HOME IS WHERE THE HEART IS
THE PANDEMIC SHOPPING TREND THAT’S HERE TO STAY
REPORT
Covid-19 has resulted in consumers spending more time at home than ever before, and as a result, the apparel industry has suffered a heavy financial blow. However, fashion’s loss has been homeware’s gain. With increased home time, people have been spending on their environment to create a space that reflects their personality and style. According to Statista, in the UK alone, online sales of home improvement and gardening products grew by almost 50% YOY in March 2020.
It seems the luxury fashion consumer has mirrored the same habits; at MATCHESFASHION, Senior Buyer Chelsea Power reported that sales in their home category had doubled year-on-year since April 2020. As a result of this shift, many fashion labels have diversified to include home items to capture increased spend in the homeware category. Design icon Henry Holland turned his lockdown ceramics hobby into a lucrative business model, launching an exclusive capsule collection with Liberty London. Meanwhile, designers such as Simon Miller, Bernadette and Dior Maison have entered the market with offerings such as tableware, soft furnishings, ceramics and decorative items. The high street is also reacting, with Mango launching its first homeware collection in Spring 2021, following in the successful footsteps of Zara Home.
While the step into homewares may seem to be a natural transition for fashion labels, often assistance is required from licensing partnerships and outside consultants to make the shift as seamless and well executed as possible. Current fashion brands looking to take the plunge into homeware should think about focusing on items in which their brand identity is easily translated. Novelty items and pieces that are talking points are excellent choices, as we can expect consumers to be throwing more gatherings at home and outside.
As people begin to gather socially again, “Tablescaping” and “Mantlescaping” have emerged as trends – and words – in their own right. Defined as the act of decorating dinner tables and mantles in an aesthetically pleasing and fashionable way, these trends allow the consumer to create an Instagrammable moment that can also be shared in real life with friends or family. At the time of publication, the hashtag “tablescapes” boasts over half a million images. In October 2020, The Guardian reported that “Napkins are the new fashion”, reflected at Selfridges, where sales of table linens doubled in that month alone.
As life begins to get back to normal, fashion retailers mustn’t ignore the fact that consumers have adapted and developed a new love for their home. Retailers and brands should continue to offer high-quality, fashion-focused homeware that complements their apparel line and appeals to their customers’ at-home habits.