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The format of the trend presentations was given an overhaul this year, with the trend table reduced to three agencies (down from seven) and alongside the keynote presentation, only two other trend presentations were given by the other two trend table members. The other presentations times were given over to a number of leading designers, who shared some of their interesting work that had been featured as part of the main trend presentation.
And so, Anne Marie Commandeur from the Stijlinstituut Amsterdam and Anja Bisgaard Gaede from SPOTT Trends & Business gave their presentations alongside the main presentation as the two other members of the trend table. This allowed them to focus on more practical examples of trend execution, in the case of Commandeur, and the theoretical in the case of Bisgaard Gaede. Bisgaard Gaede, whose background is in business and psychology, delivers presentations that can often be refreshing in terms of business process and less focused on pantone numbers.
Her major societal trends that are likely to impact on the home textile sector were digitalisation, sleep and sustainability.
“It can take up to 10 years for mega trends to come to reality, but voice control is one that is moving rapidly.”
“This is being driven by voice activated speakers, such as Google mini and Alexa, and people who use these devices often see them as a friend – driving a massive opportunity for marketing.”
“So you need to think: how does your brand sound as a voice, including when considering Search Engine Optimisation.”
“On the other hand, Virtual Reality is one piece of technology that hasn’t had the same impact as other tech like the iphone, but Augmented Reality is growing.”
“However, this is set to change with the roll out of 5G networks which will take it to the mainstream.”
The recent focus on mental health via smartphone apps like Headspace present another market opportunity.
“Mental health is the leading cause of work-related sickness absence in the UK costing the workforce an average of over 1000 pounds a year per employee.”
“Sleep is also part of this business opportunity in the well-being economy and the overarching focus on mental health.”
“This will see an increased focus on aesthetics in sleepwear, textiles for improved sleep and lights and sounds to create better sleep.”
Sustainability has been accused of being a buzzword over the last decade as consumers have continually indicated they want more sustainable options. However, consumer intent and behaviour are not always one and the same as Bisgaard Gaede explained.
EMOTIONAL PRIORITIES, EMOTION AND THE DISTRACTED CONSUMER
“Surveys show that consumers have good intentions but they are distracted consumers.”
“First of all, it’s about the survey as a method because when you ask people, they are very much influenced by what is the politically correct agenda even though they do not necessarily attend to that,”
“Then we can also see it when we compare it to what people are actually buying. And in that disconnection, some of the motivations or some of the thoughts (show) that we are triggered by our emotions.”
“The emotions, the one that creates that motive or that need for a sustainable product is easy to discard a because the emotions that really drives our decision making is money, our pocket.”
Bisgaard Gaede uses the example of the Toyota Prius versus the Tesla.
“Why did these owners choose this over a Prius? Because the Tesla looks good, it drives fast. Some will buy on emotional priorities; however most people will buy emotionally.”
“Sustainability is hard to project, you can’t necessarily see it, but colour, aesthetic, design is something that you can visibly see and then that has the upper hand.”
“Our self-expression is extremely important for us because it’s connected to our identity and our identity project.”
It can take up to 10 years for mega trends to come to reality, but voice control is one that is moving rapidly.
Anja Bisgaard Gaede
SPOTT
