Top Five Trendspotting Tips

Trend spotting is fun. It makes you feel like an insider and that you feel the pulse of industry. The way we see it- More than anything, trend watching leads to profitable innovation and inspiration. We know that there has been an avalanche of innovation, trends and insight in the past 5 years. Everyone is talking trends. Yet when we ask professionals if and how they spot trends and apply them to their business they tell us they are still having a hard time getting their arms around this trend thing.
So here are some tips to help you:
TIP #1 Know why you’re tracking trends
At Vision we like the Trendwatching.com definition of trend and using Maslow’s Hierarchy of Needs to put them into context.

Trend is a manifestation of something that has unlocked or newly serviced an existing (and hardly ever changing) consumer need, desire or want.

Give it a try- apply the definition to your spottings and all those unconnected stories will all of a sudden start to make sense. But know this: trends are not predicting next year’s colors- Fashion and innovative businesses do not define a trend. Trend spotting is about observing and understanding what’s happening in the consumer arena both in the mainstream and on the fringes. Not all customers will embrace the trend- That’s why we’re so down with niches- You can’t be all things to all people.

One thing about trends - there is a common misconception that a trend applys to ALL of your cistomers. No. Remember, in life and in
trends: beauty is in the eye of the beholder. Please remember that not everything applies to
everyone, and that virtually every trend has its anti-trend.

Tip #2 Acquire a point of view
It is essential to be open- minded. Act like a specialist, but aim to be a trend generalist. Look to understand the big picture and how you and your business fit in. Most importantly, look across industries. Your competition could be anyone; so you need to keep an eye on them. Your customer’s expectations often are set outside our industry. For example, H&M making trendsetting fashion affordable certainly affects the window covering industry. Not to mention how the hotel industry continues to redefine itself. Will our industry ever get it?

Tip #3 Take advantage of the incredible amount of resources out there to help.
Here a short list to jumpstart your trendspotting.
To open the trend faucet subscribe to blog search engines like Google Reader, Bloglines and sign up for Google Alerts and Technorati Mini.
Check out sites like Ubercool.com, Design* Sponge, Business Week Design and Innovation, tr Dezeen.com, materialconnexion.com, and designspotter.com. Don’t forget to click our subscribe button for all our up-to- the- minute info.
Join a social media community. Did you know that WFCP has a Facebook group? Members are already sharing expertise, photos, support and exclusive opportunities.

Tip #4 Build a trend framework
Start your laundry list of trends by categorizing them on three levels: Macro- social, technological, environmental, economic and political; Consumer and Industry. Then put them into context. That brings us back to Maslow and looking at what unlocks that desire or need that puts the trend into context.

TIP# 5 OK, so I’m spotting trends. Now it’s time apply them to MY business
Ask yourself if the trend you’re tracking a trend has the potential to:
Influence and shape your company’s vision?
Starbucks founder Howard Schultz’s wrote this in a company memo pointing out threats and solutions based on his trend framework. Schultz acquired a point of view (Tip#2); tracked the EXPERIENCE trend (#3); and created a framework (#4) that led to applying it to his company’s vision. (#5)
“Over the past ten years, in order to achieve the growth, development, and scale necessary to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.”
Inspire you to come up with a new concept or brand?
Add a new product or service?
What about Sampling Salons for window coverings? More about this in an upcoming post.

Speak your client’s language?
If your client is already in the trend; then you better be showing her you are too through marketing, presentations, products and services.

Customers are lusting for information- why not give it to them. Look at other industries for inspiration in speaking the language. Everyone loves a story. Smart businesses are using stories and Origin as a marketing tool. Dole and Timberland have created story labels much like nutritional labels that tell who, what, when and where of the product. A website tells more about the fabrication process and origin of the products. Who will be the first to do this in our industry? Imagine story labels on your blinds and soft fashions that tell what the master artisan created it, where and how….
Now that’s what trends are all about!

One last tip- SHARE. Contribute to the collective wisdom of your peers . You will be tapping into the global brain so don't forget to give back."If you give away everything you have, you are left with nothing. This forces you to look, to be aware, to replenish."
(Paul Arden)
The perfect way to start is right here. As you spot new innovation, products or trends, please post them here at the TrendSpot. Let's build a community of trendspotters!

Some Bedroom Inspiration

I am in the midst of reevaluating, rethinking and repositioning my business( like everyone else this time of year and in this economic climate). I came across this survey and it sparked some thoughts on an opportunity that might be out there waiting for you.
Hearst Home Group publishers of House Beautiful, O At Home, and Veranda among others recently did a survey hoping to understand the American consumer’s current and future design aesthetic; document the buying process for home related products—from inspiration to purchase and quantify current decorating and renovating activity in the American home. In so doing, Hearst identified a number of marketing opportunities for savvy home furnishings pros.
Among the survey’s key findings, “Affluent consumers are in decorating mode,” says Hearst Home Group Director Jeanne Noonan Eckholdt. According to Eckholdt, the survey found that “decorating is slightly higher on their agenda than renovating. And, the master bedroom is where the action is, in more ways than one!” (In the coming year, decorating activity in the master bedroom will increase by a whopping 74 percent over last year.) “Consumers’ desire for escape from a fast-paced, crazy world has driven them back into the comfort of their master bedrooms,” Eckholdt related. “More than ever, they want to make it a sanctuary from the rest of the world. Help them accomplish this, and you’ll gain a loyal customer
The survey showed that only one in 10 (11 percent) likes their master bedroom as is. Here’s the good news-some 42 percent seek new window treatments for the master bedroom of their dreams. But don’t just think in terms of the windows.

From Hearst Home Groups's Survey 2008

The Opportunity-In general, the study found that most consumers were NOT happy with the rooms that they lived in the most. They are ripe for marketing messages that communicate how they can resolve that. You can be the person to give them an end result they are happy with. Sell yourself not PRODUCT. Secondly, the survey found that most consumers will pay more if they believe the product will last longer; so market quality and exclusivity. The survey reiterated that consumers decorate over time. Build loyalty; develop longer-term relationship incentives to keep them coming back over a longer period of time. You can also appeal to consumers’ interest in unique items by incorporating limited-edition items or limited collections.

HOW?- Consider moving into positioning yourself in the soft furnishings niche. Do the research and get yourself up to speed on bedding, accessory and soft furnishings trends and resources. Check out retailers that own the market share to see how they are marketing themselves. Look for resources -Etoffe Makara, Fleur de Lis, Austin Horn and others- the high end bedding companies that don’t have minimums for designers so with a small upfront cost in sample books you can be in the category. Or forge an alliance with a quilter or workroom willing to help you create a semi custom private label line.
Position and market yourself as a bedroom expert. Look to develop packages using the tried and true good, better, best concept of window treatments and bedding. Name them cleverly using buzzwords that are touchpoints for your consumer- Spa, Private, or Sexy, romantic… Here’s my favorite example of a bedding package.
Bedrooms by Brynne has the following packages:
"All About The Love," package for couples getting married or couples just celebrating their love.
"The Upgrade," for those who are wishing to wash that old lover right out of the bed and have recently ended a relationship and are looking for a clean start or an upgrade.

"Bedroom In A Box," which acts as a blueprint guide for clients for a flat fee delivered in a lovely box. After one consultation for measuring and assessing the clients bedroom needs and one edit consultation, the "Bedroom In A Box," is delivered which includes a presentation style floor plan and furniture plan, samples of selected fabrics for furniture and window treatments, flooring samples, specs of furniture, decor elements found locally and online, and sources for carpenters, painters, drapery makers and artisans. This is the perfect option for clients who are on a budget and wish to project manage the room themselves in a discerningly timely manner.

Let me know if this has struck a chord and if you are considering getting into this niche;already have and how you're doing it. Finally, take a minute to answer our survey about business in 2009 and then look for the results early next year.