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The Road Ahead
From consumer expectations to business priorities,
the industry is journeying into new territory
By Jennifer Marks
After another strong year, more change lies ahead.
Home textiles sales at retail in the first 10 months of 2021 were up 18% over their
strong showing in 2020, hitting nearly $30 billion, according to NPD Group data. Bath
led the way, up 31%, followed by kitchen and table linens (up 16%), bedding (up 14%)
and window (up 7%).
Joe Derochowski, NPD’s VP and industry advisor for the home and home improvements
industries, said consumer interest in health & wellness, comfort and entertaining
at home continue to offer opportunities in soft home.
Demographic sectors spending the most on home have been the 25- to 45-year-olds,
who are raising families, and the 55-plus group, who are either moving into retirement
or already retired. The latter consumers are particularly worth paying attention to since
they are buying smaller homes or larger homes or second homes, he said.
“For the rest of the decade, a significant number of people will be hitting that stage,”
Derochowski added. Discretionary income is likely to contract over the next two years in
the absence of additional stimulus money from the government, so the industry needs to
focus on the broader time frame between now and 2030, he advised.
Following a protracted period of robust spending, much of it online or omnichannel,
consumers have rolled with the punches as supply chain issues have made in-stocks
more uncertain. Their expectations going forward are going to be higher, according
to Sandra Duff, president of Jackman Reinvents, which specializes in customer engagement
.
“Consumers have been very forgiving of retailers. Now they’re going to be looking for
something new. They want to be enticed. They want to be wooed,” she said.
Consumers
have been very
forgiving of
retailers. Now
they’re going to
be looking for
something new.
They want to be
enticed.”
- Sandra Duff
President
Jackman Reinvents
Jackman Reinvents worked with Joann
Stores to develop- in-store spaces where
shoppers could create and collaborate with
associates or one another. The consulting
firm also worked with JCPenney as the
retailer crafted its concept testing store in
Hurst, Texas, which has experimented with
fitness classes, a selfie studio and a Pinterest
in-store style explorer.
Most retailers have a good idea of who
their shoppers are demographically. Brands
need to do a better job of understanding
their values beliefs and attitudes, Duff believes
. “Do they like to be inspired are do
they feel very confident in their choices?
Right now, attitude is very important.”
That grasp of what motivates consumers
in the ongoing pandemic era will be especially
important to bringing them back into
stores, according to Stacey Widlitz, president
, SW Retail Advisors. Between the spring 2020 shortages of household essentials
such as paper towels and hand wipes to the current stock shortages created by lags in
the supply chain, consumers have spent nearly two years with a degree of uncertainty
JANUARY/FEBRUARY 2022 / HOMETEXTILESTODAY.COM
13
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