INSPIRED. Magazine - Winter 2023-2024

WINTER

THE OFFICIAL PUBLICATION OF THE INSPIRED HOME SHOW

INSPIRED.

2023-2024

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

T R E N D S | 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

Remaining Relevant LETTER FROM THE EDITORS “In today’s rapidly changing world, it’s of key importance also for retailers to keep evolving with the times in order to remain relevant to modern-day consumers,” says gia Expert Juror Anne Kong.

a quick overview of the new InSight™ Trend Index 2023/24 guide, which explores both emerging and enduring home and housewares trends. Also, our regular trend experts, Lee Eiseman of Pantone and Naomi Pollard of TrendBible, are featured in thisare featured in this issue with updates

This is true and can’t be highlighted enough; however,

on color and housewares trends to be featured at The

remaining relevant in practice can differ among retailers,

Inspired Home Show® 2024 in Chicago!

depending on the culture and market, as well as on the company’s concept and target group(s). The key is to know your customer and to continue innovating… look for new ideas, ways to evolve and how to keep the customer connected and inspired.

To continue to remain relevant, we have exciting changes planned for the Show in March, optimizing both the Show layout and length, in order to create the most vibrant, productive and efficient trade show experience possible for the industry. We’re excited to welcome you to Chicago

With this issue of INSPIRED., we offer different viewpoints

where you can find innovative products for your customers

surrounding the “Remaining Relevant” theme, supported by

and hot new ideas for your stores!

practical ideas and tips.

Enjoy this issue of INSPIRED—we hope you’ll be inspired!

Offering Experiences continues to grow in importance since the pandemic, and it’s an area where housewares retailers can excel—through heightened visual elements, service concepts and special events—as well as by offering new and innovative products that help consumers create new experiences in their homes. Several articles in this magazine focus on experience, from offering a positive shopping/service experience to your customers to creating new, memorable and inspiring experiences for them.

We also aim to provide you insight into trends that affect the home and housewares industry on a global scale through

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COVER PHOTO: 2022/2023 gia ITALY WINNER ARTE & FORMA

Piritta Törrö

Dawn Evans

International Marketing Director, Marketing International Housewares Association International Housewares Association

INSPIRED. TABLE OF CONTENTS

I N N OVAT I O N Martin M. Pegler Column on Retail Innovations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 gia—2022-2023 National Winners . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 gia—2023 Top Window Winners. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 gia—2023 Global Honorees. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 gia—Expert Juror Tips. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

DESIGN Discovering Design: FinaMill. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Design Insights from the InSight™ Trend Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

TRENDS Housewares Industry Trends by TrendBible. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 Connecting With Shoppers Through Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Spotting Trends in Retail—Japan and South Korea . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40

I N S P I R AT I O N Innovative Retail Trends—Interviews of gia Expert Jurors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46 Social Media with Melissa Maker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

CONTRIBUTING EDITORS:

Michelle Hespe

Rachel Crippin Clark

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IDEAS TO SHOW AND SELL– SNOW & SUN

by Martin M. Pegler, updated by Anne Kong

SNOW The wonderful white stuff that means skiing—sleds and sleighs—snowflakes, snowmen and snow women—snow cuffs on chimney tops and snow rings on mountain caps.

Whether you shake it out of boxes marked ”kosher salt” or chipped glass or spray it out of cans labeled ”faux snow,” in the end, the end is the same. Even finely shredded paper or pillow fluff can suggest snow. It is the glisten and sparkle, the accent on dark green foliage or the soft flooring for accessories to lounge on.

If your snow doesn’t have that diamond glitter, salt it with iridescent glitter, mica or diamond dust. Crystal snowflakes falling from above combined with jeweled icicles, bobbles or beads to add a winter wonderland quality to the snow below. There are so many exciting non-melting snow things on the market today that you will never be faced with slush or puddles again.

Don’t save your snow and snowflakes till winter comes.

Cool things off with them when it gets too hot outside—ice cream or ice makers, air conditioner and fan displays, air vented fabrics, ”cool” colors, along with cool cooking appliances.

Use snow for white promotions with a ”happily ever after” bow to ”Snow White” and her seven dwarf snowmen!

Black with white? Snow on black lacquered branches or for shock appeal try black snow on white elements. Make snowmen a part of your Christmas trim. Use white plates in three sizes or stack some mirror disco balls.

All it takes is a red stocking cap and a string floor map converted into a beard to put Santa on ice. ”Etch” snowflakes on glass and windows with removable vinyl decals or spray bombs of white paint (the washable kind sparkled with diamond dust while the paint is still tacky).

Let it snow—nice dry, easy to remove, non-melting snow every time.

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The sun is light—bright—clean and clear, spring and summer, North and South.

SUN Any disk with rays can be a sun—displaywise.

Use your imagination and the materials at hand for some interesting effects. Try rays made of sipping straws, wooden dowels, yellow pencils (or colored pencils for color promotions), artist’s brushes dipped in a color or a variety of colors, flame tips cut out of ripply corrugated board or metallic board, lath strips, preserved wheat, oversized glass, plastic or wooden finials, cardboard tubes made to look like fireworks, plastic icicles for “Go North” suns, globes held rigid in cardboard finger forms, pleated organdy and paper fans.

The sun doesn’t just shine in June, July and August, so don’t limit yourself to “sand and sea” materials or “sunshine” colors.

“Let the sun shine in….” on housewares promotions— use bright shiny copper and silver pots and pans or make suns out of pie tins surrounded by wooden mixing forks and spoons. Picnic forks, knives and spoons come in many attractive colors and would make happy any setting that “the sun shines on today.”

Butter brushes are rays and so are skewers—meat pins and long-handled brushes. Whisk up a sun with whisk brooms or children’s toy brooms.

Sun—your magic spell is everywhere! There are Louis XIV suns (“Le Roi Soleil”), Aztec and Mexican suns, Egyptian sun disks for Aton, sun masks in primitive cultures, sun rays on medieval crests and shields.

The sun is light—bright—clean and clear, spring and summer, North and South. It is “Sun-Struck,” “A month of Sun-days,” “Sun-ny side up,” “Spun sunlight,” “Sun-up to sun-set,” “From sun-day to sun-day,” “For your day in the sun,” “Sun-tacular,” “A touch of the sun,” “Sun-burnt,” “Sun-bathed,” “Out of the dark—into the light.” There are suns shining everywhere so look through these entries for some enlightening suggestions. |

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Continued...

Bergdorf Goodman

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IDEAS TO SHOW AND SELL (continued)

Scout M I X, Royal Oak, Michigan, U.S.A.

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Martin M. Pegler was an author, editor, educator, lecturer and 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. Following Martin’s wishes, in addition to continuing with his namesake award, IHA continues re-publishing his articles in the INSPIRED. magazine, sharing his visual merchandising expertise and ideas with the home and housewares industry.

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The IHA Global Innovation Awards (gia) program was created to foster innovation and excellence in home and housewares retailing throughout the world. Since the launch of gia in 2000, there have been more than 500 gia retail award winners, from over 50 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.

2022-2023 National gia Winners: COUNTRY STORE NAME STORE WEBSITE Argentina ................................................................................................. Tiendas Landmark....................................................................................tiendaslandmark.com.ar Australia...................................................................................................... Minimax..................................................................................................................minimax.com.au Austria........................................................................................................... Cuisinarum..........................................................................................................cuisinarum.at Azerbaijan............................................................................................... Royal Home ......................................................................................................

Belgium........................................................................................................ Hopono...................................................................................................................hopono-shop.com Brazil................................................................................................................ deezign...................................................................................................................deezign.com.br Canada....................................................................................................... Cookery.................................................................................................................cookery-store.ca Colombia................................................................................................... Ambiente Living............................................................................................ambienteliving.com Denmark.................................................................................................... KJEPS Bolighus................................................................................................kjeps.dk France........................................................................................................... TOC ............................................................................................................................toc.fr Germany................................................................................................... Pecht Shoppingwelt................................................................................pecht.de India................................................................................................................. Home Centre....................................................................................................homecentre.in Ireland........................................................................................................... Jono’s House & Home............................................................................

Italy................................................................................................................... Arte & Forma....................................................................................................arte-forma.it Japan............................................................................................................ JR NAGOYA TAKASHIMAYA...............................................................jr-takashimaya.co.jp Kenya............................................................................................................. Vituzote.com Kenya.................................................................................vituzote.com Netherlands............................................................................................ Vanderveen’s Department Store — Assen.....................vanderveen.nl Norway....................................................................................................... Illums Bolighus ................................................................................................illumsbolighus.no Poland........................................................................................................... Eurofirany.............................................................................................................eurofirany.com.pl Portugal...................................................................................................... El Corte Ingles..................................................................................................elcorteingles.pt Spain............................................................................................................... El Corte Ingles..................................................................................................elcorteingles.es Switzerland............................................................................................. Vanoli AG..............................................................................................................vanoli.com Turkey............................................................................................................ KORKMAZ............................................................................................................korkmaz.com.tr United Kingdom................................................................................ Morleys Group...............................................................................................elyswimbledon.co.uk Uruguay...................................................................................................... LA IBERICA............................................................................................................laiberica.com.uy USA — Giftware Retailers....................................................... A. Dodson’s..........................................................................................................adodsons.com USA — Housewares Retailers............................................. Faraday’s Kitchen Store......................................................................faradayskitchenstore.com 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 27 gia winners of 2022-2023.

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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 2023 Global Honorees: LARGE COMPANIES: Culinarium, Spain

SMALL COMPANIES: Elsasser-Peter AG, Switzerland

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Innovative Stars of the 2023 gia:

by Michelle Hespe At the 2023 Global Innovation Awards (gia), the five exceptional stores that were chosen as Global Honorees were Tiendas Landmark from Argentina, Ambiente Living from Colombia, Illums Bolighus from Norway, La Iberica from Uruguay and A. Dodson’s from the United States.

The Martin M. Pegler Award for Excellence in Visual Merchandising was awarded to Tiendas Landmark of Argentina, and the gia Digital Commerce Award for Excellence in Online Retailing was awarded to Illums Bolighus of Norway.

Here are the five 2023 gia GLOBAL HONOREES:

Argentina TIENDAS LANDMARK Where Art and Retail Take Center Stage The entrance to Tiendas Landmark reflects the inspiring, dynamic approach that this gia winner has to enticing customers and taking them on an exciting retail journey.

There are no windows for merchandising to lure people in.

Instead, customers are greeted by an immersive artwork by kinetic artist Rafael Parratoro that covers the store’s exterior in shape-shifting streams of colors.

Moving beyond the artwork visitors are then immersed in the wonderful world of Tiendas Landmark. “We want visitors to have the sensation of walking through a space to someplace else—that they are taking a journey with us,” says visual manager of Tiendas Landmark, Elena Scelzi, who focuses on mixing and matching products in order “to pull together a universe to present to customers.”

The gia jury agreed that Tiendas Landmark—that sprawls over 6,000 square meters—is a meeting place, a destination, an immersive experience and a space for inspiration. “Fun and exploratory, it offers pure entertainment,” they noted.

The team at Tiendas Landmark is trained to offer customers a high-end, enthralling experience like that of a theatre show, so that they form a bond with the store and its staff—a connection that goes beyond the purchase of products.

The theatrical concept is not surprising when you know that Elena has a background in costume and set design, and she has worked for companies such as Cirque Du Soleil.

“There is a sense of fun, and the triggering of emotions is unique,” said one expert juror. “The store’s visual merchandising makes you smile, and the dramatic lighting further supports the theatrical experience.”

To learn more about Tiendas Landmark, visit tiendaslandmark.com.ar or see the Tiendas Landmark gia blog.

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2023 gia Global Honorees (continued)

Colombia AMBIENTE LIVING Where Memories of a Lifetime Are Made Almost 20 years ago, Patricia Velez started Ambiente Gourmet in her garage in Medellin, Colombia. It was a resounding success and has grown to having more than 40 stores across the country.

In 2014, Ambiente Living opened its first 12,000-squarefoot space and it too was so well received that it quickly expanded to having seven stores across Colombia.

Now there are 50 stores in 100 locations with 350 staff and four different Ambiente brands: Ambiente Gourmet, Ambiente Living, Ambiente Patio and Ambiente Loft.

All of the stores have a calming, welcoming atmosphere and service that creates a place where memories are made. The fact that Patricia and her family are so hands-on and involved in everything about brands and the stores is also why there is such a strong sense of homeliness.

“When customers come to us, I see this as inviting them into our home,” says Andrea Freydell, chief growth officer at Ambiente Living and proud daughter of Patricia. “I am a host and I want them to have the best experience possible. The only thing you cannot replace is an experience that you remember. We are not easily replaced—the memories that we make for the community will make us last.”

The attractions and events also contribute to Ambiente Living being such a special place to be, and an important part of the community. There have been orchestras performing, art exhibitions, fashion parades, perfume and jewelry shows, and the crowds that attend add to the bustling, vibrant atmosphere.

The gia jury was also impressed with how Patricia and her team take social responsibility seriously, upholding sustainable sourcing practices—including sourcing from Indigenous artists. The stores are staffed by single mothers who are given the support and flexibility they need to succeed both in their role as moms and at work.

To learn more about Ambiente Living, visit ambienteliving.com or see the Ambiente Living gia blog.

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2023 gia Global Honorees (continued)

Norway ILLUMS BOLIGHUS A Universe All of Its Own Illums Bolighus from Norway is Scandinavia’s premier department store for design, lifestyle, fashion and home furnishings—curated for the quality-conscious consumer.

The chain was established in 1925 when an entrepreneur and a designer came together to create the world’s first store that produced product displays like theatre sets, to inspire customers to step into an imagined space that could come to life in their own home.

There are now 17 stores located in Denmark, Norway, Sweden and Germany, employing more than 134 staff, who have rigorous training and are dressed immaculately in dark suits. This year, the stunning Oslo store became one of the five gia Global Honorees.

All of the Illums Bolighus stores are grand, sophisticated and elegant. Customers feel as though they are in a palace-like environment while exploring the many carefully themed departments, and it’s as though Illums Bolghus is its own universe—the physical store, website, social channels and other marketing material all seamlessly interconnected.

The gia expert jury noted that the “Illums Bolighus website and social media channels have the same aspirational feeling and color-coding that is applied in-store, which creates the same feeling of exclusivity and brand awareness.

When you are online, it’s like you never left the store.”

The different departments are connected by hallways and intimate spaces to relax that have been meticulously decorated to give customers a reason to stop, admire and discuss products and style.

The in-store events for the company’s “No. 1” loyalty club members—such as wine and food tastings hosted by famous chefs, workshops with artists, painting classes with Royal Copenhagen, art exhibitions and manicures— are expertly executed. They also subtly encourage members to form a closer attachment with the brands being showcased, while reinforcing the feeling of being a part of the exclusive Illums Bolighus community.

To learn more about Illums Bolighus, visit illumsbolighus.no or see the Illums Bolighus gia blog.

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2023 gia Global Honorees (continued)

Uruguay LA IBERICA Generations ofJoy in Retailing There are some retail stores that are also landmarks with such a rich history that the heritage is tangible when you walk into the space.

“The architectural values of the building are precious,” says marketing manager Paula Delgado Lockhart. “Every time we bring modern ways of retailing into the business, we are very conscious of them not competing with the building or hiding its features. Our goal is for the modern world and the old-world charm to enhance one another.”

La Iberica from Uruguay is an elegantly modern retailer with a flair for merging the past with the present, and it is also an 1850 landmark in the city of Montevideo that has a past that is as rich and as interesting as its product selection.

The gia expert jury commented that the store is “an architectural masterpiece, with the building itself telling a story.” They also commented that “the approach of the store is human and personalized, and very customer-oriented.”

Back in the mid-19th century, it was a thriving marketplace where locals went to find everything from top European brands such as Limoges (French producers of high-end collectible porcelain) right down to simple things for everyday life such as plastic containers, children’s toys and cleaning products.

The family and staff pride themselves on offering a highly personalized service. Paula commented that one of the most special things for her is when customers remember coming into the store, holding their grandmother’s hand. “This happens quite often,” she says. “Customers have those kinds of memories here, and that is priceless to us.”

The building has stood the test of time, and thanks to four generations of a family holding it close to their hearts, it has been restored to a state that has made it even more attractive than it was in its original glory days. Many of the beautiful original features—such as the wooden flooring, five-meterhigh commanding iron columns, balustrades and intricately built alcoves—have been retained and improved.

Within this historical building that is steeped in sentiment, is a curated collection of more than 5,000 objects from around the world, including some by local artisans.

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The store has proudly moved forward into a modern era of retailing, while also showcasing its unique history. “A concept that we constantly have in mind is a quote by German playwright and poet, Goethe: ‘He who moves not forward, goes backward’,” Paula says.

To learn more about La Iberica, visit laiberica.com.uy or see the La Iberica gia blog.

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2023 gia Global Honorees (continued)

U.S.A. A. DODSON’S Retail with Love, Laughter and Friends It’s immediately obvious when walking into A. Dodson’s that although this gia winner takes the art of retail seriously, the staff also know how to have fun and do not take themselves too seriously. This is retailing with a great dose of love and laughter on offer.

The store is quite literally bursting at the seams with color and a wild array of products. There are witty, funny signs in both the physical store, online and peppered across social media, the friendly staff are clearly enjoying their jobs, and the product selection is as eclectic as the store’s approach to savvy and sweet marketing.

As they say, “A. Dodson’s is a shopper’s oasis, where you can select from trendy clothing, distinctive home furnishings, exquisite gifts, and antiques of yesteryear. The staff are serious about style, yet customers love the store because it is unpredictable, quirky and alluring.”

The gia jury praised the store for its sense of fun, commenting that humor is used throughout the entire retail process—from promotions to in-store inspiration to point-of-sale, and even later if there happen to be some returns. “If you don’t love your purchase as much as we love your purchase, then let’s talk!” the website reads, and “If an item arrives broken, then our hearts are also broken!”

As the owner Alison Dodson says: “A. Dodson’s is clever—a little bit funny, a little bit smart and a little bit hip.”

The gia jury was impressed that while some displays may look haphazard, this is not the case at all—A. Dodson’s employs a full-time creative director who is on the floor creating a transformative experience five days a week.

The overall affect is that as soon as customers step through the door, there are smiles galore and an exciting treasure hunt to embark on.

To learn more about A. Dodson’s, visit adodsons.com or see the A. Dodson’s gia blog.

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Adapting Windows for the Digital Age

by Rachel Crippin Clark

Once upon a time, display windows were retailers’ primary tool for inspiring shoppers to walk through their doors.

Although retailers today have a much bigger arsenal for attracting shoppers—both in-person and online, windows still play an incredibly important role. In fact, incorporating technology into your displays is just another way to update them and engage shoppers.

“Even in the era of advanced technology and e-commerce, window displays continue to be a vital tool in retail marketing,” says Anne Kong, professor & program coordinator for the Spatial Experience Design Program at the Fashion Institute of Technology and partner in A+D Kong.

“I personally believe display windows serve as the bridge between our physical and digital worlds. Windows offer opportunities for creativity, storytelling and engaging customers in a way that no other online platform can really fully replicate.”

Retailers can use a combination of color, pattern, texture, technology and trending themes to create a stage that draws consumers in.

Incorporating Technology

Yes, there absolutely are opportunities to incorporate technology into display windows. From Adobe’s new digital dress to immersive experiences like the one in Las Vegas’s Exosphere, the blending of our digital and physical worlds is becoming more common.

“As the digital age continues to evolve, the boundaries between creative fields become smaller,” explains Anne. “Architects, designers and artists often collaborate and draw inspiration from one another, leading to innovative interdisciplinary work that pushes the boundaries of traditional disciplines. I think the synergy between technology and creativity is going to shape the future in many exciting and unpredictable ways.”

PacSun, an American retailer selling lifestyle apparel and swimwear, is one who’s made headlines with an augmented reality (AR) window display. It appeared as if sea creatures were swimming in the windows of its Soho, New York store, and waves appeared to crash out of the windows and onto the street.

AR, virtual reality (VR) and artificial intelligence can potentially be used in windows in a number of different ways. Anne mentions interactive AR games (especially popular with Gen Z), live demonstrations using VR and AR filters that encourage consumers to share on social media.

Continued...

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Rich, vibrant colors mixed with textured patterns set the scene for lively products. The technique of floating merchandise, an old-fashioned method, has made a comeback in store presentations.

Making things appear weightless requires time and patience to arrange, but using sturdy Velcro and transparent wires can transform your store windows into a dazzling Broadway-like display.

Colorful displays courtesy of Villeroy and Boch. Green Peacock tabletop by the Rockwell Group for Dining by Design NY.

“As the digital age continues to evolve, the boundaries between creative fields become smaller.”

^ TOP: Using cartoons, sketches and animated characters in window displays can appeal to the gaming generation.

These shoppers have a keen interest in digital entertainment, animated characters and cartoon visuals. This colorful chaotic kitchen engages viewers as they attempt to understand the story. Each section of the pop-art display showcases different merchandise. Windows courtesy of Hermes Pacific Palace and Landmark, Hong Kong. > RIGHT: A simple kitchen illustration in black and white features countertop gadgets, making vibrant items stand out on the shelves. The 3D counter is made from white foam core and black tape, giving the window a linear style. Display courtesy of Dunkin Donuts for 29 Rooms, Brooklyn.

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Adapting Windows for the Digital Age (continued)

This window uses a central work surface to catch attention. Shelves extend from the base, forming a pyramid shape that guides the eye through various levels of merchandise. Multilevel displays engage and entertain the viewer. Window by Taylor Zorzi at iQ Living, Toronto.

Even static digital installations like video screens can be effective. “Video screens are an excellent tool for sharing products in action,” says Anne. “You can show product demonstrations, customer testimonials or the latest product offerings to entice customers.”

Just don’t let a video screen monopolize your window, she advises. The key is balancing digital elements with physical ones.

The Power of Theater

Anne believes window displays are an artform and advises retailers to think of them in terms of theater. She says theatrical displays are highly engaging and memorable, and they reinforce brand identity more than digital ones.

“If we look at the window as the stage, then the products are the actors or performers,” says Anne. “Each product needs to be cast perfectly in its role, and products should stand out while still harmonizing with the rest of the display.”

A giant elephant appears in a fantasy shop window in the Hermès' exhibition by artist Hubert le Gall called “In the Eye of the Flâneur.” The window illustrates the power of using large-scaled objects and the unexpected in store window display.

Trending Styles and Messages

A few trending styles and themes Anne says will resonate, especially with Generations Z and Alpha, include: • M aximalism or over-the-top displays with many different layers • C haracters or mascots, which add playfulness and a touch of whimsy • B iophilic elements like wood, cork, leaves and stones •W arm lighting that mimics natural sunlight • C artoons or animation

Color, pattern and texture are just a few ways to create drama and attract the eyes of shoppers. Color can be either bold or refined; sometimes a monochromatic palette with just a pop of color can be just as effective in getting attention.

• F ood that encompasses different cultures and cuisines

Don’t be afraid to experiment with different materials and textures, Anne says. “Even though it’s behind glass, tactile will definitely come through the glass,” she states.

• V alue-driven messaging

Remember that even static displays can be creatively designed to generate feelings of motion. This sense of movement can also create drama and appeal.

To alleviate some of the workload—and potentially increase your audience and exposure, consider collaborating with local artists, food stylists or others with expertise in creating dramatic visual displays.

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• A uthenticity

• T ransparency about store values, product origins and materials

Argentina uses a video screen to bring a fire to life, but they balance the digital element with an artfully designed display featuring classic cookware and kitchen items. Display courtesy of COOK, INC., Argentina.

As part of a window series for NK KÖK & DESIGN in Stockholm, Joann Tan Studio presents imaginative oversized heads made from various kitchen utensils. These oversized heads convey the idea that each chef possesses a unique cooking personality. The window showcases a whimsical touch by using everything from cutlery to Le Creuset to form facial features.

^ TOP: There are many layers of drama in this theatrical display from Poland’s Premium Home, including “an Easter egg” at the bottom—the store’s mascot (a dog) who appears to be enjoying a magic carpet ride. Display courtesy of Premium Home, Poland. > RIGHT: The display is designed in monochromatic mauve pink for a vibrant dinner party with a Maximalist touch. This setup celebrates eclecticism by blending elements from various styles, eras and cultures, resulting in a unique and diverse display.

Explore different materials, textures and patterns to craft a rich and tactile experience.

This design approach captivates the shopper, making them linger for an extended period.

Patrick Mele for Benjamin Moore, Dining by Design, NY

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Discovering DESIGN

FinaMill Founder Alex Liu shares how his curiosity, tenacity and love of cooking led to the award-winning spice grinding system… as well as what’s next for the company.

by Rachel Crippin Clark

TELL US ABOUT YOUR DESIGN & PROFESSIONAL BACKGROUND.

My academic training is in marketing and computer

engineering, but I’ve always been fascinated with design, and I consider it essential to building any product. I love clean, sculpted lines and new ways of old things. You never stop learning, especially if you run a small business….so over the years I’ve taught myself industrial design, manufacturing, materials and aesthetics. When designing a tool, you have to understand how all the components fit together and interact. You become a specialist in technicalities you never knew existed before.

HOW WOULD YOU DESCRIBE YOUR DESIGN STYLE & INFLUENCES?

There’s a quote from musician Charles Mingus I think about all the time: “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.” Great design provides elegant solutions to complex, seemingly insurmountable problems.

Cooking with whole spices is so far removed from the way most people cook; they don’t even consider it an option. With FinaMill it becomes second nature. Turning a problem into a joyful, effortless experience—that’s the power of great design, and it’s what motivates everything I do.

WHAT WAS YOUR INSPIRATION FOR FINAMILL?

My wife and I love to cook and entertain. So,

food is always on my mind, and I can’t help but tinker with recipes and cooking methods until I’m satisfied, which I never am.

Years ago, one of the companies I worked with manufactured a component that was used in peppermills. As I saw all those units roll down the assembly line, I kept thinking: All these are going into a product that grinds just one spice in a specific way.

What if we could do more? FinaMill began as a way to solve a pain point: to grind any spice, effortlessly, all with one hand.

The more I worked on the idea, the more I realized it was about bringing more into people’s lives. More spice, more flavor, more opportunities for connection, discovery and joy.

I HEARD IT TOOK 10 YEARS—AND 35 PATENTS—FOR YOUR ORIGINAL IDEA TO COME TO LIFE. WHAT WERE THE CHALLENGES?

In industrial settings, grinding equipment can be specialized for the needs of a particular spice. Peppercorns don’t grind the same way that coriander seeds do, or chili peppers or dried herbs. Our challenge was to make a single tool that could rise to all of those individual needs. It’s one thing to design a grinder that handles most spices decently well, but that wasn’t good enough for us. We spent a long time on that problem 24 | D E S I G N

before coming up with the solution for swappable grinding pods that can use different mechanisms for different kinds of spices. We currently have three, including one pod made for dried herbs and bulky spices like allspice, and another that excels with oil-rich spices that would gum up conventional mills.

Each pod’s design is the result of hundreds of hours of testing, and they combine with the FinaMill to effectively grind just about every herb and spice in someone’s kitchen.

HOW WOULD YOU DESCRIBE THE IMPORTANCE OF FUNCTIONALITY IN THE PRODUCT’S DESIGN?

Today’s home cooks expect a lot from their food and their cooking tools, and rightly so. When you make a cooking tool, in a way you’re taking responsibility for the flavor of someone’s family recipes. You have to do right by them and how they cook.

We’re making cooking tools that have to work right not just the first time, but the 500th time and the 5,000th time. Much of our product testing is devoted to tweaks and refinements to improve performance and reliability. Customers might not even notice certain marginal changes, but we’re obsessed with making the most reliable and functional cooking tools on the market.

HOW DO YOU THINK THE PRODUCT’S DESIGN HAS HELPED CONTRIBUTE TO ITS SUCCESS?

The best kitchen tools are built to last; people

pass them down as heirlooms. We knew we wanted the FinaMill to look and feel timeless, like it’s always been there and always will be. So, we focused on clean lines, a minimalist counter footprint and ergonomic design. Customers should feel proud to put it on display in their kitchens because it combines great design with amazing functionality.

THERE’S AN EASE TO YOUR PRODUCT, AND ALSO AN ELEMENT OF ENTERTAINMENT. WHY ARE THESE IMPORTANT?

I think some of the best designs incorporate surprise

and delight. A product that feels joyful to use is one you’ll reach for again and again. When using the FinaMill, you can swap one pod for another with a single hand: just press down to release one pod and place the mill over another to lock it in.

Our customers love that experience. There’s a dramatic, almost theatrical element to it, which I think helps romanticize the cooking process. We’ve all seen master chefs make cooking feel like a performance, but cooking at home rarely feels that way. FinaMill helps replace the drudgery of a weeknight meal with the delight of seasoning food like a professional chef.

HOW DOES FINAMILL TAP INTO THE JOYS OF SHARING FOOD WITH FRIENDS AND FAMILY?

Everyone talks about how food brings people together,

and that’s true, but I think cooking brings us together even more. Herbs and spices are some of the oldest foods humans have grown. We want to connect people to that long and delicious lineage, to celebrate how even something as small as a freshly cracked peppercorn can bring a special kind of joy.

IT SEEMS LIKE YOUR HARD WORK HAS BEEN VALIDATED WITH A LOT OF REWARDS AND RECOGNITION.

The days we found out we had won the A’Design

award and two Red Dot awards were some of my most fulfilling at FinaMill. Those honors were tremendous validation that we were onto something real, in product design and in cooking. Last year, we were included in Oprah’s Favorite Things as their pick for best spice grinder, electric or otherwise. We’ve also been recognized by Food Network, Food & Wine, Good Housekeeping, Mashable and other outlets as their pick for “best spice grinder.” We’re grateful to all their testers who put hours into considering products; we know firsthand that testing is exhausting business.

WHAT’S NEXT FOR FINAMILL?

In the next few months, we’ll be releasing

FinaMill Muse, our high design, completely re-engineered grinder perfect for small kitchens. We also have new grinding pod designs in the works to further improve grind quality and consistency. It’s important we don’t rest on our current success; we must always strive to improve. FinaMill is also focused on expanding to Europe, South Korea and Australia, with the goal of worldwide distribution. If there are pain points or dilemmas in your cooking, tell us all about them!

We want to bring the same level of design excellence to solve all kinds of problems in the kitchen. |

•

To learn more about FinaMill, visit finamill.com

25

InSight™ Trend Index 2023/24

New Resource Tracks Trends on Global Scale

by Rachel Crippin Clark

In today’s fast-paced world, it’s not easy to keep your finger on the pulse of consumer trends, much less what’s trending on a global scale.

Enter the HomePage News InSight™ Trend Index 2023/24— a new digital guide that explores both emerging and enduring home and housewares trends through the products and innovations that embody them.

“When we started talking about this project, we knew we wanted to take a comprehensive look at trends influencing the entire home and housewares space,” says Peter Giannetti, editor-in-chief for HomePage News. “We wanted to answer the question: What does the industry need to know in order to move forward with confidence?”

The Index was developed in partnership with Dawn Evans, director, marketing at the International Housewares Association (IHA) and Tom Mirabile, Springboard Futures founder and consumer and lifestyle trend analyst for IHA and HomePage News.

The Springboard team explored influential trade shows around the world to identify global trends in design, function and consumer lifestyle.

“Trend is a broad term, and too often it’s associated only with elements of color, style and design,” says Tom. “In addition to those elements, it must encompass consumer trends, material trends, societal trends, economic trends and lifestyle trends.

No trend occurs in a vacuum. Our goal with this project was not just to curate a bunch of pretty pictures, but to frame every trend with both the what (the products) and the why (consumers).”

This free resource consists of nine very visual portfolios.

Eight are product-focused, while one focuses on the Pantone® Home + Interiors 2024 color forecast. Together, they identify trends by the volume and velocity in which they’re showing up around the world.

One overarching takeaway?

“Trends don’t create themselves and they’re not created by some trend oracle on a mountaintop somewhere… trends are driven by consumers. Consumers escalate them, and consumers destroy them,” says Tom. “We’ve got a more informed and opinionated consumer in global home and housewares than we’ve ever had before. The result is not so much homogenized, but I would say harmonized, attitudes and aspirations… a leveling of trend across international markets. That makes it critical that the industry keeps pace with them, and not vice versa.”

FU N

CT IONALITY

SO CIA L

INNOVATIVE

al

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TOTALLY BAMBOO

LODGE CAST IRON

RBT AT LIFETIME BRANDS

Each product portfolio features over 100 products, which are identified by name and/or brand so that retailers can get an overview of trends but also potentially identify new items for their assortments.

Three key points from each product portfolio: (1) The Great Entertainers

(2) Material Evidence

styles from the artist to the naturalist to the postmodernist.

solutions across international markets this year. While some may not be “new” per se, they’re attracting attention because consumers are seeking them out more, Tom says.

• T his portfolio features products that speak to different host • A t-home entertaining has fully regained its popularity,

offering an authentic and often more affordable way to gather with family and friends. It also gives hosts a chance to share their personal style and skills.

• C ookware was included here because consumers are

now bringing cookware to the table when entertaining (which wasn’t common in the past). Sellers of home and housewares can’t exist in narrow silos, Tom says.

They need to look at how consumers live as a whole.

• T here’s a lot of momentum behind environmentally responsible

•O ne new trend featured in the portfolio: Natural materials

being merged with new technologies to reduce negative environmental impacts and improve design or performance.

(Think 100% vegetal “non-plastics” or products made from what previously would have been thought of as waste.)

• A nother material trend: Interesting material combinations

that deliver brand-defining style and function. (Think glass paired with felt, wood paired with leather or ceramic dressed in rattan.)

Continued...

TOP: FARBERWARE

BOTTOM: LÉKUÉ

GLEENER

PEUGEOT

27

InSight™ Trend Index (continued)

54% of consumers say “ease of use” is the #1 purchase influencer.

(3) All About Ease

• “ Now that we’re all back to work (and in somewhat regular

routines), in a way, our lives are more complex than ever,” says Tom. “No matter what part of the business you’re in, we all need to look at ways to help consumers have more time to enjoy their lives.”

• 5 4% of consumers say “ease of use” is the #1 purchase

influencer, according to the 2023 Value Equation Index, a national survey from IHA and Springboard Futures.

• E very product in this portfolio has been designed to make

lives easier whether by saving the consumer time, space or effort. All three are primary consumer aspirations globally.

ABOVE: LÉKUÉ

28 | D E S I GN

BELOW: UMBRA

BRABANTIA

C'EST BON

(4) Fine Lines

• T his portfolio examines the new “beautility” standard…products that are both beautiful and extremely effective in what they do.

• “ We’ve all experienced the internal debate: ‘Do I go with the product that looks amazing or the one that will really get the job done?’” says Tom. “Today’s consumer wants, and expects, both.”

• T he guide also features the minimalism trend, as well as the role of “beautility” in the popular categories of at-home bar products and at-home coffee/tea items.

JURA

GIBSON HOMEWARES

VISKI

WIDGETEER

29

InSight™ Trend Index (continued)

(5) The Great Outdoors

•M any consumers renewed or re-invigorated their love of the

outdoors as a result of Covid-19 shutdowns and stress due to the pandemic.

•W hile some see the outdoors as a place for adventure and paths unknown, others are content to enjoy the fun and freedom of their yard.

• T his portfolio features products designed to bring the best of home with us when we’re outdoors…as well as how to bring the best of the outside into our homes.

PICNIC TIME

MIKASA

SOPHISTIPLATE

BUILT

30 | D E S I GN

LAGUIOLE

(6) Second Nature Going one step further, this portfolio examines the role of nature in the color, materials and design of home and housewares products.

“As technology and information become pervasive (and invasive) elements of our everyday lives, instinct brings us back to natural elements and influences for a much needed sense of reality, reassurance and relaxation,” Tom says in the guide.

In the home and housewares world, water-evoking shades of blue and aqua-green continue as a strong trend on a global scale, as does wood and contemporized Romantic forms and motifs such as deconstructed florals.

TEAK HAUS

SOPHISTIPLATE

S'WELL

EARTH & NEST

31

InSight™ Trend Index (continued)

(7) The Shape of Things to Come The portfolio features style trends including bold geometric patterns and shapes; the both classic and modern appeal of gold; and textures that are ribbed, pleated and ridged. Pattern, texture and form are becoming a defining element for housewares products and the brands that create them. “ Expect high-impact patterns and intriguing combinations to be a defining style element in 2024-25,” predicts Tom.

COLE & MASON

NORDIC WARE

32 | D E S I G N

FORTESSA

(8) The World of Wellness The wellness trend has reached beyond the physical and mental and now encompasses emotional, spiritual and beyond, helping us live authentically and mindfully.

As global awareness builds around the importance of sleep to overall health, it invigorates demand for air purifiers, humidifiers and muscular relaxation devices.

Wellness in home and housewares also includes products that make preparing fresh and healthy food faster and simpler, so we can grow-our-own, make-our-own and take-our-own along more easily than ever.

VÉRITABLE

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TREND I NDEX 2023/24

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SOCIAL

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Access the HomePage News InSight™ Trend Index 2023/24 Nine consumer trend and product portfolios available for free online at:

CRANE

homepagenews.com/insight24

Get More Consumer Insights and Trend Analysis at The Inspired Home Show® 2024 at Tom Mirable's session on the Inspiration Theater stage: Sunday, March 17, 2:15 pm

PREPARA

33

Natural Balance: Spring Summer 2024 Houseware Trends

Natural Balance

by Naomi Pollard, Head of Publishing, TrendBible This season, we want home to comfort and nourish us, but we want to do that without reliance on excess. Householders will recognize a desire to be self-sufficient and satisfied with less, as they embrace the “Age of Frugality,” where limited natural resources encourage them to find more meaningful minimalism and become active in “climate investing.”

Cradle-to-cradle thinking is going mainstream.

Striving for Natural Balance is reckoning with harsh truths to attain harmonious cohabitation with the world, its resources, and people. We’ll find the answers in nature, giving rise to an obsession with biomaterials, harnessing the power of nature for design, and an emphasis on doing more good rather than less harm.

Mixing raw and polished elements adds an earthy tactility to modern homes.

Material irregularities and hand-crafted effects are to be embraced. Handrendered stripes and grids adorn simple linen textiles and rough pulped paper goods. Bold, upscaled abstract prints adorn textiles and wall art, depicting the symbiotic connection between humans and nature.

TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2024

Sunbaked tones The colour palette is a collection of dried-out, sunbaked tones and dusty chromatic neutrals. Terracotta neutrals continue to be important and are updated with chalky baked yellow shades this season. Deep cornflower blue and turf green become strong but soothing accent colours.

Cohabiting with nature Indoor-outdoor blending continues to appeal, as materials once reserved for outdoors like rammed earth, unglazed terracotta and hempcrete work their way indoors.

The home is a place for sharing. Think sun-drenched dinners on the patio with loved ones. The table is set with terracotta earthenware cookware, rope chairs, rattan placemats and linen napkins.

PAOLA PARONETTO CREATIONS — TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2024

34 | T R E N D S

“ Balance is found at the intersection of craft and nature, where homemakers seek to do more good and appreciate a rustic, sunbaked aesthetic.”

Naomi Pollard, Head of Publications, TrendBible

TrendBible is a global trend agency and leader in predicting the future of life at home. They work collaboratively with the world’s best brands helping them seize tomorrow’s opportunities. Natural Balance forms one of four trends published in TrendBible’s Spring Summer 2024 Home & Interiors trend forecast, available to buy now from their online Trend Store: trendbible.com/trend-books.

TrendBible will be presenting some of the key trends for the home that retailers should be responding to at The Inspired Home Show 2024 in March.

Craftivism Update the tropical trend with handcrafted touches such as stitching, carved wood, pâpier maché, and hand-drawn stripes and grid prints.

TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2024

Sculptural Forms An art garden aesthetic informs indoors and outdoors, where sculptures create firm focal points and intertwine with foliage and nature.

Inspired by primitivist art, decorative accessories, garden ornaments and even furniture and lighting embrace creative shapemaking. Unrefined, textured ceramics, rammed earth and rough clay materials have a dried-out, unbaked quality.

TRENDBIBLE HOME & INTERIORS SPRING SUMMER 2024

35

Connecting with Shoppers Through Color

by Rachel Crippin Clark

Today’s shoppers are more color-savvy than ever before,

but the key to using color to connect with them comes down to basic human emotion, says Leatrice (Lee) Eiseman, executive director of the Pantone Color Institute and director of the Eiseman Center for Color and Information Training.

When in doubt, she advises retailers to use their instincts and focus on displays that “make people stop and smile.

Today, that is such a big deal.”

Lee is busy working on the 2025 PantoneView Home + Interiors Forecast which will be revealed at The Inspired Home Show 2024. But we had the opportunity to sit down with her to get her insights on how the current economic climate is influencing purchases, how color factors into the in-store shopping experience and what retailers can do to connect with shoppers on home and housewares. whether in-store or digitally.

Inflation’s Impact

Challenging economic times are affecting people’s color preferences in different ways, says Lee. Uncertainty or financial constraints causes some to lean toward softer, comforting hues in marketing and merchandising, while it makes others connect with bolder, more aspirational color motifs.

But that doesn’t mean all consumers won’t continue to look for variations to favorite hues or for unique color combinations. Our desire to refresh is a universal human emotion, she says.

Using Color Trends to Inspire Purchases

When it comes to the actual color of home and housewares products, don’t be afraid to stock items in trending or unique colors even in challenging economic times, advises Lee.

EL CORTE INGLES, SPAIN

36 | T R E N DS

TOP: HARRODS, UK / ABOVE: PIXEL-SHOT, SHUTTERSTOCK

While it may be cost-prohibitive for many shoppers to buy a car in the latest trending color, a toaster in that same hue is an affordable way for them to get in on a trend. In fact, the fact that that toaster is available in a hot new color may actually be what inspires the purchase (whether a new toaster is actually needed or not).

“The huge advantage for the home and housewares industry is that we’re not talking about big-ticket items,” explains Lee. “Even high-end dinnerware doesn’t compare in price to a new car or carpeting throughout your home.”

Selling Neutrals

This doesn’t mean there still isn’t a place for home and housewares in neutral colors or classic materials like stainless steel and clear glass. Retailers just need to be creative with color when marketing and merchandising them.

Continued...

FEW AND FAR, AUSTRALIA

37

Connecting with Shoppers Through Color (continued) “On the retail floor or even online, the eye tends to gloss over neutrals,” explains Lee. “They tend to become part of the background. You’ve got to use some form of contrast, perhaps a trending color or something more unusual, to draw a shopper’s attention to them.”

When merchandising these products, think of how you can use color in tablescapes or display areas. This can take the form of table linens (for instance, the placemats under white dishes), candles, floral arrangements and much more.

This contrast can also be in terms of finish (perhaps pearlized or with sparkle), texture or even come from an object you don’t sell, says Lee. In this case, think of something warm, fuzzy, whimsical or unexpected like a cute little stuffed animal.

The In-Store Shopping Experience

At its best, retail should be “a little bit of show business,” says Lee. You want to create an emotional pull between shoppers and the products and displays.

And don’t be afraid to be bold. The proliferation of immersive art exhibits like the popular one featuring the work of Vincent Van Gogh are raising the bar for consumers. “(Shoppers) are now expecting a bit of drama” as a result of those experiences, she says.

DEEZIGN, BRAZIL

Look for ways to immerse consumers in the shopping experience instead of it being a static, one-sided event.

You can do this by incorporating sound, smell, taste, touch and of course, color.

Other Advice for Retailers

You don’t have to be a designer by training to know what catches people’s eyes. Lee advises retailers to always be ready to snap photos of things that inspire them visually, whether they’re walking the dog, visiting a park or touring a museum. Then review these photos to look for themes or experiences you might be able to recreate in your store.

(Lee for one says she always gets inspiration from the flower beds in the medians of Chicago’s Michigan Avenue. Right now, she keeps going back to images from a summer trip to Hawaii—before the devastating wildfire.)

Don’t worry much about how color choices will be received in different countries or parts of the world. There still are certain cultural aspects of color, but we’re all exposed to a wide variety of international influences these days. “What continues to impress me is that there’s less of a difference and more of a similarity—especially when it comes to young people—in how color is perceived,” says Lee. |

•

KOOKHUYS MAFRANS, BELGIUM

38 | T R E N DS

Be Among the First to Discover the 2025 PantoneView Home + Interiors Forecast at the The Inspired Home Show 2024

What You Need to Know About Pantone’s Color of the Year 2024

by Rachel Crippin Clark

Lee Eiseman Keynote Address: Monday, March 18 • 1:00 PM

Pantone® ColorWatch Display: All Show days and hours

Connect with Lee: LeatriceEiseman.com

In December, global color authority Pantone announced PANTONE 13-1023 Peach Fuzz as its 2024 Color of the Year. This heartfelt, gentle hue conveys an all-embracing spirit that enriches mind, body and soul.

“At a time of turmoil in many aspects of our lives, our need for nurturing, empathy and compassion grows ever stronger, as does our imaginings of a more peaceful future,” according to Pantone’s announcement. Peach Fuzz brings “a feeling of tenderness and (communicates) a message of caring, sharing, community and collaboration.”

In our homes, Peach Fuzz has the ability to promote feelings of warmth and comfort. It can be used on walls, in home décor, or as an accent within a pattern in our most important and personal environments.

Nestled between pink and orange, the gentle shade “conjures up an air of calm, offering us a space to be, feel and heal and to flourish from, whether spending time with others or taking the time to enjoy a moment by ourselves,” says Leatrice Eiseman, executive director of the Pantone Color Institute.

“ An idea as much as a feeling, PANTONE 13-1023 Peach Fuzz awakens our senses to the comforting presence of tactility and cocooned warmth.”

FIZKES, SHUTTERSTOCK

Peach Fuzz is a hue that can easily be incorporated into soft or neutral palettes, but it also works well with brighter hues in the pink, orange, blue-green and blue families.

And while it offers somewhat of a vintage vibe, the clean peach tone has been rephrased with a contemporary ambiance. Pantone describes it as “sensitive,” “sweet,” “airy” and “quietly sophisticated.”

REINA BATATA, ARGENTINA

The introduction of Peach Fuzz marks the 25th anniversary of the Pantone Color of the Year program. Since 1999, the company’s annual color selections have captured the global zeitgeist of the time and given designers, brand companies and retailers a highly effective and timely way to connect with and tap into consumers’ attitudes and desires.

39

Retail Reconnaissance:

JAPAN AND SOUTH KOREA

by Juanita Neville-Te Rito, edits by Rachel Crippin Clark My most recent trip to Japan and South Korea was an unexpected WOW. Based on my experience, I believe all retailers globally can look to these destinations for inspiration. The art and science of both their retail strategy and execution is best-in-class.

So many retailers in these countries have made it their craft to care about how shoppers feel and to leave a mark on their souls (and their wallets). With customers’ wants and needs as their guiding light, they thoughtfully select products, design unique shopping experiences and take care of their customers, all with the highest level of service and etiquette. They rely heavily on building relationships with their customers, resulting in repeat purchases and strong advocates.

How Retail “Shows Up” In These Markets

South Koreans are renowned as some of the most demanding consumers in the world—and the most tech-connected—making the country a fertile ground for tech-infused retail. Recognizing the rise of Hallyu (the Korean wave) and the role of social media and influencers, South Korea’s retail market beautifully blends tradition and modernity. In an increasingly eco-conscious world, retailers there aren’t just adapting; they’re leading the way.

Japanese consumers also are highly sophisticated and discerning, placing great importance on quality, customer service and attention to detail. They value both unique and exclusive products, as well as brand reputation. The Japanese concept of omotenashi, which represents exceptional hospitality and customer service, is deeply ingrained in retail culture.

Both countries’ retailers firmly believe stores are an extension of a brand. Their mission is to make sure that a person coming into a store won’t just buy something, but will understand the brand better on a holistic level.

Whether integrating a café into the store, displaying high-end artwork or curating the store based on colour, retailers go the extra mile to achieve this.

40 | T R E N D S

TAMBURINS AT HAUS DOSAN, SEOUL, SOUTH KOREA

BROMELIA, SHUTTERSTOCK

NICO AND..., HARAJUKU, JAPAN

Some Trends That Stood Out In Both Countries: ( 1 ) E xperiential merchandising and immersive experiences ( 2 ) Localisation ( 3 ) Nostalgia, futurism and whimsy ( 4 ) Relationship-building ( 5 ) Pop-up shops ( 6 ) Influencers ( 7 ) OMO – Online Merge Offline ( 8 ) Cafés – another reason to stay and immerse Three Incredible Retailers

( 1 ) Niko and…

ABOVE AND BELOW: NICO AND..., HARAJUKU, JAPAN

“Niko and…” in Harajuku, Japan, is the flagship store for this Japanese fashion and lifestyle brand. The concept of “Niko and...” was developed on the idea to edit the store just like a magazine, constantly changing to emphasize whatever series they have next. If I understand correctly, the stores change every 45 to 60 days, dramatically updating products, displays and the overall atmosphere. Their product offering aligns with their “Uni9ue Senses” concept, which represents nine keywords: clothes, live, know, travel, local, food, play, music and health.

This is a store to linger in and explore. With a gorgeous café as you enter, the store is quirky, bright and cheerful. The “feeling” of each product category is visually executed with incredible attention to detail. The visual merchandising and the stories they tell amplify products you simply never knew you needed until now. Throughout the store, there are strategically placed reminders of how to connect, share and become a part of the “Nico and…” community.

KEY TRENDS DELIVERED: Experiential merchandising, nostalgia, relationship-building, pop-up shops, cafés

Humans are not born whole. “Niko and...” adds (style) to people and their lives and provides the joy of creating one’s individuality.

Continued...

41

Retail Reconnaissance (continued)

( 2 ) Choosebase Choosebase in Shibuya, Japan, delivers a unique retail experience centered around the OMO (Online Merge Offline) shopping concept, which is increasing in Japan. Geared toward Gen Z and Millennials, this store features a curated selection of direct-to-consumer products. Each product has a QR code, which you can scan to add to your virtual shopping cart. There is a cashier in the centre of the store where you check out, pay your bill and receive your products. There is also a café where you can relax, have a bite to eat or even do some work.

What I love about this concept is that products are all handpicked, like a boutique store. Each space flows seamlessly into the next with the cashier in the middle. There are holes or windows that peer into the next space, which heightens anticipation and curiosity. The selfie-mirror adds a gorgeous feature, as well as a functional one. The design is minimalist, but the product displays bring the product or category to life simply and seamlessly.

WHIMSY WINDOW DISPLAY, GANGNAM-GU, SEOUL, SOUTH KOREA

WHIMSY

KEY TRENDS DELIVERED: Experiential merchandising and immersive experiences, localisation, nostalgia, futurism and whimsy, relationship-building, pop-up shops, OMO, cafés

PLEATS MAMA, SEOUL, SOUTH KOREA

CHOOSEBASE, SHIBUYA, JAPAN

42 | T R E N DS

LV POP-UP, SEOUL, SOUTH KOREA

POP-UPS

( 3 ) Haus Dosan

JEWELRY POP-UP, HARAJUKU, JAPAN

Haus Dosan in Seoul, South Korea, blends experiential creativity with artisan design. Spread over five floors, this concept store from Gentle Monster includes brands that heighten the senses and imagination: artisan cosmetic brand Tamburins, dessert brand Nudake and eyewear brand Gentle Monster. Each floor evokes a different feeling and energy from nostalgia, self-care, futurism, self-awareness and nature. Digital is artfully integrated to bring new dimensions to the retail space.

On my visit, they had transformed part of the space into an industrial warehouse with the theme “Crash Landing,” bringing to life a collaboration between graphic artist Verdy and Budweiser that illustrates the worldwide nostalgia trend.

Limited-edition merchandise featuring Verdy’s signature Vick figure, such as tees, hoodies, totes and figures, were available for purchase. It was a joy to navigate this area, but only after eating our incredible 3D-printed dessert in an area where digital delivered a whole new meaning.

KEY TRENDS DELIVERED: Experiential merchandising and immersive experiences, nostalgia, futurism and whimsy, pop-up shops, cafés

OSULLOC 1979 FLAGSHIP STORE, SEOUL, SOUTH KOREA

STORYTELLING

KODAK, SEOUL, SOUTH KOREA

GENTLE MONSTER AT HAUS DOSAN, SEOUL, SOUTH KOREA

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Retail Reconnaissance (continued)

ARC•N•BOOK, ITAEWON, SEOUL, SOUTH KOREA

NOSTALGIA

OSULLOC 1979 FLAGSHIP STORE, SEOUL, SOUTH KOREA

CAFÉS 44 | T R E N D S

ARC•N•BOOK, ITAEWON, SEOUL, SOUTH KOREA

ARC•N•BOOK, ITAEWON, SEOUL, SOUTH KOREA

About Juanita Neville-Te Rito

Managing Director, RX (New Zealand and Australia)

LOFT, SHIBUYA, JAPAN

DIGITAL

With more than 30 years of retail and CX experience, Juanita is founder and managing director of RX—a retail innovation and strategic growth practice. Drawing on her many years as a C-suite retailer and with unerring energy and enthusiasm, Juanita is passionate about raising the bar by creating experiences that connect with shoppers’ hearts, minds and wallets. Juanita and her RX team make it their job to go out, explore and interpret innovative and evolving retail strategies, creating an atmosphere that will attract customers to cross the lease-line and convert shoppers into buyers.

Learn more at rxgroup.co.nz

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“ Retail is not dead, mediocre retail is dead.“

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

Scott Kohno

YAMA SUSHI MARKETPLACE

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One Step, One Flyer, One Person at a Time SCOTT KOHNO

by Michelle Hespe

It’s no secret that retail stores are closing at an unprecedented rate in the U.S., but CEO of EJL Entertainment and gia expert juror Scott Kohno sees a bright future for those who find and seize opportunities, personalize retail and think outside the box. ” People have been saying for decades that retail is dead, and it’s simply not true.

Just like everything, it has changed, and we have to adapt. Mediocre retail is dead,” says retail expert Scott Kohno.

When it’s about seizing opportunities and thinking outside the box, Scott is able to share some very encouraging experiences he has had. Sushi With Attitude—a fun sushi delivery business that Scott and his family launched during the pandemic—soon became incredibly popular. Colorful, fun packaging to make people smile and square-shaped sushi are part of the mix, but the clever “cloud kitchen” approach also meant that the company could flourish during tough times. Basically, the team utilizes a commercial kitchen for the purpose of preparing food for delivery or takeout only, with no dine-in customers. “It allowed us to adjust to the changing times and start a virtual brand at minimal cost,” Scott says.

Scott now runs EJL Entertainment—a vertically integrated food company that delivers an unprecedented experience to customers after something different. EJL creates brands, designs menus and customer experiences and events.

Staying Local and That Personal Touch

After Sushi With Attitude had proved successful, EJL invested in Yama Seafood LA—a 40-year-old Japanese fish marketplace famous for its sushi and sashimi, and its Japanese food master classes. Scott decided to add Yama Sushi Marketplace to the offerings, selling both Japanese food and unique Japanese products, sourced from Japan and around the world.

Continued...

THE RICE FACTORY, HONOLULU, HAWAII

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SUSHI WITH ATTITUDE INFLUENCER

However, when the new venture first opened, there were no crowds to celebrate the milestone. “When you open a store and no one comes, it can be really depressing,” he says.

“But by taking that first step, we started seeing what was happening with the economy on a ground level. The cost of fuel and food was really affecting people.”

Although Scott’s daughter is a digital native working with TikTok on client solutions—and understands the power of digital and social media—the family decided to hand deliver flyers for their store. “Everyone is saturated with social media and newsletters, so we took the more old-fashioned approach, had flyers printed and dropped them in people’s mailboxes.”

From Little Things, Big Things Grow

“I always say to the team—see that one customer? They are worth $10,000. They might spend a thousand with you in a year, but if they like what you do and keep coming back, they will tell their friends. They might bring their family and friends into your store, and then those people like what you

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do and they tell others and bring others to your business.

Before you know it, that $1,000 they spent becomes $10,000,” Scott explains.

“You don’t need thousands of customers to begin with.

You need one who loves what you do.”

This personal approach to their brick and mortar Japanese store is like that of the old general store that locals frequent.

“We focus on the customers who live half a mile from us, as they have less travel costs, and we know so many customers by their first names,” he says. “We focus on keeping them happy and coming back.”

Innovating Every Day, Uncovering Jewels

Scott points out that there is no one thing to the secret of making money. “It’s lots of little things that make you a success,” he says. “With a lot of little things, you get better every day. It’s about customer service and merchandising, in-store events and great categories. It’s about creativity and being unique. Retail is still about innovating every day.”

You don’t need thousands of customers to begin with. You need one who loves what you do.

Scott says retailers should seize the opportunity digital saturation has created.

“Magazines are becoming more popular again,” he says. “Print won’t replace digital, but people are drawn to the touch and feel nature of print again.”

For instance, at Yama Sushi Marketplace, they use printed and handwritten signage rather than digital screens and QR codes. “We use old approaches such as: ‘This staff member recommends this particular product,’” Scott says. “It’s an affordable way of promoting our products, and it works!”

Scott points out that as a smaller retailer, you usually don’t have big budgets, but this does not have to limit your success.

“Thinking outside of the box and innovating can be a part of every single thing you do,” he says. “Give people who come into your store a reason to come back. Give them a surprise, and give them a connection to you and the people in your store. Once they feel connected, they will keep coming back.”

Scott also emphasizes that in tough economic times, it’s not about offering cheap products. “If the product is unique and premium, a customer will pay more,” he says. “You need to uncover the jewels in the industry you are in. It can be challenging to find those products, but when you do, they will excite your customers.”

THE RICE FACTORY, HONOLULU, HAWAII

Opportunity in Specialization

Recently Scott discovered a business called The Rice Factory in Honolulu, which proudly states that it is the “Only specialty Japanese rice shop in Hawaii.” The business imports varieties of rice carefully selected from farmers, and its focus is controlled and milled rice to the percentage customers want. “It will be your special experience!” the website says.

“It is so specific! So niche,” Scott says. “But it’s doing really well.

It goes to show you that there are unlimited opportunities out there to specialize in one thing and really blow it out!

You can create an entire store around one thing and keep building on it. Now, The Rice Factory has condiments, rice toppings, recipes and more.”

This finding made Scott even more sure that it’s about finding something that you are really good at and passionate about, and you can specialize in that one thing to start with.

“I get so tired of people saying that retail is dead,” he says.

“There is opportunity everywhere!” |

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KEN FELEPCHUK, SHUTTERSTOCK

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“ Retailers need to keep evolving with the times in order to remain relevant to modern-day consumers.“

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

Anne Kong

TIFFANY & CO. - THE LANDMARK, NY

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New Generations of Shoppers, and Remaining Relevant ANNE KONG

by Michelle Hespe

With the new generations becoming the next breed of savvy consumers, being inclusive, sustainable, creative and alert to digital trends is all a part of the game. We speak to gia expert juror and design educator Anne Kong about how to remain relevant.

Reinventing Brands and Stores

In today’s rapidly changing world, it’s of key importance also for retailers to keep evolving with the times in order to remain relevant to modern-day consumers.

A very inspiring example of this is 186-year-old Tiffany & Co. who is reinventing itself and has just opened one of the most luxurious, modern, impressive stores that New York City has seen in years—The Landmark. Anthony Ledru, president and chief executive officer, Tiffany & Co. said: “Symbolic of a new era for Tiffany & Co., The Landmark is much more than a jewelry store—it is a cultural hub with an exquisite showcase of architecture and superior hospitality, as well as cutting-edge art and design.” gia expert juror Anne Kong went to the grand opening. “All of the new architecture is symbolic of jewelry,” she says. “Every floor has some type of reveal—a memorable touchpoint or spectacular work of art. Ceiling finishes, column treatments and an eclectic mix of materials used in the fabrication of all the jewelry cases. There are several digital walls throughout the store with splashy digital content.”

The Landmark includes a museum experience that pays homage to Audrey Hepburn, including a glass case with her iconic black Givenchy dress from “Breakfast at Tiffany’s” floating on an invisible mannequin. “The surrounding walls display five giant Warhol-inspired portraits of Hepburn with Tiffany blue paint strokes added by the store’s architect Peter Marino. A digital short of the movie plays nearby—it is spectacular,” says Anne. “This is an authentic moment where Tiffany heritage comes alive.”

Of course, there are not many retailers with the kind of budgets that Tiffany’s has, but Anne says there are many things that retailers can do with limited budgets, and she notes that architecture and collaborations are both trending.

TIFFANY & CO. - THE LANDMARK, NY

Continued...

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“Reveal parts of your space that might have been covered up—expose brick walls, let light in through all windows, make the most of original pieces in your building to create atmosphere,” she says. “And collaborate with other brands for more exposure and to share costs. While larger stores may have more resources, smaller retailers can differentiate themselves through creativity, personalization and a strong focus on their unique value and benefits to the consumer.” Partner with local artists and design windows with merchandise to incorporate their artwork.

Here are some of Anne’s other budget-friendly strategies for competing with big stores: DIY Displays: Get creative with DIY visual merchandising, using inexpensive materials such as paper, cardboard, paint or reclaimed wood.

S ocial Media: Active and engaging social media accounts can help small retailers compete with larger ones. Regularly post high-quality images of products, behind-the-scenes content and customer testimonials.

In-Store Events: Host small, in-store events like workshops, product launches or themed shopping nights to attract and engage customers.

TIFFANY & CO. - THE LANDMARK, NY

Customer Engagement: Focus on building strong relationships with your existing customers, as word-of-mouth recommendations can be a powerful tool.

Eye-catching Visual Merchandising: Displays should be on-trend and effectively showcase products. Window displays should tell a story or convey a lifestyle that resonates with their current audience.

Get Creative and Use Available Resources

There are many ways to be creative, get noticed and remain relevant, without having to spend big dollars, and one “must-do” is using social media.

“You, or your staff, need to actively participate on social media platforms where millennials and Gen Z spend their time, such as Instagram, TikTok and Snapchat,” Anne says. “Create engaging and shareable content to foster community and word-of-mouth recommendations. Stay current with cultural and digital trends, memes and hashtags.”

Once video making was a lengthy process, expensive and needed a studio space, but today you can make a movie with an iPhone, and anyone can produce content from anywhere.

TIFFANY & CO. - THE LANDMARK, NY

“Retailers can use video to tell their brand’s story and convey its values” Anne says. “Talk about your store’s founders or any special initiatives you are running. A compelling narrative can resonate with customers and foster a deeper emotional connection.”

ISETAN, JAPAN

Anne recommends incorporating interactive elements into videos, such as clickable links, polls or quizzes. “Interactive videos encourage engagement and lead viewers to take action, such as visiting your website or making a purchase,” she says. “You can also host contests or giveaways to incentivize user-generated content creation.”

TIFFANY & CO. - THE LANDMARK, NY

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“Create short video clips showcasing your products from different angles, highlighting key features, and demonstrating how they can be used. Incorporate nonperishables, like pasta, lemons, legumes for color and texture. This helps customers get a better sense of the product compared to static images,” Anne explains. “You can also offer video tutorials or how-to guides related to your products. These videos can be informative and establish your brand as an expert in your niche.”

“Host live streaming events or product launches on platforms like Facebook Live, Instagram Live or YouTube Live. Engage with viewers in real-time, answer questions and create a sense of urgency around your products,” she says.

“Give customers a peek behind the scenes of your business.

Show how products are made, introduce your team with fun headshots in the store or showcase the day-to-day operations.”

This can humanize your brand and make it more relatable.

Diversity, Inclusivity and Responsible Sourcing

As the new gens become a major percentage of today’s consumers, you have to understand the way they think, act and shop.

“This can provide educational value and foster a sense of community around your brand,” she says. “Set up experiential displays or installations that allow customers to interact physically with your products. These displays can be tactile and sensory-rich, encouraging customers to touch, feel and experience the items.”

As for the big tech movement that is on everyone’s lips, AI, Anne says that it is here to stay and retailers are wise to begin experimenting with it now in order to keep up.

“AI can enhance the shopping experience through interactive displays, and retailers can use smart shelves to provide cost-efficient updating of pricing,” she says. “It can also provide personalized recommendations based on customer preferences, and can offer consumers more information if implemented correctly in a user-friendly way.”

“Moreover, AI can help design your store layout by studying data from sources like customer behavior, sales and market trends,” Anne says. “It can propose layouts that fit your store’s objectives, like boosting traffic, sales or customer loyalty. It can also help you change your floorplan as needed, reacting to feedback and shifts in demand.” |

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“Inclusivity and sustainability are driving forces for Z’s and tween shoppers,” Anne says.” So ensure that your marketing and branding are inclusive and do not exclude any age group. Avoid stereotypes in your advertising. They expect brands to lead from the front with diverse representation.”

Anne also suggests highlighting eco-friendly products and practices, as sustainability appeals to a broad range of consumers, including multiple generations. “Younger consumers want to see robust environmental policies that help to ease their eco-consciousness worries,” she says.

If you import products, work with suppliers that adhere to ethical and sustainable practices. “Consider certifications like Fair Trade or organic certifications for imported goods,” she explains. “And you can implement sustainable packaging practices, such as using recyclable materials, minimizing excessive packaging and encouraging customers to recycle or reuse packaging. Let your customers know about your practices in window signage, ads and through social media.”

TIFFANY & CO. - THE LANDMARK, NY

Get experiential—use moving imagery, AR and AI

Anne notes that post-Covid, QR codes are still actively being used, but she believes that that moving imagery is much more compelling and that retailers can utilize interactive displays or touchscreens within their physical stores. “These can provide product information, allow customers to browse additional options or offer personalized recommendations,” she says.

Anne also recommends implementing AR technology to bring signage and products to life. “AR apps can allow customers to visualize how furniture would look in their homes or provide additional product details when they point their smartphone at a sign or product,” she says. “You can also create gamified experiences within your store, such as offering scavenger hunts, trivia games or challenges that encourage customers to explore and engage with your products.”

Anne also suggests hosting live demonstrations, food or home decorating workshops, or in-store events related to your products or industry.

TIFFANY & CO. - THE LANDMARK, NY

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“ In any industry, change is inevitable. It’s about how you react and embrace change that will lead to a new reality.“

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

Henrik Peter Reisby Nielsen

LEUNGCHOPAN, SHUTTERSTOCK

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A New Universe of Retailing

by Michelle Hespe

HENRIK PETER REISBY NIELSEN

AI and virtual shopping malls, revamping of used products and positive choices for people and the planet. We speak with gia expert juror Henrik Peter Reisby Nielsen about the future of retailing.

Embracing AI as It’s Here to Stay In any industry, change is inevitable. It’s about how you react and embrace change that will lead to a new reality.

How successful you and your business are in the long run, is up to how you approach and use the opportunities that are presented to you.

We all know that artificial intelligence is here and it’s getting bigger by the second. With generative AI paving the way to a new reality, you need to decide if, and how, you want to embrace it. “AI has been around for decades, but the big difference now is that its presence and use has accelerated, and it is user-friendly. This makes the playing field more level for retailers of all sizes,” says Henrik.

“On a basic level, you can get a lot of back-of-office tasks automated with AI that you would usually have to pay someone to do, such as sorting photos of products, adding descriptions to your website and so much more. There are many things that can be done much better and faster with AI.” Henrik uses the American company CarMax as an example of a business that is using AI to get masses of content created in order to reach more customers and give them more information about the products (cars) it’s selling. Ultimately, the goal is to be known and expand.

CarMax explains how its writers could only create and disperse so much content in a month, but that by using an AI program, they created masses of content that would have taken their writers years to accomplish. The program accesses customers’ car reviews and puts them into easily readable sentences so that they have user-generated content that is incredibly relatable for others looking to buy cars. Essentially, the program pulls the information together, the CarMax staff can curate and edit it, and then tailored content is created for specific cars. The end result is that something that would have taken them years without AI, was done and distributed in weeks.

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PHOTOSGH, SHUTTERSTOCK

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Virtual Shopping Malls and Vision Pro

Henrik believes that virtual shopping malls will also be a common part of retail in the future, bringing in the socialization aspect into the mix. Just like when people who love gaming realized that they could play their computer games with anyone from around the world, you will be able to interact with friends and staff members in a virtual shopping mall.

“Your avatar and your friend’s avatar can meet up in a shopping universe and you can walk around together and look at products, comment on them and chat about what you see,” says Henrik.

“It would be just like the way we talk when we are on a Zoom call. You can interact with trained staff members, or some of them might even be chatbots. This is the future and Apple and Google have been experimenting with these types of scenarios for a long time.”

Henrik uses Apple Vision Pro as an example. It is an upcoming mixed-reality headset developed by Apple that was announced in June at Apple’s Worldwide Developers Conference. It will be available to the public in early 2024 in the United States, and later in the year internationally.

“The difference is that the headsets we’ve used in the past were one-offs and you used them for a certain purpose or program, and then you put them in the cupboard. Because Apple and Google own the apps, you buy the headset and then can download the apps. Huge universes will then be available to everyone,” he explains.

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FIT STUDIO, SHUTTERSTOCK

Apple has made it simple for all developers to redesign/recreate their apps for iPhone, iPad, Macs and for their Vision Pro glasses. The original versions will be for those who can afford them, as they are expensive at $3,500 USD. “In a few years this will offer a new way of shopping and interacting with friends and family,” says Henrik. “The possibilities for AI are basically endless, and right now, we are only playing around with the simplest versions of something that I believe will change our life in ways we cannot even imagine yet.”

Returns and Upgrades

Many brands are offering customers a buy-back program (basically an upgrade) or having a service readily available to get their product fixed. The revamping of products is also on the rise.

TIGERCAT_LPG, SHUTTERSTOCK

“It can be as simple as a coffee cup that you love, but now it might not be in the color or fashion that you now like,” says Henrik. “Some stores are now offering a service where you can bring a product back and give it a new life. So, you don’t need to throw out a good product that you like using.”

Henrik believes that with the sustainability movement that continues to gather momentum, anti-throw-awayism is also gaining more traction again. With this, there is a push for manufacturers to not be able to sell cheap products with bad associations, such as underpaid workers or the use of materials that are bad for the environment.

“We should be demanding longer warranty periods and there should be a rating on all products to ensure that they are well made and good for the environment,” says Henrik.

“This will soon put pressure on the manufacturers, and lead to fewer poorquality products being made and distributed.”

“I see a trend where people tend to buy fewer products of higher quality and more retailers that offer returns and repairs. Buying better products reflects the fact that you care about the planet, and that you do not support things such as child labor.” |

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LEON & LULU, CLAWSON, MICHIGAN, U.S.A.

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“ People innately need connection, no matter what is going on in the world.“ 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.

Establishing Security in a Fractured World

by Michelle Hespe

WOLFGANG GRUSCHWITZ

We speak to retail expert and gia expert juror Wolfgang Gruschwitz, about how to deal with some of the many challenges that retailers are facing in an uncertain world, and how they need to create a sense of security in order to gain and retain the trust of customers.

Wolfgang Gruschwitz has worked for more than four decades in retail and has never seen retailers dealing with the kind of issues that are now so prevalent. Retailers are finding the industry harder than ever because of a plethora of negative societal factors including the ever-rising cost of fuel, food and everyday items; the unstable political systems and conflict in many countries; the rise in both physical crime and cyber crime; and the gap between the rich and the poor that is steadily increasing.

Offering Security and Creating trust

“It is human nature to want to go out, stroll around and see windows with great things in them, and all of these things are based around freedom,” says Wolfgang. “But freedom in life, in many places, is diminishing and in areas where once there were successful retailers, there is crime such as looting, daylight robberies and even shootings.”

“Some stores have bars on the windows and at others, you have to press a doorbell and wait to be let in,” he says. “The fear of retailers is vandalism and theft, and because the police are under-staffed, it is harder to keep things under control.

If we can’t control this crime, people are scared and they won’t go shopping.”

It all seems rather doom and gloom, but for many retailers it is a new reality. So if your business is being adversely affected, how do you stay positive and find a way forward?

Wolfgang says that whether they know it or not, people need security. “If you are not feeling secure, you do not go out and you do not spend money,” he says. “So, retailers have to create a safe, secure environment—both online and in brick and mortar stores—if they want customers to spend money with them.”

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Left and Above Photos: LE CHOCOLAT ALAIN DUCASSE, MUNICH, GERMANY Design, Rough Planning: Le Chocolat Alain Ducasse Manufacture À Paris Planning, Realization: Gruschwitz GmbH PHOTOS: DIRK TACKE

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One way to add some layers of security to your offerings is by adopting “The Big ‘Rs’.”

“Back in the early 2000s, our mentor, Martin M. Pegler (1923 – 2020), spoke about what he called ‘The Big Rs: Recycle, Reuse, Renew, Renovate, Restore’ and these can still be applied today to add to your retail story,” says Wolfgang.

“People like to have and maintain their traditions, rituals and habits, and recycling and restoring products can give them a sense of security as they have something that they are familiar with,” he adds. Many companies are doing more of this now—giving a favorite drink bottle a new color or giving a much-loved handbag a new handle.

“New things are necessary because progress continues, but it’s a good idea to keep an eye on reusable and recyclable pieces, ensuring that the production process is also environmentally friendly,” he says, also warning retailers that being environmentally friendly is important because it shows authenticity, but you must be true to your word and your genuine offerings.

“As a retailer you cannot just make a show of being environmentally conscious—it has to be a part of your company philosophy—integrated into all aspects of the company, production and logistics,” he says. “People expect this now, and manufacturing companies have realized this too, because today, influencers are very open online about highlighting something that is not authentic/real and honest.”

Resilience and Investing in the Future

Wolfgang firmly believes that one of the best traits humans have is resilience—the desire to change things and to survive. “We need to accept change, be resilient and find solutions,” he says.

Wolfgang says that retailers—especially those in areas where crime has markedly risen—need to invest in tangible things such as security systems and also in creating secure human relationships and secure communication.

“If security is what people need, you need to give it to them,” he says. “The good thing is smaller retailers can do this more easily; they can be more nimble and make changes without the big costs. Larger multinational companies need things such as call centers, more staff and bigger and better infrastructure.”

“You can do simple things such as organizing safe transport to events or have intimate get-togethers in your store for promotions. If you have local customers, deliver the products yourself—this will create a connection and more trust. Use social media channels wisely and give people codes for discounts and offers so they are in a safe space.

Look into software that can protect your online store from theft and scams.”

Connection, Convenience and Being Positive

As social media and AI continue to grow, Wolfgang points out that it is not a linear growth but rather exponential growth, and retailers have to keep up.

“The new generation doesn’t just want convenience—it demands it,” he says. “The Covid period was around 2 percent of a person’s lifetime if they are already in their 40s or 50s, but for younger people, it was 20 percent of their entire lifetime.

So they think of the lockdowns, ordering online and working from home as normal, whereas for those older than them it was just a period in time.”

So now, he says, retailers have to give the new generation what they want in terms of convenience or they will simply move on and shop with someone else. “Or you need to give them a very compelling reason as to why they should spend money with you,” he says. “And people innately need connection, no matter what is going on in the world.”

Wolfgang points out that many young people are wanting to embrace something different as there are so many people —the masses—doing the same thing, as social media plays a huge role in mimicking behavior. “What hasn’t changed, is that to be outstanding, you have to be different,” he says.

“This applies to customers and to retailers.”

Wolfgang also comments how he has noticed a lot of younger people pursuing activities and time spent outdoors. “This is a positive indicator that young people are wanting a connection with something outside of the digital world, and that human connections and the ‘real world’ are still important to the next generation,” he says.

Staying positive and sharing that positivity with customers is also a means of creating and maintaining long-lasting connections.

“It’s about having a solid sense and appreciation of humanity,” says Wolfgang. “In times of multiple crises, positive thoughts are easily destroyed, and when that happens, people are scared to invest in new pieces, and to get out there, travel and experience new things. If they have somewhere to go where there is security and positivity, they will come back. If there is no security or positivity, they will not feel compelled to go back.”

60 | I N S P I RATION HENRY BECKER FOR GRUSCHWITZ GMBH, MUNICH, GERMANY

There is an old philosophy that Wolfgang believes retailers should remember in these challenging times: “Change the things in your life that you can, and accept, with a good attitude, the things that you cannot influence.”

“If you are always thinking about and talking about the bad things going on, your mind and attitude becomes depressed, and no good change comes from it,” he says.

“On the other hand, if you are looking on the sunny side of life, you will motivate and inspire people in your surrounds, the mood will be lightened and a sense of hope will return.”

Giving people enjoyable, hands-on experiences in your store is another way to create a sense of positivity and give people a reason to buy products from you.

For instance, Wolfgang’s company has worked on two stand-out projects with retailers in Germany. One is a chocolate store for famous French chef and restaurateur Alain Ducasse, where chocolates and ice creams are produced in-store so that customers can see the product being made. This adds scent, taste and texture into the mix, ultimately giving customers a positive, joyous experience.

One could even say customers are taken back to the simple joys of being a child in a sweet shop.

“We also created a garage-like store for Weber Grill in Berlin,” says Wolfgang. “Customers learn how to assemble the grill, and this is combined with a BBQ academy. In this way, all things are integrated for the client, and the experience gives them good vibes and inspiration for cooking on a barbecue. This in turn leads to a great environment and sales for the retailer.”

Despite the many challenges that are part and parcel of retailing today, Wolfgang believes there are plenty of opportunities to be seized by retailers, and plenty of reasons to be positive about the future.

“There are more people than ever before to serve in this world, and so many more ways to reach them,” he says.

“People innately want to live and to have nice things. So retailers have to reach out, connect with customers and make them feel safe, secure and interested in buying products. This will keep them coming back.” |

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61 ALL IMAGES ON THIS PAGE: WEBER ORIGINAL STORE, BERLIN, GERMANY—DESIGN & REALIZATION: GRUSCHWITZ GmbH, PHOTOS: DAVID YATES

Getting Your Newsletter Right

by Michelle Hespe

People are more protective than ever about their privacy, and more conscious of their inboxes being inundated with newsletters that they did not sign up for. So how do businesses create a successful newsletter that keeps readers wanting more and ultimately, purchasing more?

A digital newsletter is another way of communicating with your customers and a means of sharing great content— whether that be news, offers and deals, opinions, advice and ideas. It is a great way to drive traffic to your website and other platforms, in turn helping you to spread your brand further and strengthen the bond with your customers.

A successful newsletter gains someone’s attention so that they open it, read it and click on links to take them to other content.

The better your open rates and click-through rates are, the more people are interacting with your brand and offerings.

To reach a good open rate, it’s important to think about what you want to achieve by having a newsletter, and then ensure that it reflects your business’s approach and other assets.

You need to think about everything from style, colors, fonts, photography, video and most importantly, content. This includes things such as email subject lines and preview text.

You also need to think about what your readers want to receive, and this leads to the question of who is your newsletter being sent to? If you are an established business, you may already have a database of customers that you send information to. However, you still have to be sure that your subscribers want to receive what you intend to send them.

If you don’t have a database of your customers’ emails, you can add a pop-up message or a notice on your website to encourage people to sign up for your newsletter. Offer potential subscribers an incentive to do so—such as a gift, a free e-book of advice or an invitation to an exclusive event.

What’s important is make sure you greet your customers and let them know that they can decide if they want to continue to receive the newsletters, and let them know that they are welcome to unsubscribe at any time.

Most importantly, how do you create one that people really want to read—or receive from you? And how do you keep them coming back for more?

62 | I N S P I RATION

We chat with digital marketer and business owner Melissa Maker to get some advice:

Advice from the newsletter frontline

Melissa Maker is an influencer in the cleaning space, and a highly successful businesswoman who launched her Canadian cleaning business called Clean My Space in 2006. She now has over 2 million subscribers on YouTube. Over the past 17 years Melissa has also amassed half a million followers on Facebook and Instagram, and the latest addition to her box of digital tricks are two newsletters, one called The Dirty Dish, where she shares cleaning advice with her audience, and the other, Maker’s Clean, is a direct linkup to her eponymous product company, where she sells premium cleaning tools and textiles.

“Anyone who knows newsletters knows that every open, click and engagement metric is crucial to understanding what works, what’s not working and the effectiveness of your headline, copy, images and content,” Melissa says.

One thing you do not want is a bad spam report. The industry acceptable standard spam complaint rate is anything less than 0.1 per cent—or one complaint for every 1,000 sent messages. If your newsletter is above this, it is considered high.

To avoid getting a bad spam report, ensure that you are doing things correctly, and within your country’s legal guidelines.

“Follow the rules!” says Melissa. “Your newsletter service will discuss compliance. For instance, perhaps your reader needs to opt in or you need to abide by other standards depending on where you are in the world. You can also ask your subscriber in your introductory email to add you to a safe senders’ list to avoid your newsletter going to spam or being blocked.”

As with all aspects of your business, a good newsletter is about being authentic to your brand.

Melissa offers some of her top tips on creating a great newsletter.

•) “ First, make sure your newsletter has value-adds,” she says.

“Tell your readers things they don’t know but need to know.

Curate content they need to see. Provide instructional videos or tips on how to get the most out of their experience with you.”

•) S econdly, she recommends having unique, valuable offers

To stand out in a sea of newsletters, you need to differentiate yourself from the masses.

“Find your edge!” says Melissa. “You could include a humorous quip, or tips or quotes that are relevant to your demographic.

Find the thing that will hook your readers and keep them coming back. One of my favorite newsletters has a meme at the end—almost like dessert for getting to the end of the newsletter, and I live for it!”

that will keep readers coming back for more. Offers they can’t get anywhere else, make it rewarding for them to remain subscribed to the newsletter, “and thirdly, make your newsletter beautiful—use great colors, beautiful fonts and awesome photography. It has to be a joy to open and to read!”

•) L ast but not least, Melissa says: “Know your audience.

For instance, if it’s a younger crowd that you are sending to, then use emojis. Depending on the demographic they can be effective or obnoxious. As a millennial, I like them, but my older friends and family members find them slightly obnoxious!”

Melissa also recommends theming your newsletter around tent-pole events such as in-store or online sales, holidays, National XYZ day, etc. Build up the excitement and be sure to reiterate why your subscriber is benefitting from sticking around on your list and opening your emails. “You should always try to have a pretty consistent look and feel, just as you do with any branding,” she says. “With style, with cadence, your subscriber wants a predictable look, feel and relationship with you.”

Other popular inclusions in newsletters are video and GIFs, but don’t over-do it as people are saturated in content these days, and they might find loads of moving parts too much.

“You don’t want to overwhelm people,” says Melissa. “I’d say stick to one video, or a maximum of two. If using GIFs, separate them by text. Regardless of what you choose, make sure your formatting is beautiful.”

People should be able to unsubscribe from your newsletter if they no longer want to receive it, and although some people might recommend making this hard to do, Melissa warns against this, as it can lead to someone being annoyed, or even resentful.

“Always make sure the ‘unsubscribe’ button or link is easy to find,” she says. “Don’t hide it—your readers should always have the option to freely leave.”

As with any new project, and especially when navigating new technology, seek professional advice if you are unsure of doing it alone. If you don’t have a dedicated newslettermarketing specialist on your team, Melissa recommends working with one, even if just for a couple of months.

“This will teach you a lot about your specific platform, your demographic, and how your list behaves,” she says.

As with all aspects of your business, a good newsletter is about being authentic to your brand. If you know your customers, you can give them what they want and they will come back for more.

“Newsletters can seem obnoxious or spammy if all they want to do is sell things,” Melissa warns. “I’d much prefer to have a relationship with the brand. Pepper sales with value-added content. Infuse your voice and make it a welcome email to receive. With our Maker’s Clean newsletter, readers enjoy learning about our brand and what new offerings we have.

We have a loyal following and they’re always excited to hear about something new, so they keep coming back.” |

• 63

17-19 MARCH 2024 | CHICAGO, USA

TheInspiredHomeShow.com

WHERE THE INDUSTRY CONNECTS AROUND INNOVATION AND INSPIRATION

“ Each March, the home + housewares industry gathers together at The Inspired Home Show. Come to Chicago to experience everything that the Show has to offer—over 1,600 exhibitors from over 50 countries offering the latest designs and innovations, informative educational sessions that focus on key industry trends, and ample networking opportunities spread across three full days! Register in advance of the Show opening for free, and stay an extra day to participate in the free-of-charge Chicago Retail Tour after the Show! We look forward to seeing you in Chicago, 17-19 March!”

—D EREK MILLER, President & CEO, International Housewares Association

CHICAGO “ The Inspired Home Show 2023 was an unforgettable experience. What impressed me the most was the variety of products and brands from all over the world present at the fair, very focused on the universes of kitchenware, organization and electrical appliances. Thanks to the fair, we were able to find a lot of new items for our stores.

We established business relationships with various suppliers from around the world and were able to bring products to our store that we had never seen before. In addition, the fair gave us an idea of the latest trends in the kitchenware industry and allowed us to keep abreast of innovations in the market.”

—B EATRIZ ESTÉBANEZ MUÑOZ, Kitchenware Buyer El Corte Inglés, Spain

For more information and to register for your FREE entrance badge, please visit TheInspiredHomeShow.com.

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