMENU and its exceptional approach to “illuminated wayfinding” in color and lighting. However, it was the “emotional touchpoints” contained in the “emotional envelope” idea that impressed all of the judges. The special-education program for staff based upon profiling highlighted the fact that this store continues to lead the way in innovative thinking. To learn more about PROMENU, visit promenu.ua or see the PROMENU gia blog.

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United Arab Emirates TAVOLA seamlessly unites all that is near and dear to its customers from the Middle East—loved ones, home, food and cooking—with a modern, tech-friendly approach to retailing based upon old-fashioned family values. Just like people always seem to gather in a kitchen at a party, since opening its doors more than 20 years ago, Tavola has continued to bring local communities together in a hub focused on food, cooking and dining. Tavola has always placed the kitchen and dining room front and center-stage. At first, the company focused on stocking high-quality, well-designed kitchenware, bakeware and tableware brands, but this gradually expanded into what the store does today: hosting cooking lessons (in private rooms if wanted), where master chefs and local cooks teach guests how to best use products and make particular dishes. Tavola stays ahead of the curve and has embraced social media since the day it caught on, employing influencers to spread word of its services and products through innovative campaigns that followers get genuinely involved in—such as cooking and sharing great dishes created with Tavola’s products. The gia judges called the Tavola stores “an oasis of clean style with perfect merchandising and excellent wayfinding,” and they praised the constant use of the latest technology. For instance, Tavola’s interactive Zwilling digital wall allows customers to learn about products through tutorials and videos, and the self-checkout mechanism allows them to buy an entire range and have it delivered to their home. To learn more about Tavola, visit tavolashop.com or see the Tavola gia blog.

Winning Visual Clicks The New Directive for Creating Dynamic Window Displays by Rachel Crippin Clark Just as click-throughs are crucial to digital marketing, window displays can be a critical visual click that attracts a consumer’s attention and leads them to your store’s products. To be certain, technology has changed much of what makes a window display successful today, says Anne Kong, professor and program coordinator for the Visual Presentation and Exhibition Design Program at New York City’s Fashion Institute of Technology and partner in design firm A+D Kong. First off: the physiology. “Motion graphics have conditioned our eye’s response time to what we see and how long we look at it,” explains Kong. “Simply put, when something moves, we’re hard-wired to notice and perceive it. Also, our attention span has decreased dramatically.” And then, there’s the context. Sight lines have fallen as consumers are now looking down (at tech gadgets) one-third of their waking hours. As Kong puts it succinently: “Down is the new up.” Yet, 70% of purchases are influenced by displays, according to Shamir Insight Inc. in 2021. And windows are still a store’s first impression for walk-in shoppers. So how to capture attention? Some of the secrets lie in infusing technology’s same energy into store windows, and getting creative with bringing elements of window design “outside the window.” Visual merchandising expert Kong—who co-authored the 7th edition of Visual Merchandising and Display with Martin M. Pegler—offered a variety of strategies, tips and inspiration for retailers during IHA’s Connect FALL virtual event.

“ Sight lines have fallen as consumers are now looking down (at tech gadgets) one-third of their waking hours. Down is the new up.”

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Importance of Storytelling Simply displaying a product line—no matter how attractive it is— in a window display isn’t enough. A display must tell a story. And what makes a good story? Anything that evokes emotion, builds empathy and expresses your store’s character, style and values. Many popular ones these days tell stories relating to sustainability, social issues and real-life people. It’s also effective for windows to show a store’s connection to the local community, region or even the world. When stores were completely shut down during the early stages of Covid-19, windows were still open 24/7 with the lights on,” Kong points out. Many stores worldwide took the opportunity to use their windows to share powerful messages of hope, love and gratitude with their communities. Another way to communicate your connection to your community is to feature a local chef, celebrity or even a regular citizen.

Make It Human “I talk a lot about humanizing a display,” says Kong. “You never want it to appear static … it can easily end up just looking like ‘stuff.’” But that doesn’t mean people have to be represented. Even the presence of a pint of cherry tomatoes—natural elements picked by humans—next to cookware can add a human element. In fact, a small number of carefully curated props of any kind can “deliver the believability or authenticity of a display,” says Kong.

Color Most retailers know color is the biggest motivator for shoppers, so don’t be afraid to use it in windows. “A monochromatic color story has the power to lock the viewer’s eye and force the eye to search out the merchandise,” says Kong. The use of two contrasting colors can also be very powerful, especially if all the products are in one bold color and the other contrasting color is used for props or background elements. Continued...

< M acy’s in New York uses bands of color to draw pedestrians’ eyes away from the ground and right into their windows. The stripes are printed using vinyl technology and then affixed to the sidewalk and windows themselves.

Winning Visual Clicks (continued)

^ Color is the biggest motivator for shoppers. A monochromatic color story has the power to lock the viewer’s eye, as they search the merchandise. Harrod’s, United Kingdom

Incorporate Simple Technology Yes, there are a few easy, straightforward ways to incorporate technology into window displays. — The use of even a simple rotational motor (that spins an object around an axis) or a tick-tock motor (think of a clock pendulum) will attract attention. — Technology has made it relatively easy to print images on vinyl now, which retailers can often affix themselves to display windows or even storefronts and sidewalks. — I ncorporating QR codes into window displays is an easy way to boost interactivity with consumers. Those codes can even become part of the design as well. Kong encourages retailers to have fun with QR codes and incorporate their own imagery, logo or colors, instead of just using the standard black and white format. — And for Insta-worthy displays, don’t hesitate to include a hashtag consumers can use when they post photos.

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“ Homage to the Amazon” by Premium Home in Poland connects viewers with the idea of caring for Mother Earth, endangered wildlife and the environment. The display feels very immersive, yet it draws our eye to products “hiding” in the rainforest. There’s plenty of “eye candy” and even the feeling of animation, including a teapot hanging from a tree just as if it’s pouring tea into the cup on the ground below.

This ‘real life’ story from Le Bon Marche in France has a palpable human factor, as you can feel the chef sipping the soup. The products pop in front of the black and white image that is invigorated by a simple green LED light strip.

PHOTOGRAPHY GUIDELINES FOR STORE WINDOWS Window displays can be challenging to capture with your phone or camera. Reflection, cars or pedestrian traffic can interfere with your ability to get the best image. So what’s the secret? Here are a few tips to get the best shot of your shop windows. — Start with a clean lens. — Use a tripod if possible. — Photograph when pedestrian and local traffic are minimized. — Windows are best photographed at night when the reflection is naturally reduced. Cloudy, overcast days can be optimal for photographing too.

^ Try connecting the window with the street by having the inside meet the outside. It works like a magnet to attract shoppers. Selfridges, United Kingdom

Think Outside the Window So, what about those people who have their heads down, scrolling on their phones? If you’re able, use the sidewalk to draw people into your windows, suggests Kong. Those newer vinyl adhesives make it easy to affix graphic elements on the sidewalk, she said. These images can be stand-alone graphics or ones that connect visually to a store’s window. Decorating the area around a door or a building’s façade helps to draw attention to windows and can be part of their storytelling. Even a welcome mat, flowerpots, tray of herbs or other items easily moved indoors at the end of the day can attract a person’s eye from the ground to your store.

On a Budget Dynamic window displays don’t necessarily require a large budget. Kong suggests inexpensive but effective options including: — Using LED light strips instead of neon — Employing local artisans for handmade objects — Switching out products in different colors periodically, instead of designing a completely new display |

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— Observe precisely what reflects most in your store window (adjacent store signage, traffic lights) and try to eliminate or block the offending light sources. —T ry a technique used by professional photographers. Have two helpers stretch a large dark sheet of fabric behind you as you photograph in front of the window to eliminate the reflection of signs or passing cars. This method removes all reflection. — If you are using a camera, a zoom lens can also reduce reflection. A wide-angle lens tends to increase reflection on the glass. — When shooting detail shots, aesthetically compose focal or highlight areas of the window. Consider cropping unnecessary areas to create a strong composition. — Start by photographing straight on if possible, next try angle shots from either side. Put the camera directly on the glass to capture the details. If the window is openback, can parts of the window be photographed from the back? — Interior window lighting needs to be even without intense hotspots or dark voids.

Discovering DESIGN

Vicki Matranga, IHA’s design programs coordinator, speaks with founder Jake Miller to learn more about how Fellow joins function with elegance to bring joy to a daily ritual.

by Vicki Matranga JAKE, HOW IS YOUR CREATIVITY INFLUENCED BY YOUR LOCAL LANDSCAPE?

Both Fellow’s office and flagship store are based in San Francisco’s Mission District. The Bay Area is an endless source of inspiration for us. We interact daily with the strong specialty coffee community here. We often partner and design with coffee fans because they know the tools that will improve the coffee brewing experience. We are also deeply influenced by the design and tech communities in San Francisco, where designers and engineers work on cutting-edge products and groundbreaking design.

Because coffee lovers should not have to choose between aesthetics and functionality, Fellow offers equipment that is beautiful and convenient so that a novice or a connoisseur can prepare delicious coffee. While a student at Stanford Graduate School of Business, Jake Miller, a former brand manager at the Caribou Coffee chain of franchise cafes, reimagined a French press coffee brewer as a class project. He launched a Kickstarter campaign for the Duo Coffee Steeper in 2013, intending to make a beautifully designed product for brewing ridiculously good coffee. After eight months, countless prototypes and nearly $200K in pre-sales, the success of the campaign resulted in the Fellow brand. Since then, Fellow has developed an extended portfolio of intuitively designed coffee and tea brewing products for the coffee aficionado and the coffee curious alike. Fellow products provide the consistency and precision that sophisticated coffee customers need, yet are easy enough to use for beginners, while giving users an experience that engages all five senses: sight, smell, touch, sound and taste.

Fellow is a small group of people in love with coffee and obsessed with product design. We are always curious about why products are the way they are and how we can make them better. We reaffirmed this dedication in 2019 by hiring a senior designer from Apple—the iconic brand that redefined design for daily life—to join our product development team and evolve our branding.

WAS THERE A PIVOTAL EVENT OR PRODUCT THAT PROPELLED YOUR COMPANY’S EARLY SUCCESS?

Five years after our Kickstarter beginnings, we launched a second campaign with the Stagg EKG, an electric pour-over kettle with variable temperature control, optional Acaia Bluetooth App connectivity and a stunning, minimalistic design. Stagg EKG has been featured in publications like Design Milk and Fast Company, earned multiple design awards and is even Kim Kardashian’s favorite kettle! We also investigated trade shows. We came to Chicago in 2015 to visit the International Home + Housewares Show to learn about the global market. In 2016, we exhibited as a tiny three-person team in Design Debut. After that experience, we premiered our own booth in 2017 and have continued to grow in Discover Design.

HOW DO YOU CHOOSE WHICH IDEA TO DEVELOP?

We use quantitative and qualitative research from our customers to help lead the direction of our products during product development. This comes in the form of surveys, ad tests and user interviews. Human-centered design gives brands an opportunity to better understand their customer. It brings insights into tricky problems and helps us find better solutions and therefore build better products.

20 | D ES I GN

CARTER EVERYWHERE MUG

Celebration of Coffee: March 5-8, 2022 The Inspired Home Show, Wired + Well Expo Lakeside Center, Booth L12313 IHA along with Counter Culture of Chicago and the Specialty Coffee Association offer a tasting pavilion and light education by esteemed professionals and world-class baristas. Open to all Show attendees. CLARA FRENCH PRESS

ODE BREW GRINDER

New technologies and social media give us new opportunities. Fellow was born on Kickstarter with our Duo Coffee Steeper, we went back to Kickstarter for Stagg EKG and again recently for our Ode Electric Brew Grinder. Every new product launch has become easier to market because our customers value our brand.

IS THERE AN APPROACH OR LOOK THAT JOINS THE FUNCTIONALITY, FORM OR EMOTIONAL APPEAL OF YOUR PRODUCT LINE?

We now offer immersion brewers, pour over drippers, kettles, pitchers, canisters and serving vessels such as mugs, glasses and carafes. From our electronic products to our drinkware, we’re always aiming for what we call “beautifully functional.” Whatever we make, we want it to be functional and make folks’ morning ritual easier in some way. However, we also want you to love the look of the product. Fellow’s overall design language is timeless—modern pieces with matte black and white finishes. Limited assortments of some recent products are now also available in fashionable colors. STAGG EKG ELECTRIC POUR-OVER KETTLE

BEYOND THE PRODUCT: COMMUNITY BUILDING AND CUSTOMER EDUCATION

Because the specialty coffee and tea culture can appear overwhelming and intimidating, Fellows introduces more people to flavors and fun with approachable design and community connections. In 2017, Fellows opened its Store, which sells coffee and tea-related products by partner companies, and its Playground, a café where guests can test products to brew their own coffee, take a class to learn how to customize and enhance nuanced tastes or just talk coffee. In 2020, the space operated according to local Covid-19 guidelines and education moved online to bring the café experience home. In addition to creating products that join art, science and personality, Fellows supports greater inclusion in the coffee culture, engaging in many efforts to enhance the coffee community such as sponsoring competitions for brewers and baristas and celebrating women roasters. The impacts of Covid-19 include decreased revenue along with increased costs, and a greater struggle for small businesses owned by minorities and marginalized individuals. In August 2020, Fellow launched The ComeTogether Cafe Fund with several partner companies. Individual donors and industry sponsors came together to raise $37,500 to distribute to specialty coffee businesses in several states. Applications were reviewed by representatives from different corners of the coffee community who chose grant recipients for two cohorts spanning 2020 and the first quarter of 2021. |

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SHIMMY COFFEE SIEVE

For more information on Fellow, see fellowproducts.com

22 | D ES I G N

CARLEY KNOBLOCH

Being “Cool” Not as Important as Being Useful in Smart Home Market Today by Rachel Crippin Clark

Has the Covid-19 pandemic cut into consumer spending on smart home? Not much. But are many people looking at home technology differently? You bet. “The pandemic has slowed new development to some degree,” says Carley Knobloch, aka Carley K, a lifestyle and technology expert based in California, USA. “At the same time, people are nesting. They’re looking to upgrade their homes and make their lives easier.” Worldwide shipments of smart home devices increased 4.5% in 2020, according to the International Data Corporation (IDC). Top selling products included streaming sticks, smart speakers, security devices and smart lights. “Sales of smart home devices have remained fairly resilient during the global Covid-19 pandemic,” says Adam Wright, IDC senior research analyst. “The market faced some challenges in 2020 … but nonetheless, 2020 saw positive year-over-year growth across all device categories.” China is expected to overtake the United States as the largest smart home market by shipment volume by the end of 2024, with Canada and Western Europe also experiencing double-digit growth rates. “While developed markets will undoubtedly lead in terms of shipment volumes, emerging markets such as India and Latin America are expected to quickly become the next battleground for companies such as Google and Amazon who currently dominate the smart home market,” says Jitesh Ubrani, research manager for IDC’s Mobile and Consumer Device Trackers. “The emergence of newer vendors, particularly tier 2 and 3 smartphone brands, will also help drive additional competition within the home.”

Perhaps the more important shift has to do with how the pandemic has altered consumers’ perspectives on technology. That adds to some subtle movement that has been taking place for a few years. We’re past the early stages of smart home where remote control of our devices was automatically considered “cool,” even though it wasn’t always helpful in our day-to-day lives, explains Carley. “That initial novelty has given way to consumer savviness—they want more,” she says. That’s even more true during the current pandemic. “It’s now more important than ever that smart devices do something of value,” she says. Budgets are tight for many, and just about everyone is trying to simplify their lives and spend money on what matters.

And smart home devices must be user-friendly: “We don’t need extra layers of complications these days,” she adds. What does this mean for retailers? “The more you can solve specific, deeply felt problems for your consumers, the better off you will be,” says Carley. Extra technology might not be a priority for some right now, but it may be a welcome way to upgrade life at home for others. She advises keeping messaging simple and speaking to consumers’ current needs, which may include basics such as how to get dinner on the table quickly, how to keep their familes safe during times of civil unrest and how to keep their homes extra clean and healthy. Continued... CARLEY KNOBLOCH

Being “Cool” (continued)

Here are some trends and new product areas Carley is most excited about: home healthcare First off: a round of applause for any device that helps us connect with medical professionals from the safety of our own homes. Carley also likes robots that help people remember to take regular doses of their medication and sensors that can alert family outside the home if an elderly person isn’t moving around enough.

wellness Smart devices that help maintain our home air and water quality continue to get better, says Carley. Instead of simply giving consumers the ability to manage them remotely, new versions are including sensors that can identify issues and then alert owners or adjust on their own.

kitchen and bath Product offerings here are getting more robust and adding real value. It’s not just about a slow cooker you can turn on and off from your phone. Think in terms of a refrigerator that can track its own inventory and help you plan meals, or a bathroom mirror that can tell you when your first meeting is, and what the traffic looks like.

true wireless charging In the not-too-distant future, many devices will be capable of true wireless charging. (No, you won’t even have to put them on top of a charging pad.) You’ll be able to charge them wherever you can connect to a Wi-Fi signal.

improved home networks Things like Wifi6 and more broadband in more homes will affect the adoption rate of smart home technology. “It’s time for home networks to catch up” with all the smart devices

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out there, says Carley. | CONTROL4

24 | D ES I G N

You can check out Carley’s blog at: carleyk.com

CARLEY KNOBLOCH

CONTROL4

Trust and authenticity are especially critical to consumers today when they consider which products to buy and from which retailers.

26 | D ES I G N

Never a Better Time to Connect with Consumers by Rachel Crippin Clark

The global Covid-19 pandemic has disrupted countless aspects of our lives. In the home and housewares world, the pandemic has amplified and accelerated many consumer lifestyle trends, while also causing new ones to emerge. It’s a dramatic and uncertain era. But authors of the IHA Market Watch report agree: There’s actually never been a better time to build a brand and connect with consumers on their deeply felt aspirations and needs. “The pandemic accelerated many trends in what was an already rapidly changing environment,” says author Leana Salamah, IHA vice president, marketing. “Yet, the intense landscape creates significant opportunity for housewares product developers and retailers.” “Consumers have never been speaking more than they are right now,” says author Tom Mirabile, principal and founder of Springboard Futures. “There’s never been a better opportunity to create relationships and trust through listening—really listening– to what they’re saying and acting on it to provide solutions.” Trust and authenticity are especially critical to consumers today when they consider which products to buy and from which retailers. (See sidebar.) And, as they try to make sense of the world around them, consumers are looking to align themselves with brands that seem to share their values. “This is one of the greatest times right now to build a brand,” adds author Joe Derochowski, vice president and home industry advisor for The NPD Group. “A brand is an emotion.” And when consumers’ emotions run high, companies that connect with those emotions will be rewarded. Read on for more on the five macro consumer lifestyle trends identified in the IHA Market Watch report, changes in light of the pandemic and how both product developers and retailers can respond. >>

LEFT & ABOVE: EVGENY ATAMANENKO / SHUTTERSTOCK.COM

IHA Market Watch (continued)

TIME In the modern era, we always want more time. And while consumers might have been spending their time differently before Covid-19, that doesn’t mean the desire for products and retail experiences that help them save time is any less today. To help shoppers save time (and human contact), many retailers have been investing in their websites, adding new services like curbside pick-up and no-contact delivery, and updating fulfillment methods. “We’ve been investing in our website for quite some time, and we’ve also invested in training our store teams in both product and customer service to ensure all customer interactions are both time-efficient and professional,” says Wakami Saab, head of buying and programs development for Tavola, a chain of specialty stores in the United Arab Emirates and other Gulf states. She adds that all their stores now have a WhatsApp number, and they also have an “Ask Tavola” expert contact number so customers can quickly check product availability or ask for help with a recent purchase all from home.

HOW TO HELP CONSUMERS SAVE TIME TIPS FOR PRODUCT DEVELOPERS: >> E liminate the human factor in a process — Not only does this help save time, but it adds a health/safety benefit (less contact). >> R educe the time, or cut a step, in the process — Eliminate things that feel like a chore, not those that engage. >> Reduce maintenance — Anything from automating the process of replacing parts to making things machine-washable.

TIPS FOR RETAILERS: >> S implify product evaluation — Help consumers compare products online. Retailers could also benefit by being clear about why they offer a product. >> S implify purchase transaction — Services introduced in the wake of Covid-19 (online ordering for store pick-up, curbside pick-up, etc.) should continue. >> E xpedite maintenance needs — Make it easier for consumers to get replacement parts or service.

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SPACE In many regions around the world, living spaces are getting smaller and more urban. Many consumers are living with roommates. More living arrangements involve multi-generations. Add in a global pandemic that caused us to shelter at home— and has caused many to still use homes for remote work and school—and our living spaces have evolved from a physical need to an emotional need.

“It used to be that space was a very much a rational thing, but now, it’s also a very personal thing … as in ‘I need some space to breathe,’” says Mirabile. That can translate to a higher demand for space-saving products, or an increase in demand for any products that help a consumer relax and recharge while at home.

PREPARA LATCHLOK STORAGE SOLUTION, PREPARA

HOW TO HELP CONSUMERS WITH SPACE NEEDS TIPS FOR PRODUCT DEVELOPERS: >> Combine the functions of two or more separate products — Any product that helps make more than one type of meal—or does more than one thing—helps relieve the pressure to diversify meals without creating clutter. >> Store products in a compact manner — This doesn’t just apply to kitchen items like nesting bowls or measuring cups. >> Make storage beautiful — Anything that helps consumers feel organized, but also projects their own personal style achieves two goals.

TIPS FOR RETAILERS: >> Focus on fit — Share storage dimensions upfront. Consider displaying products in both storage and full usage mode. Consider augmented reality (AR) to help consumers visualize how a product will fit in their space. >> Bring online inventory in-store — Even small retailers can now use technology to let a customer see all the color/style options available for a given product— and easily order in-store for home delivery. >> Demonstrate accessibility — Show how a product can work for multiple generations. Continued...

IHA Market Watch (continued)

Consumers today are craving experiences even more. DEXAS PREP•TECH HOME CHEF CUTTING BOARD, DEXAS INTERNATIONAL

EXPERIENCE Today’s consumers are seeking memorable experiences. They’re putting unprecedented value in enhancing their knowledge, skill set, reputation and standing—essentially, their personal brands. While travel and many events had to be postponed during the Covid-19 pandemic, consumers today are craving experiences even more. So how can product developers and retailers sell experiences when they’re really selling things? The key is in positioning how a product enables or enhances an experience. Retailers in regions who are able to host store experiences will also benefit by connecting with consumers who are hungry to get out.

HOW TO HELP CONSUMERS CREATE EXPERIENCES THEY CRAVE PRODUCT DEVELOPERS SHOULD SHOW HOW A PRODUCT CAN: >> E mulate a paid experience at home. >> E nhance personal skill sets. >> I mpress others.

RETAILERS CAN: >> P rovide interactive engagements. >> C reate sensory experiences. >> P rioritize personalization.

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WELLNESS Consumers are living longer. Healthcare costs are rising in many regions. There’s growing appreciation for a holistic approach to being well.

HOW TO HELP CONSUMERS “BE WELL”

And while some consumers might have previously thought wellness as a nice goal to have, the pandemic has brought more urgency for many. Some cultures have always taken a comprehensive approach to wellness, but many are just catching up to the notion that it means more than just physical health. Today, most everyone recognizes that it encompasses body, mind and spirit.

TIPS FOR PRODUCT DEVELOPERS:

Federico Baigun, owner of Reina Batata, says he saw Argentines start to adopt some of the philosophies of the Nordics’ hygge movement during pandemic quarantines. “They had no choice but to take advantage of and renovate their houses, so that their stays would be comfortable, joyful, divine and lift their spirits despite what is being lived,” he says.

The good news for the housewares industry is that any product that can be positioned as contributing to physical, mental or spiritual well-being has an opportunity to capitalize on this trend.

>> P rovide wellness information and analysis — Focus on making it measurable. >> Eliminate wellness detriments — Get rid of ingredients or materials that might be perceived as unhealthy. >> Deliver environmental control — Think air quality, disinfection/cleaning, clean materials.

TIPS FOR RETAILERS: >> Offer wellness experiences — Anything from outside yoga classes to neighborhood health fairs. >> Cross-merchandise wellness products — Set up one area of your store or website to inspire wellness in every room of the home. >> Drop wellness-adverse product lines — Show (don’t just tell) how you care about consumers’ health.

This can include products that help with healthy eating, cleaning and air/water quality, but also many more items that help people feel calm, safe and content in their living spaces.

IHA Market Watch (continued)

RIDO / SHUTTERSTOCK.COM

RESPONSIBILITY Today’s consumers are acutely aware of potential threats to our environment, our economy and our society. And they’re ready and willing to use their purchasing power to support the brands and retailers they deem responsible citizens of the world. One of the changes brought by the pandemic was a renewed urgency to such topics as equity and access to health care. It also amplified existing social justice issues in some countries like the United States. AYA IMAGES / SHUTTERSTOCK.COM

trendingtoday PREVIEW A marketplace featuring Healthy @Home Saturday, March 5, 2022 8:00-10:00 am  South Building, Room S100 McCormick Place This pre-Show event will focus on the healthy home, healthy mind and healthy spirit. It encompasses everything from how we physically clean our home living spaces and organize our home environment to safe food preparation, sustainable home products that eliminate harmful waste to our planet and products that ease our stress levels and promote overall well-being. OPEN EXCLUSIVELY TO BUYERS AND NEWS MEDIA

Runs concurrently with the New Exhibitor Preview.

“(There has been a lot of important) messaging in the context of real caring for people and helping those who especially need it,” says Elena Vorozheykina, head of PROMENU retail department in the Ukraine. “But at the same time, there is a high need for truthful communication, which gives strength and trust. I see this as a global shift and a long-term trend.” While the environmental movement may have slowed as some people dealt with income loss (and cut back spending more for products that were sustainably made or designed to reduce environmental issues.) But the movement is expected to pick up traction as the pandemic subsides. Many retailers around the world cite an increasing interest in locally made products. Some consumers are choosing these products as a way of supporting their friends and neighbors, but also because they view local manufacturers as best positioned to meet their needs. |

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HOW TO DEMONSTRATE RESPONSIBILITY TIPS FOR PRODUCT DEVELOPERS: >> D emonstrate responsible corporate values. >> C reate products that replace disposable ones. >> C reate products that extend the life of other products or make the unusable usable.

TIPS FOR RETAILERS: >> S upport responsible product lines.

32 | D ES I G N

>> Review supplier practices. >> P rovide access to responsible disposal options.

Top four factors consumers consider when making purchases:

1. QUALITY

94% of respondents said quality was “extremely important” or “important”

2. TRUST

How a company reacts when something goes wrong is what builds and maintains trust

3. PRICE

Most consumers had unexpected discretionary income to spend on their homes

4. CUSTOMER REVIEWS

Friends and family were found to be the most trusted information source

Quality is Top of Mind by Rachel Crippin Clark Consumers today consider a growing list of factors when making purchasing decisions for their homes. But when it comes down to it, quality is their number one consideration according to the 2021 Value Equation Index created by Springboard Futures for IHA. Quality was followed by trust, price and customer reviews as the top four factors.

Trust was a close second. Joe Derochowski, vice president and home industry advisor for The NPD Group, feels trust is an essential part of brand-building that is so important for retailers and suppliers right now. “Trust is a critical part of the equation, and part of it is being able to speak to consumers in their language about what’s important to them,” he explains.

“We have a more educated home design (clientele) than we’ve ever had,” says Tom Mirabile, principal and founder of Springboard Futures. Consumers are demanding products that are reliable, safe, durable, and made with desirable materials and looks.

And it’s not just about what a company says or does in good times. “How a company reacts when something goes wrong is a huge part of building and maintaining trust,” points out Leana Salamah, IHA vice president, marketing.

In fact, 94% of respondents said quality was “extremely important” or “important” in their purchasing decisions.

The number three ranking of price may be surprising, but it’s important to remember the context of the survey in the middle of the pandemic. At a time when many experiences like travel were limited, most consumers found themselves with a disproportionate amount of discretionary income to spend on their homes. In other words, price was not as important to some people in March 2021 (when the survey was conducted) than it might be very soon. Rounding out the top four factors when making a purchase was customer reviews. The survey found friends and family to be the most trusted information source, followed by third-party

review websites and other Internet/website sources. Company websites, social media and advertising rounded out the bottom three, in descending order. To be certain, there are two categories of reviews: one is individual consumer reviews, and the other is objective experts or unbiased third-party sources. “There’s definitely some inherent skepticism when we’re reading individual consumer reviews online,” says Salamah, “especially if there’s a lot of 5-star ‘amazing’ ratings that sound just like a company’s marketing copy.” |

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Sunny State: Spring Summer 2022 Houseware Trends by Jamie Shackleton, Trend Researcher, TrendBible TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2022

In the wake of recession, social unrest and a global pandemic, householders will desire to surround themselves with constructive influences and joyful design. Art, color, shape and materials all feed into this aesthetic of positivity for Spring Summer 2022.

The Inspired Home Show has teamed up with global trend agency TrendBible who shares a preview into its “Sunny State” trend, which forms one of four trends published in TrendBible’s Spring Summer 2022 Home & Interiors trend book.

Living Life to the Full This playful, upbeat trend is bold and proud, dialing up community spirit, kindness and togetherness. We look back to look forward as nostalgic references on the cusp of the 1970s offers solace through a sense of familiarity. Bold, maximalist homes play with sophisticated combinations of vibrant brights and upscaled graphic stripes and prints. Kitchens are designed for communal living, interacting in multifunctional ways, centered around the family. The role of tableware in the future will be to build connection. This speaks to real family living, enriching life in the home via creativity and entertainment.

TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2022

Graphic Stripes and Color Blocking Bold, chopped or fractured stripes are used across statement decor pieces. Pair bolder colors with a neutral color to commercialize the broad stripe. Color blocking gets a makeover with dissected shapes and unusual off-beat color combinations.

KVADRAT

34 | TR EN DS KANKAN LONDON

STUDIO THE BLUE BOY

TEKLA EVELINA SEVERIN, MONTANA FURNITURE

Sunny Color Combinations A playful palette of optimistic color pops uplifts spirits in uncertain times. Clean pastel shades are merged in new zesty combinations. Sunshine yellows are key throughout, with a number of shades that can be combined for a nod to the ‘70s. Play with bold maximalist combinations that excite and surprise. Pastel colors adorn cook and dine products, bringing a sunny optimism to the most practical of kitchen products. Lilac and lemon combinations can be used in something as transient as wall art, or as permanent as a piece of furniture.

DANSK

FEST AMSTERDAM

PAPIER

ARJAN VAN DAL

Playful Shapes There are no simple shapes in this story; scalloped edges, wiggly lines and wobbly shapes add a playful dimension to home products. Jelly molds and retro milk glass inspire decorative accessories, while wavy lines bring a sense of playfulness.

Sunny State provides the perfect antidote to the seriousness of modern life. As Gen Z begins to influence the interiors market, we’ll see the importance of joy and whimsy grow as well as the power of nostalgia. It’s important not to take life too seriously. TrendBible is a global trend agency and leader in predicting the future of life at home. It works collaboratively with the world’s best brands helping them seize tomorrow’s opportunities. Sunny State forms one of four trends published in TrendBible’s Spring Summer 2022 Home & Interiors trend book, available to buy now at trendbible.com.

35 KCHOSSACK POTTERY

The Reinvention of “Real Life” in Home Design by Rachel Crippin Clark

Many consumers are feeling overwhelmed and worn out by the global pandemic … and they’ve been spending a lot more time at home. As hope emerges and a weary world begins to open again, where does that leave home style trends? Designer and style spotter Nancy Fire shared her vision for home design for 2022—as well as a sneak peek at 2023—during IHA’s Connect FALL virtual event. “2022 will find us searching for a simpler way of life, one that emulates a better balance between work and play,” says Fire, founder & principal of Design Works International, who has also served as design director for HGTV and HGTV HOME and a style spotter for The High Point Market.

That reinvention of real life will bring “an evolution, not a revolution” in home stylings and design, asserts Fire. “Because of the pandemic and because of supply chain (issues), style trends are not going to change as quickly as in the past,” she says. “They’re going to evolve, and they’re going to make sense and be more logical.” With that said, she feels most consumers are very selective these days about what they choose for their homes … meaning an object or its design absolutely needs to mirror their real lives and current sensibilities. Fire shared three lifestyles for 2022, as well as one preview for 2023:

Nature’s Way

“We find ourselves exploring the outdoors more these days, and nature is a very big factor in what we want in our homes today,” says Fire. A connection to nature is grounding for many people, and it often evokes feelings of comfort and simplicity. In addition, more consumers are also interested in bringing positive change to the world by selecting home goods with sustainable materials. “Organic materials and sustainable design will continue to be prevalent in 2022,” she predicts. Look for leather details, organic shapes, woven materials, bamboo and wood (primarily on lighter side, though some is dark), ceramic shells, cork, wire baskets and dimensional textiles in hemp and bamboo. Innovators in using sustainable materials include Portugal’s Digitalab, which has developed a method of turning cork into thread, and a group of Dutch designers who have used algae to make an environmentally friendly bioplastic. “Imperfect is the new perfect,” Fire declares. But she also makes a point of saying this doesn’t mean natural is unsophisticated or not useful. On the contrary, today’s consumer is very discerning and wants to make sure something is functional, in addition to fitting their sensibilities. Popular colors in this lifestyle include neutrals and earthen tones of terracotta, sand and burnt umbra.

36 | TR EN DS

NATURE’S WAY Living in Color

For those who want to mix things up a little, Living in Color “offers a harmonious meld of contrasting elements,” says Fire. Look for natural and manmade; playful and sophisticated; hard and soft; classic and modern. This palette offers a variety of what Fire called “beautiful mid-tones.” In other words: hues that are not super bright, but also not pastels. “This is not just about a bunch of bold, in-your-face colors,” Fire is careful to clarify. “It’s more about taking some items in your favorite mid-tones and mixing them with items in natural or neutral colors.” “Color-blocking would be an effective way of adding some color to your life without taking it too far,” says Fire. While brighter colors are sometimes associated with manufactured plastic, you can still incorporate reclaimed materials or reused plastics in mid-tone colors for texture and purpose. Continued...

FREESTOCK

LIVING IN COLOR WANDSWORTH APARTMENT, UK BY ZED GANT

The Reinvention of “Real Life” (continued)

BHS

GREEK ISLANDS HOME TOUR BY COCO KELLEY

Staycation

With so many consumers craving vacation—or taking staycations closer to home right now, it makes sense that they gravitate to a home style that “implies you’re on vacation,” says Fire. Building off the idea that our home is our haven, Staycation brings in elements of a beach or spa vacation and incorporates feelings of wellness and relaxation.

states Fire. “It’s almost like putting a filter over your life to bring nostalgic beauty back to our everyday lifestyle.” As products like china and recipe cards start to enjoy a resurgence, consumers are finding comfort in recalling people or items from their past.

“With calming blue tones on the rise…which are easy to pair with other colors… this palette is both relaxing and practical,” says Fire.

In fact, many of the products Fire shared looked like they were vintage, even though they were new items to market. There were also modern applications of feminine or floral patterns to items like knife blades, in addition to newer products like an ear bud holder.

It features cool shades of indigo, delft blue and Adriatic blue, however a variety of blues can be incorporated. Teal is back as a fashion-forward hue, according to Fire, and powder blue—which conveys sincereness—is trending.

Colors in this palette evoke a romantic aesthetic, with a variety of “pure and sweet tinted tones,” according to Fire. |

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Design-wise, look for a variety of stripes, plaids and patterns. Finishes can be pebbled, strié, ombre or imperfect. Cut glass and block prints will be popular.

Flourish

Looking ahead to 2023, Flourish is a different type of lifestyle born from many consumers’ desire to take parts of the past and make it the future. “Flourish encompasses timeless aesthetics and ancient wisdom with the new modern era of technology and eco-reciprocity,”

38 | TR EN DS

COURTESY OF FASHION SNOOPS

FLOURISH

With so many consumers craving vacation, or taking staycations closer to home right now, it makes sense that they gravitate to a home style that “implies you’re on vacation.”

STAYCATION

PHOTO BY DANE DEANER - UNSPLASH

Looking Ahead to 2030 New era of innovation and creativity in homes by Rachel Crippin Clark

Are you ready for 2030?

Imminent lifestyle shifts will dramatically change the experience of home, meaning what’s working today for the housewares industry might not work in just a few short years.

“As we like to say, 2025 is already here,” says Susan Yashinsky, vice president of innovation trends at Sphere Trending. “The future is happening quicker and quicker.” While that may sound daunting, there are plenty of opportunities for companies small and large, local and international, online retailers and brick-and-mortar stores. The secret is in “starting with consumer insights and understanding what’s causing the home to shift, and then finding the opportunities within those shifts,” says Yashinsky. “Everyone can’t do everything. You need to work around your core essence and then start to spread out a little bit for additional opportunities.” Those consumer insights and trend forecasts were the focus of Sphere Trending’s session in IHA’s Connect FALL virtual event, presented by Yashinsky and Mandi Mankvitz, the company’s president of possibilities.

Markets In the past, retailers might have only focused on one or two market segments. But by 2030, six different generations will be increasingly interdependent in their home lives. Think about younger adults living at home longer and older adults moving back with their middle-age children. Expect a growing interdependence between older generations helping younger ones financially, while younger generations help older ones with care. Continued...

40 | TR EN D S

In the past, retailers might have only focused on one or two market segments. But by 2030, six different generations will be increasingly interdependent in their home lives.

Looking Ahead to 2030 (continued)

While the pandemic has caused some to focus on only the “haves” or the “have-nots,” the middle class—and middle-class sensibilities—are an incredibly important market. China’s Xiaomi is one company successfully tapping into middle class sensibilities by either taking expensive, high-end smart home products and making cheaper versions, or taking lower-priced, generic products and improving them. By 2030, consumers’ ever-expanding value equation will expand to include personalization as an important quality. “We’re moving from a market of many to a market of one,” says Yashinsky. Thankfully, rapid manufacturing technology is expected to advance so that mass customization at value price points will become a reality around the world. (It’s already happening in China.) Retailers should also expect new perspectives on product ownership. Consumers—especially younger ones—are getting more comfortable with rental and resale platforms in housing, clothing and transportation. Now that doesn’t mean new product sales will be out … but you might also be renting or reselling products, or partnering with someone who does.

What is “Home”? Simply put: “We need to stop thinking of home as a static place,” says Yashinsky. By 2030, most consumers will be rethinking their home spaces for flexibility—whether that means incorporating the needs of multiple generations or having the ability to switch between working and playing, not just in the lifestage of a home but within a day as needed. They might not even have a traditional home, perhaps taking advantage of remote work arrangements to move between rental accommodations in different parts of the world. Or they might have a vehicle that allows them to bring “home” with them wherever they go. While recreational vehicles surged in popularity during the pandemic, a few new options include the Cyberlandr, which is a camper/overlander for the Tesla Cybertruck that allows users to take a kitchen, living room, bedroom, bathroom or office anywhere they go. BMW is also experimenting with a way to incorporate a flexible living room-type space that could be used in their cars when not on the road.

Localism Even though society is more connected globally, “don’t underestimate the value of localism,” says Yashinsky. Zurich, Switzerland’s new BRIDGE grocery store is a notable example of a retailer using cooking events, pop-ups and flexible displays to bring community to its shoppers (even its name implies how they strive to make connections).

42 | TR EN D S SHEMYAKINA TATIANA / SHUTTERSTOCK.COM

Chain retailers, don’t worry: You can achieve localism by creating unique experiences related to the community you’re in, partnering with community organizations or incorporating local brands. On another front: As supply chain costs have gone up and efficiency has gone down, look for a renewed focus on local production. While some consumers may prefer local products for environmental reasons, others may choose them because they’re available faster. Even global companies are experimenting with more localized production. Unilever has new nano-factories that fit in a shipping container so they can go anywhere in the world. They’re designed to make small batches of products with local materials that don’t have to travel as far to consumers.

DELTA CYCLE

Technology It might sound hard to believe, but by 2030, we might be seeing the end of the smartphone, says Mankvitz. Instead of carrying around one device that does a number of things, we could be moving to a new constellation of devices we will either wear or embed. Examples include a new Google patent for fibers embedded in garments that allow touch controls for ride-sharing apps; Apple has a new patent to add haptic actuation cells to their Beddit Sleep Monitor; and a Defense Advanced Research Projects Agency project to develop non-invasive head-worn devices designed to track brainwaves. In addition, sensors are getting smaller and much more affordable. In fact, the smart home sensor market is expected to grow at a CAGR of 18.6% from 2020 to 2027, according to Allied Market Research. Current home products may be able to sense motion, water leaks or air quality, but future possibilities are endless. “By 2030 we’ll also see more artificial intelligence using inferences to streamline factories, power grids, intelligent robots and automated retail,” says Mankvitz.

IULIIA AZAROVA / SHUTTERSTOCK.COM

Relevance As trends move more quickly, it can be harder to stay relevant. “Social media is a racetrack for commerce,” says Mankvitz. After all, 73% of consumers say they’re interested in trying new and different ways of shopping, according to Facebook IQ Research. “But despite all the chaos and rapid change in lifestyles and in the marketplace, some things won’t change by 2030 (or anytime soon),” asserts Yashinsky.

Retailers and brand companies will do well if they remember these three keys: 1. It’s all about the consumer. 2. O ffer many unique experience solutions— a neighborhood, if you will. 3. B uilding an emotional connection with consumers will always give you an advantage. |

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LIBBY PENNERR - UNSPLASH

“ There is less contact with other people now, and also a shorter time in which to connect with people when they are out and about.” Scott Kohno

44 | I N S P I RAT IO N

Scott Kohno is an entrepreneur and an expert in retail marketing and the creation of unique, identifiable retail environments that build corporate brands.

New Retail Trends in the Face of Covid-19 SCOTT KOHNO

by Michelle Hespe

“There has been no doubt about it, businesses across the world found themselves in trouble. As countries went into lockdown, people were—and are—scared, and so their habits changed almost instantly,” says gia Expert Juror Scott Kohno. But just like the many other ups and downs that Scott has seen in retail, innovation will prevail and the ability to adapt to what the customer now needs is crucial. “There is less contact with other people now, and also a shorter time in which to connect with people when they are out and about,” he says. “And so businesses need to offer an almost instant sense of warmth and emotion in the short period of time that a person is in their space. Starbucks has been doing this for a long time—creating welcoming environments that people want to visit. Even if they are there for less time, you can still engage them.” In March 2019, Starbucks announced plans to “reimagine” the third place, a concept that has long been the chain’s guiding force.

STARBUCKS, CHICAGO

The third place is a sociology-inspired concept that refers to another place outside of the two main places in most people’s lives—home and work—where people can gather and be a part of a community. Long-time Starbucks CEO Howard Schultz applied the concept as a cornerstone in the creation of Starbucks’ image. He wanted the coffee chain to be a place where people were happy to pay a bit more for coffee because of the potential connection that comes with the purchase. And it has worked tremendously. STARBUCKS, CHICAGO

Continued...

STARBUCKS, CHICAGO

Starbucks was able to adapt more easily to Covid-19 as the company already had plans in motion for investing in drive-through and home delivery, as well as new technology and product innovation to better meet customers’ needs. They were already well into testing new types of store designs, such as locations that exclusively offer mobile order and pay. This third place concept has not died; it’s well and truly alive. Scott says that people will still crave human touch and emotional contact, and sooner perhaps rather than later, as so many people have had to be locked in their own home without the usual contact with others that they have come to expect. They still want to buy things. People still want to spend money on things that make them happy. But first, you need to get their attention. A trend Scott has noticed to gain a potential customer’s attention is the use of high quality, feel-good videos and photography that virtually take people to the place being advertised, even for a business such as an American grill selling great burgers. Videos of fat, juicy burger patties being flipped, shiny ripe tomatoes and fresh lettuce sparkling with water drops being cut. There’s sizzling sounds, laughter and smiles, food that looks delicious and an atmosphere that people crave and want to be a part of.

“These kind of videos make you feel as though you are right there—that you can touch and eat those burgers. The videos and imagery make you want them,” Scott says. Regarding another trend, Scott refers to the “cocooning” concept that was coined in 1981 by Faith Popcorn, futurist, author and CEO of marketing consulting firm BrainReserve. In the early 1980s, Faith noticed a deep shift in the way people were living their lives. In the 1970s it was all about night partying and eating out and then in the ‘80s, she saw that people were worn-out, over-stimulated and exhaustion became an actual “thing.” Technology was about to soar, and cable TV meant that people could watch movies in their own homes instead of going out. Then the Internet arrived and suddenly people could research and order things to be delivered to their homes.

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STARBUCKS, CHICAGO

The term “cocooning” took off in popular culture and even ended up in the dictionary. “Today we have been forced to be more cocooned at home than ever before,” Scott says. “There is no international traveling, no meetings across the world and people have more time on their hands. They’re spending money on doing up their homes, as they want to be comfortable and live well at home. Businesses need to take advantage of that.” Scott also points out that before Covid-19 happened, retailing and food outlets were already beginning to downsize. “Places were too large—the rent, labor, staff, fit-outs—it was all too much,” he says. “There’s no need now for 50,000-square-foot spaces and huge billion-dollar shopping malls. It’s not what people want now, and in a time when people are avoiding crowds and social distancing, there is even less reason to go somewhere like this.” The world has changed forever. And yes, some days it’s downright scary as this new reality was thrust upon everyone so quickly; it’s often hard to know what to do first, and how to keep up. But here’s something that Scott reminds himself and his clients every day—a new world means new opportunities. You just have to seek them out. “Retail is not going away,” he says. “We are just in a new cycle, and we are excited. Let’s see what we can do!” |

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People still want to spend money on things that make them happy. But first, you need to get their attention.

47 STARBUCKS, CHICAGO

SUSHI WITH ATTITUDE

“ What will it take to make the shopper feel assured again?” Anne Kong

48 | I N S P I RAT IO N

Anne Kong is an educator and designer specializing in Visual Merchandising, Exhibition Design and Special Events.

ANTHROPOLOGIE, NYC

Inspiring Consumer Confidence: Show That You Care

ANNE KONG

The Covid pandemic may have transformed the physical retail experience overnight, but the urge to return to stores to experience what we once knew as normal is still alive and well in the hearts and minds of consumers. Consider “pre Covid,” when stores were at their height of doing everything right; integrated technology, a multitude of product offerings and a wide range of consumer activities to engage and delight. In the waves of recovery, what will it take to make the shopper feel assured again? It might be simpler than you think— pure unadulterated confidence.

CONFIDENCE TO TOUCH CONFIDENCE TO TRY CONFIDENCE TO BUY Stores that institute safe practices and demonstrate their promise to provide a healthy and sanitary shopping experience will lead in winning over tomorrow’s shopper. Working out the woes of occupancy limitations, accuracy of stock and contactless checkout will take innovation and a tempered approach, but it begins by giving the shopper the choice of how they want to engage with your brand.

Consider some of the following trends: Events Reimagined The combination of virtual and in-store events is a great way to jumpstart confidence, and you can test this out by using employees as attendees. Engage the consumers at home by mailing necessary items before a virtual event like a product testing or a cooking class. Keep the event content more bite-sized, smaller snippets of information that are easier to comprehend. Consider engaging consumers in-store with those watching virtually by hosting a roundtable or “shark tank.” Try a game show style trivia event that tests knowledge or a poll that allows everyone to vote on his or her favorite product. Local celebrities, a spokesperson or educational session may be a great way to pique interest too. ANTHROPOLOGIE, NYC

Continued...

Revive the In-Store Experience Even though the touch and feel experience has diminished, sight, smell and sound can be used to activate the retail environment. The Canada Goose store in Toronto serves up a great example with its “cold room” to try on coats. Customers get the warmthfactor instantly. Beautiful displays, savory scents and relaxing music welcome the shopper. Implementing visual merchandising techniques and display strategies will be more important than ever in the next phase of revitalizing the retail store. Product displays require storytelling to captivate consumers and tantalize their senses. Static product placement without rhyme or reason is not acceptable—product placement must communicate the store image, brand intent, idea or store philosophy in one quick glance. Equally, the customer journey can make or break the experience. The floor plan regulates the passage—establishes a route that stirs up emotion much like a thrilling rollercoaster ride. The customer’s voyage must undulate, flicker, flutter, oscillate and wave. The placement of tables, endcaps, risers, fixtures and visual spectacles establish the highs and lows.

ARTILLERIET - THE KITCHEN, SWEDEN

HANSEN & CO., NORWAY

ARTILLERIET - THE KITCHEN, SWEDEN

50 | I N S P I RAT I O N

MILOO HOME, POLAND

It is vital to experiment with the pathway; observe shoppers’ reactions and take an incremental approach to change while providing clear wayfinding to reduce confusion. Lastly, empathy in service will slowly rekindle confidence; however expect emotions to be high. Offer channels for both employee and customer feedback. Quickly eliminate obstacles or procedures that cause shopper frustration.

Increase Signage Consider a popular strategy used in museum exhibition. Museum displays are designed to be viewed and understood in a short period, allowing the visitor to move on to the next showcase and ensuring a steady flow through the space. Museums maximize communication through signage that employs titles, captions, quotes or a brief description alongside objects to provide a quick understanding of the content. Stores must do the same. Provide all of the necessary information about the product—near the product. Price, size, color, availability and a short description of the item will limit the need to locate a sales associate rather than backtracking on the given floorplan. Visible wayfinding hung from ceilings or floor decals can direct the consumer through the space more comfortably, widen aisles by rearranging fixtures to provide passage and consider using a chime or signal to help shoppers request sales assistance.

HUDSON’S BAY COMPANY, CANADA

Reimagine the Floorplan Try to reimagine the store’s floorplan in sections or quadrants that allow for individual experiences. Incorporate sensory cues, impactful displays, height and vibrant color stories that build in strength along the floorplan. This will promote more movement and interest; shoppers can’t resist ogling the next big display around the corner. Disperse scents and sounds in display areas to inspire curiosity. Remember, sanitizer should be plentiful so consumers feel inclined to touch if desired. Don’t forget to reward the consumer for coming out—share a recipe with a scannable code, host a raffle to benefit a local community group. If your business is dependent on touch screens, consider providing your shopper with a disposable stylus while they shop. Shoppers are more receptive to take-away style samples rather than testers during this time, be sure to consider your method of dispensing them. There are endless ways to engage customers—let your team partake in the process of innovating safe merchandising practices.

HARROD’S, UNITED KINGDOM

KITCHEN SHOP, MALAYSIA

Herald Holiday 2021 Prepare your customer for the holiday season early, the last-minute hustle and bustle no longer signifies Christmas cheer. Provide opportunities and incentives for shoppers to explore products in-store before shopping online. By offering pre-order sales, stores can account for inventory, avoiding the frustration of not finding the product upon arrival to the store. Entertain with holiday displays that inspire consumers to “take it home.” This year, appeal to a variety of looks and styles—country, rustic, boho, industrial and modern. These types of displays help shoppers visualize products in their own home. Create a vignette for each style and curate each display with a color/pattern/texture story. Use imagery or banners to enhance each scene. Combine holiday greens, foliage with a hint of something shiny and festive. |

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LEFT: ANTHROPOLOGIE, NYC | TOP: RALPH LAUREN, NYC

“ The key was to keep the connection between your store and the customer alive, even if they were stuck at home.” Henrik Peter Reisby Nielsen

52 | I N S P I RAT I O N

Henrik Peter Reisby Nielsen is an entrepreneur, former gia-award-winning retailer and the CEO of Reisby Consult.

S-KULTUR, GERMANY

#SomethingToLookForwardTo HENRIK PETER REISBY NIELSEN

by Michelle Hespe

“You need to be a positive force for others.” The most important advice that gia Expert Juror Henrik Peter Reisby Nielsen has had for retailers during the Covid-19 pandemic is to give customers something to look forward to. Something larger than them. In hard times, people need positivity, hope and a sense of a strong community. “If you give them these things, they will stay with you,” he says. Henrik believes that during times like this, uniting people and businesses is more important than ever. And so, during the first lockdown in Denmark he worked with a group of more than 25 stores from a certain shopping area, asking them to come together to be stronger and to give their customers something to look forward to.

“ During all of this, when there was bad news every day, it was important to make your customers feel happy to be alive and well, to create things for them to look forward to and keep people dreaming,” he says. Henrik encouraged the group of retailers to give their customers virtual experiences so that they were still engaged with their favorite stores and products, advising them to have fun with social media and other communications. “The key was to keep the connection between your store and the customer alive, even if they were stuck at home,” he says. “To keep people’s dreams alive. To get them visiting your store online and aim to create viral loops where people tag family and friends and spread the word for you.” Some nice examples of fun and engaging posts that retailers created were: “We want to make gin and tonics in these beautiful #Riedel glasses for ‘@the person’s name’ when we are allowed to party again” and “I want to have a dinner with ‘@the person’s name’ when ‘@the restaurant name’ opens again. We can’t wait!” Throughout the campaign, the hashtag #SomethingToLookForwardTo (#NogetAtGlædeSigTil in Danish) took off and reached more than 35,000 people. Posts were things such as: “I want to fill up the picnic basket from ‘@ the name of store” when we can go the park with friends and family!” #somethingtolookforwardto Continued...

SoMe

Covid-19 has created a new reality with a focus on convenience, health and safety for shoppers. “Things have changed and they won’t go back to what we knew before,” says Henrik. “Curbside pickup, for instance, is the new normal now. People have become accustomed to this kind of thing and expect it now. Remember that you can’t go backwards once you have offered someone a service that they like. You can’t take it away, as the customer will remember the things they like. Now that they know a particular option is available to them, retailers can’t get away with not offering it or they will lose them.” “Since Covid-19, there’s also been a really dramatic change in the way people think,” says Henrik. “People have realized that they don’t need as much as they thought they did, because they have been fine without some things while in lockdown. So that’s created a shift towards more conscious buying. And so as a retailer, you have to be better than ever at telling a story to gain their attention and ensure that they buy what they do need, from you.” Always the one to see opportunity in difficult circumstances, Henrik and his team have been focusing on creating an online universe that morphs the real world with the virtual world. “One billion people a month are using Google,” he explains. “So we should be taking advantage of that. As a retailer you should be regularly adding great images and videos of your store to your online hub. Create visual tours and engage people by being there personally for them—welcoming them as you would in real life. A store owner can pop up online and say ‘Hi! Let me take you on a tour of the store and show you our new products!’ A customer can start off in the showroom online and end up in a brick and mortar store. We need to blend the two worlds.” A good example of a beautifully executed virtual store tour is one by a previous German gia winner and Global Honoree S-Kultur. Their tour highlights the various areas and services of the store, drawing attention to brands and specialties. Embedded videos and descriptive texts add to the experience information and interaction. Henrik says that when access to stores is limited, it is more important than ever that you do not lose contact with your customers. “In a normal situation, they could walk into a store and try some new sunglasses, look at themselves in a mirror and talk to someone about how they look and what other ones there are,” he says. “You can still do that online. Try new technologies where your customer can virtually put those sunglasses on and your sales assistants can still have contact with that person in your virtual store. They’ll stay with you if you don’t lose contact.” A concrete best-case example of how to be agile and how to stay connected comes from a local clothing store in Henrik’s hometown of Roskilde. “They succeeded in staying connected and keeping their customers’ focus on their brick and mortar store intact throughout the lockdown,” Henrik tells. “They quickly learned how to offer Facebook auctions and every week they updated their window displays, posting teasers about the new displays on SoMe. This led to people frequently stopping by for window browsing and to SoMe shopping.” “What you are saying is: ‘Our physical stores may be closed, but we are still open and here for you.’” |

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S-KULTUR, GERMANY

HENRIK PETER REISBY NIELSEN

The founder of ReisbyConsult, Henrik Reisby helps retailers and cities with creative and innovative customer-centric solutions that ensure that you are worth the visit. He is also a popular international keynote speaker. You can connect with or hire Henrik Reisby via LinkedIn.

“ Although retailing has always been hinged on emotions, the new era of retailing after a global pandemic is firmly anchored in them.” Wolfgang Gruschwitz

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Wolfgang Gruschwitz is the owner and managing director of the Gruschwitz Corporation, which offers full-service retail store design and visual merchandising expertise to retailers.

PATRICK LANGWALLNER, MATTER DIGITALAGENTUR GMBH FOR NATURHOTEL

Emotive Retailing and the World Beyond Covid-19 by Michelle Hespe

WOLFGANG GRUSCHWITZ

Since the day Covid-19 hit the world and began ripping its way through societies big and small, it created a seismic shift in every business because, as with any great change, people’s emotions and habits change. People’s lives are no longer the same, and retailers have to face the fact that, as consumerism has so been so dramatically and irrevocably altered, the “new normal” will not look anything like it did before January 2020. The most successful retailers that survived the initial impacts of Covid-19 and continue to surf the new waves created by consumer behavior, are the ones that predicted the change in human behavior and acted quickly. “The retailers ahead of the curve ball knew that their customers had changed, but one thing remained the same: retailing is still an action and an experience rooted in emotions. Maybe more so than ever before, because when humans can’t have things such as the freedom to move, socialize, dine out and travel, then it’s fair to assume that they might try and buy things to keep them happy, and even sane,” says gia Expert Juror Wolfgang Gruschwitz.

Getting It Right “The future of retail will be service- and customer-orientated, with fascination and convenience also crucial to success,” Wolfgang says. “Retail will be everything besides the pure selling of goods. Physical retail stores need to be a real place for the exchange of information and ideas. Customers want these things from real people who they can (maybe) trust, rather than from an avatar from the Internet.” He says it is imperative that retailers have a strong digital presence and a good suite of the typical digital services that customers now expect, such as a great website, click and collect facilities and a solid social media strategy. Visual merchandising will always be a major element of retailing (in-store and online) but now retailers need to also think about new trends such as offering networking with customers, partners and service providers; recycling programs and carbon-zero activities; the leasing of products (not everything must be bought) and membership solutions–such as paying once a month for a bundle of things rather than buying one object at a time.

PATRICK LANGWALLNER, MATTER DIGITALAGENTUR GMBH FOR NATURHOTEL

Wolfgang says that stores that help people to make something by themselves—with expert guidance and the opportunity to try new products—are doing well, as are stores that offer art, theatre, entertainment and fun, fair-like socializing areas—in person or in a virtual space.

Kindness and a focus on humanity is more important than ever, and stores that are seen to be supporting struggling communities or doing something to help others also get the thumbs up. As are retailers that offer customers solutions for a better, healthier life—such as stores selling herbal tonics and supplements, skincare and sporting accessories. Wolfgang says that after difficult times where the brain is challenged and the body is

tired, people tend to focus on searching for purpose and motivation, as well as relaxation and a sense of safety. “So retailers can incorporate esoteric solutions to their offerings, such as soothing and inspiring scents, warm, healing colors, music and good vibrations,” he suggests. “Make your store magic with music and fragrance and try to stimulate the senses,” he adds. Create social media posts from within the store to show clients outside that your store is still alive and the mood of you and

your people is up, not down. Remind them that it is no-one’s fault that there is a pandemic. As a retailer, you have to show your customers hope.” Wolfgang says that many successful retailers recognized that single people want to be in social environments, and that they can create places for connectivity, creativity and networking. “For instance, Rapha (an upmarket store for cycling gear) is now organizing bike rides for different skillsets and physical status. They also organize experience days for their clients, where they can match people together,” he says. “They are giving their clients the chance to be a part of their brand and a part of an established community.” |

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58 | I N S P I RAT I O N HENRY BECKER FOR GRUSCHWITZ GMBH, MUNICH, GERMANY

Wolfgang’s top DOS + DON’TS for retailers taking on the brave new world DO... >> Accept and respect Covid-19 rules and restrictions. >> Be extra aware of your customers’ needs—ask more questions and look deeply into their wishes. >> Help satisfy your customers’ wishes—they are coming to you, so appreciate that. >> Provide unexpected services that surprise and delight—such as allowing people to try things out before buying, offering personal advice, offering other payment and communication systems such as Apple Pay and WeChat. >> Be tolerant with returns. See it as a chance to sell again. >> Stay simple and authentic on social media. People are overloaded but honesty and authenticity is still valuable. Honesty will always be a unique selling point.

DON’T... >> Tell the client to “Go on to the Internet”— they are coming to you for service. >> Run out of popular products—keep a close eye on stock levels. >> Promote something that is not available, as it will only cause disappointment. >> Leave your customer alone with their thoughts— be there for them and help them. >> Be in a bad mood—your customers want to be lifted up, not dragged down. >> Blame the customer for anything. Make them happy and they will come back.

59 PATRICK LANGWALLNER, MATTER DIGITALAGENTUR GMBH FOR NATURHOTEL

A guide to choosing an influencer that truly aligns with your brand’s DNA by Michelle Hespe

An influencer partnership can be high stakes. The influencers you work with– everything from their aesthetic to their ethics– reflect your brand. So choose wisely.

83%

of consumers make purchase decisions directly from recommendations. 60 | I N S P I RAT IO N

In recent years, something has become clear–consumers are no longer happy with straight advertising or obvious selling–they’d rather buy when someone they like recommends that they do so. In fact, in a 2018 study from digital marketing experts and advisors Jay Baer and Daniel Lemin, a staggering 83% of respondents said that their purchasing decisions came directly from recommendations. Influencing today is a bonafide job where ethics, morals, contracts and money are all a part of the equation. An influencer has to maintain a solid reputation and the more followers they have, the more people there are ready to openly and publicly judge. And as technology develops, influencing too has sped up the rate at which people consume content. In a minute an influencer can rise or fall.

To be a successful influencer now, you have to get it right. There’s barely room for mistakes. Look at the recent fall from grace of YouTuber Jeffree Star—a hugely famous cosmetics retailer and former musician who had a strong collaboration with cutting edge make-up brand Morphe. The company cut all commercial ties with Jeffree after stories kept surfacing of his racism, treatment of other YouTubers, bad associations and things he has said and done up to a decade ago. Before hiring an influencer, do the research and know and understand the person you are choosing to represent your brand. Take it as seriously, if not more seriously, than hiring a staff member in your brick and mortar store or that person on the end of the customer care line, because they might well have more reach and influence than everyone in your current business combined.

Introducing Melissa Maker Melissa Maker, the owner and founder of cleaning company Clean My Space, is one of the top cleaning and organizational influencers in the world. She has:

65,000 followers on Instagram as herself (@Melissa Maker)

100,000+ followers on her company Instagram (@CleanmySpace)

1.5 million+ subscribers on her YouTube Channel Clean my Space

AND she is regularly tapped as an on-air and print media cleaning expert. Melissa knows what she’s doing, and even more importantly, she knows what others are doing in the influencing space today. “The new, young generation of consumers today has a zero tolerance policy,” says Melissa. “They expect to live in a world where there is fairness and equality and they have guts to speak up when they aren’t happy about something. And they certainly have no time for those who are not guided by a moral compass.”

Which completely changes the face of influencing. Melissa points out that influencers are being called out now for things that they did online in their past. “Influencers are facing the consequences for bad behaviour, disrespectful posts or anything that can be deemed inappropriate or offensive. A quick screenshot of a bad tweet or a photo taken out of context from an influencer’s past can have ruinous consequences for the influencer and any brands they are associated with,” she says. Melissa believes that through the younger and more emboldened generation, we are seeing a greater push for equality, justice, environmental responsibility and many other large-scale issues. “A lot of us are still learning what ‘the right way’ is, and a lot of influencers have had to get their footing as things accelerate,” she says. “Look at the Black Lives Matter (BLM) movement. For hundreds of years, Black people have been disadvantaged and have not received equal opportunities,” she says. “They’re upset and they are saying so. They are asking for allyship and real change. And they are doing this through a powerful tool—social media. Influencers have to figure out how to get on board with causes that matter in a way

that’s responsible, meaningful, authentic and morally-guided.”

Great Time to Get on Board Although it’s a turbulent time to align your brand with an influencer, it’s also a great one, as influencers are being held accountable more than ever for who they are (and are not) online. The role of the influencer–who they are and what they stand for, is being laid bare for all to see. “As a retailer, you need to take a more wholistic approach to influencing,” Melissa explains. “For instance, don’t just look at how many followers an influencer has, as it’s not all about the first-glance numbers. Yes, look at how many likes and comments are on a post, but also read the posts and the reaction and responses from the influencer. Is the audience delighted, engaged and positive? Is the influencer responsive and kind? Or, do you see negative comments and little response from the influencer? That says a lot. “Get to know how they interact with other people and navigate tough situations. Look at who is tagging them and why. If they follow you, follow them back and watch them closely before you make decisions. You want an influencer that mirrors your Continued...

A Guide to Choosing an Influencer (continued)

“ We are seeing a greater push for equality, justice, environmental responsibility and many other large-scale issues.”

“ If you choose a great influencer who is honored to work with your brand, they will go above and beyond for you.”

“ Influencers have to figure out how to get on board with causes that matter in a way that’s responsible, meaningful, authentic and morally-guided.” 62 | I N S P I RAT IO N

own brand’s DNA, an influencer that would respond to a difficult situation the way you’d ideally like to see your brand respond. That demonstrates alignment.” Melissa also advises retailers to become familiar with the other places where their content lives, as a top influencer will be on more than one platform. “A brand has to understand the full scope of what that influencer is all about,” she says. “They have to get a feel for who they are and what they do. Before you do business with them you need to get a sense of their voice, and how they treat people in their community. Are they controversial? Does the way they present themselves align with your brand? Look into their past and if they have been involved in anything, say political, then look at how they have handled themselves. All of these things are really important.”

Money Matters. It’s a Job Don’t make the mistake of thinking that by giving an influencer some free products you are going to have a long-lasting and fruitful relationship. “If they are any good at what they do, they’ll most likely say no to your

offer in exchange for content anyway,” says Melissa. “An influencer needs to be paid like anyone else if they are going to run a successful business and make a living from influencing.” Professional influencers often have a team that helps to grow and nurture the very community brands are seeking out. Melissa turned down a really big deal recently, for good money. “It turned out that when doing a review of the content brief–after being sold on a new and exciting environmentally-responsible development–the claims were actually overstated and it read more like a fresh coat of paint covering up damaged wood,” she says. Melissa knew that her audience wouldn’t like the partnership and it would look bad for both parties. “The brands need to be transparent about who they are so they can attract the right influencer. If the fit is not right, it will come back to bite you later.” She firmly believes that if you choose a great influencer who is honoured to work with your brand, they will go above and beyond for you, as the alignment will no doubt lift their

own game, reputation and followers. “Consider that influencer a spokesperson for your brand,” she says. “Their name is on your content and vice versa. You are both depending on one another to do a great job.”

Getting Practical On a practical level, Melissa says to always create a contract upfront, before any work is done. There are lawyers and legal teams in the new media space who deal specifically with influencer contracts, and many professional influencers have standard contracts they can send, too. “There’s always going to be a push and pull on fees. When brands first enter the space, many face sticker shock—your boss might expect a load of work from an influencer for $X, but you might need to pay $Y to get what you actually want and need,” she says. “You have to look at how that payment converts to sales or exposure, and if you can’t do it yourself, then engage a strategist who can do that work for you. Hire an expert.” Melissa also points out that looks do matter. “Consumers all look different and generally relate better to influencers

who look like them, and line up with their values,” she says. “It’s about choosing someone who others can relate to for a campaign.” Retailers also need to think about diversity in the influencer roster. “Think about varying body sizes, genders, sexual orientation, races and family unit makeup,” she says. “That’s how to gain new customers and how to show your commitment to diversity and your open-mindedness to change. Selecting the right mix of influencers can be a wonderful way to usher you there.” The bottom line…as staff is everything when it comes to running a good business, if you are smart about the influencer you hire and the influencer is smart about who they choose to align with, you can both go places. |

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IT’S WHAT’S BEEN MISSING

Remember exploration? Reveling over the latest

trends in tableware. Or delighting in a conversation with a new business contact. These moments of exploration and joy have been absent—but now they’re back. Give in to your desire to discover what’s new in our industry while recharging your inspiration, business, and inventory. The Inspired Home Show returns March 5-8, in Chicago.

2021 Inspired Magazine

Articles inside

Being “Cool” Not as Important as Being Useful in Smart Home Market Today

Social Media with Melissa Maker

2022 Style Trend Outlook: The Reinvention of Real Life

Housewares Industry Trends by TrendBible

Martin M. Pegler on Retail Innovations

Looking Ahead to 2030

Innovative Retail Trends

Winning Visual Clicks