Introducing and Exiting a Trend

January 12, 2018

 

When is the right time to introduce a new trend to market? When is a good time to exit a trend?

Knowing the answers to these questions is vital if you are to keep ahead of the curve on trends and styles. If you know when a trend is on the rise you can shift your priorities in manufacturing and product development base. And as retailers you know where and how to invest. With qualified information, you can ensure that your product assortments are maximised and relevant to your customer base.

So how can you tell where the new trends are coming from, and where the old trends are going?

At MC&Co., we have developed a science, a system, on how to assess the relative cycle of interior and home lifestyle trends.
Our approach to the trend cycle has been developed over many years with intimate knowledge and real-world experience.

Trends exist in one of three categories;

  • E.D.E.M
  • Existing or
  • Enduring.

E.D.E.M

E.D.E.M stands for –

  • Emerging – a trend which is new and is just entering the design spectrum. An example of this is the Memphis Trend. This trend began in Italy during the 1980’s by some designers listening to Bob Dylan. It is characterised by bold colours, geometric shapes and is re-emerging today.

  • Declining – When a trend has reached beyond its peak performance and desire. Consumers are aware of it and are overexposed to it. While the sales may be slowing down and the focus is on new styles, there can still be profit to be made, if marketed and planned intelligently.

  • Evolving – this is where a trend is changing and evolving into a new style while maintaining the core values of the original style. Scandi for example, which is a derivative of ‘Lagom’ or ‘just enough’, started with a cold Nordic colour scheme. However, it is now moving towards a warmer interpretation. A more feminine, cocooning colour trend. It is more soothing which has been dubbed ‘Hygge’. A Danish word describing a feeling or moment of being alone or with friends, being cosy, or in a charming place.

  • Marrying – this is where two trends evolve into a similar style to become one style. We expect a marriage of Memphis and Deco to evolve. We call it New Memphis.

The second category for trends is;

Existing

These trends have a proven consumer appeal and commercial value. A trend in this category has almost hit its peak in popularity and are ‘safe’ trends regarding commercial appeal.

These trends are safe trends when it comes to manufacturing, and for filling retailer space. Customers are still aware of the trend, and with the right motivation, can envision these trends in their lives and their homes. Maintaining commercial trend leadership can be challenging with existing trends.

And the third category is;

Enduring

These styles have stood the test of time. You can be sure that these trends sell and remain popular while others come and go.

Enduring trends can evolve over a longer period however their core values remain. Continual production and distribution of these trends will reap rewards for your business. Competition, however, is fierce and margin may be compromised.

What do MC&Co do with this information and how does this help you? We map the position of each trend on a life cycle chart. We know where each trend is positioned through extensive global and local research of markets, producers, and consumer sentiment. We match this against commercial value and our client-consumer trend matrix.
From this we can advise you on the best time to invest in product development and when to shift the focus of your manufacturing to maintain a profit. We can help you with strategies, marketing, branding and more. Our process helps to take advantage of new styles coming to market, drive production, sales and most importantly – profit.

Could your business benefit from the MC&Co. system? Let’s continue the conversation. Contact Us and let’s start talking about the next big thing.