Wednesday, November 11, 2009

Differentiate in the Details - Special Not Spendy Options






I came across a terrific product that made me realize there is still opportunity in the details. Modernhousenumbers.com is a small company based in Arizona, offering a very basic product, with stand-out design.  Adding small, well-designed details to your homes will help to differentiate them from the competition, as well as offering a profitable option your competitor hasn't thought of. 




Modern House Numbers offers an element of design in an often overlooked detail - house numbers, mailbox numbers and even street curb stencils.  Four up-to-date fonts are available, and the house numbers come in multiple sizes. Wouldn't your home buyers find value in a reasonably priced but incredibly stylish house number as an upgrade?




The website is a treat as well - start by typing in your own house number, and you will automatically see them in each of four available fonts. Wow - '5320' never looked this good before - (SoHo is my personal favorite). The product assortment is simple and clean, just like the product design - aluminum house numbers, mailbox vinyl numbers and curb stencils with all matching type face.




A sustainable product, the numbers are made of recycled aluminum and cut with water jet machinery to lower energy use and contributes no pollutants.


Started by two young architects, Modern House Numbers is definitely filling a product void. See their product at http://www.modernhousenumbers.com/
Bulk orders for your next developments are available.



The Soho is also a terrific but small detail that will help differentiate your home from the competition without using valuable floor space. See sexy footage of the SoHo burning here. At just under 30" square, it offers a lot of style in a small space. In fact it frames in at only 11 1/2" deep.  For those of you reading overseas, the Soho is available internationally!



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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.


Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.


Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.








Monday, November 2, 2009

Learning from Retail - Creating Option Packages That Sell



If you like to shop, you will agree with me that the deals have never been better.  No matter what category I check out in the mall, I can find a bargain.  A proven retail strategy you can expect to see over the holiday selling season is the concept of product packaging

By grouping complementary product together, the retailer can capture both incremental sales and a higher average sale. The consumer will capture savings, try new product they may not have tried in the current economic environment. and suffer less buyer remorse about their decision.  Buyers will often justify an emotional purchase decision with value statements.


To increase new home option sales and increase the perceived value of your homes, consider creating well thought out product option packages in your design center or sales process.  Package retailing is most effective when product packaging strategies follow one of the proven retail formulas .

There are several ways to “package” products which can be applied to option packages in your design center or new home sales process: In order to be relevant to the consumer, all packages should have easily measurable savings to the consumer.





Value Package - Consider this the Costco technique.  Consumers are motivated by savings and may purchase a larger than typical amount of product at one time.  Value packaging might be volume related (How long will it take me to get through this gallon of shampoo?) or what is commonly known as a BOGO (Buy One, Get One).  To be effective, savings to the consumer must be measurable. Example " Upgrade your bedroom light fixture to a ceiling fan light fixture, and get a second fan free, a $350 value."
  
Category Package - Keeping in mind the target buyer, create a package of associated product that complements a faster moving item. In example, begin with your top selling energy efficiency furnace, and then add several corresponding  items such as windows, insulation, and water heater.  Clearly illustrate the savings on both the items in the package, and the potential annual energy savings to the buyer. ( A double savings!)


Complementary Product Package - Again, choosing a faster turning product, create a package which provides value and yet gives the consumer more options than they thought they could actually afford.  For example, using your top 3 selling granite countertops, create a 'granite package' that would allow the homebuyer to add the same granite surround on their fireplace, counter in their bathroom and bar top for a competitive price.  Again, show the consumer the specific and measurable savings they will capture, while getting more options than they expected.


Introductory Package - The cosmetic industry does a terrific job of this technique, knowing that when consumers try it, they often buy it.  Work with your key product manufacturer partners to launch a product attribute first, before your competition, in order to stand out from your competitiors. Examples might be a unique appliance color (laundry might be actually fun to do with a bright orange or teal deluxe washer and drier) or new technology (LED lighting, for example).

When presenting option packages, a sales technique is the "For only $xx more, you can get....". Ensure your sales team is aware of packages and can clearly and confidently communicate the value to your homebuyers. Showroom point-of-sale indicating value and savings is a critical communication tool to educate your home buyers.
 
Donna Tang, marketing expert from Inventrak Retail Services, also warns against creating too many packages, which can lower the perceived value of your brand. This can also make a consumer perceive fewer overall choices, and feel associated resentment. (I'll refer you to the "I'll throw in the undercoat rust proofing with your new car.." scene from "Fargo".)


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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.


Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.




Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.


LinkedIn http://www.linkedin.com/in/krisannparkerbrown



Friday, October 23, 2009

Ben Moore Free Color Webinar - Offered again due to SELL OUT






Bad news: Last week we publicized the Ben Moore color forecast a little too well. It SOLD OUT. The presentation was fantastic, and Ben Moore trend group did a great job covering interior trend as well as color with lots of fantastic photos. 

Good news: It is going to be held again!  I highly recommend it, I took back many fresh ideas.


Benjamin Moore will present their new color forecast through 2011 in a free webinar to be presented this Wednesday, 10/28 at 1pm Eastern. Register here, FREE.
 Benjamin Moore is calling their new forecast "BALANCE".


From the rural influences to urban application, BALANCE is supported by 4 themes for COLOR PULSE 2011: The Farm, Order, Escape, and Tribe.



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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.


Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.



Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.


Twitter http://twitter.com/kparkerbrown
LinkedIn http://www.linkedin.com/in/krisannparkerbrown


Thursday, October 22, 2009

Natural Stone and Granite Survey - Tell Me What's Hot!


How about telling me what you are seeing in the world of natural stone? Follow the link for a 4 question survey. 10 random responders will receive a $5 Starbucks card!

So, uh, What are you wearing right now?





Thesaurus.com lists the definition of  "out-of date" as:


Main Entry: outdated/out-of-date


Definition: old-fashioned
Synonyms:
anachronous, antiquated, antique, archaic, back number, behind the times, dated, dusty, démodé, has-been, moth-eaten, musty, not with it, obsolete, old, old-hat, out, out-of-style, outmoded, passé, square, tired, unfashionable, vintage
Antonyms:
current, fashionable, modern, new, popular, up-to-date







Although the home design industry, architects, and designers pride themselves in differentiation, style and design, lately I'm not 'feelin' it' when walking display homes across the country.  Understandably, with existing new home inventory still at 7.3 months of supply, builders are avoiding risks when finishing homes or offering options.  This very real challenge has led my builder friends to limiting options and finishes to what is 'safe'.


Unfortunately, in the words of the Cowboy Junkies,  "My heart doesn't beat like it did once before".  I used to leave models and design centers overwhelmed and desirous with personal wish lists and 'option envy'.  To be honest, lately, it's been a little 'blah'.  I would say it might be time to add a little spice to the relationship. Ok, I'll come clean - I've secretly been eying custom home product.  But honestly, it didn't go any further than that...
 
Home buying is both an emotional and financial decision. A goal, then, is to help the consumer fall in love with your home, over the other 262,000 new homes across America that currently have a 'for sale' sign in the front yard.


 The great thing for us to observe from custom builders (who really seem to be doing ok, right now, given everything) is not how many options they offer, but what options help their product stand out.  Obviously sku reduction focus' will continue with all of the large builders, but let's make ultra-sure the options left are the ones that make a home buyers heart beat faster and fall just a little short of breath.  No matter who the buyer target, there is something out there your competitor isn't doing. And have you EVER seen a custom house without a fireplace? At least not one that made you hot...(sorry, bad pun intended)



Back to the definition above: I think the antonyms are what catch my eye here. current, fashionable, modern, new, popular, up-to-date. In our category, custom builders are doing very well with contemporary fireplace options. The great news is, there are now modern fireplace options in every price point.  If the first time buyer has a choice between a home with a traditional woodburning fireplace (or Heaven forbid - NO fireplace!) and a beautiful modern work of fire art, which would they choose? Not always, of course, but much of the time.
Don't kid yourself - I am not just seeing this in Miami and L.A. - try even Indianapolis, Raleigh, and Atlanta.


It is a well known fact in retail that you have to offer flavor to drive the basics.  As an example, in apparel retail, when white and black tee shirts (easily 60% of the sales) are offered on a table with trend right colors, sales of the basics AND colors increase.  A modern fireplace is like that trend-right color on the tee shirt table.  It draws the consumer in, creates an emotional and memory connection point. Now the future homebuyer has got a little crush on you, and those other 262,000 homes out there don't seem quite as exciting.





Heatilator launched a really exciting product this year that addresses this market at a terrific value.  The modern Evolution is built on the same chassis as the Novus (the best selling direct-vent gas fireplace ever) and has an incredibly modest pricepoint. If you are currently offering the Novus, or would like to offer a modern option with minimal changes to your framing, consider offering the Novus and it's modern sister, the Evolution


Let me know what you are doing with options and finishes in your homes to 'keep the fire burning' and the love alive.



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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.


Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.




Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.


Monday, October 5, 2009

Benjamin Moore 2011 Color Forecast- Free Webinar, Wednesday October 7th




Benjamin Moore will present their new color forecast through 2011 in a free webinar to be presented this Wednesday, 10/7 at 1pm Eastern. Register here, FREE.
 Benjamin Moore is calling their new forecast "BALANCE".


From the rural influences to urban application, BALANCE is supported by 4 themes for COLOR PULSE 2011: The Farm, Order, Escape, and Tribe.


Given life lately, I look forward especially to learning about the 'order' and 'escape' themes.  Can you relate? 
 _____________________________________________________________


The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.


Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.


Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.



Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.


Twitter http://twitter.com/kparkerbrown
LinkedIn http://www.linkedin.com/in/krisannparkerbrown


Friday, October 2, 2009

High Point Insights You Can Use At Work



The High Point Market will be happening October 17-22 , and the focus is on 'different, green and value focused'. Download the free High Point Market Fall Fashion Report here.

The 2009 High Point Fashion Report brings attention to the fact that 'value' has become very important at every price point. From a designer perspective, clientele are newly focused on staying within budget numbers on home projects. High Point is seeing and predicting a return to basics, comfort, subtlety and substance. To reflect this, even the Pantone Color Forecast for 2010 has added an additional palette of neutrals for the higher dollar purchases (i.e. carpeting, window coverings, etc.)and color in the accessories. For example, we can expect to see a newer 'fresh' grey, with purple and lilac accents.

High Point is also predicting a move toward more quality goods. Given the economic times, the mid and higher range consumer mindset is turning to choosing key pieces as 'investments' rather than choosing less expensive pieces that will need to be replaced later on.

A final prediction (we have talked about it here before) is the trend of diminishing scale and size, and useful well-designed and crafted components.


Canvas TM Hand-thrown Earthenware Plate Set

If you are close to a National or regional home furnishings market, I encourage you to go once or twice a year. You will get an amazing amount of insight, and be able to talk to your consumers with authority about what you have seen. It will also recharge your display creativity and give you great merchandising ideas for your design centers and model homes.

The leading US markets are Las Vegas (especially for contemporary and transitional), High Point (traditional and transitional), Atlanta, Chicago. Even regional markets (LA, Dallas, Minneapolis, Boston) have lots to see, as the major manufacturers have at least some presentation. Subscribe to email updates from markets to hear about trends, attend training webinars, see speakers and do networking. Look for terrific educational offerings, the High Point National Home Furnishings Association will offer these seminars on everything from selling to consumer science to social networking to design and trend forcasts. Download educational schedule here. Check market websites for great articles,videos and training, to share with your team, even if you can't attend.

Here at Hearth and Home, we will absolutely have the perfect fireplace, mantel and surround to complement current and emerging decor trends for your home buyers. Fireplaces are the focal point of a home, and create an emotional connection with your home buyer like no other category. Visit http://www.fireplaces.com/ to see the newest award winning designs, or create your own personal dream fireplace with our exclusive Hearth by Design tool. Be sure to take a look at the terrific contemporary line of fireplaces, available for every pricepoint of home buyer.

Being current and knowledgeable about upcoming decor trends will differentiate your design center and models and give your home buying consumers an added confidence and inspiration. Finishes impact most categories in your design center, especially flooring, trim and cabinetry. Setting your design center and model homes apart from the rest is important in this competitive market. That won't be changing anytime soon.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.


Wednesday, June 24, 2009

Selling Points For The First Time Home Buyer


The Wall Street Journal reports that both price AND move-in condition are important for first time homeowners. (Tips for Selling Your Home to a First-Time Buyer, Amy Hoak, Wall Street Journal) The article is educating home sellers on tips to appeal to the first time buyer while competing against foreclosures and short sale properties. As a new home builder, you can also stand out against the sea of less desireable product.

Price, Value and Service-

Of course, price is important, but not all important. The $8,000 tax credit is running through December 1st, but there is discussion of a possible extension. To entice first time buyers and differentiate from the competition, consider developing a 'match it' program or discount toward upgraded options. In addition, anything you can do to help simplify the rebate process (i.e. being a resource on the credit, pre-filling out any forms they will need to apply for the credit, providing more information on the specifics of the credit etc.) will be appreciated by this audience.


Model Homes -

While Hoak advises sellers to maintain and stage the homes, it points to how important decorated model homes are in the new construction market. Professionally decorated models fuel the hunger for a beautiful new home. Used homes on the market are often poorly decorated, cluttered and overly personalized, and cannot compete with the excitement and design you can showcase in a model.

Models are a terrific opportunity to show alternate uses for space that the potential buyer may not have considered - a staged laptop work station in the kitchen, turning one bedroom into a fitness/yoga room or a home office - Be careful of showing only one 'lifestyle' in your model series; for example not every model should have 2 'kid bedrooms'. In a well decorated and merchandised model, the home buyer can begin to think about their own life in the environment, not wonder about the life of the current occupant.

New Versus Used - Reliability and Warranty -

First time home buyers may be quite accustomed to just picking up the phone and calling the landlord when something breaks - highlight your warranty and reliability to ease their mind. Consider offering extra coverage or extended warranty coverage for these nervous buyers. In addition highlight your customer satisfaction scores regarding quality and reliability.

________________________________________________________________
Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.





Tuesday, June 16, 2009

Smaller Foot Print Homes - With Design That Matters




In 1973, the average home was 1,660 square feet. By the second quarter of 2008, the average home had reached an all-time high of 2629 square feet. (US Census Bureau) Now, the trend is headed the other way, dramatically. By the end of 2008, the average home had dropped to 2343 square feet.

Builders are having successes with smaller floor plans that are well planned out , and make wise use of space within the floor plan. KB Home has seen growth in their small footprint product, "The Open Series". Jeffrey Mezger, president and chief executive officer of KB Home is quoted: "With The Open Series, we are going beyond offering our buyers choices on design elements such as flooring and counter tops to giving them a say in the floor plan layout itself. The result is a line of beautiful, functional homes that give buyers exactly what they want and can afford in a new home, and nothing they do not need." KB Homes has seen a 26% increase in ordered homes.



The economy is an obvious influence, as we see consumers making trade-offs, and "doing more with less" A social movement can also be seen, as we all remind ourselves and each other to slow down and simplify life. Bert and John Jacobs founded Life is Good, a ­Boston-based apparel company that last year had sales of $120 million (Financial Times) The product line promotes an appreciation for the small pleasures of life.


The "Small House Movement" and "Small House Society" are also gaining membership and momentum, though some members take things to the extreme. Greg Johnson, of Iowa City Iowa, is considered by some to be a founder of the movement - he lives in a home of 140 square feet.


Sarah Susankah's "Not So Big House" book, now 10 years old, remains as relevant to new construction as it does to remodels.


Sarah Susankah

What does this tell us as we work to offer the new home consumer the options they want, in the footprint they need (and can also afford)? A smaller home stripped of options to gain 'price point' entry may not stand out in the marketplace from another builder's product (or even from a "home on wheels' as they like to say in the South). Consider choosing differentiating options that add value (both appraised value and perceived value) without driving a great deal of incremental cost into the product.

Last week on a sales recap call, I heard a report of a small builder who had contracted a installing distributor to add fireplaces into his standing inventory of 14 constructed homes. The homes were standing still on the market, and the builder realized that a fireplace would be the emotional touch point that would differentiate his product.

Heat & Glo's Cosmo Slim Line Fireplace


With the shift in smaller footprint, each addition needs to be thought out in terms of the space it takes in the home, the cost it adds to the home, and the value it implies to the consumer. All of these need to line up when the appraiser walks the home. (Here is my opportunity to let you know that adding a fireplace adds up 6 to 12% in home value - National Association of Realtors)
Regarding the floor space versus impact discussion, a contemporary linear fireplace can create instant emotional and design appeal, add value to the home, AND take no floorspace at all!

Cost is of course very relevant to the homes you build, and purchasing teams are working harder than ever. Consider stepping away from the core cost of the product, and looking at overall lower installed cost. In addition, work with your installing suppliers, they will be able to consider aspects of the product install that will save you additional level. For example, at Hearth and Home, we are currently working with several National builders to value engineer the placement of fireplaces in the home plan. By moving a fireplace even a few feet, it is possible to save a great deal on vent pipe and installation. Still offering a product the consumer desires, differentiating from those 'stripped down' homes on the market, and working together with your manufacturers and installation teams to get the best value.


When choosing options for your smaller footprint plans, consider:
ROI (Return on Investment)
ROE (Return on Enjoyment for the home buyer)
Differentiating your Product
and lastly

Cost (Total installed cost, after value engineering all aspects of adding the option)

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.





Tuesday, February 24, 2009

Pantone Color Forecast 2010 - Las Vegas Market Recap


World Market Center, Las Vegas

World Market Center is now the largest furniture and interiors market in the world. Attendance at last week’s Vegas interiors market was down, but I have never seen educational and developmental seminars more full. In fact, I was almost ‘locked out’ of the very important Pantone color forecast presentation! Thanks very much to my new found champion, Jason Phillips of the very hip décor line “The Phillips Collection” (available to the trade only) for helping me get in the back door and be able to report back to you on interior color forecast for 2009 and 2010. (Yes, there is a story there but perhaps one better shared in person than in print. ) (Thanks again Jason…I owe you!!) With the stiff competition trying to get in the door, you would have thought I was trying to access a sold out rock reunion tour rather than an interiors trend seminar, but never mind, I got you the goods.


Table and Décor, The Phillips Collection

I felt the freshest news of market is the continued innovation; focus on design (and also price point) in furnishings and décor. How refreshing (even at the upper end) to hear manufacturers and product design incorporate ‘providing value’ to the end consumer. I’ll have a future post dedicated to furniture, lifestyle and décor trends, with photos and links. You won’t want to miss the recap on Michelle Lamb of The Trend Curve's presentation on top stories for 2009-10. Never far from any discussion was the recession or ‘downturn’ (depending upon who was speaking) and how it would impact the consumer’s decision making process and ultimate preference for goods.



I was very fortunate to attend Leatrice Eiseman’s Pantone 2010 Home and Interiors Forecast presentation. (She said we were the first audience for the new forecast) Leatrice Eiseman heads the Eiseman Center for Color Information and Training and is also executive director of the Pantone Color Institute. She conducts color seminars and develops directional forecasts. She is widely quoted in publications such as Elle Decor, Home Magazine, House and Garden, Home Accents Today, Glamour, Vogue, People Magazine, The Wall Street Journal and The New York Times. You probably read the release this fall of Pantone’s “Color of The Year”, PANTONE 14-0848 Mimosa. You also may have seen a strikingly similar shade on Michelle Obama at the inauguration. Pantone’s quote: “Mimosa Embodies Hopefulness and Reassurance in a Climate of Change”. You will notice many golds and yellows throughout the new color forecast. Click here for a copy of the forecast to print or email.




Michelle Obama, Inauguration Dress


Historically in times of recession or downturn, trends can slow. However, technology (blogs, Twitter (My Twitter profile here) and other social media) has now begun to spread design ideas and trends at the speed of light. Eiseman referred to the continued influence of fashion on the home décor and design industry. Those of us in the industry have to be even more focused on differentiation and design, rather than less…The new directional color forecast takes the economic and social environment into account, and keys on historic behaviors.

In an economic downturn, consumers are more cautious with their purchases, and may take fewer risks with larger dollar purchases. They still, however, desire ‘design’, freshness and impact, and will be savvy and smart about making their purchase decisions. Leatrice Eiseman spoke to 8 color palettes that will resonate to the consumer, even in the current downturn. Historically in a sluggish economy, the consumer will be more reserved, cautious and thrifty, but will still seek inspiration with color and design. Predictably, bigger ticket items will be neutral and safe, yet ‘smart’ and well designed. The consumer historically will seek out color and impact with accessories in brighter colors, trendier design, and lower price points.


Regarding styles, Eiseman advised that traditional never really went away, but the new look would be modernized, and offer contemporary touches. Eclectic combinations were directional rather than the matchy-matchy of the 80’s. This chair from Robert Allen is a great example of a traditional silhouette and detail (upholstery brads) in a clean, fresh and unexpected patent leather.


Robert Allen's Patent Wing Chair, Traditional Yet Modern

The recently empowered and educated HGTV audience will seek out color as an accessory and statement. Remember that ‘green’ (i.e. inspired from earth and Mother Nature) will be newly considered as a neutral. And as Leatrice so eloquently put it, even in times of down turn, purchasers will still fantasize about ‘feathering their nest’. In the downturn, Eiseman quipped, feathers may look more like a feather duster and less like a feather boa.


Willow Green's Reclaimed Green Décor

Indicators point to the consumer being more mindful of resources and the environment, and sustainable materials: appropriate woods, bamboo, and recycled felt, for example. When money is tight, we can predict the consumer “burrowing”(today’s version of hiving or cocooning), turning to at home diversions such as entertaining, cooking, eating healthier, and focusing on the ‘hub’ of the home (family room/kitchen)~Do I really need to mention the importance of a fireplace here??!!


Birmingham Large Format Fireplace, From Heatilator


Use of recycled or eco-conscious materials will be the newest status symbol. ( Can a handbag made of auto seat belts really retail for $98 -$178? ) Yes, and Dana Harvey’s Original Seatbeltbagsbags are very often sold out or have a waiting list at boutique retailers.



Harvey's Original Seatbeltbag




DK Living's New Neutral Organic Pottery (Brown? Grey?Black?)


Pantone’s Color Forecasts for Home and Interiors 2010


Tinged Neutrals



Michelle Lamb titled her fresh neutral’s “Chameleon Neutrals” and both titles are apropos. Neutrals at market had grey/brown and even blue and violet tinges. Some changed shades depending on viewing angle or lighting. These weren’t your typical 80’s oatmeal’s and beige's. Because we in the interiors market are closely tied to fashion, it is interesting to watch what is going on in that market. Women’s Wear Daily listed hottest 10 colors, number one was “Iron”, a practical yet rich color of black/brown/charcoal grey. OPI cosmetics are always one of my favorite color barometers. A ‘best seller’ for fall/holiday was "You Don't Know Jacques", a beautiful charcoal grey/brown neutral. (Yes, I have it and love it, and wear it often - thanks for asking…) OPI will be reissuing it due to buyer demand.





OPI's "You Don't Know Jacque"


Greenmarket




Think urban farmers market with a focus on upscale, sustainability, cuisine and style – The Alice Waters influence, perhaps??
Tozai Home Vase





Resourceful
Speaks to natural resources, and the importance of their management, conservation and preservation.
Most original in the way the colors are put together- they will command the attention of the consumer. Imagine all the colors of the Arizona and New Mexico mountain landscape at sunset.

Murray Feiss Lighting


Transformations


Historic influences, but not the 80’s burgundy and hunter. Original in the quirkiness and sense of fun, yet strongly influenced from traditional style. Think traditional hounds tooth check, yet blown up to a huge scale, and interpreted in fresh colors.


Ambiance


Takes into account the client who loves color but may be impacted by the economy. Colors are muted, like the steel blue grey, light grey, and pinks, pointing toward historic ‘glamour’….

Lighting From Arteriors Home


Gatherings


A fresh take on African and tribal influenced design, Yellows in mustards and dijon’s become very important. Leatrice described the grouping as exotic yet sophisticated.

Galaxy
Galaxy is a grouping that speaks to the colors in the night sky, and dusky colors of earth. Yet another gold resonates as the center of out universe, the sun.

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High Definition


High Definition Is a glamorous and refined palette that draws on both a classic and modern feel. Think Marlene Dietrich’s boudoir, with a base of silver, grey and peat, and romantic touches of the rose, purples and golds.

Pastiche
Influenced by Japanese anime and menga (illustrated comic series with cult followings) and Japan, pastiche pairs unexpected color combinations and clever contrasts. The colors remind me of a colorful ice sherbet case on a Paris street – hard to choose just 2 or 3, but the whimsy of the colors will bring light and life to the viewer. Great for accent colors or children’s rooms.


Artists Guild of America 40"x50" Painted Canvas', $98

Eiseman advised those of us in the trade to “LOSE YOUR COLOR JUDGEMENTS”, as we start to see color combinations that are at minimum, non-traditional, and most, challenging. Directionally in 2010, she sees dark colors being combined with “pops” of color. Even in a retail setting such as your design center or on a website, she advised to show pops of bright color as a must-do to catch the eye of the consumer.

Consumers will begin using paint even more as a statement accessory, and as the most value oriented design update. For your home options sales, consider adding color (not just quality) upgrade options in your paint option offerings. Absolutely show color pop walls in your models and design centers. Color is the first element of design that is noticed by the viewer. It is also the least expensive update in merchandising a retail space as well as a home. In your design centers and model homes, where could you update a wall or room with color to create more visual impact, bring your presentation more 'current' and 'fresh', and connect to your home buyer?

All colors referenced above are included in the PANTONE FASHION + HOME color system, a component of the PANTONE Textile Color System®. Consult current PANTONE Color Publications for
accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, Inc., 2008. All rights reserved.


The Eiseman Center for Color Information & Training is offering “Color Expert Training” in July in the Seattle area. The Color Design course includes:
• Advanced color training for industry
• Information on professional color systems
• Color naming and specifying
• Workshops on color combinations
• The how-to's of color forecasting, sources and guidelines
Call 206-842-4456
leiseman@nwlink.com
www.colorexpert.com

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.