Retail Observer

JUNE 2014 RETAILOBSERVER.COM 33 2 014 is the year in which many big interior brands are aiming to soften their brand perception and widen their brand appeal. As the country has finally clawed its way out of recession, many larger brands are now in a financial position to invest in redesigns, new product innovation and even new packaging, and the results of this in the marketplace are really starting to show. What is surprising though, is that many of these new trends, redesigns and innovations are adopting a similar theme: a focus on all things soft and traditionally perceived to be feminine. PACKAGING WITH SOFTENED DETAILS In March 2014, Dutch home ware brand Brabantia redesigned their packaging across all of their products, and redesigned many of their staple ranges, in a bid to re-brand themselves as an 'interior design' brand. Mechteld Petersen, value director for brand, marketing and product innovation at Brabantia, reported to Design Week that the new look aims to give a 'more approachable, feminine and warm' feel to the products on offer from the brand. They manufacture a wide range of products such as food storage containers, waste bins, and food storage containers. Traditionally their packaging and products have had a straight forward, masculine, and minimalist design. The aim of this new packaging and product redesign is to soften the brand and hopefully appeal to a broader segment of the market. Brabantia aren't the only brand to soften their perception in order to have a wider market appeal in 2014. Several other brands and product types have also began the redesign process with a view to re-launching their products to market in 2014. A MORE FEMININE APPROACH TO INTERIORS It isn't just the packaging of their products that many companies are looking to change, but the style and design of the products themselves. Homeowners looking to invest in new furniture are now looking for softened versions of traditional designs. The Mid Century modern look that was so popular in 2013 is beginning to see its popularity and certainly its trend dominance across the field wane. It is being replaced with an interest in pastel colors (inspired no doubt by the pastel fashion trend that is so big right now) and softer more curved shapes. This new furniture trend is most obvious when looking at larger investment pieces and their suppliers, such as plump leather sofas or curved wrought iron bed frames. The LA Times recently interviewed interior designer Heather Ashton, who revealed the playful feminine spirit of the furniture in her own home. Her curved sofa clearly takes pride of place in her apartment and is indicative of a future hot trend to look out for. Inspired by this changing trend, the team at online furniture supplier Sofas and Sectionals are now supplying Lazar Elegante sofas; a brand famed for their curved lines and softened details. Look to brands such as this, and other manufacturers able to offer a feminine and timeless appeal, to dominate the market in 2014. A GENTLER APPROACH TO CUSTOMER ENGAGEMENT Finally, retailers looking to reconnect with as broad a range of their customers as possible aren't just repairing their packaging and ensuring their products are appealing and on trend. They are also ensuring their brand identity and approach to customers are up to scratch too. Brands in fields that may have traditionally eschewed customer focus are realizing the importance of customer engagement and taking a new gentler, more friendly approach to it. A recent report has revealed that 60 percent of global consumers are willing to pay more for a product if the brand they choose that product from delivered a positive customer experience. This is an important statistic to remember when you're making the decision to spend a little more on your customer service! There is a strong business case for ensuring that your customer satisfaction and overall experience is as good as possible. These separate aspects combined make it clear that 2014 is the year that traditional design and interior sales went soft! All of these softer and gentler techniques will help retailers to reengage with their customers, increase their customer base, and appeal to the right customers. RO

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