HOME TEXTILE UPDATE
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THE HOME TEXTILE TRENDS: CONSUMER FOCUS PROF. DR. KISLAYA CHOUDHARY
MS. VASU VASUDHA
Dept. of Textile Design, National Institute of Fashion Technology Key Points • The fashion and lifestyle industry primarily based on humans basic needs • Large population helps to increase rate of urbanization • The mega trends in consumer preferences for the home textile segment • Demand for natural material has been increase viroblock is suitable for all fibre types. • Covid-19 played a significant role in driving the trends towards creating and appreciating value. • The significance for textiles goes beyond their material.
Looking at an entire decade of Lifestyle and Fashion; radical changes have been registered in the past two years. The focus has shifted to people, the planet, and profit to ensure inclusiveness and sustainability (Fashion. org). The demand has grown significantly with a focus on hygiene and health. This article takes a closer look at the evolving trends in the Home Textiles sector from a consumer perspective. Urban consumers are keen on exploring traditional craftsmanship along with useful innovation. If we look at the global scenario, bedding and sheeting alone contribute to one-fifth of the consumers’ preferred purchase (Lifestyle monitor). The large population, increasing rate of urbanization, and improved quality of living are largely responsible for the growing demand for home tex-
Textile Designer, NIFT Mumbai
tiles like bedding, bed sheets, towels, carpets, quilts, blankets, and covers. The online platforms and customer reviews have further strengthened the home textile brands’ customer reach. The ease of understanding the performance aspects, size, and material details of home textiles makes them more likely to engage consumers and enhance their experiences during online purchase. Although the bedding segment accounts for the largest share of home textiles, the wall and floor home products have recorded a significant upsurge (Mordorintelligence.com). This article discusses the mega trends in consumer preferences for the home textiles segment. Natural Material
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Any sudden global lifestyle change is an ideal time to witness a rather orchestrated change in consumption (Andreasen, 1984; Moschis, 2007). Comfort has become a major focus for consumers after the pandemic. The demand for natural materials has been on the rise and is expected to grow in the future. For example, had it not been for the pandemic, it may not have transpired to the masses that work attire might as well be comfortable. Increased demand for comfortable living as well, is one such example where the pandemic eased us gradually into being more open to new lifestyles. As the focus of trends and style has shifted, what sells has shifted too. Humankind practically went into nesting, so those selling nesting supplies have much to gain, at least for the time being. The need and recognition of natural materials has followed the new buying habits. By interviewing an Indian textile business owner dealing in natural materials, it was found that people could afford more of the organic natural materials when they were marked down. During the first phase of lockdowns, the buying capacity was rife and impulsive buying was also observed in a similar fashion. However, according to the brand, this pattern of consumption only lasted for the first phase of lockdown and it is too soon to predict whether or not the same buyers will return. The fashion and lifestyle industries have been primarily based on humans’ basic need to feel good, both physically and emotionally.
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Consumption and changes in taste are not only important to an individual’s desire for aesthetics but also to their
SEPTEMBER 2021
