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A TOWEL STORY - keeping track of consumer preferences and trends They own an average of 14. They like them soft, sized right, durable, absorbent, in living color, at a good price and easy to clean. They purchase them at least once a year, mostly at mass merchandisers, and they spent an average of $80 on them last year—an average of $11 for each. They replace them after three to four years because they are “worn out.” Ninety-seven percent are somewhat or very satisfied with the performance of 100% cotton. They are willing to pay more for them if they are durable, maintain their color, are 100% cotton and dry faster. And one-fifth of them make at least some effort to find ones that are environmentally friendly.
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ALL THE WORLD'S A STAGE...FOR PRINTS! - apparel-inspired prints in lively, colorful designs are globe trekking and finding their way home in style. Today’s consumer is more sophisticated,” says Linda DeFranco, associate director, product trend analysis, at Cotton Incorporated. “Whether through more accessible travel or through the World Wide Web, different cultures and their influences are readily shared. Global influences mesh and the possibilities are endless, with the choice up to the individual.”
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TRADITION GETS A MODERN MAKEOVER - classic design ideas are finding new life in modern guises for today’s living MoTra. It’s an acronym designers are embracing and shelter magazines are championing. It’s a style sensibility that is showing up in every product category from home textiles and furniture to accessories and housewares. According to the experts, “MoTra” is a trend toward eclectic styling that is in- fluencing products in the home furnishings market today and will continue to impact future stock in the years ahead.
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DORM BEDDING 101 - for college-bound guys, simple styling and comfort are pre-requisites to outfitting their home away from home. Today’s dorm room isn’t just a room. It’s a lifestyle with no milk carton table in sight. Dorm décor has gone upscale and sophisticated with a wide range of creature comforts for lounging, studying and sleeping that is anything but basic living.
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AS THE WORLD TURNS - when it comes to bed linens, consumers around the globe desire the same thing—fashion, comfort, and natural fibers It’s a small world after all. By hopping on a plane or clicking on a mouse people have instant access to late-breaking news and events. They can see the newest fashions saunter down the runway or get the scoop on hot products created to help them make their houses into comfortable homes. Cultural, political, and religious differences aside, today’s global consumers have a lot in common.
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MAKING THE ECO-MOVEMENT MATTER - The ongoing media blitz about the eco-movement, Al Gore’s global warming documentary film An Inconvenient Truth, and recently-released scientific reports are raising the American consumer’s consciousness to new heights of awareness about global warming and environmental issues affecting our planet—and our lives.
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THE ART OF SHOPPING - consumer shopping habits under the microscope Consumers are inspected and dissected from every conceivable angle. Their shopping habits, in particular, undergo intense scrutiny almost on a daily basis. Inquiring minds want to know the bottom line on purchasing forays: where consumers shop, how often, what they shop for, and why. With marketing fine-tuned to a fine art, companies want to target products to a specific demographic, and retailers want to get a leg up on the competition in every category from dog houses to duvets.
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