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European Contemporary – A Classic, Enduring Trend Which Always Sells


As marketers, we are always searching for the new idea, the new trend, the new concept to bring to market that will inspire our customers to buy. New is great however, our experience is that sometimes we can become too obsessed with the new and forget about the “gold in the old” or the benefit of balancing a product offer with trends that are enduring. The classic, enduring European Contemporary is a trend we feel is worthwhile to consider as an example.

When we say it has a classic style we don’t mean it is traditional. We mean it is less fussy in shape. This style has clean lines, it is very easy upon the eye. It is minimalistic in design, which allows the style to fit in any room within the home. The simplicity of the design demands excellent proportions and high quality finishes.

European Contemporary Trend

From a design point of view, the European Contemporary style has intriguing textures, and what we would call ‘considered proportions’. Where some styles can feel like they fit a colour scheme or a template by just being the right colour or shape, the European Contemporary style is designed with thought and patience. The materials used are chosen as an expression of simple function with enduring form.

This style represents what we call masculine in nature and is also sensitive. It is not however, necessarily designed with men in mind. The style is strong. Bold shapes mostly, but not always reflecting rectangular form and cubist sensitivity. Imagine to yourself a classic male figure, the chiselled jaw, the triangular look of the chest to the waistline. Great on the eye, don’t you think?

This style is also mature in nature. Again, we don’t mean it is purely for those of the older generation. We mean that this style lingers longer on the eye. Allowing the observer time to admire the style. The colours can be subtle, more monochrome, less flashy and bright upon the eye and more highly saturated colours can be used in accent. It is a sophisticated expression of quality.

Being contemporary, this style can adapt with change. The essence of this style remains, but subtle changes for a more trend associated theme can still be reflected within an overall product assortment.

This makes European Contemporary an enduring style in our Trend Wheel. It evolves slowly over time. It is not a style which appears on the scene suddenly, maintains for a season or two and then retreats for the next big thing. European Contemporary stays the course, is adaptable to colour and shape changes, but evolves slowly.

For brands who have a corresponding consumer profile, this enduring style can produce lasting and consistent sales results. Our research has shown that this style has and can achieve higher price point than other trends. With it’ minimalist aesthetic, accessorising is less. This reinforces that sense of mature sensitivity, giving it a feeling of elite, of luxury. The consumers who love this style are willing to spend well to have it.

European Contemporary – minimalist, luxurious aesthetic

At MC&Co. we guide you on how to select a style and trend to suit your business model and your consumer profile. We help with product development and sales development to grow your business, and a whole lot more.

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