– that’s the keyword for this issue of INSPIRED.
Being delighted and energized by things around and sharing happy moments in person with friends and family, happiness is high on everyone’s list of aspirations, after the over two years of uncertainty The good news is that the home and housewares industry can play an important role. As IHA’s consumer trend analyst Tom Mirabile says, ”No other industry is as close to consumers’ hearts as we are.”
First, there are the products. Whether it’s about solutions supporting health and wellness or making lives easier by helping save time and effort in everyday household tasks— or creating joy with bright colors and fun ideas—we’re right there, helping to create happiness. In creating meaningful shareable experiences, at-home entertaining is back being important again, in a major way, supported by home and housewares products used to prepare and serve food and drinks and to create specific themes and moods.
Happiness should also extend outside of the home. Your store can be, or can become, the happy place for your neighborhood or town. In INSPIRED., we feature the 2022 gia Global Honorees, five very different retailers from different parts of the world that have one thing in common: they all offer authentic experiences to their customers, through special events and services that attract people and invite them to spend time in the store, creating connections and a feeling of community
Beyond in-store activities, emotions and experiences developed through creative visual merchandising and displays can become the draw needed to get customers to visit you again and again—or it may be the fun themes and delightful ideas in
the window displays that make your store a destination, even when it’s not open! It’s about creating excitement, creating moments of value.
This is where we—The Inspired Home Show and the International Housewares Association—want to help you. The articles in this issue of INSPIRED. offer information that helps our industry understand current opportunities and tips and ideas for making the most of them. This is the promise also for The Inspired Home Show 2023 next March—that you’ll find products, ideas and inspiration that help you delight your customers and help them create their happy place at home.
We hope to inspire you with this magazine and very much look forward to seeing you in Chicago in March!
It used to be a time for receiving gifts, but today the retail store presents sales and special events in honor of its founding. Celebrating the store’s heritage is an opportunity to remind the public about its longevity, its commitment to the community and how the store provides a fulfilling shopping experience for the public or the message “we are here when you need us.”
In the past, stores would bring out the drums and trumpets, pennants and banners, antique furniture and costumes, birthday cakes and candles, fireworks and the “good old days.” It is believed that shoppers go for nostalgia greatly, especially when it is served up as a puffy pink cotton candy confection or an old-fashioned musical extravaganza. Today’s store anniversary can still take a nostalgic approach by utilizing a celebratory pop-up shop, picture timeline or product revival.
A festive pop-up can be as simple as an entrance table display, a wall display or the store’s back corner. People adore memorabilia, display some “side-by-side” comparisons—an old kitchen accessory or counter appliance next to a new one or any example of “now and then.” Even some antique product packaging next to a current one that says “We have kept up with the times,” “Look back to tomorrow” and “We’re only 100 years young!” Signage can keep your customer interested longer, so take the time to add a museum-style card with some information about the image or object on display.
Today’s store anniversary can still take a nostalgic approach by utilizing a celebratory pop-up shop, picture timeline or product revival.
Dedicate the store windows or a wall within the store to a picture gallery or timeline of imagery to entice consumers to “walk down memory lane.” Archival imagery may be available from realtors, public libraries and the local Chamber of Commerce. Maybe the store has an archive of window display imagery. Timelines are fascinating and can combine imagery and objects with telling a story about the geographical area. The popular eatery Applebee’s used this strategy in its restaurants to build a stronger relationship with communities, schools and neighborhoods.
Many stores revive a single product or a collection of favorites from the past 10 years to promote exclusive sales for an anniversary promotion. Retro items have an allure, especially in the kitchen and food prep category. A commemorative product like an apron, utensil, bag of cookies or give-a-way can be an exciting kick-off for the first 100 guests.
You may be proud of your age and experience, but stress the fact that you aren’t doing business in the last century’s methods or fashions. You are today and tomorrow—looking towards the future. “We salute the future,” “We’re still growing,” “We’re not old yet,” “88 and going strong.”
If you have always been “the” store in the community, and your strong suit is tradition and dignity, then, by all means, play it straight and with pride.
Certain anniversaries have definite associations, so why run away from “silver,” “golden” and “diamond”? Try to add a new twist, and thus get a fresh squeeze from the old lemon. “Gold” could be anything with a glistening layer of gold spray paint, the more unexpected, the better. “Silver” could be bits and chunks of mirror strung into flashing and sparkling mobiles, garlands or streamer curtains. “Diamonds” could be modern abstractions of diamonds within a diamond or a take-off on “a girl’s best friend.”
Historical personages and events can make for exciting tie-ins with anniversaries. “Caruso sang ‘Pagliacci’ at the old Civic Opera House the day we opened up downtown.” You could reach far out by promoting what happened here 100 years ago. It only means checking the city archives, old newspapers and such. A giant graphic or image, full window size of your first “ad” or announcement could make a “window stopper.”
Timelines are fascinating and can combine imagery and objects with telling a story about the geographical area.Exhibition: Designer Maker User A timeline depicting the evolution of communication devices that spans a long wall. The viewer is captured by the unique arrangement that stretches from ceiling to floor.
“We’re still making the news.” Big stores with big display departments and bigger budgets can go on a building spree and reproduce “the old store,” “the old station,” etc. But most stores will do as well, in a more straightforward way, with large-scale imagery or a painted mural. Don’t forget to collaborate with your local museums, archives and newspaper morgues for research and information. |•
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.
Three images from museums showcase electronics, Braun products and a vertical Teapot display, demonstrating an informational approach. The proof is the teapot wall display in Fortnum and Mason. Stores need to create educational areas and use signage; this makes the store a destination and provides more than a simple shopping experience.
The Robert Mondavi wine display demonstrates the company’s rich history through objects, merchandise, imagery graphics and readable content.
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 close to 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.
Argentina Paul French Gallery pauldeco.com
Australia MAKE Designed Objects makedesignedobjects.com
Belgium Dupont Professional Food Equipment kookboetiek.be
Bermuda The Chefs Shop, Bermuda chefshopbermuda.shop
Brazil Westwing Brasil westwing.com.br
Canada HOME on water st. homeonwaterst.com
China Keye Casa keyecasa.com
Colombia Miscelandia miscelandia.co
Denmark Sinnerup sinnerup.dk
Eastern Europe–Hungary KITCHENSHOP kitchenshop.hu
France La Maison Pernoise lamaisonpernoise.com
Germany Lorey lorey.de
India HomeTown—by Praxis Home Retail Limited hometown.in Ireland Stock Design stockdesignonline.com
Italy Negozio Mori negoziomori.it
Japan KEYUCA keyuca.com
Middle East–United Arab Emirates DWELL dwellstores.ae
Netherlands Woerdman Kookkado woerdmankookgoedkoop.nl
Norway Hansen & Co hansenco.no
Poland Miloo Home miloohome.pl
Portugal In&Out Cooking inoutcooking.com
Russia Di Murano dimurano.ru
Saudi Arabia aura Living auraliving.com
South Africa Carrol Boyes carrolboyes.com
Southeast Asia–Taiwan hengstyle hengstyle.com
Spain La Oca laoca.es
Sweden Artilleriet The Kitchen artilleriet.se
Switzerland Sibler AG sibler.com
Turkey EnPlus enplus.com.tr
United Kingdom Jarrold jarrold.co.uk
Uruguay Kitchen & Cooking kitchenandcooking.com.uy
USA–Gift Retailers Paddington Station paddingtonstationashland.com
USA–Housewares Retailers The Butler’s Pantry shopthebutlerspantry.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 33 gia winners of 2021-2022.
The five 2022 gia
PAUL is a French-inspired sanctuary for those pursuing a more artistic approach to life. There are no windows in the store, giving it a hidden underground world feeling—Narnia-like in its distance from the outside hustle and bustle of Buenos Aires, which is right down the alley that visitors must discover to enter.
It is a beautifully considered space where the retail store, tea and coffee shop, wine store and floristry all share the finely curated aesthetic that is the brainchild of the store’s owners. “We appeal to the senses and we tend to affect them all in some way,” they say. “We present a whole new expression of taste, inspired by the weekend style of life.”
The gia expert jury was enchanted by the store’s “artistic and sustainable spirit, along with strong visual and sensory messaging. With a mixture of French country style and contemporary chic merchandise, the store is warm and friendly with a farmhouse feel, there to be explored.”
Inspirational, aspirational and presented like a French village where everything can be taken home with you, PAUL French Gallery inspires a new way of living, not just in homewares but across everything that a person might enjoy in life such as tea, coffee, wine, flowers, clothing and accessories.
Dark, moody, masculine color palettes blend seamlessly into parts of the store where soft earthy tones and a whimsical feminine aesthetic take the lead. There are areas in the store that radiate particular French styles such as urban, organic, provincial and eclectic.
“Excellence is in the simplicity and exoticism of styles that generate a unique sense of wellbeing,” the owners say. “PAUL brings together a combination of textures, styles and cultures—with craftsmanship as its most valued treasure— as it transforms products from the market to make them distinctive and unique.”
To learn more about PAUL French Gallery, visit pauldeco.com or see the PAUL French Gallery gia blog.
This incredibly polished, innovative store that began as an online retailer of high-end homewares in Brazil, is now exploding on to the scene to be a trailblazer in the physical sense.
The gia expert jurors loved its direct, bold approach to bricks and mortar retailing that is as streamlined as its many online platforms and verticals.
“Displays are bold, colorful and dynamic,” they agreed. “The elevated platforms for special collections of furnishings give it a gallery-like appeal, and the store uses mood-boosting design and a highly expressive style to showcase its many goods.”
During the pandemic Westwing flourished, doubling its staff and business. Anticipating that people would have a post-pandemic need to seek out physical spaces for authentic retail experiences, Westwing opened four stores in 2021 and plans to open 10 in 2022.
With more than 3.5 million followers across Facebook, Instagram, LinkedIn, TikTok, YouTube, Twitter and Spotify, and more than 9 million subscribers to its mailing list, Westwing is always in touch with its dedicated community, constantly feeding its followers inspiration and information so that they feel a part of the brand and the ever-growing Westwing community.
The company’s dedication to constantly evolving its unique content around its merchandise is evident in the fact that is has more than 2,500 campaigns per year, and as it is always keeping up with the latest waves in marketing, it has a video team entirely devoted to creating Stories and IGTV (Instagram TV) posts.
The chief marketing officer of Westwing says that its website is a “living organism that renews itself every day. Each campaign is drawn to tell a specific story and involve our customers in an inspiring narrative, all supported by a careful selection of products, turning us into a true shoppable magazine with the newest trends and brands from the world of home and living.”
To learn more about Westwing Brasil, visit westwing.com.br or see the Westwing Brasil gia blog.
Owner of La Maison Pernoise, Lau Dejente, spent most of her career working in advertising and marketing. After managing an IKEA store in Lille, France, she moved to the South of France, knowing that she had to create her own job and a new role for her next chapter.
After seeing an old barn for rent in a small village, she fell in love with the building and the rest, as they say, is history. She could already imagine opening the store which, since its opening in 2012, has become a much-loved destination drawing people in from all over the world.
Bringing together her advertising and store management experience, along with her many followers from an interior design blog, Dejente began lovingly selecting and displaying products. She now creates an immersive experience that evolves every three weeks according to her perception of current trends and her passion for travel, culture and beautiful objects.
The store also hosts master classes by European stylists complemented by sophisticated evenings of music and theater in the barn’s relaxed and welcoming courtyard.
The gia jury loved La Maison Pernoise, saying that it is “beyond authentic, with a museum kind of feel offering a quintessential French experience. It’s a destination that people want to visit, offering them an emotional journey.”
Lau and her staff create special bonds with customers by inviting them to special indoor and outdoor events at the barn, all the while inspiring and encouraging them to discover the joy of staying at home with family and friends and entertaining.
The store exudes this idea in every sense—even the way the merchandise is arranged is like it would be in a home—dining rooms set for guests yet to arrive for dinner, a lounge room that looks as though everyone just popped out for a wine and a stroll in the garden.
In fact, if you peeked through a lit-up window at night while passing La Maison Pernoise, it would be like glimpsing into the beautifully curated life of someone living an utterly content life in the peaceful French countryside.
To learn more about La Maison Pernoise, visit lamaisonpernoise.com or see the La Maison Pernoise gia blog.
In 1960, hengstyle in its original form was a distributor of cameras and products associated with photography. More than 60 years later, it is a renowned distributor of small home appliances and housewares, and a lifestyle brand offering visitors a wonderland of products to enhance their lives and enrich their passion for particular products and their interests.
Customer’s products can also be fixed while they wait, soak the atmosphere and have a chance to interact with others.
Hengstyle is housed in a domed, tunnel-like building that is a welcome escape from the busy streets and the metro station just outside. Although dazzlingly modern with white and reflective walls and stainless steel surfaces, it is also like an oasis of calm, with it being described by its senior manager Sarah Chen as a “living gallery.”
The merchandising is changed four times annually, with the theme based around the latest issues of hengstyle’s quarterly
magazine. Thus, the products on display are based upon editorial choices reflected in the magazine, and the artfully arranged books, plants and living room areas along with carefully chosen music and ever-changing scents all come together to create a place that offers an immersive and relaxing retail experience.
Examples of experiences include fine dining pop-up restaurants and a range of eclectic classes such as “Reading the Food”—which combines sharing a South American travel book and cooking with ingredients from this region. Or there are classes such as “Stretch Your Mind,” which combines yoga, bowl singing (a form of meditation) and stretching.
The judges were impressed with hengstyle’s unique approach to retailing—combining well-being with gastronomy while promoting healthy food and lifestyles. They agreed that “The store is hospitality-inspired and balances wellness with a cool aesthetic. Spa-like in its approach, it invites the consumer to linger longer and explore.”
To learn more about hengstyle, visit hengstyle.com or see the hengstyle gia blog.
Jamie Butler’s aptly named store—The Butler’s Pantry—started out as a business on wheels that was well recognized at local farmers’ markets, gyms and bridal showers around Escalon, near San Francisco in California.
Focused on servicing the local community, Jamie and her retro-inspired truck fully stocked with homewares— emblazoned with livery featuring an exuberant housewife from the 1960s in a full skirt and apron—took the goods to her local, loyal customers.
Whether it be the candles, teas and cooking oils or mixing bowls, cutlery and cushions, every object and range is carefully chosen by Jamie to match the brand’s warm, welcoming feel that showcases a more old-fashioned, home-focused way of life.
The truck is still in action, but in 2015 The Butler’s Pantry opened in a former butcher’s shop that has been transformed into a retail haven where the white-tiled walls and simple wooden shelving are complemented by the splashes of pastels and earthy tones of the meticulously chosen homewares. The original character of the butcher’s shop has been retained with the restoration of the original wooden floorboards, and the track on the ceiling where the butchers used to hang and transport meat is still firmly in place.
The Butler’s Pantry is a community hub where people gather to not only buy lovely products, but to socialize and participate in wine tastings, cooking classes and even yoga classes as part of an ongoing collaboration with a local gym. The store offers guests a welcoming, cheery place to work away from home with WiFi, water and coffee provided free of charge.
A large kitchen and dining area in the back of the store for the cooking classes also ensures that the store is always emanating delicious scents to inspire visitors and tempt them into trying something new in their own kitchen.
The gia expert judges noted that it is a “passion-driven heart-and-soul kind of store, with the focus firmly on doing something great locally.”
To learn more about The Butler’s Pantry, visit shopthebutlerspantry.com or see The Butler’s Pantry gia blog.
“I would encourage (retailers) to think about creating moments of value,” says Anne Kong, professor and program coordinator of the Spatial Experience Design Program at the Fashion Institute of Technology and partner in A+D Kong.
A monochromatic setting creates a spectacle; it has the power to stop the eye and cause the eye to search for differences. Searching takes time; hence your customer will spend >>
This beautiful abstract mix of products uses color to attract viewers.The back wall uses strong vertical lines of color; the colorful floor becomes a landscape. Vivid vinyl designs dance on the window glass as they spill out >>
Even the simplest change in your design approach can affect shoppers’ perceptions of your store and their buying behavior. “Consumers today want to see something exciting,” says Kong. “They want to see something thematic, but they also want to see more categories of merchandise.”
Kong shared her expertise and the latest in retail design in a webinar during IHA’s Connect FALL virtual education event. Windows are “the calling card for your store,” says Kong, comparing a window display to a magazine’s cover design. “It’s what draws (shoppers) in.”
But while windows are an incredibly important part of a store’s merchandising and marketing, Kong notes that the relatively new discipline of spatial design incorporates much more than windows.
Outside a store, spatial design takes a wider look at a store’s exterior, which includes its architecture, the exterior landscape, the façade, window displays and any public art. “It all plays an important role in making your store a destination,” says Kong.
As consumer behavior and expectations continue to evolve, retailers must continue to enhance their merchandising and design strategies.
“If customers come to our stores, we have to reward them. We often hear that we have to reward them with service, but we also have to reward them visually.”
more time in front of this window. Notice the textural surfaces and how your eye explores the patterns. buss, Germany
onto the sidewalk. Floating merchandise creates movement and dimension while the natural flower cloud creates a contrast to the abstract scene. Bold lighting brings focus to the central action.
Bahne Regina, Denmark
PREMIUM HOME, Poland
A call to action raises awareness about a cause and is an excellent technique to connect with your customers. There is a shopper who will become your customer because your values align with their values. The scale and alignment of the poster have outstanding balance in the window. See how the lighting focuses your attention on the cause and the merchandise.
Culinarium, Spain
She uses the example of Terrain, a store in the United States, that is housed in an old car dealership. Working with the building’s smooth gray cement façade, the store chose to keep the industrial vibe. But they brought it to life with a colorful mix of recycled crates, flowers and greenery carefully arranged on the sidewalk and up the sides of the façade.
On the inside, spatial design includes a combination of the store’s interior design, its product and service offerings, community gathering places and store experiences.
It may seem obvious, but Kong advises home-oriented retailers to make their stores’ interiors feel more like home. Some wonderful ways to do that include using furnishings as fixtures, incorporating greenery and flowers, and using pendant lighting. Furniture “softens, refines and warms up the shopping environment” and the use of pendant lighting adds an element of home while also lowering sight lines.
Kong highlights a number of popular techniques or themes in merchandising and design these days (see sidebar), but a few of note include whimsy, surprise, fantasy, nostalgia, call to action, current events and education.
Wondering how to incorporate all your in-store design work into your online selling channels?
“Window content makes fantastic social media,” notes Kong, both in terms of your own posts and those of shoppers and other passersby, which expands your store’s reach.
^ TOP: The two lion statues that frame the entrance of the Liberty of London are an iconic landmark for shoppers. Seasonal floral displays creatively incorporate a ladder and raw metal floral containers. This tiny outdoor shop is a beacon of inspiration and welcomes visitors at the entrance of the store.
Liberty of London, London, UK
^ MIDDLE: Wooden garden furniture serves as fixtures for this fall merchandising story. Notice how the plants frame the scene. The industrial pendant light lowers the sight line making the merchandise the focal point.
< BOTTOM: Each season the visual team creates an eye-catching landmark on the store exterior. These recycled crates painted in bright colors are configured in a "Mondrian" style. They call out to the shopper while showcasing a variety of planters.
Terrain , Connecticut, USA
^ TOP: Towering graphic banners with delightful imagery fill the storefront windows bringing attention to the stunning architecture of this landmark building. The banners frame the entrance and elevate the Home store experience.
TOC , Paris, France
^ BOTTOM: The repetition of vintage rolling pins contrasts a display of modern mixers in an array of colors. The playful neon signage evokes a humorous play on words reminding us to call out to consumers and make them smile.
Bloomingdale's , NYC, USA
^ TOP: Counter or café, it's proven that food services make a store a destination. Consumers will linger longer. The store becomes a meeting place and promotes a sense of community.
Paul French Gallery , Argentina
< TOP LEFT: An arrangement of recycled cans juxtaposes the bright green background. The strong diagonal of color directs the eye down to the merchandise. The graphics on the cans add to the window's vibrant style.
Fontana , Italy
< MIDDLE LEFT: A black and white striped food cart pops in this open back window. The cart celebrates and highlights a curated selection of sleek black merchandise. The cart and suitcases suggest an "On The Go" or traveling theme. Props are the foundation of great windows; they establish a story while showcasing the merchandise.
Du Bruit dans la Maison , France
< BOTTOM LEFT: Brightly painted pink shelves make you stop and admire seasonal vases and bowls. The floral arrangement pops to break the symmetry of similar shapes and colors of merchandise. The pink shelves and the florals add an element of surprise to the shopping experience.
Terrain , Connecticut, USA
ABSTRACT MIX – This technique challenges us both as designers and viewers. Think of this approach as “drawing outside the lines,” says Kong.
COLOR – Color can open up very tight spaces. It also can draw shoppers to the back of a store.
MONOCHROMATIC – A monochromatic motif “actually has the power to stop the eye,” says Kong. “It causes the eye to search around for differences.”
TEXTURE – Think of texture both in terms of the actual products presented and the visual texture of how the products are displayed.
CALL TO ACTION – Social responsibility is big these days. “There’s a shopper out there who will choose to shop with you because you share their values,” says Kong.
MUSEUM – This type of display is set in the real world, but it also reflects back in time with historical references.
SURPRISE – A surprise can come from an unusual product itself, a unique display or a visually surprising element like a different category of merchandise breaking up a row of shelves lined with like items.
FANTASY – Fantasy takes us away from the real world. It’s a good approach for windows, which are meant to be a form of theater.
CURRENT EVENTS – You can show you’re in touch with consumers’ lives by incorporating current events into your displays or design.
SURREALISM – This approach borders on the abstract or absurd. It may incorporate a touch of mystery or mimic a movie set design.
LIFESTYLE – Each piece of merchandise is carefully placed in these displays. These aspirational scenes depict a curated style to visually connect with the consumer, such as mid-century, country, boho or coastal.
MINIMALISM – Less is sometimes more, this is typically a one-item display. A sparse display emphasizes the merchandise or one visual message.
JUXTAPOSITION – The use of visual contrast draws people in, whether it has to do with color, other design elements or products.
TAG LINES – Everyone likes a clever catch phrase, and inspirational buzzwords like “Believe” have been especially popular in the last few years.
WHIMSY – We’re all looking for a bit of playfulness these days. Whimsical phrases, characters, or motifs are an effective way to tap into that.
NOSTALGIA – Nostalgia is running rampant in our post-pandemic lives. Vintage is especially popular with younger generations today.
EDUCATION – “Sometimes we forget we have this superpower as merchandisers,” says Kong. Shoppers will appreciate you freely sharing your knowledge and expertise.
GRAPHICS – Colorful or well-designed graphics can set the stage for your products.
Founder and Head of Design of Germany-based FIFTYEIGHT PRODUCTS, Max Zimmermann shares how his company uses its design prowess to connect with consumers and build its brand.
TELL US ABOUT THE ORIGINS OF FIFTYEIGHT PRODUCTS.
When we founded our 3D animation studio in 1998, we knew we also wanted to create products. Honestly, not at first to make a living with it, but because we ourselves were and are sincere fans of our 3D characters. The product part started in 2004 when we scored a fun viral hit with a seasonal greeting to our customers. In that video clip, two porcelain bowls (one with a sulking face and one with a grinning face) were ripping on each other even though everything was actually homey and decorated for Christmas. This viral went through the roof in Germany, so we started searching for someone to make these character bowls. It took a while, but we finally found a manufacturer in Germany who could deliver the quality of our 3D printed models in porcelain.
WHAT WAS YOUR GOAL WITH THOSE FIRST TWO PRODUCTS?
We wanted to take an extremely quality-driven approach to inspiring people. It sounds highfalutin and a bit naïve, but we didn’t want to make products just for the sake of it.
EVERYONE SEEMS TO LOVE THE LIFELIKE AND RELATABLE QUALITY OF YOUR PRODUCTS. IS MAKING PEOPLE SMILE THE OVERARCHING GOAL?
YES. That is and always has been for us the core energy of our reason for bringing out a new product.
DID YOU EVER DREAM THERE WOULD BE SO MANY PORCELAIN TASSEN PRODUCTS BASED ON THE ORIGINAL TWO? (There are now over 125.)
When we saw the eyes of our first customers light up when they saw our porcelain and then the teapot came along, we knew we had to expand our dinnerware family. Even today, 15 years later, the porcelain family makes us extremely proud.
YOU STILL HAVE YOUR IN-HOUSE ANIMATION STUDIO. HOW DOES THE ANIMATION PROCESS INFLUENCE PRODUCT DESIGN AND VICE VERSA?
The development of our mugs is an interesting example of this. When we showed the first character design ideas for our grumpy mug to our manufacturer, we found out the design had to be changed due to the impossibility of production. Luckily, we didn’t already animate our shorts because usually, the design and animations are the driver. In that case it was the production that dictated the design. There is a fruitful interplay, so to speak, between our animation and production branches of our company.
AND NOW YOU’VE ADDED EMOTICUP CHARACTERS— SIMILAR TO TRADITIONAL EMOJIS BUT USE MANY OF THE CHARACTERS FROM YOUR TASSEN LINE.
If we are to believe the gigantic views from Giphy, then the Giphy animations will soon outstrip our films on YouTube in terms of views. But the YouTube films channel our brand much better. On the other hand, it’s great that our fans can comment on messages with our characters or start a conversation with them through our EmotiCups.
We grew up with Japanese anime, European and American comics and movies. The creators of Akira, Tintin and Spiderman, but also many underground comic characters, are true heroes for us. We have always breathed comic culture.
WHAT IS THE PROCESS FOR BRINGING A NEW PRODUCT FROM CONCEPT TO REALITY?
First, there is a requirement… let‘s take a candleholder. During the scribble phase, we first draw different shapes with character design. When we feel the design is convincing, the drawing becomes more precise and different facial expressions are drawn. Suddenly we realized that our first candlesticks must be two cuddly characters, while at the same time the first ideas for a possible film are born. Then comes the 3D part: we model in virtual 3D space until every detail is perfect and export the data to our manufacturer. In the meantime, we already know what works and what doesn’t, but we still like to challenge the manufacturer to go even further to the limits of their production.
YOU ALSO NOW HAVE THE CEELING LINE AND HAVE EXPANDED TO OTHER NON-PORCELAIN PRODUCTS SUCH AS MAGNETS, DISHTOWELS AND BAGS. TELL US ABOUT THOSE. With their completely different design and manufacturing process, the CEELING light fixture covers turned out to be much more elaborate than our TASSEN line. We had many designs but decided to go with cute little “Happy Hermann” to appeal to our playful target group and the surreal-looking “Hand of Light” to appeal to our design-oriented target group. The dishtowels help in the kitchen, while the Super Bags help make the jump from the “beautiful home” out into the world.
moments, you have a different relationship to the product. So, we want to get into the heart of our target group, because we also put our heart into the liveliness of our films. After that, we connect it with the outstanding quality with absolute love for details, elegant sweeps and overall design language.
YOUR PRODUCTS ARE NOW AVAILABLE IN 64 COUNTRIES. WHAT IS IT ABOUT YOUR PRODUCTS THAT SEEM TO TRANSCEND CULTURE AND LANGUAGE?
The good thing is, we have two streams to approach our customers. One works through the product itself. You want to touch these shapes and run your finger over them to explore the details and feel how a little face made of porcelain feels in your hand. The other way is through the films. The films don’t speak all languages, but our Asian clientele is also thrilled by the vividness of the figures. What is fascinating is that we are also selling well in Arab countries, where products with applied patterns are more prevalent.
WE LOVED THE HOPEFUL BOWL AND THE CHARITABLE DONATIONS YOU MADE DURING THE COVID-19 PANDEMIC. TELL US ABOUT WHY THAT WAS IMPORTANT AND HOW IT SUPPORTED YOUR BRAND STORY.
When the pandemic broke out, we immediately knew what possible closures would mean for the retail business. Maybe we are too romantically naive, but since then we have been supporting the stationary trade in Europe exclusively with our new products for half a year. We also encourage our partners to register on our platform to tell the customers in which retail store our novelties can be bought. And because it doesn’t end there for us, we thought it would be a nice idea to launch a bowl named “Hopeful“ with a mask. We used some of the proceeds to support people and organizations who continued to do charitable work with limited means throughout the pandemic. We are incredibly proud that we managed to donate 58.000€!
WHAT’S NEXT FOR FIFTYEIGHT?
We will continue to spread optimism. We also want to devote more attention to portable items. We’ve taken the first step with the Travel Mug and the Super Bag. |•
WHAT’S
Our publicly accessible secret is that we don’t just want to sell porcelain products. Once you’ve been made to laugh by a supposed product caricaturing fine interpersonal
To learn more about FIFTYEIGHT PRODUCTS, visit en.58products.com
Gone are the days of driveby birthday parades, virtual watch parties and holiday celebrations on Zoom. As we get ready for 2023, at-home entertaining is staging a major comeback.
That’s thanks in part to COVID-19 fears subsiding in more parts of the world, causing many people to look for ways to reconnect with friends and family in person. But it’s also a result of higher prices at restaurants and entertainment venues. There’s also the fact that many people are looking for ways to use some of the cooking skills they learned during the pandemic.
“While a lot of home and housewares buying during the pandemic was for personal and family use, now it’s shifting to things that are meant to be seen and shared with all manner of loved ones,” says Leana Salamah, IHA vice president, marketing. That’s why at-home entertaining will be the focus of the Trending Today preview event at The Inspired Home Show 2023. (See sidebar.)
While COVID-19 concerns still linger, many people recognize the toll the last few years have taken and are hungry to reconnect with friends and family.
“Overall, consumers are recognizing that their mental wellness is as important, if not more important, than physical health,” says Salamah. “After everything we’ve been through in the last few years, many of us are seeking meaningful connections and experiences.”
That being said, pandemic-era shutdowns have influenced the way we entertain.
Citing the coastal grandmother trend that exploded on TikTok last summer, at-home entertaining influencer Elizabeth Van Lierde (@thecollegehousewife) says people are still looking for some of the simplicity of a pandemic lifestyle.
“A lot of people leaned into the cozy life (during the pandemic),” says Van Lierde. “So, it makes sense that we’re now embracing an entertaining vibe that is comfy and cozy, even while trying to make it a little more elevated and sophisticated.”
Van Lierde says many DIY trends that emerged during the pandemic are also fueling at-home entertaining these days including craft cocktails, mocktails or non-alcoholic mixed drinks, and make-your-own pizzas.
“I also love the concept of a tapas-style meal, or even just appetizers,” Van Lierde comments. “When you dip and share, it’s not very formal but it feels very intentional.”
That’s a good thing as many consumers today are conscious of their time and energy and are seeking meaningful, intentional experiences. That’s also why at-home gatherings may be smaller or more intimate than in the past.
Even if gatherings are smaller, that doesn’t mean they’ll be ordinary.
Progressive Grocer magazine is predicting holiday gatherings in 2022 will feature more daring flavors and ingredients, as many shoppers improved their cooking skills during the pandemic and got a chance to experiment with different recipes and presentations.
In Colombia, Andrea Freydell, chief growth officer of The Ambiente Group, says increased use of social media has contributed to a fast evolution in at-home entertaining trends. “We’ve seen a spike in influencers—and everyday individuals as well—showing off home trends and elaborate set-ups on a regular basis,” she says.
To be certain, successful at-home entertaining involves not only items that help prepare food, such as cookware, bakeware, kitchen electrics and gadgets, but also includes items that enhance the presentation of the home and meal, including tableware, glassware, barware, bar accessories, textiles and décor. It may involve outdoor living products and is also supported by cleaning and organization products.
Anne Kong, gia Expert Juror and spatial experience design professor and program coordinator at the Fashion Institute of Technology, advises retailers to make these connections with their in-store marketing and merchandising. It’s a great opportunity to tell a story about all of what goes into a successful at-home gathering, she points out.
Just before the pandemic, KitchenShop in Romania started adding cleaning and organization products to its selection of kitchenware and cookware products. “This range is selling well, and it closes the circle,” says Evelina Morar, Kitchenshop’s deputy manager.
While inflation is affecting prices at both grocery stores and restaurants, the typical away-from-home eating occasion still costs 3.4 times more than in-home food sourced from retail, according to Information Resources, Inc. and The NPD Group.
In fact, The NPD Group predicts that consumers will manage the impact of inflation by cooking, eating and entertaining more at home—similar to how they managed the pandemic.
“Rising inflation will definitely be a reason for home cooking and spending more time at home,” agrees KitchenShop’s Morar.
Some consumers may respond to inflation by buying less expensive home and housewares products, while others may look for better quality, durable products that will last a long time.
Some of the reasons behind the at-home entertaining trend are very emotional, and some are very practical.
“The emotional connection (a retailer makes) should begin with a sensory experience; it should envelope a consumer like a great movie, show or stage performance,” says Kong. “But the store must know its audience and speak to them clearly. Utilize themes that embrace the reasons for gathering.”
On the other hand, if a region or store’s target market is particularly feeling the pinch of inflation, retailers should speak to that reality and “be there” for their customers.
Ambiente Living (homewares lifestyle store by the Ambiente Group in Colombia) took a page from all the at-home entertaining posts it was seeing on social media and launched its own online mini-series with ideas on how to host successful and creative gatherings.
As a result, “we’ve seen much greater engagement on our social media channels, and the open rate on our emails has shot up to almost 70 percent,” says Ambiente’s Freydell. “Clients have responded positively by requesting even more content around at-home entertaining.” |•
Even if gatherings are smaller, that doesn’t mean they’ll be ordinary.AMBIENTE GOURMET, COLOMBIA
capitalize on the surge in at-home entertaining:
An in-store campaign begins outside the store. Consider colorful flags, banners or awnings, exterior store lighting, a building wrap if budget allows, entryway floor graphics and a compelling window display. (Be creative here: Maybe mannequins—something unexpected—are gathered around a table. You could also use hats to represent guests in attendance. Or what about a giant tree branch strewn with carnival lights above the table to set the mood?)
Upon entering the store, the consumer must see and feel the energy of the promotion. In-store signage with logo and imagery should direct the shopper to the area where the promotion is held. Music is crucial. Don’t underestimate the power of scents, especially herbs.
Once in the promotional area, the scene needs to be set like a theater stage. The displays should stop you in their tracks. The merchandising should be abundant and uplifting. Lighting, florals and backgrounds should be dramatic. Shoppers should be able to find products quickly.
A special event at The Inspired Home Show 2023, featuring a full range of home and housewares products that support at-home entertaining.
Saturday, March 4 8-10 AM McCormick Place, Chicago South Building, Grand Ballroom, Room S100 Open exclusively to buyers and news media Runs concurrently with the New Exhibitor Preview
DID YOU KNOW a typical consumer in 2022 is less likely to be married or have children? It’s also likely they’ve recently moved into a larger living space that accommodates working a new job and/or studying from home in the company of a new pet.
REPORT is an annual resource offering consumer lifestyle trends. This report helps guide product developers and retailers as they decide where to focus critical resources in the coming months and years.
The 2022 report also found that consumers have fewer things tying them down. They are more fluid, less trapped in place literally or figuratively by work, geography, family—or even identity.
They are more empowered than ever, and therefore it is more important than ever to understand the passions and proclivities that drive them.
An increasing number of consumers are interested in products that are flexible and allow them to use their creativity and easily make changes.
Today’s consumers, especially Millennials, are more interested than ever in renting—rather than owning certain items. Top categories of interest include seasonal décor, bakeware and kitchen electrics.
Consumers are just as concerned about mental health as physical health. Survey respondents actually ranked mental wellness as slightly more important than physical wellness.
People today view being physically well as being less about how they look or how much they weigh, but more about how they feel.
Convenience is a popular buzzword, but most of all, consumers describe a convenient product as easy to use.
Consumers are only interested in smart home products if they truly solve a problem. Top features they would like in a smart product include automatic cleaning, coordination of meal elements, detection/ suggestion of recipes, detection/ordering of parts and detection of expired or empty items.
For more from the 2022 Market Watch Report, visit TheInspiredHomeShow.com/Market-Watch-2022. IHA will preview the 2023 report at The Inspired Home Show 2023 during a keynote education session and in the IHA Market Watch display in the Lakeside Center Lobby.
by Naomi Pollard, Head of Publishing, TrendBible
This season’s trends are all about an optimistic, forwardlooking approach to creating desirable atmospheres at home. Overall, customers take a clearer stance for their well-being next to caring more for their surroundings. The focus shifts to design that nurtures our inner glow and supports us to flourish again after an extended period of uncertainty. Embrace moving forward with more consideration for all in Spring Summer 2023.
Radiating a joyous high summer feel, the Superbloom trend exudes the uplifting atmosphere of a holiday escape that beats its irresistible vibe. Inspired by a modern Palm Springs spirit, interiors are injected with a symphony of colors; astonishingly vibrant shades nonchalantly blend with hues of the surrounding desert. This story is reminiscent of rare botanical phenomenons when desert hillsides come to life with an abundance of flourishes. As wildflowers open, happiness blooms. To capture this elation, householders bring the outside in. Floral and juicy aromas float through the air, while spectacular blooms and fruit inspire print and pattern design.
“Superbloom is all about cultivating our inner glow and creating a home that supports us to flourish after a period of uncertainty. Boldly radiating a modern Palm Springs vibe, this trend is ideal for homemakers longing for the joy of one long hot summer vacation.”Naomi
Pollard, Head of Publishing, TrendBible
Vibrant combinations of Peach Pink, Fiesta and Daylily create a juicy palette, oozing the flavor of ready to devour, sweet fruit. This sun-loving palette elicits a sense of happiness, reminiscent of joyful days spent by the poolside in Palm Springs. Pair vibrantly glowing warm nuances with cooling hues to evoke the ultimate high summer poolside vibe anywhere.
Sun-drenched imagery sets the scene for this story. Product design is inspired by blazing sunshine and bold sunsets, brightening the home and enlivening prints and packaging materials. Pair vibrant hues with slick lines. This trend is ideal for indoor-outdoor blending, even in places that lack an actual outdoor space.
TrendBible is a global trend agency and leader in predicting the future of life at home. It works collaboratively with the world’s best brands helping them seize tomorrow’s opportunities. Superbloom forms one of four trends published in TrendBible’s Spring Summer 2023 Home & Interiors trend forecast, available to buy now from their website www.trendbible.com/trend-books
Trend Bible will be presenting some of the key trends for the home that retailers should be responding to at The Inspired Home Show 2023 in March.
Woven finishes and wobbly-lined weave inspired prints are adorning everything from furniture and soft furnishings to packaging, wallpaper and stationery this season. Handmade effects and little irregularities are welcomed for their unique feel.
Add surface interest with woven, often multi-colored yarns, (faux) leather, recycled plastics and dyed rattan weaves.
Offer products that make indoor-outdoor blending easy and stylish; from waterproof anti-slip rugs to lightweight front designs, intelligently concealing the contents of storage cabinets.
FORMEPIANE
TRENDBIBLE
attributes. But retailers and developers of home and housewares products should shift their focus to consumers’ goals and aspirations, says Tom Mirabile, principal of Springboard Futures and IHA’s consumer trends analyst.
“Trends come and go, lifestyles change, technologies advance, but aspirations only shift,” says Mirabile. “Aspirations are durable. They form the core of what we want for ourselves and the people we care about.”
Take a look at six important consumer aspirations that were the focus of Mirabile’s session during IHA’s Connect FALL virtual education event:
Though the pandemic is receding, consumers across all generations still hold happiness high on their list of aspirations. That’s because our stress has built up over the last few years, and now our increasingly busy lives are adding to it, according to Mirabile.
International market research firm Mintel recommends that brands prioritize positivity in their messaging, while emphasizing fun experiences or feelings of enjoyment. Mirabile advises the home and housewares industry to really tap into the happiness quotient. “No other industry is as close to consumers’ hearts as we are,” he says.
Interesting fact: “The Happiness Report” from Oracle and author Gretchen Rubin found that 91% of people globally prefer brands to be funny, yet 95% of business leaders fear using humor in consumer interactions.
Housewares brands don’t necessarily need to hire stand-up comics for their marketing. Sharing how they make people’s lives easier—either by cutting down on cooking prep or helping with clean-up—plays a big part in people’s happiness too.
It’s easy to focus on product categories or
We’re all talking about health these days. So, it’s no wonder wellness is currently a $450 billion industry. But did you know it’s expected to be worth $1 trillion by 2025, according to global management consulting firm McKinsey & Company? They further define six dimensions to wellness: health, fitness, nutrition, appearance, sleep and mindfulness.
There are some generational differences over what aspect of health is viewed as most important, but it’s important to note that mindfulness has now moved to the mainstream. Mirabile says there’s opportunity there for the home and housewares industry: “How can we as an industry tether our offerings to the massive and durable consumer desire for wellness?”
Consumers’ expectations of brands are evolving, and they want to see progress against ethical initiatives, including sustainability, fair trade and workers’ rights.
According to Ernst & Young, many consumers have prioritized sustainability in recent years, but economic uncertainty is driving some to focus on affordability more. According to their adaptation on Maslov’s Hierarchy of Needs, E&Y say most people now put affordability first (31%), followed by health (24%), planet (18%), society (15%) and experience (11%).
That’s probably why resale is gaining a lot of steam—it speaks to both our needs for affordability and environmental responsibility. Again, there are some generational differences in attitudes about resale. (Younger people tend to think it’s cool to give or receive refurbished items as gifts; older generations, not so much). But retail giants Williams-Sonoma, Walmart and Nordstrom are all planning resale program expansion. That means the topic of resale and refurbished should be a strategic consideration throughout our industry.
What social responsibility areas should companies prioritize?
According to KPMG, the top four initiatives consumers would like to see are:
[1] Improving labor/work policies (54%)
[2] Protecting consumer data (46%)
[3] Offering products/services to those in need (44%)
[4] Reducing carbon footprints (42%)
“In times of uncertainty, consumers crave a sense of control over their lives,” says Mirabile. “Brands can deliver the information and options consumers need to feel like they’re in the driver’s seat.”
Consumers want clarity, transparency, flexibility and options to make decisions that suit their individual needs and circumstances. That means retailers and brands need to help make customers feel empowered throughout the shopping experience. It also means providing elements of convenience and choice.
Personalization is a key part of consumer’s desire for control. But keep in mind: “People want the best of both worlds when it comes to privacy and personalization,” says Mirabile. In other words, they’re more likely to give you their data if they know what personal benefits they’ll receive.
Consumers today are aspiring to be more social, both online and in real life. Social media also enhances real life moments and is a particularly effective way for connecting with younger generations. Mirabile says that social media presents continuous near-term opportunities for brand exposure and consumer engagement. In particular, “TikTok is a gateway to authentic, limited-time exposure,” he says.
But Mirabile also points out that search engines are the top way consumers find retailers and brands. (And yes, 81% of retail shoppers do online research before buying.) So, make sure you’re up to date with your search engine optimization and are adding new web content often.
Consumers want to know they can trust the companies they do business with to keep them safe. Gaining—and maintaining—trust is critical today. Global communications firm Edelman has an annual consumer trust barometer that now shows business as the only remaining “trusted” institution (above government, non-government organizations and media).
A key part of trust is protecting consumers’ data, says Mirabile. If you’re doing anything above and beyond or different from your competitors, make sure to communicate it with current and potential customers. |•
To say she’s an international color guru seems like an understatement. Her official titles are executive director of the Pantone® Color Institute and director of the Eiseman Center for Color Information & Training. But to so many in the home and housewares industry, she’s simply known as a rock star.
For more than 20 years, Eiseman has combed the world for new color influences and led an expert team in selecting Pantone’s Color of the Year, as well as palettes in the annual Pantone View Home + Interiors forecast. The author of 10 books, she’s a trusted advisor to countless companies on how to make the best color choices for product development, branding, interior/ exterior design, fashion, cosmetics and anyone looking for color advice.
Eiseman is currently working on the 2024 home forecast, but we sat down with her to get her insights on the world of color today, as well as specific tips for retailers.
“Consumers are much more color-savvy than ever before,” says Eiseman. So that means retailers have both huge responsibility and huge opportunity when it comes to being educated on color.
“The more you know about color, the more confidence your consumer will have in you,” she asserts. “You want consumers to see you as the person they can lean on for good advice.” But too often, “retailers tend to get so mired down in housewares merchandise that they don’t get out and look at the big picture (of what’s trending in other industries).”
Eiseman constantly keeps her eye on many different industries, including fashion, art, entertainment, industry, technology, science and travel. She says the film industry today is an even bigger influence on color than ever before. These days, she’s also closely watching gaming and technology.
Some may question, for instance, how the deep, rich tones on the popular Netflix show “Outlander” may influence consumers’ color preferences. “Trust me, even if the consumer is not overtly aware of being influenced by (colors they see), they are,” she says.
“It often pays to study color in high-end or high-tech brands such as automobiles, as color selection often trickles down to less expensive consumer products.”
After two years of the COVID-19 pandemic, consumers are “feeling freer to be a little more experimental with color,” Eiseman said.
An early indicator of that trend was Pantone®’s Color of the Year 2022—Very Peri. For the first time, Eiseman says they opted to create a new color to symbolize consumers’ new realities and changing points of view. This new hue has a courageous presence that encourages personal inventiveness and creativity.
But that doesn’t mean consumers are going to go out and buy all new home and housewares products in different colors, even if they can afford it.
“We’re less of a throwaway society these days,” says Eiseman. “A retailer’s challenge is helping consumers see how they can integrate something new into what they already own.”
She suggests looking for ways to incorporate fresh, new products or even inexpensive display items that add “sparkle” or pop. One example might include adding eye-catching periwinkle stemware to a tabletop display featuring neutral stoneware dishes.
According to Eiseman, color also offers a wonderful opportunity to connect with consumers on an emotional level since “emotions are running high” after two years of health, economic and political uncertainty around the world. People are looking for an emotional outlet, but it’s important to recognize that everyone isn’t experiencing the same emotions, says Eiseman. There are people looking for excitement and drama, and then there are those looking for comfort and calm. That’s why the Pantone View Home + Interiors trend forecast always offers multiple color palettes. It’s then up to companies to get to know their target market so they have an idea of what they’re feeling and which color direction to take.
Further evidence of color’s emotional pull, Eiseman cites the “dopamine dressing” concept currently trending in the fashion industry. The idea is that consumers are looking to clothing to boost their moods, and this has led overwhelmingly to more color (often bright and bold) and dressier styles. Take note: Trends in the fashion world often give way to housewares as well, says Eiseman.
Concerned about how your color choices will be received in different parts of the world? Don’t worry so much, says Eiseman.
It used to be quite easy to identify regionalized trends, but now there are so many influences coming from so many different parts of the world—and we all have access to them online. “It’s as if the world of color has become one great big melting pot,” she says. “It’s so interesting to me how universal color has become.”
That doesn’t necessarily mean that all cultural beliefs about color have fallen by the wayside, but younger consumers in general have less concern about traditional rules.
“Be careful of generalized statements (about what to use or not use in certain countries),” Eiseman advises. “I do think you should be aware of national or regional influences, but make sure to factor in the context in which colors will be used and the age group you’re targeting.” |•
RAWPIXEL.COM, SHUTTERSTOCK
“Retailers should remember to not just sell a martini glass but rather sell the entire experience.“
Scott Kohno
by Michelle Hespe
SCOTT KOHNO
gia Expert Juror and CEO of The Retail Element Scott Kohno says that now is the time for retailers to truly engage with their customers, introducing lifestyle merchandising and focusing on what customers truly want—which is getting back to normal.
Most people’s lives were changed at least in some way during COVID-19. But rather than seeing this as a disaster, retail expert Scott Kohno takes his usual approach to big changes and sees the opportunities that this presents to the retail industry.
Now that the worst of the pandemic is behind us and people have the freedom to move about and socialize again, Scott recommends that retailers create welcoming environments that present enticing lifestyle options, because what most of us are now seeking is a sense of normality and a return to the things that we missed during lockdowns.
Being with family and friends to talk and dine. Being able to hug others, and to feel positivity in the air—these are some of the things people are craving.
Retailing has long been about the experience—rather than just the selling of objects—but now is the time to further enhance shopping experiences so customers start to feel that your store is a part of their new life post pandemic. Your store can be a part of many people’s “new normal.”
“Retailers should remember to not just sell a martini glass but rather sell the entire experience, whether it is a beautifully presented, delicious holiday drink, or better yet, a toast with friends to celebrate,” says Scott.
“Through what I call ‘lifestyle merchandising’ and ‘lifestyle graphics,’ retailers can leverage suggestive and inspirational selling to get customers back in the mood to live life to its fullest again.”
“Using social media to drive the message of lifestyle inspiration and creativity is very important,” says Scott. “Homemade, quick videos to showcase the use of certain items and how a customer can display them in their own home are easily put together.”
Scott says that retailers should embrace using videos on Tik Tok and YouTube. “But rather than just selling a cheese knife for instance, sell the lifestyle idea of enjoying an entire charcuterie board with friends as your concept, and the video that you make can show customers how to put it all together,” he says.
By adding fresh fruit, beautiful cheeses, cuts of meat and freshly baked bread, you will have the customer picturing themselves creating something just as delectable. And once they are already picturing themselves owning a product, you are almost there with selling it, because in their mind they have become emotionally attached to the nice lifestyle-based idea and put themselves (and the knife and board) into the picture.
Add to the scene things such as vases that you sell filled with freshly picked flowers, and salt and pepper grinders that match the color palette. This is how companies such as Pantone® have promoted their color ranges for years—rather than simply having a selection of colors that will be the ones in trend for the next year, they present the colors in still life ensembles of interesting objects that represent and reflect people’s various lifestyles.
Scott also recommends developing and implementing inspirational and informative signage and graphics because they are inexpensive, yet highly effective.
“For example, Trader Joe’s is the king of promotional signage, where they create huge and sometimes humorous signage that makes a huge impact,” Scott says. “You can do this too.”
For instance, when it comes to watermelons Trader Joe’s once erected a huge sign in bright colors showing people how to select the best watermelon. Another retailer, Tokyo Central, recently had a sign for ramen soup in typography similar the old retro video game Space Invaders. The text has the price and also says: “A quick and easy meal that’s out of this world.”
The simple signage grabs a customer’s attention and also pushes the product in a fun, inexpensive way.
Two examples of businesses that have taken things to another level with cool concepts that embrace the selling of a lifestyle are Top Golf and a food-based venture that Scott has been working on since the pandemic began— Sushi with Attitude. They both show that you can take a product already in the market and change the concept around it.
“Top Golf has taken the old, tired industry of golf—specifically the driving range—and turned it upside down,” says Scott.
In their own words, they are “a sports entertainment complex that features an inclusive, high-tech golf game that everyone can enjoy. Paired with an outstanding food and beverage menu, climate-controlled hitting bays and music, every Top Golf has an energetic hum that you can feel right when you walk through the door.”
Top Golf is now in over 60 locations and developing the golf activity as a fun-for-all entertainment venue. Sushi With Attitude was launched in March during the pandemic when Scott addressed the need to improve the delivery experience of sushi. What Floats Ur Boat was a sushi place in a night market that was closed due to the pandemic, and so they needed a new plan and a fresh concept.
“We created new packaging and made it fun—including square sushi rolls and funny faces of sushi with attitude in the logo—and then we combined this with a bricks and mortar concept called Yama Sushi, Sake & Attitude.”
The tagline for the company is: “You can’t always change your circumstances, but you can always choose your attitude.” How apt, for the world we now live in. |•
You can take a product already in the market and change the concept around it.TRADER JOE'S TSUTAYA ELECTRICS, JAPAN
“What will it take to make the shopper feel assured again?”Anne Kong Anne Kong is an educator and designer specializing in Visual Merchandising, Exhibition Design and Special Events.
Color continues to be the number one influencer: vibrant, bold, saturated color. Visual merchandising trends indicate we all desire more color in our daily lives. Post-pandemic blues are behind us, and colorful spaces are popping up all over the globe, providing an uplifting spirit that invigorates the senses.
As we know, color can boost our mood, make us feel hungry and lead to impulse sales. It’s a perfect time to play with color to enhance the retail environment, specifically on the store exterior, in window displays, feature tables, fixtures or low-performing category areas.
Visual merchandising or “the magic” begins outside the store on the sidewalk or in a parking area. Stores of all sizes can use graphic building wraps, promotional banners and LED lighting effects to begin conversations with shoppers. Colorful flags beckon customers, benches invite, seasonal florals, fresh or preserved, in brightly lacquered planters charm visitors. Once inside, use tables and fixtures to guide the shopper. Add intentional stops for customers to browse by installing vibrant displays.
If possible, incorporate graphic signage that informs the consumer about the products on display, use a colorful frame, a chalkboard or a wooden chopping board. Imagery and signage is proven to stop a browsing customer for longer. Drop translucent banners from above, or hang elements to break up the uniformity of floor fixtures. Establish color stories for tables that take inspiration from nature or a design source. Go beyond the manufacturer’s guidelines for product displays.
Keep an eye on color trends, such as rainbow gasoline or petrol. Enthusiasm for the metaverse has popularized this finish on products and decoratives. Eco-positive colorations are equally well liked. Whimsical and fantasy style display themes are trending. Bring in the gnomes, Woodlawn creatures and mushrooms. Fairytale elements of all shapes and sizes transport the shopper to the world of fantasy and humor. Spread some joy around the store, try merchandising with produce (real or Faux) and consider using a monochromatic setting to create a dramatic tablescape.
ANNE KONGIndoor entertaining has reached new heights this fall. Tabletop displays should be accentuated using themes that reflect color, art, culture, the seasons or a touch of whimsey.
In-store tabletop displays have the power to inspire multiple sales. Try creating a three-dimensional runner down the center that tells a story. Mix it up by combining florals, greens, fruit, vegetables and small props with the merchandise. Don’t overcrowd the merchandise; however, the display should be scaled larger to attract from a distance. Focus spotlights on the merchandise presentation to create visual highs and lows. Create a pattern with acorns or anise. Spices and scents can add a sensory experience as a decorative element.
Working from home has spawned a new segment in the store: the sanctuary or home conservatory. A place to getaway, an environment that eases stress, computer eyestrain and allows us to relax in our surroundings. It may be a giant pillow or chair with a tray or side table. Devote floor space to create a temporary haven. Float a carpet with products or hang an
egg chair to imply a breezy porch setting. Add baskets, books, some reading glasses, humanize the display. Force the shoppers to imagine themselves lounging in the setting. Elevate furnishings on a low platform, like a stage. Introduce a green plant or hang a branch with string lights suspended above. Highlight accessories, gifts, glassware or pottery. Use a shade or louver to cast light on the scene.
Display is theater and consumers can grow tired of seeing merchandise in a grid format. Grids work great to organize products, displays entertain. Situate displays in between key traffic areas. Surprise the regulars by departing from your regular floor plan on occasion.
Cozy soft spaces are trending. Pillows, weighted blankets, contours, curves, any cylindrical shapes that cuddle the senses. Pale palettes with textural appeal influence displays and merchandising. Minimal or maxed, the space should spark curiosity with layers of product. Mimic the harmony of nature by using earth-tone colors, patterned glass, pottery with dry botanicals, a selection of moss or succulents. Imitate the outside environment with branches or a birch pole. Merchandise the store with variations in height including walls, counters, shelves, nesting tables or tabletop.
Even if your store does not have a wellness department, the theme for display areas can evoke well-being and self-care.
It can be cool, clean, modern and futuristic—or earthy, terracotta, adorned with Buddhas and lanterns. The display could focus on a healthy recipe or nourishing cuisine using pots, pans and kitchenware, while taking the shopper on a journey that depicts a lifestyle of tranquility. Suggest healthy holistic practices using books, graphic imagery, hardy greens and plants, or herbs with merchandise.
Reward the shoppers who take time to venture into your store. Wow them with an oversized display or create a focal point. Create opportunities for shoppers to interact with the merchandise. Create a “How To” display. Take them through a recipe from start to finish. Transport them through a sensory experience, demonstration or video-guided tutorial. Invite them to smell fresh potted herbs, taste and indulge themselves during their visit. So many gadgets and small appliances require explanation or direction. Choose a line-up of kitchen gadgets and explain their value in the kitchen. People love learning how products are made, and they equally enjoy learning how to use a new kitchen tool. |•
Wellness is a perception conveyed by color, texture, materials, composition and lighting.HANSEN & CO, NORWAY HENGSTYLE, TAIWAN
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People became accustomed to being at home, with voices and noises a part of your day. The sounds of living and being relaxed at home surrounded us.”
Peter Reisby Nielsen HenrikBefore the pandemic, retail had been chugging smoothly along since the 1990s. For decades, there was a plethora of opportunities for those in the business and many went on to develop globally renowned brands and franchises.
And then the pandemic hit and society as we knew it was flipped on its head.
“As with any crisis, the pandemic cleared the market up, leaving only the strong businesses in its wake,” says Henrik. “Strong concepts always survive and where once there was so much competition, those who survived were left with a bigger slice of the market to take advantage of.”
Today and in the future, Henrik sees a more localized approach to retail and that life in general has also become more focused on being local.
“Consumers are seeking out local products, opportunities and destinations now,” he says. “And it’s a global phenomenon. People appreciate having somewhere to shop and socialize in their area. They get involved in the local community and if your store is a destination in itself, with something special to offer, people will choose you over the larger ones further away.”
Due to the restrictions that were placed upon people and times when you could not gather in large numbers indoors during the height of the pandemic, people once more gravitated to high street local stores rather than the mega malls that boomed in the 1980s and ‘90s.
“This gave the smaller stores a chance to shine,” he says. “And if they continue to offer something that attracts people and makes them stay longer, they are on their way to being a success, like one of the 2022 gia winners, The Butler’s Pantry.”
The owner Jamie Butler has created a destination for the locals, with free services that invite people to spend time in the store and special events (read more about The Butler’s Pantry on page 18). “Jamie’s clever thinking created a strong concept that people love,” says Henrik. “People go there and say—‘thank goodness we have a store like yours here.’”
HENRIK PETER REISBY NIELSENAnother movement that Henrik believes the pandemic fuelled is the focus on gastronomy, health and socializing with family and friends at home.
“During the worst of the pandemic, restaurants, bars and cafes were closed or had limited offerings, and so people bought products to create things that they loved or would normally buy,” he says.
“Such as a great coffee machine, and they’d teach themselves to be a good barista. Products to help you become a better cook boomed, and people bought cocktail kits and became mixologists. People became experts in these things at home and the sale of products in these kinds of sectors soared.”
Expensive BBQs walked out the door. Cooking classes and recipes online boomed.
“People also became more accustomed to spending time with family and friends again, and appreciated it more after being in lockdown,” Henrik says. “Many people also didn’t have to commute anymore and had more time to spend on themselves and others, and so well-being products also became super popular.
“Add things such as cooking classes to your store and there is your ‘why’ for coming to your store,” he says. “Rather than discounting your products to be cheaper than another store, give people a special reason to come to your store instead.”
“Sound is very important to retailing, and even more so now,” says Henrik. “People became accustomed to being at home, with voices and noises a part of your day. The sounds of living and being relaxed at home surrounded us.
“You want your store to have music that is not too loud, and not too quiet either. If someone walks into a store and it is completely silent, when the sales executive says: ‘Can I help you?’ all the focus is then on them, and they might be embarrassed and leave.
“Choose music that matches the atmosphere of your store— keep it mellow and measured,” Henrik adds. “One of the gia winners showed us a great idea—they had curated music in the store that customers could take home with them.
They enjoy the music while shopping and can then take home a bit of your business and a nice memory. This is such a good idea and you can compile music to suit your brand.”
Henrik also recommends adjusting to the new approach to scent in retail.
“People have allergies and strong smells can turn them off. Have plants in your store, fresh air and even an air purifier. People will stay if they are comfortable and they will leave if they are not. Make your customers feel safe and calm.”
People also became more accustomed to spending time with family and friends again, and appreciated it more after being in lockdown.
Henrik’s advice is that before you leap on to any platform, understand your “why” for doing it. You need to maintain a strong concept, not dilute it.
“You should always have a reason for doing something and it’s the same with social media,” he says. “There was a phase in television and radio commercials, where everyone was trying to be funny. If you try too hard to be ‘that funny guy in that store,’ you can lose your focus and the aim of your store.
“You could risk losing the reason why people are coming to you. Make sure the reason that people are coming to you is crystal clear and that your message and your concept is strong. Because, as I always say—those with a strong brand will survive.” |•
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.
“We need to use technology to support us, to solve the problems that we as humans have ultimately caused.”
Wolfgang Gruschwitz
No matter what crisis the world is going through, Wolfgang sees a bright future for strong retailers who have heart and soul, and the ability to create authentic places that draw people in and make them want to be a part of a caring community that inspires them.
“Being able to show respect, have dignity, be caring and understanding are some of the things that have helped human beings progress from generation to generation,” he says.
With most of us spending much of our time in an online world, Wolfgang believes that open communication and a smile on the face of a real person who is genuinely interested in a customer’s requests is worth its weight gold.
“After the lockdowns and isolation so many endured, even more so today, people yearn for a place of retreat with a friendly, entertaining, and positive approach,” he says. “Shopping is not only a functionally important activity, but also something that can comfort the soul.”
Back in the 1990s and even the aughts, scent and music were heavily applied to retail environments but that has changed in the past decade. Gone are overwhelmingly vanilla-scented candles and loud music, replaced by a more natural approach.
“There is more of a demand now for good vibrations and real atmosphere in a store,” explains Wolfgang. “These things are intangible but homely and welcoming. Retailers should look to
We speak to retail expert Wolfgang Gruschwitz about being a positive, guiding light in post-pandemic retailing.
“Retailers who get involved with their customers and really listen to them, gain their attention, and then their loyalty.”
natural scents such as coffee brewing, bread baking, the subtle scent of fresh fruit. Use authentic, suitable music that gives your environment something special. There is a saying—kiss yourself and you will touch the soul of your guests. Basically, do what is good for you and what you like and then you will also reach the hearts of your guests.”
Technology is a major part of any business and to run a successful retail business you need to overcome the issues that have always been there but have worsened due to the pandemic, the war in Ukraine and global warming.
“We need to use technology to support us, to solve the problems that we as humans have ultimately caused,” says Wolfgang. “Some of these issues are logistics—the availability of goods, delivery methods and ways to show off the various possibilities of goods online. Retailers can now use Bots—which is basically a computer program that largely automates processes and repetitive tasks without relying on interaction with a human user. Use these well and you will be able to free up more time to do what you do well.”
Wolfgang also recommends looking into a virtual assistant (VA), which you can hire inexpensively, as this means hiring less staff, and they can also help with remembering important information from clients so that nothing falls through the cracks.
Today’s social media, including some of the more recent platforms such as TikTok and Instagram reels, is more important to your success than ever. Some platforms may come and go, but social media is here to stay and it will simply morph into more new ways of marketing online. Much of it is free, so retailers should leverage it as much as they can to amplify word of their brand and products.
“The post-pandemic era has shown that people are lifestyle addicts and now will gravitate even more intensely towards short-term gratifying distractions such as shopping,” says Wolfgang. But according to him, you need to be a true leader in order to take advantage of this behavior and create a reason for others to follow you.
“Instinctively, the masses want to have guidelines and a grounding philosophy,” Wolfgang says. “If you can give them something that they believe in (even if it is not what they thought they wanted)—you are doing well.
“This is the secret of a great brand—people wanting to listen to what you have to say. But this behavior also means that some people will not agree with your guidance and will withdraw, while others will join in and take your advice on the new direction.”
As examples, Wolfgang uses big brands that launched their brands with a focus on things that matter to people. Through what they do and what they sell, these brands are showing others that they have not only created communities who believe in them as a brand, but they have a positive impact on society and the world.
Some started by addressing sustainable issues—such as globally renowned Patagonia, which has a focus on saving the environment. In its own marketing words: “We support grassroots groups working to protect winter, mountains and mountain communities.”
Or take The North Face: “Striving to protect the places that we love to explore.”
Many brands are doing their bit in terms of corporate responsibility, but on a more simple level, they are highlighting the good things that can happen in the world. They are showing people that there is a positive, bright future ahead. We all just need to do our bit to make sure it comes to fruition.
Wolfgang would like to believe that people changed drastically due to the pandemic; but look around now and you will see that people have slipped straight back into their old lives, their former habits and things they like doing—such as shopping.
“Give with your heart and stay authentic and this is more worth than a million bucks of fit-outs, décor and technology with no heart or soul,” says Wolfgang. “In the future of retailing, it is you and your mindset that counts.” |•
“ Social Media is what the newspapers and television were in former times,” says Wolfgang. “If you want awareness of what you are doing, then you need a great website and a social media strategy. If you can’t do it quickly and intensely, then hire someone who can.”
Get involved with your customers and really listen to them.
Use natural, subtle scents and authentic, suitable music to give your environment something special.
Use technology to support you and automate processes to free up more time to do what you do well.
Social media is key—but recognize when you need to hire someone to do it right. Give them something to believe in. Give with your heart and stay authentic.
by Rachel Crippin Clark
They’re in stores, they’re in online marketplaces. They’re on your website, they’re on your competitors’ websites. They’re on Facebook, Instagram, YouTube, TikTok, Twitter, Snapchat and WhatsApp. They’ve got access to countless TV channels, ideos, newspapers, magazines, blogs and apps.
It’s enough to overwhelm anyone selling consumer products. But success in today’s marketplace may come down to one crucial element: connecting with consumers on an emotional level.
“We need to think of consumers as people, not consumers,” says Leigh Ann Schwarzkopf, co-founder of Project Partners Network, a U.S.-based consultantancy in a variety of industries including food and beverage, toys, apparel, publishing, housewares, sports, pharmaceuticals and health and beauty. “Put yourself in their mind space. What are they worried about? What are they thinking about?”
Emotional Connections Emotions as “the currency of the future” was a recurring theme in Schwarzkopf’s presentation—“Merchandising and Messaging in an Omnichannel World”—at The Inspired Home Show 2022.
In fact, she quoted the prolific author Maya Angelou, who once said: “People will forget what you said, they’ll forget what you did, but they’ll never forget how you made them feel.”
Brain science shows that marketers have just seconds to make an impression. And it’s no secret that today’s consumers are bombarded with information. “So, it’s really critical you know your consumer and you know your competitors when you get the opportunity to communicate with them,” says Schwarzkopf.
Many direct-to-consumer housewares brands excel at connecting with consumers on an emotional level, according to Schwarzkopf. Great Jones is one of these, with their “Make the Kitchen Your Happy Place” tagline and an online survey where consumers can answer fun questions to get a recommendation on which color of their popular dutch oven fits their personality best.
Today’s consumers are everywhere.
“People will forget what you said, they’ll forget what you did, but they’ll never forget how you made them feel.”
AUTHOR AND POET MAYA ANGELO
To learn more about the marketplace and consumers themselves, Schwarzkopf recommends reading all you can. It sounds obvious, she says, but many people only focus on their specific sector or certain news sources. She encourages home and housewares sellers to stay up to date with related industries such as toys, games and food, and to think of their competitors in a broad sense—not just the companies making or selling the exact same products.
• Take advantage of free consumer insights and statistics from sources like U.K.-based YouGov and the U.S. Bureau of Labor Statistics.
• Expand your knowledge of what’s new in a variety of different industries and with your competitors in a broad sense (don’t
focus on
specific sector or companies that make or sell the same products as you).
• Check out the new book Schwarzkopf has been enjoying: “The Metail Economy: 6 Strategies for Transforming Your Business to Thrive in the Me-Centric Consumer Revolution” by Joel Bines.
Once you’ve gained a good understanding of your consumers these days, don’t waste an opportunity to show them, says Schwarzkopf. You can incorporate a few current trends to show you’re listening to them and providing them with what they want.
Of course, you want to make sure a new trend fits with your branding and core strategies. Schwarzkopf advises companies to strive for balance…focus on your core strategies, but also have some flexibility to take advantage of a new opportunity that may complement what you’re doing (and won’t break the bank if it doesn’t pan out).
Some trends in merchandising and messaging her team is watching:
• Clever plays on words
• Language that is a little “saltier” or more direct than usual
• Subscription boxes that surprise and delight
• An emphasis on inclusivity
• Safety/looking out for each other
• Sustainability
• Inspirational messages that encourage people to be their best
• Charity
• Helping people take care of themselves
• Unique collaborations with other companies, celebrities or designers
• Clever packaging
An expert in licensing, Schwarzkopf said she would be remiss if she didn’t point out how licensing can help grow your business and reach different consumers. Some recent partnerships she likes include Pottery Barn and Airstream recreational vehicles, as well as Williams Sonoma and the PEANUTS™ line of characters.
Of course, you want to stay current with shopping trends as well. While online shopping is still popular, many consumers are returning to bricks-and-mortar stores after the pandemic.
Schwarzkopf says research shows that while half of people view shopping as very tactical, the other half is looking for aspiration and entertainment.
How people are treated throughout their customer journey is a crucial part of getting and keeping a customer. It’s very easy for companies to focus on the technology or tactical elements of communicating with consumers, but they need to remember the emotional component of it, according to Schwarzkopf.
Information about products needs to be consistent everywhere they’re marketed or sold, or consumers will become confused and turned off to your company.
Want to stay ahead of the curve? Schwarzkopf sees a huge shift in thinking when it comes to resale and increasing acceptance of buying previously owned items, at least in the United States. She encourages housewares sellers and retailers to think about how they might fit in with this developing trend. |•
just
your
“You have to balance what you want to do internally with what the market conditions are, and what the consumer insights are. If you can understand all those things, you can reach your highest potential.”
LEIGH ANN SCHWARZKOPF
We interview Melissa Maker from Clean My Space about short-form Reels on Instagram and TikTok, and why you should jump on this style of video bandwagon now.
Melissa started out in 2006 by launching a cleaning service called Clean My Space in Toronto. In 2011, she created a YouTube channel sharing simple cleaning tips. From there, her first YouTube video became madly popular and it threw her into the world of video marketing. Clean My Space now has a fan base spread across 165 countries, with 1.87 million subscribers on YouTube, 128,000 followers on Instagram and more than 240,000 followers on Facebook.
TikTok is her next platform to conquer, and she already has 14,300 followers and more than 40 million views of her videos.
Whether you are a wholesaler or retailer of products, or anyone wanting to sell anything really—Melissa firmly believes that you need to get into short-form video, and the time to start is now.
What’s the deal with Reels, and do we really need to TikTok?
Before you ask yourself if you have to start dancing with your product (and you may want to!), not all short-form content consists of this type of material, and you’d be amazed at what can be created in this format. Unlike a few years ago, simple posts of photos with text captions are not being consumed at the crazy rate that Instagram Reels and TikTok videos are. And a noticeable trend is that videos, no matter the platform, have recently become shorter.
Look at more traditional places where filmed advertising appears—such as television—and you’ll note that a typical advert is 30 seconds. It’s quite likely that some or most of your audience are not in front of televisions now and the majority might be staring at their phones, scrolling through thousands of videos.
But first, let’s deal with the basics: Instagram Reels are short-form, vertical videos that until 2019 could be up to 15 seconds long. Instagram users record and edit together video and photo clips set to music and share them to their Feed, Stories and Reels pages.
In 2020, Tik Tok extended video time limits to 60 seconds when users started stitching four 15-second segments together. Reels videos could then be 15, 30 or 60 seconds long and in May 2022, reels were upped to 90 seconds.
For some background, TikTok came on to the scene in 2016, launched by the Chinese technology company ByteDance. Meta Platforms (formerly called Facebook) launched Reels on Instagram in 2020 and on Facebook in 2021 in response to how widely popular short-video apps on TikTok had become.
Mark Zuckerberg recently announced that Meta is adding creative tools like Remix to Facebook Reels along with the ability to create a Reel from an existing story.
“I told myself I had to do 100 TikTok videos to learn the platform and become proficient. It would help me find my edge and learn what my audience likes,” Melissa says. “It took me three days to learn the editing app and I just decided that it was part of my job. But as a retailer, if you don’t want to do it then get one of your staff to do it or hire someone. The more you do it and the sooner you start, the better you’ll become. It’s all trial and error.”
Fast forward to mid-2022 and a reel or a TikTok video might be as short as seven seconds. TikTok already prioritizes videos with trending audio and the amount of text is generally text that can be read in about seven seconds. “Seven seconds?! What can be done in that time?” you might be saying. Well, amazingly, a lot. Showing one small feature of a new product drop or a popular creator using a product in a unique way is enough to pique audience interest. They just need to see someone using something for a couple of seconds to want to learn more. Then, they may go to YouTube to find a longer review video about the product. And since so many short-form videos can be consumed in one viewing session, Reels and TikTok users are seeing more content per hour than before. In fact, Gen Z and Millennials are turning to Instagram and TikTok for search functions as opposed to traditional search engines.
Melissa believes it is a combination of factors, which include boredom during the pandemic and subsequent lockdowns, shorter attention spans and a hunger for continual streams of new content, often on new platforms.
“When Instagram stories and Snapchat came on the scene, a lot of people thought ‘what a waste of content. It disappears.’ But it proved really popular and is a dynamic experience,” she says.
The pandemic fuelled the thirst “TikTok didn’t really blow up until the pandemic,” says Melissa. “People were stuck at home, kids and teens were not at school. Several of my creator friends became huge names on TikTok during this time because they were bored and had the time to create—and the audience had the time to watch. And when one new platform succeeds, the big players had to play catch-up. That’s when we saw YouTube release Shorts and Instagram release Reels.”
“Short-form content is here to stay due to consumer demand,” she says. “There is now an appetite for this type of content: punchy, different, meaningful, fun. As I always say, you need to show up where your customers are. It doesn’t matter who you think your audience is, if they are on a particular platform, then that’s where you need to reach them.”
“And you don’t have to be a polished professional. Just be yourself and promote your product or get the most dynamic person in your business to do it for you,” she adds.
“As a retailer you can search the trending hashtags for your location, products, demographics, etc., and create a video using that hashtag set or recreate trending videos that are top-performing in that hashtag set. What is already succeeding will tell you what people want to see. Whenever
I make content, I think ‘what would someone want to watch? What would I stop and watch?’ Sometimes, I’ll even ask my girlfriends what cleaning challenges they’re having to generate ideas, or I’ll discover something new in my own home and think about how I can share it in an interesting way with my audience. It’s all about finding that edge and ultimately, it’s marketing. These platforms are new marketing tools for you and they are free.”
Melissa emphasizes that while you might not be good at it to start, you do not have to reinvent the wheel to gain followers. You don’t need perfect equipment or Oscar-worthy editing skills. The more basic and natural, the better. TikTok thrives on imperfection. “Just show up and be different,” she says. “While you have to search to see what’s popular on the platform, you then need to insert your own zing. You need to figure out how to ‘stop the scroll’ so people will watch and follow. If you’re a candle store in Nashville, perhaps you create one video explaining why your store is amazing but you do so by singing it in your best country music start voice. Then, next time, throw back to the singing voice (if it performed well in your analytics) as you talk about the newest fall candle collection. That’s your ‘thing’ now!”
Among other things, TikTok is being used to find products, to watch videos on how to use them or reviews on how good they are. “Remember that TikTok is a search engine. People go on TikTok for product reviews,” Melissa explains. “They look up hash tags. As a retailer you can use this as an opportunity. For instance, you could do a TikTok about the Microplane graters and cement yourself as the Microplane expert in your region. It’s free, so use the brand with your brand.” |•
Collaborate: Look into doing a duet – or a Stitch*
Connect with other brands and creators: Stitch a piece of content with a celebrity using a product or even just use your face reacting to a product that is on the other side of the screen.
Invite influencers into your store and have them create content for you: Influencers are all about beautiful experiences they can create and share content about, it gives
them an edge. Give them some gift cards. Do a shopping spree in your store and give influencers ‘x’ amount of dollars and let them create the content and share it based on their experience.
Just do it: The time to start is now. Secure your account and start creating. Show up where you need to show up for your audience— something Melissa wishes she had taken heed of years ago with short-form.
Every now and then a product comes along that becomes iconic in the home + housewares industry. An innovation in functionality or design that captures the hearts and minds of consumers and becomes ubiquitous in households of all shapes and sizes.
But before it was in every consumer’s home, it was at the Show.
Over the years, the most game-changing home + housewares products have made their mark in Chicago in March. It was an idea—maybe a prototype— maybe from a company or inventor no one had ever heard of. But the buyers who recognized its potential early brought competitive differentiation and consumer loyalty back to their stores with them.
Somewhere on our Show floor is the next game-changer. You can find it, or your competition will.