Trend Report 2007 - Global Communities...First line customer — the person who will buy the product, wear it, or put it in his or her home, Third party buyer — the buyer for the

2007 Trend Report

The Crafts Center at CHF International contributes

to economic development through field programs and coordination of

an international network dedicated to supporting low-income artisans.

Distinguished by a focus on grassroots initiatives, we build the capacity

of organizations and individuals to become artisan entrepreneurs. Since

1986, the Crafts Center has offered technical assistance and training in the

development, marketing, and sale of crafts. Crafts programs can generate

increased incomes and opportunities for the poor, particularly women. Our

programs give hope to families for a better life and increased self-reliance.

The Crafts Center 2007 Trend Report page 1

I. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2About This Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2Knowing Your Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

II. Factors for Expanding Your Crafts Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Understanding the Economic Value of Handicrafts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Creating a Successful Product Line . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Low Cost Marketing Tips for Craft Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

III. Trend Alert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Asian Influences on Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Design Inspirations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Trims and Accessories Directions for 2007 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

IV. Color Trends for 2007 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Modernizing Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Simply elegant . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Classic chic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Lumens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Mélange . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Au naturale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Grassroot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Fresh air . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Light touch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

V. Trends in Leather Crafts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Key Finishes in Leather . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Leather Accessory Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

VI. Market Update . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23What are Designers Doing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23What are in Stores? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

VII. Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Appendix A: The North American Market Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25Appendix B: Adding Value to Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

viii. Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

ix. Photo Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

x. References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

xi. Author Credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

>Contents


i. Introduction

About This Report

T he Crafts Center at CHF International’s 2007 Trend Report is a reference guide for emerging trends in the home accent and giftware industry for western markets, primarily Canada and the United States. The goal of this report is

to offer practical suggestions for new product development, while keeping the focus on what is happening in today’s marketplace. There are many kinds of trends that can guide your business. However, it takes a practiced eye to identify trends, and a trend is most valuable when identified very early in its course. Trends emerge from both the emotional and practical needs of the population. Current events, the state of the economy, the global market, and cultural influences all have their impact in forming these trends. Gaining an understanding of trends over time can inspire the product development process and provide a greater chance for success in the Western market.

Knowing Your MarketThe most important task for any crafts enterprise is to know its market and to follow the needs, wants and desires of its market segment. The key questions to ask are: Who is the end buyer of my product? And, whose needs, wants, or desires am I trying to satisfy through my product development? Describing the end buyer helps us to better understand their needs. Create a “consumer profile” to which you can refer. This profile will be a statistical definition of age, income, marital status, occupation, location, and ethnic background. Once you know your buyers, you can then decide which trends will be important for them.

Targeting your MarketMarkets attract sellers and buyers. Competition exists in all markets so buyers can compare quality, presentation, price, customer service and attitude. The challenge for all producers and vendors, therefore, is to know in which market they are likely to have the most success selling their particular products. Studying the options and making that decision is what is known as “targeting your market.” This means identifying where you can come in contact with the people who will most likely buy your product and knowing as much about them as possible.

You need to know Where they shop — they need to see your product to buy it Why they shop — you need to answer their real or perceived need What they currently buy — who is your competition and why

Why is this important? Realistically, you cannot sell your products in all possible markets, and in order to gain the largest return on investment (ROI), you want to narrow your efforts and expenses to gain the greatest revenue.

i. Introduction


Once you know what your target market is, you will know what other products are offered, who is buying there, and what amount they are spending for products similar to your own. You can then use this information to develop products that will have a greater chance of success in the home and gift marketplace.

So, what exactly is your target market? The answer might be: The local populace Tourists Retail stores in cities in your country Art galleries in your country Stores or galleries in other countries Specialty stores or boutiques in other countries Museum gift shops Mail order catalogs Large chains of stores in Europe or the U.S. Other artisans or manufacturers, where you produce a needed component to their

products

The road to success lies in objectively evaluating what the potential market thinks of your products, calculating your odds of sales in that market, and openly looking at other market groups for your products.

Who is your target customer?Part of the process of choosing your target market is identifying and knowing a lot about your target customers. This is essential if you are to focus your product development efforts successfully. Refining your market down to the specific customers will influence your product design and/or its success when placed in the marketplace. It’s not always easy to say exactly who the target customer is. Sometimes the customer for an artisan business is not the person who will use the product, wear it, or put it in his or her home. Your target market may be a

First line customer — the person who will buy the product, wear it, or put it in his or her home,

Third party buyer — the buyer for the retail store visiting your country or the owner of an import/wholesale company who will sell your products for you, or

End customer — the person the third party buyer sells your product to.

You need to understand the needs and wants of each level of customer to help you know what products to offer.

Just as you must identify your target market, you need to do some research and make some

i. Introduction


choices about who the ideal customer is for your products. But, before you undertake the research, look objectively at your business and evaluate what stage of development it is in now.

Consider space, employees, capital (funds available), years of experience, credit worthiness, growth potential, and who your target customer is and why? Your ideal customer could be:

Your neighbors and close-by community members Individuals in your own country, but in other regions or cities than your own People of similar culture and language, perhaps in a neighboring country A tourist who visits your town A tourist passing through the international airport Family and friends of the Diplomatic Corps located in your country Collectors in other countries Consumers in specialty shops People who order from specialty catalogs

If you are already selling to several of these categories, your immediate reaction may be that they should all be your target market. But before you try to sell to all potential markets, analyze what products you make well and all the related services such as packing, shipping, communicating with buyers, etc. Then make a decision about which group of clients are your best bet to focus on, taking into account your current resources. Once you satisfy them and are sure you have fully penetrated that segment of the market, you may be ready to expand or change your product line or production methods to reach new customers.

Whether your ideal customer is in your community or in a faraway country, you want to know as much about them as possible in order to know what products they are likely to buy. To do this, the first step is knowing the general demographics of the target customer: their age, gender, level of education, occupation, geographic location, nationality, income, religion, and other commonly used census classifications.

Beyond these characteristics, other more psychological traits can help you figure out what products to develop for your customer. This can be analyzed by determining what it is that motivates them to buy. For example, how often do they travel abroad? Do they care about the environment or saving the planet? Do they consider themselves socially responsible? Do they care about the poor? What do they consider luxuries worth buying? Once you have pinpointed the subgroup of consumers to be your target customer, the next set of questions to ask is about their buying behavior:

Where do they buy? People can’t buy what they don’t know exists. Whether you are selling in your local marketplace, a store, through a third party buyer or to a buyer for a

i. Introduction


store, catalog, or internet site, it is important to place your product where it can be most advantageously seen and appreciated by your potential customer. You must make sure that the buyer knows not only that your product exists, but why it is so wonderful.

What do they want to buy? To reach and appeal to your potential customer (either first line or end buyer), it is important to know what their bias or interests might be. For example, if you make wood furniture, some of your target customers may be concerned about the environment. They may be members of Green Peace, World Wildlife Fund, or the Sierra Club, or they might buy from U.S. catalogs such as The Nature Company, Sundance, or Smith & Hawkens, and retailers such as L.L. Bean or Orvis. If you plan to market your furniture to this target customer (through these outlets or others like them), make sure it is made of correctly harvested, certified wood and not precious hardwoods, and that it is handmade, practical, appropriately priced, and comes with a brochure describing how reforestation and conservation efforts are aided by the sale of the product.

When do they buy? Are your items considered seasonal or of year-round interest? If you develop the most beautiful Christmas ornament in the whole world on November 15th, no wholesale customer will buy it. That is because buyers for stores selling Christmas ornaments will have made all their decisions and spent all their money in this category months in advance. For small stores, August will be the latest they will order such a product. For large stores, all Christmas purchases are made by February 1st of that year’s Holiday season, so, 10 months in advance. Knowing when your target customers buy specific products will help you focus on which products to develop by which deadlines. In addition to fixed calendar events, there are other demand triggers that will help you decide what kinds of products to develop. Demand triggers are special events: birthdays, weddings, school graduations, job promotions, anniversaries, accidents/illnesses, births, engagements, new homes, etc. If you know which of these are important to your target customer, what kinds of products they like to buy to give at these events, and how much they normally spend on each item, it will help you to develop specific niche products that can be enormously successful for you. Finally, the “when” in the case of demand triggers may not mean during the calendar year, but instead during the life cycle of a person. Teenagers and senior citizens, for example, have very different and specific tastes, needs and incomes. Knowing when a product is likely to be bought by someone will help you decide on quality, style, materials, price and other important considerations.

How do they buy? Does your target customer go to big department stores or little boutiques? Do they shop at malls, by mail order catalogs, or through the Internet? Does your customer want one-of-a-kind things or sets and collectibles? Are they subject to purchases based on trends, or do they want what no one else is likely to have? Knowing the answers to these questions will direct you toward an effective product design through concentrating your energy and resources on product development.


P roduct development and design innovation can help differentiate products, establish consumer loyalty and, in many cases, allow products to command a price premium. Consistent product development gives your product a unique

selling point (USP). Poor or inadequate designs can mar the process of successful marketing and can prevent a company from entering a specific high-value niche market. This lack of understanding of customer needs based on lifestyle and fashion trends can result in loss of revenue and a decrease in design appreciation. High-quality design has the most added value impact on your line of products than any other element.

Design is an extremely important contribution to a product and is often referred to as elegance. Elegance does not have to be complicated or elaborate and can be ingeniously simple and effective. Aesthetic design is fundamentally different from technical or functional design, and its impact on consumer behavior is immense. For example, Canada is the largest timber producing country in the world, and yet imports Swedish Ikea furniture. This is not because Swedish pine is superior, but because Ikea furniture has more marketable designs.

While the impact of improved design has not been quantified, its impact on competitiveness in the home and gift industries is certain. Presently, the importance of design in international competitiveness is affecting products being made in the United States and Canada, where higher quality products are being imported from abroad, particularly from Europe, at an increasing rate. Some major North American corporations including SCM, Teledyne, Black & Decker, and J.C. Penney are feeling the burden of consumers’ appreciation of enhanced design. This change in attitude reflects bottom-line awareness that if a consumer does not like the way a product looks, he or she may never get close enough to find out how well it performs, which thus reduces the chance for a sale. Growing awareness of this principle is resulting in increased recognition of the importance of design and the role it plays in helping companies meet sales and marketing goals. More and more marketers are now enlisting the aid of design consultants or setting up in-house design departments.

ii. Factors for Expanding Your Crafts Business



Understanding the Economic Value of Handicrafts

Although it is hard to estimate the size of the world market for artisanal products due to a lack of trade statistics that differentiate handmade from machine made products, it is clear that handicraft production has a significant impact on a country’s formal and informal economic sectors.

It is estimated that the global market value for home and gift accessory products is $100 billion, with the United States as the largest market with total sales valued at $67.5 billion. The United States Agency for International Development (USAID) recently published a report, The Global Market Assessment for Handicrafts, which analyzes trends in the marketplace that impact handicraft producers in developing countries1. The report highlighted the following conclusions:

There is a growing market for home accessory products, particularly in the high-end segment. It is expected to grow not only in Western markets but in all regions as middle-class populations expand rapidly, particularly in China and India. This trend suggests that there are numerous and expanding opportunities for artisans in developing countries to create products for these markets.

China and India—along with several other Asian countries—currently dominate handicraft production worldwide, and are likely to continue to do so for the foreseeable future. Their position is based largely on low-cost, high volume, Western-designed goods.

Many buyers and consumers seek unique products made in countries other than China. While the market for purely indigenous designs is limited, “global style”—products that combine ethnic elements with contemporary designs—is a growing category and represents an opportunity for handicraft producers.

Low-end (priority on low prices) and high-end (priority on high quality) markets are expanding, while the middle (moderate quality at moderate

prices) is relatively stagnant. Whereas competition at the low end is strong and requires significant production capacity, the “luxury” market tends to focus more on distinctive designs, higher quality, and smaller quantities with greater flexibility in pricing.



Distribution channels in end markets are shortening. Large and, increasingly, mid-size retailers are importing directly, while small (and many of the mid-size) retailers continue to purchase merchandise principally, or entirely, from domestic wholesale importers. As this trend continues, many wholesale importers are losing important clients, and many independent retailers are struggling to compete in a marketplace dominated by lower-priced “big-box” stores. However, there is evidence that savvy small retailers can compete with distinctive, high-end products. It is important to note that the vast majority of importers, both wholesale and retail, rely on the

services of foreign exporters and agents, which many market experts see as critical to the success of handicrafts in developing countries.

Although the home and gift industry seems to be very sensitive to the economic climate in the United States, the prospects for artisans in developing countries to access and prosper in this market are high. Artisans living in less developed economies are now able to create products for specific niche markets within the growing home and gift industry and have significantly expanded their production capacity to meet export market demands. Countries like India are in the enviable position of having a large variety of thriving skill-based craft traditions that employ millions of people in the country. These traditions, along with a nascent but expanding design and media industry, can help the country reposition its traditional knowledge to an economically sustainable venture. By creating original inroads into the global market and combining the latest in design and

technical know-how with its cultural craft traditions, India has the ability to bring the benefits of globalization to the micro-level, empowering the poor to create distinctively unique products and services.

It is generally agreed upon that there are current changes transforming the economies of the West. Some are readily apparent, such as the high tech industry and the outsourcing of manufacturing to low-wage, developing countries. However, beneath the glittering surface of new technology and the apparent deindustrialization of the West, other essential changes are contributing to the emergence of the post-modern economy. In this new economy, the traditional economic weaknesses of one-of-a-kind unique arts and crafts are becoming strengths that should lead to a prosperous and productive market for artisans and hand-made crafts in the twenty-first century.



Creating a Successful Product Line

Consumers do not merely buy things; they buy products and services that offer benefits to their current lifestyles. Therefore, the more added-value you can incorporate into the product, the easier it will be to sell it. Hence, knowing your consumers and markets can lead to the creation of a product line that can sell well. The following are points to be kept in mind before preparing a product line:

Consumers are interested in purchasing functional items that they can use in their daily lives. Therefore, decorative value, though important, does not seem to be the sole reason for buying certain products. Though we have discussed the importance of the decorative element of the product, the functionality also should be taken into account. According to a study by the EIM Business & Policy Research firm, a large percentage of consumers today only purchase gifts and decorative articles if they have some sort of functional use. For example, products like handmade coasters and napkin rings, tabletop accessories and lamp shades are the kind of products that people always need and they don’t mind having extra sets. If a useful product also offers a timesaving or organisational benefit, it has a greater chance of selling in today’s market.

Even when people do not want to spend on luxuries for themselves, they will need to buy gifts for friends and family members. Handmade products can solve many specific gift giving needs and offer the consumer a thoughtful gift with a personal touch, compared to mass-produced items. The Christmas season is always an important season for artisans, but one should never overlook the other occasions when people look for gifts. Consumers need gifts for celebratory occasions, as well. By personalizing a line of products to meet the demands of specific holidays, the valued added of the product will be apparent with increased sales.

People buy decorative crafts and accessories as such products satisfy particular decorating needs or an individual’s desire to own something beautiful. Some people get great satisfaction from buying an original, rare and unique piece of craftwork that they can treasure for their entire life. Artisans should always remember that their products are called crafts because of their unique qualities which make these products special and different from other products in the market. Therefore, it is very important to create products that satisfy the needs of the craft collectors who buy on impulse. Collectible items can easily be marketed to different demographics such as musicians, sporting enthusiasts, animal lovers and folk art collectors.



Everyone loves to own a product with some signifi cance. If you are creating products using a unique artistic talent, always inform your customer about the level of skill that went behind the creation of your product. This will create awareness and interest about the craft’s uniqueness and add to the marketability of the product.

You also can offer custom design services. If your craft allows you to be fl exible in creating customized variations, try modifying your products by giving the buyers a choice of colors, sizes, styles and designs or personalize it by adding initials or names. Do not hesitate to charge extra for these special services because they can’t be found in any store. Consumers also are looking for one of-a-kind items to personalize their homes, as adding small decorative articles can completely change the décor of one’s home.

Products that contribute to people’s leisure activities typically sell well. Many craft professionals successfully sell handcrafted musical instruments, games, puzzles and humorous playthings for both children and adults.

Low Cost Marketing Tips for Craft Products

Talk it up Talk is not only the cheapest marketing strategy you can use, but often the most effective way to advertise your business. Once you begin to talk about your product, others soon begin to carry the word for you. It is called ‘word of mouth’ advertising, and in time, benefi ts can be signifi cant. A simple tool to begin with is distributing your business cards, fl yers or brochures to your friends, family and small business associates.

Ask for referrals Encourage your satisfi ed customers to help you get more business. Each time they refer you to someone who places an order, you might thank them by giving them a 10-20% discount coupon they can apply to their next order.

Form Cooperatives They are important sources of entrepreneurship and jobs in areas where traditional investor-driven enterprise structures may not always be possible. Cooperatives, which are formed on the basis of fulfi lling the interests of their members (producers or consumers), play an important role in certain markets and contribute to effective competition. Cooperatives often provide a common platform for marketing, advertising and distribution of the craft products created by a group of artisans working together. Therefore, the formation of artisan



cooperatives reduces costs for marketing, as the overall cost is shared by a group and not taken on by an individual. The social economy of cooperatives is also important because it contributes to effi cient competition in the markets, offers the potential for job creation and new forms of entrepreneurship and employment, is largely founded on membership-based activities, meets new needs, favors citizen participation and voluntary work, and enhances solidarity and cohesion.

Postcards An effective marketing tool. They are an inexpensive yet powerful marketing tool that you can mail out to potential customers or repeat buyers.

Trade Fairs The trade press and trade fairs are important means for crafts producers to promote products. This is why many producers participate in trade

fairs. They can focus their advertising efforts on specialist buyers and push their products into the distribution chain. The retailers selling gifts and decorative articles

to specialist buyers can use the media, catalogs, internet and consumer fairs to promote their products.

The internet The internet provides instant access to information about a wide range of products to consumers located anywhere in the world. The internet has very quickly developed into a highly popular medium for business, not only for consumers but especially for craft suppliers, allowing them ‘virtual shopping’, fast communication, payment and low-cost promotion. The internet can also be very useful for contacting partners in a quick and cheap way. E-commerce holds enormous promise for producers in poor countries, offering easier access to the markets of Western countries and higher incomes resulting from these new trading opportunities.

cooperatives reduces costs for marketing, as the overall cost is shared by a group and not taken on by an individual. The social economy of cooperatives is also important because it contributes to effi cient competition in the markets, offers the potential for job creation and new forms of entrepreneurship and employment, is largely founded on membership-based activities, meets new needs, favors citizen participation and voluntary work, and enhances solidarity and cohesion.

Postcards An effective marketing tool. They are an inexpensive yet powerful marketing tool that you can mail out to potential customers or repeat buyers.

Trade Fairs The trade press and trade fairs are important means for crafts producers to promote products. This is why many producers participate in trade

fairs. They can focus their advertising efforts on specialist buyers and push their products into the distribution chain. The retailers selling gifts and decorative articles

to specialist buyers can use the media, catalogs, internet and consumer fairs to promote their products.

The internet The internet provides instant access to information about a wide The internet The internet provides instant access to information about a wide The internetrange of products to consumers located anywhere in the world. The internet has

The Crafts Center

very useful for contacting partners in a quick and cheap way. E-commerce holds enormous promise for producers in poor countries, offering easier access to the markets of Western countries and higher incomes resulting from these new trading opportunities.


T rends for the season are vivid and interesting. Design influences come from various parts of the world, especially the East. There is a vast and eclectic array of choices for consumers to choose from – everything from graphic to floral prints,

monochromes to bi-chromes, and bright colors to metallics.

Asian Influences on Design“A touch of the orient is a touch of the exotic.” Asia is a vast continent, extending from India to Indonesia and is home to two-thirds of the world’s population. It is logical that Asian influences on the design world are being felt worldwide. With styles as diverse as the countries, languages and people, the Asian design aesthetic is enjoying resurgence. Besides traditional chintz print, the use of bouquets of carnations, water lilies, peonies and chrysanthemums, all in vivid hues, is very prominent. The colors and designs for summer 2007 are replete with Chinese, Japanese and Indian flavors. Flora and fauna inspired creations are the theme for all the major home furnishing designers for summer 2007.

The use of primary colors makes the Asian inspired designs visually attractive. This trend results in the use of natural material that blends very well with

contemporary furnishings. Products this season will see the use of blue, white, red, green and yellow colors inspired from Tibetan culture. Modernists often are attracted to some styles of Asian design because of an emphasis on simplicity with items such as platform beds, screens and a neutral color palette with splashes of red and gold. The straight lines and minimalism of Asian design are essential contemporary decor.

Design Inspirations

As decoration and ornamentation reach their zenith of popularity, with intricately worked textiles and delicately made articles, a concurrent movement for simplicity is emerging where styles are empowered by the earthen energy. Where some designers

continue to create complex designs, others have switched to the use of simpler materials and forms of designs.

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For a more contemporary look, the fascination with Victorian designs continues. Embellishment is added with ruffles, cut-outs, eyelets and laces. There is a strong resurgence of natural patterns where simple ring motifs and hand sculpted forms adorn designers’ collections. Designs for metallics take inspirations from symbolic and mythological creatures of the past. The influence of jewel-like ornamentation can also be seen on metal objects.

According to Collezioni Trends, a leading Italian trend magazine for fabric, fashion and trims, the strong themes for this season are2:

Venice décor Edo simplicity Digital plays Primitive signs Transparency

1 Venice décor: The enchanting baroque stuccoes and splendid silk tapestries of Venetian palaces inspire a new taste for décor – a longing for luxury combined with a love of playing with pop colors and fun, plastic furnishings. Yet, the most elegant fabrics of all are unique black and gold damask prints, reflections of Venetian church mosaics.

2 Digital décor: Maxi dahlias and poppies, playing with geometric lines, optical

effects and fluorescent color inserts. This modern, digital style is a perfect blend of 70’s atmosphere and high-tech methods to bring color to one’s home and furnishings. Flowers and stripes on plastic surfaces, carpets, panels and cushions evoke a carefree, playful mood.

3 Edo simplicity: Though precise and simple, this décor is designed with a great deal of thought and creativity. The essential being of every detail is studied in-depth, like the eco-friendly cotton fabrics or patent armchairs decorated with mini rhinestone disks. Rounded, sinuous shapes are accented by shades of pure black and white like musical notes in perfect harmony. The contrast of dark and light has always been powerful, and it can also look pretty. Designers are reinventing the classic combo in everything from delicate prints to decorative flourishes, giving it a retro edge that evokes 1940’s glamour.

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iii. Trend Alert


4 Primitive signs: Primitive symbols and two tone graffiti in warm earthy shades decorate fabrics, china and lamps. Suggestions and recollections from distant, ancient lands, find a place in everyday life not only as a collector’s item but to project an enchanting, exotic atmosphere that helps soothe the senses.

5 Transparency: The keywords for household fabrics and objects are simplicity, transparency and clean living. With this theme, there are no distractions, as it exudes serenity, light and intimacy, and brings together space and human beings, exteriors and interiors.

Trims and Accessories Directions for 2007

Snow white lace and flouncy, romantic tapestry patterns are joined by soft candy buttons, rustic woven raffia and rope, embossed metal buckles and aged product labels. The latest summer accessories are:

RibbonsHot this season are handmade textured ribbons, embroidered edgings, sequin appliqué on lace and velvet braids available in jubilant summer colors. Ribbons are extensively used as sophisticated detail elements whose creations are in the form of wavy textures like rippling lace, puffy ribbons made of untwisted yarns, ribbons with jute inserts and fan-pleated ribbons. Innovative handcrafted ribbons are used as details in garments and bags and add extra ornamentation to accessories. Exquisitely crafted laces, such as bobbin lace and macramé are seen in almost all of the summer 2007 collections.

Buttons Witty, fun, appliqué buttons add a lively touch Swirly, floral motif–printed buttons in bright colors Iridescent mother-of-pearl buttons create an innocent effect Metal ball buttons, press studs and stars and symbols offer a sophisticated military

style Engraved oblong-shaped buttons in wood Harness leather buttons

4

5

iii. Trend Alert


Zippers Metallic zippers in gold and silver Zippers with leather tape Zippers with two way sliders and crystal studded sliders

Other Accessories Metal chains in varied thickness and patterns Peso charms Oversized buckles & rings in burnished gold &

bronze Cowgirl jewels Giant size clasps & dog hooks Geometric shaped lacquered rivets that are

large in size Military and ceremonial braids Saddlery trims Military badges Shoulder tapes/labels and studs Leather patchwork embroidery Gold thread embroidery


Modernizing Color

I n the ever–evolving world of trends, it is important to update and modernize your thinking and to look at color and styling influence through “modern–eyes.” Even some

of the palettes that are not generally thought of as modern now are contemporized with newly invented color combinations. As is typical, home furnishings colors are influenced by lifestyles and play styles, pop culture, international influences, entertainment and social issues, and most of all, the comfort levels that best express individual tastes and sensibilities. Consumers have become more adventurous in their use of color and style within the home. People today generally take more pride in the way they furnish their homes and create their own individual style of decoration, which can change according to trends in fashion. According to Euro Monitor, currently, consumers tend to look not only for individual products but for a complete lifestyle mode.3 As a result, an increasing number of retailers are selling matching accessories and lifestyle-enhancing items—such as candles and cushions—next to their core product line. As today’s gifts and decorative articles market is becoming more fashion-orientated, it is important for producers to identify new developments and trends. Typically, a trend enters the gift and decorative article market from the fashion industry, stemming from women’s fashion and extending via men’s fashion into home textiles and home decoration products. The following are color palettes that are on the trend curve for 2007’s home decorations market.4

Simply elegant The first palette, titled “simply elegant,” is a prime example of the marriage of tradition and modernity and is an eclectic approach to fabrication, finishes and styling that encourages the use of unexpected mixes of textures. Color treatments are equally unique in beautiful blends of mahogany and silvered mink, silvery blues, elegant purples and deep bronzed tones set off by the sparkle of pale gold, frosty almond and copper.

Deep Mahogany Silver Mink Silver Blue Purple Passion Antelope Pale Gold Frosted Almond Copper

iv. Color Trends for 2007



Classic chic ‘Classic chic’ invokes both neo–classic and newly classic–the always in style, tasteful tones and timeless lines that promise lasting value. Gray provides a real presence in both light and deeper tones, while the sister shades of silver and lustrous champagne add a glamorous sparkle. Mineralized yellow and sensuous red bring a ripple of excitement to cappuccino brown. A classic palette would not be complete without the ubiquitous yang and yen of black and white, often used with the cappuccino colors.

After Dark Blanc de Blanc Cappuccino Champagne Silver Storm Gray Frost Gray High Risk Mineral Beige Yellow

Lumens Luminous finishes, shiny or slightly de–lustered surfaces, and lighting (both dramatic and low key) all reflect the sleek simplicity of uncluttered lines interspersed with multi–faceted hues. ‘Lumens’ include colors such as dazzling water–borne blues, jewel–like emerald or opaline greens, ultraviolet, vibrant rose, metallic silver, and the piercing clarity of bright white.

Silver Ibis Rose Star White Green Opaline Green Ultra Violet Dazzling Mediterranean Emerald Sulphur Blue Blue

Mélange Flavored by melon, apricot, strawberry and orange, ‘Mélange’ is an assortment of tantalizing shades guaranteed to stimulate the visual appetite. In addition to the warm fruit flavors, and feeding the need for fresh, vital combinations, there is a toasty tan, a vibrant poppy red, a vivacious yellow, a balancing blue –– all well–grounded by a rustic khaki.

Flame Poppy Red Strawberry Pink Apricot Sandstorm Melon Jacaranda Khaki Freesia



Au naturale Cleaning up, paring down, and a lack of pretension and excessive ornamentation will continue to appeal to many. ‘Au naturale’ spawns a variety of so–called organic colors, especially those that seem to have an unbleached quality. The most important shades are creamy whites, sandy beiges, essential tans, taupe, gray and mellow browns accented by subtly shaded roses, lily pad green and the ultimate color of integrity, a denim–like blue.

Papyrus Bleached Boulder Nougat Chipmunk White Ashes of Lilas Coronet Lily Pad Sand Blue Sand Roses

Grassroot‘Grassroot’ looks to indigenous crafts and materials that bring a regional flavor to products or environments. Some of those regions might be far away while some are much closer to home. These items look as if they are hand– sewn, hand–loomed or individually crafted. ‘Grassroots’ starts with variations of a green palette, and moves on to mineral blue and various wood tones that are enhanced by unexpected mixes of grape, rose and terra cotta.

Adobe Rose Deep Iguana Shadow Mineral Blue Mauvewood Grape Terra Cotta Desert Taupe Green Nectar Mist

Fresh air The dictionary defines something fresh as that which is “refreshingly different from what has been done previously.” Certainly the spontaneity of the stylized designs and finishes mixed into this palette is truly like a breath of “fresh air,” where woven twines meet with metallic sheens, and smooth resins are coupled with textured leathers. Color combinations are equally inventive with shades such as green pesto, vibrant yellow and yellow–greens combining artfully with cyclamen pink, purples and violets, sky blues and snow whites.

Mimosa GreenSheen Pesto Cyclamen Purple Potion Chalk Violet Air Blue Snow White



Light touchA light touch suggests a soft impression–the deft use of softer colors that speak of quiet spaces in an increasingly noisy world. For many people, it is a comfort zone to return to again and again. The challenge is how to keep it looking up–to–date. Modernizing a pastel palette can be skillfully and easily done by reinventing the colors and their combinations. Take the classic pastels of foamy aqua and greens, pinks and lavenders, powdery blues, sun–tinged yellows and angora whites to the next level by infusing them with a touch of champagne, or by introducing the sophistication of a silvery gray or rosy taupe.

Garden Pink Lavender Sphinx Aqua Foam Bellini Candy Pink Angora Gray Morn Golden Haze


N umerous artisan communities depend on leather craft for their sustenance, as leather is often a primary resource available to them. For example, in many Ethiopian villages, animal products often are the sole resource and

source of income. In such circumstances, trends in leather craft becomes very important. According to Ms. Sangeeta Tomar, trend analyst at the Leather Design Centre at the National Institute of Fashion Technology in India, leather trends showcase a contrasting palette of finishes.5 For example, lacquered and glossy patents are put against dirty and greasy finishes giving skins and hides a worn out appeal. Aged hides and skins look great when played up by lustrous metallic and crystalline shimmer. Grunge and pre-aged leathers placed against patent leathers with bright and solid monochromes are trendy too.

Key finishes in leather

Metallics Subtle and shiny metallic finishes Gold, silver and bronze Pearl powder metallic spray effect Foiled metallic finishes on split suede

Patent finish Glossy finishes mainly in patent designs Bright colored monochromatic patents Textured hides with patent finishes

Note: Patent leather introduced in spring/summer 2007 takes the main stage in winter 07/08. Even designers like Louis Vuitton and Pucci have stepped further from their classic images and are seen using patent leathers for their bags and shoes in next year’s winter collections.

Reptile prints Bold reptile prints Crocodile prints with shimmer effect on top

Aged look Scratched and scarred surfaces Unfinished crust look Softly washed and laundered finishes

v. Trends in Leather Crafts



Distressed and weathered appeal Heavily waxed and oiled hides Dehydrated look on hides and skins Textures and prints Woven or matt effect leathers Ostrich print Splits with prints in geometric patterns Reverse embossed skins and hides with floral, geometric or tapestry inspired patterns

Others Suedes with finished flesh side Finishes with solvent dyes and no resin on top Saddlery leather used mainly for bags and belts Full grain and natural optics Hand painted grains

Note: Laundered and crushed look which was prevailing in all product categories is now replaced by aged/vintage look. Crushed and washed finishes have paved the way to distressed hides and pull-ups, making them important trends for the season.

Leather Accessory Trends

Bags: Important Shapes and Styles Curved shapes mainly round and half moon shapes Fanny packs Saddle bags Small and rectangular shaped clutches Oversized pouch bags Extra large totes and shoulder bags Duffel bags Small oval shaped bags Large size bags in saddle leather Soft and supple sailor bags Voluminous drawstring bags

Bags: Important Details Short handles Metal bracelets


Metal frames in gold and silver Gold finished metal chains, cords and zippers Giant size eyelets and metal ball buttons Origami and pleating Weaving, braiding and piping Sequins, jewels, stones and crystals Hand stitches, topstitches Fur trimmings, animal print

Belts: Important Styles Broad body, contoured belts Metal chain belts Pepium belts (rope-like belts originating from Greece that tie around one’s waist) Obi belts (a long, broad sash tied about the waist over a Japanese kimono) Twin belts

Belts: Important Details Giant size buckles in gold and platinum Celtic motifs on buckles Big and bold size eyelets, studs and rivets Sequins and crystals Gold finished decorative buckles and trims




What are Designers Doing?

V intage – inspired looks, baroque and French influences, and futuristic styles dominate the home collections of many designers. Designers are inspired by many eras of the past and use rich silk brocades and damask

prints for their collections. Designers also are using gold extensively, embellishing everything from trench coats, belts, bags and tiles to chandeliers and bath fittings with radiant hues of golden glow. On the contrast, some collections show graffiti prints in a monochromatic palette with a tinge of pop color turning up in various pieces. Animal prints in bright colors bring a further touch of African influence to the collections. Sexy leopard, striking zebra and giraffe prints all make an appearance. There are also swirling geometric prints, tartan and plaids, flirty 50’s style polka dots, printed knits and all kind of stripes. Designers have created an evolution in the home decorating industry — with designer inspirations, homes can be splendidly decorated, reflecting the individuality and taste of their owners.

What are in Stores?The current season shows a contrasting return to formality with traditional styling. Elegance and luxury is projected with the use of fabrics with sheen for upholstery. Shimmery chenilles, rich damasks (renaissance-inspired floral patterns which were earlier woven on ornamental silk fabrics), tassels and rope welting are used to dress up and decorate.

There is movement from a casual approach to a more formal approach in the home decorations industry. Finishes remain soft and dry, with little or no gloss. New collections show less bleached and white-washed finishes, and the look is somewhat darker for furniture. Stores across Milan are selling solid wood furniture made of cherry, pine and maple instead of traditional oak. European and architectural design elements are adorning new collections. Influences of Roman and Greek columns are also visible in traditional furniture designs.

Also new in stores is the use of silk flowers for decorative purposes. Silk flowers are a great way to liven up a room or home. The newest silk flower

vi. Market Update


arrangements seen in stores are so realistic that it is almost impossible to tell them apart from the real ones. Apart from their obvious use, silk flowers also can be used in a number of different ways to produce creative decorations for almost every occasion. One can put them onto children’s clothing, decorate lampshades, sew them on pillow shams and bed skirts, or glue them to picture frames.

In contrast to the prettiness and femininity of silk flowers, the use of metallic decorations and bold and graphic prints in bright contrasting colors is all the rage for summer 2007; stripes with animal prints and floral prints are seen in furnishings; and traditional styling is on the upswing. As is typical, the pendulum

has begun to swing in a different direction – after a long affair with casual, traditional upholstered furniture now steps up to share the spotlight.

vi. Market Update


vii. Appendices

Appendix A: The North American Market Today

I n order to evaluate the current North American market trends, many companies, artisans and designers living outside of the U.S. and Canada find it necessary to define the major buyers within specific cultural, economic and age-appropriate

groups. Outlined below are specific groups that account for the consumption of goods and follow the latest trends in the home and garden marketplace.

Baby BoomersApproximately 76 million Americans were born between 1946-1964 and represented 40% of the total U.S. population in the sixties. In the United States this age group is defined as the baby boomers. Because they represent such a large segment of the U.S. population, they have enormous influence over all aspects of the economy. Now between 40-58 years old, the baby boomers represent over 25% of the U.S. population and almost a trillion dollars in disposable income. Every eight seconds another boomer turns 50, making this maturing market the fastest growing segment of the U.S. population. Even as this age group grows older, they still dominate the nation’s purchasing power and represent a large majority of the high-end luxury market in the home accent industry.

Echo BoomersChildren of the baby boomers make up the largest generation of young people since the original baby boomers. They are called “echo boomers” because they are the genetic offspring and demographic echo of their baby boomer parents, and they already have a huge impact on entire segments of the economy. As the U.S. population ages, they will become the next dominant generation of Americans. Nearly 80 million children were born between 1977-1994 and consequently make up nearly one-third of the U.S. population. Just barely in their early and mid twenties, the echo boomers already spend $170 billion a year of their parents’ and their own money. They sometimes are called “Generation Y,” and they have a major impact on the economy in terms of their buying power and needs. The oldest of the echo boomers group are starting to buy their first homes and furnish them according to current market trends based on strategic ad marketing campaigns. As they begin to have families and tightening budgets, echo boomers will begin to look for less expensive and value-priced merchandise.

Luxury Market BuyersIn 2003 the market for “new luxury” products and services was $440 billion in the U.S., and an additional $400 billion outside the U.S., primarily in Japan, the UK and other Western European countries according to The Boston Consulting Group (BCG).6

vii. Appendices


Aging baby boomers are also driving this market as they slow down to enjoy the fruit of their years of labor. According to Reed Fry of Fry Communications, “The affluent

marketplace has more than doubled in the past five years, including hard working baby boomers searching for what they’ve missed.”7 He explains that these consumers are looking to pamper themselves with things and experiences that

give them a sense of fun or “wow.” By the same token, baby boomers, unlike the preceding Generation X-ers – the generation of North Americans born

following the post-Second World War baby boom – are less interested in having the latest high-tech gadgets than they are in finding luxury products that create a sense of comfort and familiarity. As a result of this demand of high-priced luxury items, the home accent market

has responded to the increase of wealth acquired by the baby boomers accordingly by offering goods and services tailored to this specific

market. Since 1999, the number of U.S. households with incomes of $100,000 or more has increased from 3-7%, thus providing a platform for the luxury

market to thrive.

With an average income just under $150,000, the luxury consumer wants to have a comfortable, satisfying life in his or her own special way. Luxury has now become about the “experience,” and meaning of life, not about money or “the object.” These buyers like to express their point of view and their uniqueness in what they buy. Luxury consumers also get a thrill from buying the best for less, and they too, shop at some of the mass retail stores. As Pam Danzinger of Unity Marketing says, “The luxury consumer is driven experientially. They also get an experiential thrill from paying less for the best. They enjoy the feeling of buying luxuries on sale, and usually search out the lowest price or the best value.”8

Tweens and TeensApproximately $260 billion annually is spent on products for tweens – boys and girls, ages eight to twelve — as well as teenagers in the United States. The tweens themselves spend about $10 billion on items specifically marketed to this age group. North American teenagers spend about $40 billion annually on items such as hair care products and fashion accessories in an effort to express themselves and their individuality. They decorate their bedrooms, recreation rooms, and themselves in an attempt to develop their own sense of identity and to cultivate a sophisticated self-image. They buy all kinds of organizers and storage units such as baskets, totes, and under the bed space savers. Tweens and teens also love rugs with splashy colors and playful styles. They buy framed posters and picture frames, note cards, photo albums and other personalizing accessories.

vii. Appendices


Appendix B: Adding Value to Products

T oday’s consumer wants to feel that they have gotten the most for their money. There are many ways to add value to your item such as using upgraded materials, adding compartments or attaching buttons, charms, or other items.

Bags can be lined, products can have multiple functions, and ceramics and glassware can be signed. However, the easiest way to add value is with the packaging and information that comes with each product.

Packaging An excellent way of adding value to your product is packaging, which not only protects the product but can add a story, or upgrade an inexpensive item to one with more perceived value. Cellophane is a natural product and is a perfect solution to simple packaging. It also looks great, protects your product from handling, and is inexpensive. Best of all, people can see what’s inside! Never, ever use plastic. It will immediately lessen your product’s value. If your products are flat or square, they can be wrapped very neatly like a present. If your product has an asymmetrical shape, use a cellophane bag. Drop your product in and tie it up. To finish the look, choose a natural product for the tie. Raffia, ribbon and twine all work well. If your product is more formal, you can use ribbon. In today’s market, be sure that the ribbon is a natural material, or at least feels natural.

Bags in a natural material are another great way to package a product. Some of the best bags are cotton or linen in natural off white or tan. It is easy and inexpensive to have your logo silk-screened on each of the bags. Use a drawstring or tie it up at the top. If you use a fabric bag for your products, the retailer must show samples of your product in front of your display. Consumers will not buy products that they cannot see. You can buy a wide variety of boxes in numerous shapes and sizes. With the market using both color and naturals, choose the type that best compliments your product. Boxes can be printed, silk-screened or you can have labels printed. An inexpensive way to put your logo on the box is to create a rubber stamp that you can use yourself. Also some companies specialize in making custom boxes. You can print anything you want on them and make them any size, shape, and color you want. They are inexpensive if they are ordered in quantities in the thousands. Packaging is as creative as developing the products that go inside them. Other ideas for packaging include coconuts, bamboo tubes, large open shells, gourds, wooden boxes, baskets, and terra cotta pots.


HangtagsHangtags are one of the best ways to communicate with your customers

to let them know interesting details or a special story about your product. They look great and add value to just about any product.

When creating your hangtags, it is important to think about what kinds of things you want your customer to know about your product. If it is about a new, innovative way of using the product or something that differentiates it from others, the hangtag is

the place to say it. If your product has a “story” – if it is hand made, especially by an interesting group of people or a special artisan

– put it on the hangtag. Does it come from an exotic country? Does it have special ingredients? Romance it up. It can be a way for your customers to feel as though they

are traveling to foreign lands when they look at or use your product. Just keep it short and simple.

Hangtags should be small so they don’t overpower your product. Two or two and a half inches is fairly standard, and a square shape works best. If you want to add a lot of information about your product, make it into eight little pages – that’s just two pieces of folded paper, stapled together in the middle. They can be made of Kraft (natural brown color) or white paper. It is best to use thick paper like a business card. Otherwise, it will wrinkle as people touch it. A printing company can create these for you if you are making large quantities. You can make your own hangtags to start by tying them to your product with thin ribbon, raffi a, or twine.

Another stunning hangtag is a small metal piece the size of a quarter. It has just enough room for your logo. Although there is no room for descriptions of your product, this tag will look great and add value to your product. It can be attached to your products with thin natural twine or thin wire. This tag is good for accent furniture and accessories and especially lends itself well to wrought iron. Metal hangtags are an upscale look that should easily pay for themselves. Hangtags are a way for the buyer to get to know your product. It is true that not everyone will be interested, but for those who are, a hangtag has the opportunity to make a connection between the product and buyer. Products with attractive hangtags also make a strong visual display at the retail level.

HangtagsHangtags are one of the best ways to communicate with your customers

to let them know interesting details or a special story about your product. They look great and add value to just about any product.

When creating your hangtags, it is important to think about what

made, especially by an interesting group of people or a special artisan – put it on the hangtag. Does it come from an exotic country? Does it have special

ingredients? Romance it up. It can be a way for your customers to feel as though they are traveling to foreign lands when they look at or use your product. Just keep it short

and simple.

Hangtags should be small so they don’t overpower your product. Two or two and a half inches is fairly standard, and a square shape works best. If you want to add a lot of information about your product, make it into eight little pages – that’s just two pieces of folded paper, stapled together in the middle. They can be made of Kraft (natural brown

vii. Appendices


Useful Websites for Tracking Trends:

T he Internet is a great source for trends, pricing and design information. Access these sites to learn more about standard sizes and popular prices for different products, as well as to get a general sense of important style trends. Though

retail sites are designed to be accessed by the general public, wholesale sites are designed to serve a more specific customer base and are not always completely accessible.

Remember that retail prices are usually six to eight times more than artisan prices. Also, as you are looking at these retail and wholesale sites, it is important to remember the difference between stealing an idea and being inspired by what you see.

For an overview of lifestyle trends see:> www.trendwatching.com> www.wfs.org/futurist.htm

For consistent cutting-edge trend information most useful to all product development, see:> www.trendease.com

Market Overview/Home Accents/Fashion:> Anthropologie (www.anthropologie.com) is also a great indicator of fashion trends.> Conran (www.conran.com) is a European retailer of sharp modern accessories and

accents.> Crate & Barrel (www.crateandbarrel.com) is well recognized for its home-accents

and textiles overview.> Gumps (www.gumps.com) is a popular West Coast outlet for high-end gifts and

home décor.> The Laura Ashley website (www.lauraashley.com) has a “Fresh Ideas” section that offers

home accents by style, and has a good sampling of women’s and children’s fashion.> Nordstrom’s (www.nordstrom.com) “Fashion Guide” section has a variety of home

and personal items from the high-end department store.> Plow & Hearth (www.plowhearth.com) products fit a relaxed country lifestyle; most

merchandise they offer is fairly timeless.> Pottery Barn (www.potterybarn.com) always has an excellent overview of American

home style.> Restoration Hardware (www.restorationhardware.com) represents the latest in chic,

retro and nostalgic home styles.> Room and Board (www.roomandboard.com) is a valuable reference for relaxed

urban styles.

viii. Resources

viii. Resources


> The Sundance Catalog (www.sundancecatalog.com) is great for jewelry and fashion, as well as home décor.

> Williams-Sonoma (www.williamssonoma.com) is a leading source for tabletop and home accent pieces in the higher-end market.

> Jonathan Adler (www.jonathanadler.com) for ceramics, rugs, other textiles and general style information.

> Susan Sargent Designs (www.susansargent.com) markets vibrant home accents.> Two’s Company (www.twoscompany.com) has an excellent section on their

strongest trends, strictly for the retailer browsers.> Vietri (www.vietri.com) has a very good synopsis of tabletop trends.> Angela Adams (www.angelaadams.com) is a good example of modern style.> April Cornell (www.aprilcornell.com) embodies romantic apparel and home accents.> Garnett Hill (www.garnethill.com) presents popular trends in bedding and bedroom

accessories, as well as simple bag and tote designs.> The Company Store (www.thecompanystore.com) has a well-informed style

overview, in addition to their linens section which highlight the latest trendy color combinations.

Rugs and Carpets:> Elson and Company (www.elsoncompany.com) has hand-knotted Tibetan rugs and

carpets.> Jax Rugs (www.jaxrugs.com ) is a classic example of the latest in Arts and Crafts

style rugs.> AMS Imports (www.amsimports.com) specializes in handmade area rugs, including

flat weaves, felts, and hand-knotted rugs.> Company C (www.companyc.com ) has handcrafted rugs, furniture and textiles,

with separate classic and trendy collections.> Tufenkian Carpets (www.tufenkiancarpets.com ) is an excellent retailer of hand-

knotted Tibetan and Armenian carpets.

Children’s Products:> Bombay Kids (www.bombaykids.com) for furnishings and accessories.> Gapkids (www.gap.com) for clothes.> Hanna Andersson (www.hannaandersson.com) for clothes.> J. Crew Kid (www.jcrew.com) for clothes.> Kidstyle & Babystyle (www.estyle.com) for clothes and accessories.> Zutano (www.zutano.com), particularly for baby clothes.

viii. Resources


Clothing and Fashion:> Bloomingdales (www.bloomingdales.com) and Nordstrom (www.nordstrom.com)

are two of the most widely recognized high-end department stores on the cutting edge of traditional and modern fashion.

> Saks Fifth Avenue (www.saksfifthavenue.com) is a fashionable department store with products organized in useful style categories, such as “the A List”.

> Neiman Marcus (www.neimanmarcus.com) is another high-end department store and includes a useful “trends” or “style watch” section.

> J. Crew (www.jcrew.com) for fashion and fashion accessories.

For Garden and Patio:> The Martha Stewart site (www.marthastewart.com) is a good start for American

home and garden accents.> Smith and Hawken (www.smithandhawken.com) includes an excellent product

overview and includes some interesting gardening products. A valuable reference for unique Holiday gifts.

> Achla (www.achla.com) specializes in wrought iron garden accessories.> Campania (www.campaniainternational.com) includes garden accents in a variety of

materials, a good source for inspiration.> P. Wakefield & Co. (www.guywolff.com) features excellent garden pots.

Gifts:> Novica (www.novica.com)> Red Envelope (www.redenvelope.com)> Worldstock (www.worldstock.com)> GreaterGood (www.greatergood.com)

Jewelry:> The Museum Shop (www.museumshop.com)> The Guild (www.guild.com)> Angie Olami (www.angieolami.com)> Colleen Toland (www.colleentolandinc.com) for romantic and floral designs.> The Monsoon site (www.monsooncorp.com) includes a useful “fashion update” for

tracking trends.

For Paper and Stationery:> Madison Park Greetings (www.madisonparkgreetings.com) for a full line of paper

products.

http://www.nordstrom.com


> Botanical Paperworks (www.botanicalpaperworks.com) for handmade papers with seeds.> Running Rhino (www.runningrhino.com) especially for journals and cards, among

other items.> Max & Lucy (www.maxandlucy.com) for a variety of paper and accessory products.

Color:> Cotton Inc. (www.cottoninc.com) produces important industry-specific press

releases, reports and twice yearly color books.> Pantone (www.pantone.com), as the premier color manager for print, offers official

color books in addition to a variety of important and interesting information for the producer.

> The Color Marketing Group (www.colormarketing.org) presents the most thorough color forecasting information (at www.colormarketing.org/media/news/med_consumer_col_dir.htm) as well as useful consumer and contract trends for several years.

viii. Resources


ix. Photo Credits

Front Cover – Lamp: Currey & Company; Remainder: Home Accents Today

Page 6 – Currey & Company

Page 7 – Collezioni Trends

Page 8 – All: Pacific Rim Corporation

Page 9 – Pacific Rim Corporation

Page 11 – Top: Pacific Rim Corporation; bottom: Ultra Designs/Negist Ethiopia

Page 12 – Top: Pacific Rim Corporation; bottom: Currey & Company

Page 13 – All: Collezioni Trends

Page 14 – Grass candleholders, printed cloth and glasses: Collezioni Trends; Bracelets and lace: Ashima Singh’s personal collection; Button: 75desIgn

Page 15 – All: Ashima Singh’s personal collection

Page 16 – Top: Pacific Rim Corporation; Bottom: PANTONE Textile Color System, Pantone, Inc.

Page 17-19 – All: PANTONE Textile Color System, Pantone, Inc.

Page 20-22 – All: Ashima Singh’s personal collection

Page 23 – Top Right: Pacific Rim Corporation; Middle Right: Collezioni Trends; Bottom Left: Pacific Rim Corporation

Page 24 – All: Collezioni Trends

Page 25 – Pacific Rim Corporation

Page 26 – Currey & Company

Page 27 – The Amber Chand Collection

Page 28 – Ultra Designs/Negist Ethiopia

Back Cover – Clockwise from top Left: Collezioni Trends; Collezioni Trends; the Uttermost Company; Collezioni Trends; Collezioni Trends; Pacific Rim Corporation


x. References

1. Barber, Ted and Marina Krivoshlykova. Global Market Assessment for Handicrafts. Produced for Review for the United States Agency for International Development. Volume 1. July 2006.

2. “Double Cross on Interior Design and Decorations” Collezioni Trends. Issue 75. Spring/Summer 2007.

3. “Global Market Information Database.” Euromonitor International. Available at www.euromonitor.com.

4. The colors included are from the PANTONE for fashion and home color system, a component of the PANTONE Textile Color System®. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, Inc., 2005.

5. Ms. Sangeeta Tomar is a Trend Analyst at Leather Design Centre (LDC) at the National Institute of Fashion technology (NIFT), New Delhi, India. She is the author of Vision, a leather-specific trend magazine published twice a year by LDC at NIFT, India. This magazine provides the leather industry with the trend forecasts in leather.

6. Information available at www.bcg.com/home.jsp

7. Information available at http://kitchen-bath-design.com/INDUSTRY-TRENDS-bathrooms/CONSUMER-BUYINGTRENDS-baths/2003/012003_Consumer-Buying-Trends-1.asp

8. Information available at www.unitymarketingonline.com


Ashima Singh, authorAshima Singh is a Textile Designer from the National Institute of Fashion technology, New Delhi, India. She also is the CEO and Designer for Palette Fashions Pvt ltd., New Delhi, India which is a company that specialises in ready-to-wear garments. Ms. Singh can be contacted by e-mail at [email protected]

Jennifer Marcy, editorJennifer Marcy is the Manager of the Crafts Center at CHF International, an international network serving low-income artisans around the world. Ms. Marcy oversees the development of worldwide training and assistance programs that improve livelihoods for craftspeople. This includes the oversight of the Crafts Center membership program and coordination of field initiatives through some 35 CHF International field offices. She edits the leading international technical journal for artisans Crafts News; the annual Crafts Center Trend Report; and other publications and online resources. Ms. Marcy received her undergraduate degree with honors from Michigan State University and her graduate degree in development anthropology from The George Washington University.

xi. Author Credits


The Crafts Center at CHF International contributes to economic development

through field programs and coordination of an international network dedicated to

supporting low-income artisans. Since 1986, the Crafts Center has linked partners

and members through an international professional network that spans more than

100 countries on five continents.

CHF International is a humanitarian and development organization, which offers a

wide array of economic and community development services. The Crafts Center,

an extension of these services, provides information and training to artisan groups

to help them access the global marketplace. Founded in 1952, CHF International’s

mission is to be a catalyst for long-lasting positive change in low- and moderate-

income communities around the world, helping families improve their social,

economic and environmental conditions. The organization provides technical

expertise and leadership in international development, including critical emergency

management following disasters and civil conflict. CHF has worked in over 100

countries worldwide since its inception. More information can be found at www.

chfinternational.org.

> About the Crafts Center at CHF International

International

A Member of the CHF InternationalGroup of Development Enterprises

International


International

A Department of the CHF InternationalGroup of Development Enterprises

International


International


International


International


International


The Crafts Center at CHF International8601 Georgia Avenue, Suite 800Silver Spring, MD 20910 USA Tel: (+1) 301-587-4700Fax: (+) 301-587-7315Email: [email protected] www.craftscenter.org

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