NEW YORK -- Liz Claiborne, Calvin Klein, Ralph Lauren, Bill Blass, Adrienne Vittadini, Joseph Abboud, Alexander Julian, Eileen West and Guess. What do all these famous names have in common? If you said clothing - you're only half right. More than just a list of ready-to-wear luminaries, every one of these nine companies now have home furnishings lines as well.
Today, fashion designers are increasingly dressing the bed as well as the body. What drives these arbiters of taste to make the leap from runway to room setting? Partly, the desire to bring their signature sense of style to sheets, blankets, comforters and related accessories, and partly, pure economics. Consumers are shifting their spending habits. It seems more Americans are filling their linen closets than their clothes closets. In 1994, apparel sales grew by only 4.8 percent while home furnishings sales climbed 7.1. percent, according to NPD, a market research firm.
Retail analysts tell us that as baby boomers buy homes and begin families, the "nesting" instinct takes over and the craving to create a comfortable living space takes precedence over other purchases.
"The same consumers who in former days might have bought expensive designer clothes now stay home a lot more than they used to," explains Kurt Barnard, publisher of Barnard's Retail Marketing Report. "Their priorities have changed. They no longer need as much in the way of clothing, and the kind they do buy tends to be far less costly. Proportionately, more of their income is going towards home enhancement merchandise." It makes sense then, that these image-conscious home-bodies would gravitate towards the same labels they associate with quality apparel. But how do designer domestic products differ from their anonymous counterparts? At their best, these collections aren't simply a group of practical household items intended to match the color of the bedroom carpet, but expressions of personality and mood that make a statement and reflect the individual's lifestyle.
Prints and patterns are often exclusive and mirror those found in a designer's clothing line. Distinctive details such as button closures on duvet covers, hem-stitching on sheets or piping on pillowcases may be employed. Fabrics are more densely woven and therefore smoother to the touch. Thread counts (the number of threads per square inch) generally run higher than no-name brands and sizing is usually generous.
Sometimes a designer's wardrobing philosophy is applied to interior decorating. Liz Claiborne's coordinated system of home design encourages customers to combine plaids, checks and florals in the same manner they would mix and match her colorful sportswear separates. The modern, tone-on-tone, textural look of Calvin Klein's new bed ensembles recall the subtle sophistication of one of his understated suits. Guess Home pre-launders their denim and chambray "bed clothes" so they are as worn and familiar as a favorite pair of jeans.
Because sleeping is such a sensory experience, the fibers used for all these upscale bedding lines are invariably natural, not man-made.
"I have always loved the feel of good cotton," says Michel Benasra, president and CEO of Guess Home Collection. "There is nothing in the world like it. I like simple things. I like things that are soft and washed-out, so even when it is new, it is already something that you love and enjoy." Benasra points out that most of the Guess Home line has a weathered appearance and even the product packaging is cotton, not plastic.
So, if it's true that we spend a third of our lives in bed - does it follow that we're willing to pay for the privilege? Are superior materials, fine workmanship and unique design worth a premium price?
"Unlike some indulgences, luxury linens are a smart investment because they offer years of use and great value for the money," says Peter Turner, Director, Home Fabrics for Cotton Incorporated. Turner confirms that sales of cotton bedding are on the upswing.
"The bed coverings category represents a significant portion of home textiles purchases, he says. At 27 percent of the total market, sales of all-cotton fabrications now actually exceed those of synthetic blends. All-cotton sheets are growing in popularity too. During the first quarter of 1995, 100 percent cotton sheets accounted for 23.4 percent of total unit sales, up from 22.4 percent, the year before." |
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