Homeward Bound

How much can change in the blink of an eye. One year ago, I wrote that Americans were about to enter another "me" decade, similar to the 1980s. The '90s had been a "we" decade, focused on the home. We were moving into larger houses outfitted with entertainment rooms, bathroom spas, restaurant-sized kitchens, and countless other amenities that were once the reserve of the wealthy, but which became increasingly available to a huge demographic: the middle-class American family. The home furnishings and decorative accessories industries flourished.

But by the beginning of the new millennium, Americans were starting to spend more money on themselves. There was an increased demand for jewelry, apparel, and fashion accessories. Independent retailers picked up the trend quickly by offering a wider range of fashion products to cross-merchandise with their gift and decorative accessory lines.

Now, America is homeward bound again. Family, friends, and home are the focus as the country seeks safety and security. Simple values such as respect and compassion are the main concerns. For our Trends and Forecasts Report 2002, we asked manufacturers and vendors how these renewed values will translate into industry trends. Words such as "traditional" and "nesting" appeared at the top of the list of design directions manufacturers told us they were taking. Neutral colors and natural tones dominated the palette, albeit accented with bright color splashes. Texture, embellishments, and soft fabrics will be featured. And Americans will be looking for merchandise that supports family traditions, such as holiday decorations, candles, fireplace and hearth accessories, and games and entertainment products.

Interestingly, fashion accessories are no longer seen as focused on just "me." Instead, the heightened appreciation Americans have for others makes jewelry and other fashion accents the perfect gift for all sorts of occasions.

In this issue, we cover all these trends in three major articles: "Consumers in Doubt" (page 50), "Homeward Bound" (page 117), and "The Fashion Counter" (page 170).

The next cycle of major trade shows begins next month. Coast to coast, show organizers are ready for the surge of buyers. There will be a lot of new product available in a wide range of price points. It will be a time to take stock, think of ways to rejuvenate your inventory, re-invent your displays, and review the way your promote your store in your community. Even in these confusing times, there are many trends in play that the independent retailer can use as a buying guide for 2002.

It's a new day. There is no sound reason to sit out this round of shows.