The mood of the country has changed.
From a lockdown look at home, we’ve moved into a time of uncertainty about what’s to come with inflation, international turmoil and ongoing pandemic challenges looming in national headlines.
However, despite the serious impact of these issues, our industry has a chance to offset at least some of the negativity by doing what we do best, helping people every day to create living spaces and occasions that nourish lives and provide comfort, and are the antidote to the stress of the world. exterior. And today, beloved family members – grandmother – can help.
1. Coastal Jeddah
Full disclosure: I aspire to be a seaside grandmother one day, walking by the ocean in the morning while waiting for the kids and their two or two or three for the weekend. But the current TikTok obsession described as “anything you would imagine Martha Stewart wearing to empty farmer’s market bags, Ina Garten wearing while baking a warm apple pie, or Oprah wearing while picking tomatoes in her garden,” is also a great message to take for home marketing and gifting.
Think cozy and comfortable vignettes: fluffy throws, plush pillows, scented candles, casual dinnerware, an oversized chair, and end tables with hidden storage. It’s a continuation of the “home as a safe haven” message, but with an updated look that’s trending on social media.
2. Grandmillennial
First identified by House Beautiful in a piece that described millennials as being in their mid-20s to late 30s who have an affinity with Laura Ashley’s prints, ruffles, and embroidered linens, Grandmillennial design enthusiasts add elements of their grandmother’s living room to their personal spaces.
HGTV Home Town’s Erin Napier has been described as “the great millennium style queen,” and aficionados embrace the idea of contemporary design that co-exists with vintage elements “that look like they finally inherited granny.” This is a style that supports juxtaposition of modern decor with pieces reminiscent of grandma’s house, everything from floral and needlepoint to wicker and fact China. Could there be anything more comfortable?
3. About that inheritance
We are all thinking about how to market gifts and home furnishings to the future generation of buyers who are, or soon will be, setting up their own homes. Aside from current style trends, there is another major influencing factor to consider when thinking about how to shop: the impact of the financial support of their parents and grandparents.
Baby Boomers and Gen X are the source of money behind many Millennial/Gen Z furniture purchases, and therefore, it makes sense to market to these customers as well.
Consider this: Last year, Ikea, a favorite destination for many shoppers under the age of 40, announced the Buy Back & Resell Program, an effort to create lifelong customers within a demographic that adores ever-evolving interiors. Cool, but what if non-IKEA stores offered those same buyers in-store design advice on integrating heirloom treasures with their contemporary furniture and décor?
Believe me when I say that if I fund the purchase of furniture for my child and you have someone on the staff who can help her figure out where to put the favorite table you gave her along with a new sofa, you have created brand loyalty to a different kind, and you can bet on We will be back again.
One thing is for sure, a huge amount of home furnishings will change over the next 10 years, and retailers who incorporate this fact of life into their marketing plan have a good chance of attracting a new generation of customers.
It’s natural for people to feel nostalgic when life seems to be spiraling out of control, and our surroundings are an important part of how we navigate the turmoil. Fortunately, it is our industry that can help…with Grandma on our side.
