Housewarcs: a trcndy business

RENDS, fads and fashion are wordscommonly applied to fashion retailing, but they also can mean the difference between a marginal and a thriving housewares section in a home centef.

The department head who keeps up with the trends will translate the National Association of Home Builders Research Foundation's report that home closets have shrunk from 6.6 per house to 5.3 into a need to stock storage systems. He catches the signal that less space, fewer closets and cupboards and no extra rooms for storage equal a need for space stretchers. He anticipates good sales in closet, drawer and cupboard organizers, shower caddies, underbed storage boxes and undercounter shelves, for example.

The reaction ofan alert merchandiser is that Cajun cooking will change more than eating habits. He foresees an increase in purchases ofcast iron skillets and Dutch ovens.

The list of merchandising triggers is long. Country decorating features in consumer magazines bring a demand for earthenware bowls, graniteware, wooden accessories, calico potholders and aprons.

Home computers and VCR equipment create a need for simple, inexpensive furniture to accommodate them. Sales of ready-to-assemble computer desks and entertainment units are increasing.

Demographics show over 53% of the women are now in the work force. As a result microuave ovens and cookware sell

Story at a Glance

well. Microwave related items such as cookbooks also are in demand.

Men delaying marriage and setting up bachelor quarters account for 39% ofthe one person households, according to statistics. An aware housewares buyer translates this to mean pots and pans, brooms and mops wi-ll become male d-i-y items.

Thinking backwards, it is easy to identify the products created by past technological advances and lifestyle transitions. TV brought the tv tray. Diet awareness spawned the hot air popcorn popper and yogurt maker. Chinese cooking brought the wok. The pasta craze turned pasta machines, drying racks, outsized kettles and special spoons into viable products.

Color choices, too, change with society. The annual marketing research study of the housewares manufacturers shows color preferences vary each year. For example, black represented 15% ofthe serving and buffet products and accessories sold in 1985. Watchful housewares buyers probably sensed this demand by observing an increase in black accessories accenting table setting photographs in high style home magazines.

The trick is to keep up with what the next demand will be. Manufacturers often create demand with advertising and promotion as they are now doing with cordless small appliances. Increased interest by consumers is easy to anticipate because the stores are included in these promotions.

The real need is to develop antennae for sensing the next trend, fad, fashion or demand to develop naturally. Market research, demographics and statistics are helpful, but an awareness of signals must be developed.

Food magazines such as Gourmet and, Bon Appetit can reveal early changes in cooking preparation as well as table setting, serving, parties and entertaining. Life styles of the rich and famous in the press or tv hint at what will be commonplace in the months ahead. Upscale catalogs and stores suggest avant garde styles before they become trends.