I tend to gravitate to vintage things. My home has some rustic antiques, the possible history attached to each piece fascinates me. And there is a certain elegance to the fashion of the 40s and 50s. But my heart belongs to the 80s when it comes to movies (yes, “Pretty in Pink”) and music: The Police, Prince, The Cure, Tears for Fears, Psychedelic Furs and so many other artists and bands that defined that decade and beyond.
Fashion and color are so engrained in an era’s story. And it’s also part of a consumer’s identity. I love color — yes, I wear a lot of black, but that pop of color in a pair of shoes or piece of jewelry can be what ties an outfit together or brings a personal flare to an interior space.
Indeed, color is an expression of personality and it can be a mood changer. The commercial market has always led the way in design direction; it’s also forward-thinking when it comes to sustainability. This year’s NeoCon show in Chicago delivered on all of this and more.
There was a distinct tie to nature, and color and patterning were earthy and inviting. A pop of pink could be found in flooring but also in furniture and fabrics — not a hot pink but, again, a natural earthy hue.
Color, texture, patterning can all impact how you feel and the human aspect of design was woven through so many of the collections whether it reflected different personalities or supported a worthy organization or was intended to encourage wellness. Introductions in Chicago were thoughtful and intentional.
This issue of FCW, The Consumer Issue, looks at consumer drivers. What makes them feel good? What motivates a shopper to spend money? Part of the equation, I believe, is that a consumer needs to be drawn to something. Color can be that for sure along with texture and design.
Sustainability too is top of mind, especially for younger consumers. It’s part of their DNA to recycle, choose products wisely based on how and where they are made and their impact on the environment.
The website fluxtrends.com reported that things important to the Gen Z consumer include easy returns, reviews and testimonials, ease of purchase, ethics, face-to-face communication, price, personalization, gender fluidity — the report noted, “products and services that are gender neutral or respectful of gender identities would be welcomed” — access versus ownership (think car-riding services and streaming) and mobile first.
Not many surprises here. For example, ease of purchase and returns — immediate gratification became a learned behavior during the pandemic when same day and next day Amazon delivery was the highlight of the day. Gen Z cares about what another customer’s experience was with a product or brand so reviews are an important element of your market presence. Social justice is a driver that is crossing generational lines — people want to buy from a company with values that align with their own. Price always factors in but note that it isn’t the top concern. And while this generation was born plugged into the digital space, they still value face-to-face communication. Ultimately, they want something that is unique to them.
What does this information mean to you? Understanding what motivates a purchase can inform not just the product you sell but the narrative around it, how you go to market and how you communicate with the customer about who you are and how you will serve them. Because once you check the boxes for the needs of the purchase, it’s all the other details that hold meaning and motivate the purchase. How many times has someone complimented something you wore and you immediately talk about where you bought it — maybe a boutique store while on vacation? Or commented on something in your home that you purchased while on vacation or in a favorite store where you are friendly with the owner?
Everyone loves a story. What’s yours?
Stay safe, stay inspired.