17.1 innovation Emotional Retailing - The Inspired Home Show
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17.1
innovation design trends inspiration
Emotional gia Product Pantone Home & Create and
Retailing Design Awards Interiors 2018 Captivate on
Social Media
Letter from the Editors
Industry of Emotions
In the home and housewares was the joy and excitement – and about emotion. There are two
industry, ”business” and ”emotion” well-deserved pride that you could articles featuring the gia Expert
are not strangers. “We love this see and feel. You can learn more judge Wolfgang Gruschwitz on
business,” says Richard Joseph of about this year’s gia award- emotive retailing, as well as articles
Joseph Joseph, in an interview for winning products and retailers in providing insight and advice on
this magazine. “Happiness is the pages of this magazine. creating and managing emotions
coming up with a new idea, in online and social media
At the Show, thousands of new
taking a risk in development and communications.
products are introduced, many
then having a customer love the
from product suppliers and We wish you inspiring moments
end product.”
brands that are not yet household with this “emotions” issue of Home
For retailers, there is inspiration with names or available in foreign + Housewares Inspiration! For
new products and creative displays markets. This is highlighted in the additional inspiration, be sure
– the sense of discovery and then comments we receive from to check the gia blog:
the excitement of introducing international retailers and buyers blog.housewares.org/category/
something new to customers. visiting the Show – inspiring, show/gia-retail-awards
innovative, exciting being the key and IHA’s consumer website:
And, the most important of all, the
words repeated. Again, emotion. www.TheInspiredHome.com –
key to success in our business: the
happy emotions guaranteed! ■
creation of experiences and Emotion is the key theme also for
emotions in order to make our this issue of the Home +
products and retail stores, whether Housewares Inspiration. Martin M.
brick-and-mortar or online, attractive Pegler and Terri Winter embrace
and engaging to consumers. emotion in their columns – and of
course, home and housewares
During the 2017 International
color and design trends are all
Home + Housewares Show, the
emotional highlight was once
again the IHA Global Innovation
Awards (gia) dinner, where
Derek Miller
product suppliers and retailers Vice President, Global Marketing
from around the world were International Housewares Association
honored and awarded for their
innovation and excellence. There
Piritta Törrö
International Marketing
International Housewares Association
2
Table of Contents
innovation
Martin M. Pegler on Retail Innovations ..........................................4
gia – Honoring Global Retail Excellence ........................................6
Introducing the 2017 gia Global Honorees......................................7
gia Expert tips – Show to Sell: Cross Merchandising......................12
Emotional Retailing ....................................................................14
design
Terri Winter on Design ................................................................20
Elevated Design: Design Highlights from the 2017 gia
Product Design Awards ............................................................22
From the World of Design and Fashion –
Antony and Richard Joseph......................................................24
Discovering Design: Nambé..........................................................27
trends
PANTONE®VIEW home + interiors 2018 ........................................29
Top Trends 2017 - Consumer Trends by Tom Mirabile ....................32
Housewares Industry Trends by Trend Bible....................................36
inspiration
Inspiring the Industry – Evan Dash................................................38
Emotion in Online Retailing ........................................................41
Making a Mark: Create & Captivate on Social Media ....................44
Contributing Editor
Michelle Hespe is a publisher and editor with 21 years experience
in the publishing industry, across Australia, the US, Europe and Asia.
Michelle has a solid grounding in news and journalism, has written
a book on industrial design, and has a passion for creating moving
content across all media platforms. She is a regular travel presenter
on Sky TV and is working on her first novel while managing a suite
of print and digital magazines in Australia.
Michelle Hespe
3
s m ile
Put A Martin M. Pegler is an author,
editor, educator and lecturer, and
has been a professor at the
Fashion Institute of Technology in
NY for over 30 years. He has
worked with the IHA Global
Innovation Awards (gia) from the
beginning of the gia program in
W
2000, as an Expert Juror, and
in your Display since 2016 as an honorary
member of the gia Expert Jury.
by Martin M. Pegler
hat is a smile? Is it the bloody war we were encouraged memories.
enigmatic look on the with “SMILE will go a long, long You are in
face of the Mona Lisa way.” With the big depression after your shop
that is called the Da Vinci smile? the crash of 1929, we were waiting for a
OR, is it that sudden expression of implored to “SMILE, Darn Ya, SMILE” “live one” to
relief or pleasure or satisfaction and then to “put on a happy enter. The off
that turns a dark, frowning visage weather has
face”, a decade or two after WWll.
into a sunny, glowing face that affected you,
SO, why are musicians, artists and
exudes a sense of hope?? There your bones
especially retailers all concerned
have been hundreds of songs ache, your feet feel bulbous, and
about the shoppers facial
you would like nothing more than
written about SMILES, from the sad expression upon entering a shop?
to get back into your bed and pull
but lovely one by Charlie Chaplin, What has a SMILE to do with
the blanket over your head and
“when your heart is breaking,” to making a sale? EVERYTHING!! block out the Monday Blahs. To
the ones that saw us through
break this unhappy reverie, your
World War 1, “let a smile be your Imagine it is a dreary, gray
front door opens and a shopper
umbrella,” or “pack up your Monday morning and all the
enters. The shopper is SMILING.
troubles in your old kit bag and wonders, warmth and sunshine of
Something has just happened to
SMILE, SMILE, SMILE.” After that the past glorious Sunday are now
amuse her—tickle her fancy— your attitude toward your clientele musical notes to keep in touch with
brighten her day, and now she and what your brand stands for. your shoppers. Suggest the values
brings that sunshine and smiling Some storekeepers keep a you are offering through the
happiness as a greeting to you. running conversation with their captions that are song titles.
You respond. No more achy bones clientele through message cards Make “September Song” a joyous
or swollen feet, no more thoughts that appear in their up-front fall presentation; “Easter Parade”
of bed and comforting blanket, no windows as well as on the shelves the display of pretty pastels or
more gray skies and stormy and tabletops inside the store. If bunny and egg inspired products;
weather. You respond with a bright anything—keep your “message” “In the Good Old Summertime” a
SMILE. One smile deserves another light, bright, sunny and brief—like showcase for picnic or outdoor
and suddenly “everything is the funny, hand-made “memos” living products; “White Christmas”
coming up roses and lollypops left throughout the Lords store in for an all white product
and sunshine” for everyone. What London or those scripted by the presentation. I think you get the
made the shopper SMILE just idea, and I am sure that whatever
before entering? your country or language or
music is—you can do it!
Was it the charming vignette
that showed the featured Put an end to Monday Blahs that
products “humanized” with copy can extend throughout the week
balloons floating over them with and dull and gray windows that
clever copy? Was it the serve only as mirrors to show off
juxtaposing of the newest with glum expressions. There are so
the oldest or the placement of many different and wonderful
an “antique” amidst digital and inexpensive and adaptable
wonders? Maybe just a simple forms of lighting to use in your
and deliberate misspelling of a windows that will bathe them in
word that caused the smile—or eternal sunshine to start with
any small gesture that turned that almost anything you do—
things awry or upside down and except overload the window with
owners of K’OOK! in the
thus got her attention or piqued merchandise—will start the SMILE
Netherlands! BUT, always light,
her interest—and then in process. So think fun—think bright
succinct and with a SMILE!
recognition that she was being and happy thoughts—think of
‘played’ made her smile. Put a SMILE into your presentation— what you feel and how you feel
one that may become infectious and how you want your shoppers
The lesson to be learned is
and come back to cheer you up to feel—and go for it. Remember
that your front windows are
as well. Surprise them—maybe this one— “When You’re SMILING,
more than storage spaces to
even shock them! Be unique and The Whole World SMILES With You.”
show off new and featured
occasionally unusual. Who says And they SHOP where they
products, they’re also
you can’t smile and hum a happy are happy. ■
message centers. It is here—
tune at the same time? Use
with your displays—that you
announce who you are—
who you are hoping to sell to
and what sort of things you
think they would like to have.
It is here that you show, by
example, your taste level,
innovation • design • trends • inspiration 5
Every March in Chicago, the
IHA Global Innovation Awards
(gia) are hosted by the
International Housewares
Association.The gia awards,
“the Oscars® of the housewares
industry”, bring together the
world’s most innovative
retailers, all having been voted
as the best in their country.
T
he IHA Global Innovation
Awards program was
created to celebrate
2016-2017 national gia winners:
excellence and innovation in
home and housewares retailing COUNTRY STORE NAME
on an international level. Since Argentina Jumbo
the launch of gia in 2000, there Australia LUC. Design
Brazil Doural Home &
Design
have been over 370 gia retail
Canada The Gourmet
award winners, from 45 countries
on six continents. Warehouse
China Tayohya Corporation
A jury consisting of retail
Colombia FÜN FÁBRICAS
experts and housewares UNIDAS
trade publication editors from Denmark Skagerak Denmark
around the world decide on the
Eastern Europe Potten & Pannen –
Staněk, Czech
gia Global Honorees after looking
at all aspects of the participating Republic
stores, including visual France Culinarion
merchandising, marketing, Germany One Kitchen
branding, staff training and Greece Parousiasi
India The Home Sukh,
Ishanya
other innovative offerings.
Ireland Stakelums
We warmly congratulate the gia Italy Stile Event-Store
Japan The Loft Co., Ltd
national winners. For more information
Middle East Homes R US,
on the IHA Global Innovation Award
program and to find short introductions United Arab Emirates
Netherlands Kooklust 121
and images of all 28 gia winners of
2016-2017, visit www.housewares.org/
show/gia-retail New Zealand Green with Envy
Philippines Rustan's Department
Store
Poland Dajar
Portugal KROST
Russia Boutique Meissen
Watch a quick
Spain Culinarium
gia video at
Turkey Bernardo
www.youtube.com/
watch?v=nstWtqa6yJc
UK Borough Kitchen
Uruguay Amo Cocinar
USA Toque Blanche
USA – Internet/ Amazon.com
Catalogue
Introducing: the gia Stars of 2016-2017
by Michelle Hespe
A
t the 2017 IHA Global Innovation Awards from the Philippines and Borough Kitchen from
(gia), 28 outstanding home and housewares the United Kingdom.
retailers nominated from 27 countries
The Martin M. Pegler Award for Excellence in Visual
competed to be recognized as one of the top
Merchandising was presented to LUC. Design from
retailers in the world. This year, the five outstanding
Australia, and Amazon.com of the USA won the
stores declared gia Global Honorees were Potten &
gia Digital Commerce Award for Excellence in
Pannen – Staněk from the Czech Republic, Loft from
Online Retailing. ■
Japan, Green with Envy from New Zealand, Rustan’s
Meet the five Global Honorees.
Czech Republic
Potten & Pannen – Staněk opened its doors the expert jury commented, also noting that
25 years ago in the beautiful city of Prague. the team seamlessly merge their website with
Back then, the co-founders had no idea that the philosophy behind the brick-and-more
it would soon become synonymous with the store. “There is some truly inspiring content
best quality service available online, bringing the entire
and kitchenware experience to life for the customer,” another
inspiration in judge said. ■
the region.
To learn more about Potten & Pannen –
Customers flock to Staněk, visit www.pottenpannen.cz, or
the Potten & read the Potten & Pannen blog at
Pannen – Stane ěk KitchenAid Concept Store & blog.housewares.org/category/show/
Gourmet Academy for a range of exciting gia-retail-awards
culinary classes catering to all levels and
interests, presentations and lessons by
famous chefs, the sharing of recipes
and cooking tips, and of course,
products for their kitchens. This unique
retail store (it’s the only KitchenAid
concept store in the world) continually
pushes the limits of innovation,
embracing technology and social
media to spread the word and
heighten customer experiences.
What makes the atmosphere so
inviting is that Pavel Staněk, the co-
founder and President of Potten &
Pannen – Staněk, alongside his staff
and customers, all share a passion for
cooking, dining and art, so the stylish
space is gallery-like in its presentation,
and it always smells inviting. “Pavel and his
staff do an exceptional job of entertaining
customers at in-store events, including culinary
classes and product training,” one judge on
innovation • design • trends • inspiration 7
2017 gia Global Honorees continued
Japan
Not every retailer can successfully
transition from being a single store to a
chain, but Loft — a Japanese retailer
celebrating 30 years of business in the with the highly renowned MIKAN
same year it became a gia Global architectural firm to create innovatively
Honoree — has achieved just themed spaces that take customers on
that. It is now operating 110 a journey through many inspiring,
stores, including four franchise meticulously curated product zones,
stores outside of Japan, and such as floors organized around themes
it’s on track to meet its goal of of “Renovation” or “Cook and Dine.”
achieving net sales from the
Mr. Satoru Iimura, executive director of
directly managed stores of
Loft, believes one element that has led
100 billion yen.
to Loft’s ongoing success is that he and
Loft’s grounding philosophy is his staff act upon the changing tastes of
to be a “container of the times” their consumers. “Being market-oriented,
— a retailer that remains in we don’t force the logic of our
touch with the times and the manufacturers or suppliers on to our
changing tastes of its consumers. Instead, we collect and
customers. With this in mind, select merchandise with consumers’
Loft recently renovated its logic in mind, and operate our business
flagship stores, collaborating on behalf of those consumers,” says
Iimura with pride.
Embracing technology and social
media while remaining in touch with
good old-fashioned values and
customer service are other things that
Iimura and his staff are incredibly
passionate about.
The gia jury decided that Loft is “a store
that invites people to explore and try
new things. The great floorplans and
use of space, with beautiful lighting,
add a sense of theater and
entertainment, which draws customers
back again, and again.”■
To learn more about Loft, visit
www.loft.co.jp, or read the Loft blog
at blog.housewares.org/category/
show/gia-retail-awards.
8 innovation • design • trends • inspiration
“The charming, character-filled store
exemplifies its relaxed, unique style,
and the brand exudes a sense of
discovery in its highly-curated product
offering,” the judges said.
New Zealand The gia jury loved Green with Envy’s
innovative events and activities, such
as the “Take a photo with Santa”
campaign, and noted that the team
Traditionally, most retailers have are “very good creating social media loops
started out as a brick-and-mortar based on these innovative activities in-store.”
store and then created an online
Green with Envy prides itself on supporting
store to complement their physical
the local community and raising money for
operations.
charities in need. They also enjoy working
Green with Envy, from the beautiful with local artisans to design and create 100
seaside Matakana region of New percent New Zealand made, unique
Zealand, is in the new brigade of products. For instance, beautiful recycled
operators who first tested the timber bedheads with copper nails were
waters as an online retailer and designed by Green with Envy, and are made
then moved on to adapting its by a local carpenter who custom-makes
successful concept into a brick- them to order. This is just one example of
and-mortar store. The gia judges how the brand connects with the consumer,
found that by creating a physical offering them an unforgettable, warm
store — housed in an old fruit barn experience and the feeling of belonging to
with a jasmine-scented courtyard something really special. ■
café built in and around an old
To learn more about Green with Envy,
potter’s shed — the brand was
visit www.greenwithenvy.co.nz, or read
bestowed with even more character,
the Green with Envy blog at
becoming a place that consumers
blog.housewares.org/category/
truly wanted to visit.
show/gia-retail-awards.
innovation • design • trends • inspiration 9
2017 gia Global Honorees continued
From a business that started out in 1952
Philippines in a husband and wife’s living room,
Rustan’s has grown to be the luxury
department store chain in the Philippines.
A two-time gia winner, Rustan’s still sets the
benchmark of excellent customer service,
retail sophistication and luxury in the
Philippines, and it aims to raise that bar in Asia. The judges commented that Rustan’s is
a “very sophisticated retailer with a great
Beneath the big success story, there is a
sense of hospitality. The outstanding visual
simple vision that unites Rustan’s employees:
merchandising is strengthened with themes
“We will be the finest and most trusted
and a great variation of displays.”
destination in Asia for awe-inspiring customer
experience. Working with our partners, we will The jury also commended the store on its
deliver innovative experiences with premium use of greenery. “The green walls, plants
brands, exceptional people and inspirational and flowers used in displays create a sense
stores,” says the president of Rustan’s. of nature and an atmosphere that appeals
to senses,” they said. “It is a place that lures
Rustan’s prides itself on following a set of
consumers in and gives them an exceptional
strategic pillars, including Respect, Unity,
experience. It’s also very grounding, just like
Sincerity, Accountability and Nurturing. And to
the company’s pillars.” ■
keep ahead of the pack and to always remain
innovative, Rustan’s encourages its staff to go To learn more about Rustan’s, visit
beyond the norm, as the original founders did. www.rustans.com.ph or read the
Thus, the last of the pillars is “Trailblazing”: Rustan’s blog at
“Challenge the impossible, and have the blog.housewares.org/category/show/
conviction to succeed beyond expectations.” gia-retail-awards .
10 innovation • design • trends • inspirationUnited Kingdom
Borough Kitchen was born in 2013 out of
two friends’ shared passion for cooking
for friends. The concept opened and im-
mediately flourished in one of the world’s
most exciting foodie markets — London’s
Borough Market next to London Bridge. In an
exciting space with five-meter high glass
walls that let the world outside in, the foodie-
focused co-founders present the highest
quality kitchenwares possible based on
what they love using in their own kitchens.
The heavily edited range evolves
continuously through intense new product
searches and rigorous trialing based on
function, quality and durability – not
aesthetic. “There’s not a lot of color in our
stores because it’s about how things work, not offline stores, and loved the fact that all staff
what color they are,” the owners Justin Kowbel members are extremely passionate foodies who
and David Caldana say. love what they do. They also loved that potential
staff members must include a recipe in their
Just as they concentrate on their community, Justin
applications. “This is one of many elements that
and David also know how important staff is to the
makes the service at Kitchen Borough so
success of their business.“We hire only the best
authentic and inspiring,” one judge said. ■
people who are passionate about cooking and
are excellent communicators,” says Justin.“They To learn more about Borough Kitchen,
are integral to holding our community together.” visit www.boroughkitchen.com, or read the
Borough Kitchen blog at blog.housewares.org/
The gia jury thought that Borough Kitchen has
category/show/gia-retail-awards .
been very successful in combining its online and
innovation • design • trends • inspiration 11SHOW TO SELL:
Cross Merchandising
by Martin M. Pegler
V
isual Merchandising is really a very simple price: all items under $19.99 or under $35, etc.? Do
concept to understand. “Visual” refers to sight you show or cluster them by where they may be
and “showing” while “Merchandising” is about used—by “end use”—bedroom/bathroom/kitchen/
“selling”. WE – people who believe in and are teenagers room? The answer may depend upon your
practitioners of VM – think that it is very important to product offer, your space, your store BRAND, your
show your products in a way that makes the shopping competition. Personally, whenever and wherever
process simple, easy and convenient for the shoppers. possible, I would opt for or recommend the “end use”
It is important that the products are shown at their approach because it is the best and most convenient
best – in the best possible way – so that the shopper
can find or locate them in the store, look/study/ “Two different stores, using very
compare the product, make a selection, and then
different approaches, are successfully
purchase the
desired product. SHOWING TO SELL by presenting
THAT is basically their products by ‘end use.’”
what VM is all
about! and customer-comfortable way to shop and can also
include any of the other ways of showing
How you SHOW
merchandise listed above. Also, it is the most assured
can affect how
way to get “add-on” sales. By showing the “go-with”
you SELL. How you
products that compliment and complement the
arrange your
product, it makes purchasing these items simpler as
product offer...
well. I will explain.
which product is
featured, which However (or BUT), there are different ways to show
are adjacent to it, “end use” in a store. How you use it will depend upon
where it is located YOUR BRAND, YOUR LOCATION, YOUR CLIENTELE, YOUR
and what signage PRODUCT OFFER, and whatever it is that makes YOU—
or information is YOU-NIQUE! So, now it is time for SHOW & TELL, and we
provided...all will explain by showing how two different stores, using
make a difference. very different approaches, are successfully SHOWING
Do you arrange by TO SELL by presenting their products by “end use.” One
color? All blue store is located in a centuries-old converted barn in a
items clustered remote part of Finland, while the other is in a new,
together – all the contemporary mall in a major city in Turkey. Both are
red items in a previous gia winners.
group – no matter
Loviisan Aitta in Rusko, Finland is the dream-come-true
where or what
of the artist Helena Aho and her architect husband.
they are used for?
Together they have created an exciting retail space
Or, do you
filled with areas or “rooms” loaded with interesting and
arrange by
unique textures, architectural features and strange
brand? Or by
12 innovation • design • trends • inspirationnooks and crannies. The mer- offer in end-use settings, but with a
chandise seems to have been difference. She has no real
“tossed” together in a very casual architectural features or details to
manner that says to an adven- work with, just a long, narrow
turous shopper, “Come in and see space with lots of open back
if this will be your lucky day.” It is windows. The floor is set up with
like going on a “treasure hunt” recessed areas that are
where you are guaranteed to be a introduced by a graphic and sign
winner. On the bed, strewn with as to what might be found inside.
color-coordinated items and Some of the end-use areas that
surrounded by all sorts of possible feature the Karaca line of fabrics
“go with” things and rehabbed and bed linens and go-with
furniture that serve as fixtures but products include: Baby, Teenagers,
are also for sale...a special Country, Traditional, Bath, Basic
product is “hidden” for the daring and Modern.
shopper. This is a very special
What makes Ms. Demirtepe’s
shopping experience that will
presentation different is it is neat,
satisfy shoppers willing to venture
orderly, and carefully planned so
way out into the country—making
that the shopper can see the
an excursion into the past to find
details as well as the overall effect.
products for the future. Though it
Great care is taken to show off the
might seem confusing or too
pattern, color and design of the clearly visible, easy to pick up and
haphazard a presentation for
bed linens, the duvets, pillows and load into the shopping cart. And
some, for others it is great fun and
such. Sometimes, in a linen chest this type of end-use form of VM
a great way to “discover” things.
at the foot of the beautifully has another great advantage to
As Helena Aho said, “From the very
made-up bed, there will be a the retailer. Since some of the “go-
beginning, our brand was based
lovely color/pattern coordinated with” items will or can go with
on a very romantic and mystic
display of bath towels. On the other major products, the retailer
style. We are very well known for
back wall of the niche or area are can show the same item in several
our uniqueness, and that is what
shelves neatly lined with a different places in the store thus
we owe our success to.”
carefully edited selection of increasing the item’s visibility and
Ayşe Demirtepe, the VM director bedroom accessories that will opportunity for add-on sales.
for the Karaca Home store located enhance the ambiance of the
in the new, up-scaled mall in room and complement the Which, IF either, is right for you?
Istanbul, also shows her product selected color/pattern of the Maybe one or the other or neither
linens. Though or some mixture of the two. Your
this shopping VM depends on YOUR BRAND,
experience may YOUR PRODUCT OFFER, YOUR
not have “the LOCATION, YOUR CLIENTELE and
thrill of discovery,” who or where is YOUR
it makes up for it COMPETITION. Whatever your
with selection decision, make it YOURS and
and time saved. remember that YOU are a major
The options are part of YOU-NIQUE. ■
innovation • design • trends • inspiration 13EMOTIVE
RETAILING
Retail is not just about
selling things—it’s about
emotionally engaging
potential customers,
by Michelle Hespe
bringing them into your story
and helping to make their
T
he point of sale is, of course,
the aim of a retailer. However,
just as the journey is often dreams come true, explains
more important and fulfilling than retail expert and gia judge,
the destination, the selling of a
product is the part of the process Wolfgang Gruschwitz.
where emotion is the strongest,
believes retail expert Wolfgang
Gruschwitz. “After all, 90 percent of
all products are bought
bring more people into our store?’”
spontaneously rather than
Wolfgang says, going on to explain
purchased after planning, so there
that the problem often lies in one
has to be a lot of emotion involved
commonality: their lack of focus on
before the point of sale is reached,”
inspiring potential customers. “The
he says.
non-verbal facet of communication
Wolfgang has been working in the retail industry for is the key to how a customer feels and what
over three decades—collaborating with big brands motivations lie in that customer’s brain. This ‘brain
such as Burberry and Zara. He works across many script’—in other words, what the person is thinking
varied aspects of retail, but with a focus on inno- —is the emotional touch point.”
vation, in architecture, design, branding, marketing
Wolfgang believes that the evolution occurring
and how they all come together to create an
now in retail—it could actually be seen as a
emotional, engaging retail space.
revolution—is that people are going back to
“We are always asked by retailers all over the world, craving more basic human contact and are
‘what can we do to increase sales?’ ‘How can we looking for emotional experiences.
EDEKA Ernst, Garching near Munich
14 innovation • design • trends • inspirationJaguar Land Rover Deutschland GmbH
“It is an evolution from the ‘touch-
pad’ (iPads, phones, computers) to
the ‘touch point’ (physically
touching and reaching a
consumer emotionally),” he
explains.“It’s a journey from ‘re-
tailing’ to ‘emo-tailing,’ because the
selling of products in the modern
world is no longer the core of a
retail business. The consumer is
becoming a pro–sumer (someone
loaded with knowledge from the
internet) and the retailer is now the
motivator, the entertainer of
consumers in a store.”
It’s this entertainment, offering the
consumer an experience within a
store, that will make them come
back and hopefully create the
loyalty that retailers need from a
customer to make their business
a success.
The enormous amount of
knowledge that consumers now
often have when they enter a store
has changed the game of
retailing. People are more informed
an emotional highlight
these days because product
for the client, and that
information is available and free in
feeling of learning
the “cloud” all over the world.
something, of gaining
“This is where there are new something, is
emotional points for the retailer to connected to the
discover,” Wolfgang says. “We have emotions—the brain
to create more services out of and of the client. That’s
around that product line, and this emotive retailing.”
can also cost money, but why
Wolfgang is talking
not? For example, take cooking
about neuro-market-
classes that people pay for. The
ing. Which is, in
expertise on how to use a pan
essence, what
correctly to gain more efficiency
marketing is—it’s
and better results is what they
about sending out
might actually be after. It could be
Middle and bottom Tegernsee Arkaden GmbH
innovation • design • trends • inspiration 15EMOTIVE RETAILING continued
a message that connects with the way someone into these emotions—these thoughts and dreams—
thinks and feels. And now with social media and, in and suggest a waterproofing spray to the customer
particular, things such as YouTube playing such a to protect the shoes. Emotionally, the customer might
major role in business and life in general, education is already be attached to those shoes, and so want
now often combined with entertainment (edu- them to last.
tainment).“The integration of edu-tainment in the
“Just by touching those shoes and picturing himself
selling process can result in a retailer having
in them, in the forest, has meant that there is an
emotional leadership,” he says.
emotional connection created,” Wolfgang says. “That
And although the selling is the crucial part of the is human behavior. If we hold something in our hands,
process, Wolfgang stresses that retailers also need to we are picturing it as ours already.”
offer emotion at the point of sale, or they will miss a
Combining one retail store, fashion for example, with
great opportunity to set themselves apart from what
another type of place, such as a café, is another form
a customer can gain on the internet.“In a brick and
of emotional retailing. The retailer has created a nice
mortar store, there can be eye contact, a smile from
space for the customer to be in, so emotionally they
the person who stands next to us. There are multi-
are relaxed, enjoying the space with a coffee and
sensual aspects directly affecting the environment
they might see a dress and imagine themselves
where a person is buying, so to retain their interest
wearing it. It is the same approach with wine and
and gain their loyalty, emotion needs to play a big
food bars in a homewares store. It’s the creation of a
role in the process,” he explains.
hospitable environment that helps the retailer to sell
To illustrate his point, an example of emotional more products.
retailing can be the simple sale of a pair of shoes.
“It’s not only brick and mortar stores that are taking
Imagine a potential buyer is looking at a pair of
a more emotional approach to retailing,” says
hiking shoes at a store such as Patagaonia. He
Wolfgang. “Online stores also need to become more
imagines himself walking through the forest, over
dynamic, and have more emotional touch points to
rocky outcrops and fallen branches, perhaps in the
remain relevant. They need to be thinking of social
rain. If the retailer is being innovative, they would tap
events, pop-up stores and new marketing channels.”
Weber-Stephen Deutschland GmbH, Ingelheim
16 innovation • design • trends • inspirationTHE EMOTIONAL
RETAIL GAME
by Michelle Hespe
He uses Amazon as an example.
Last year the company bought a
40,000 square meter old
M
ost people enjoy
warehouse style space in lingering in nice There are many
London, and created an surroundings that give convoluted
enormous photo shoot and them fresh inspiration. However,
dimensions when
casting studio. There were focusing on only this element of
catwalk shows around the clock, emotional retailing is not going to
it comes to creating
with dresses on models, aspiring lead to ongoing success. a special retail
models and normal people. It Besides a location’s comfort, experience, and
was about bringing things understanding a potential
while Wolfgang
Amazon sold online into an customer’s lifestyle is crucial to
exciting, dynamic environment modern retailing, and it is the crux
Gruschwitz believes
that would stimulate emotions of omni-channel retailing. that the emotional
and thus encourage sales. Because, if you don’t understand dimension is the
the way your customers live, you
So, whether you want to see it as key to enticing a
might not be using the right
an evolution, or the return of some
channels to reach and engage
consumer into
good old-fashioned values and
them. And you might not be telling purchasing products,
approaches, retail is going
a story that appeals to them. today it’s also about
through another big change that
has been largely caused by the In a recent talk at EuroShop, the understanding a
online world. international retail fair in customer’s lifestyle
“As I have said, the retailer needs
Düsseldorf, Wolfgang addressed a choices in order to
new way of retailing with his talk
to become an entertainer, and create a strong story
on #PerfectStore. What is a
the store has to provide not only
#PerfectStore you ask? Thanks to
for your brand, and
goods per square meter but also
mom-and-pop brick-and-mortar a #PerfectStore.
emotions per square meter,”
stores, we know that perfect is not
Wolfgang says. “Excite your
about one thing, such as style, the
customers, speak to their positive retail journey. “The secret to
type of products stocked or the
emotions and you will be the hero successful retailing lies within
price of products.“Perfect” is a
in their story because you will sell potential clients’ minds,”
subjective notion because to
them something that is in their Wolfgang says. “It’s about their
achieve it in retailing, you need to
dreams and something that they ideas and emotions, and so more
respond to the specific needs of
are emotionally attached to. As a than ever, storytelling in retail is
your potential customers by
retailer, with your skill, talent, essential.” And as a retailer today,
paying attention to their local
experience and knowledge, you you need to create an authentic
environment and the life they lead.
are the master of the emotional story across a range of channels:
What do they like and what do
touch-points in your store. Use on your website, in your physical
they want? That’s what a retailer
them well, and you will sell.” ■ store, across your social media
always needs to be thinking.
and your marketing. “And while
To learn more about Wolfgang doing this, be careful never to
Gruschwitz and the projects of Great retailing is about creating
Gruschwitz GmbH, visit and orchestrating a customer’s lose sight of the clients’ point of
www.gruschwitz.de.
innovation • design • trends • inspiration 17THE EMOTIONAL RETAIL GAME continued
view because you are appealing targets. They need to grab their somewhere a little bit cheaper.
to their emotions to sell your potential customers’ attention. And it’s not just about the
products,” he adds. “Your shop still They are in a perfect location, but products – it’s about how they are
won’t be perfect, but you will they still need to sell their wares marketed. It’s about how
have created interest emotionally
and attracted your
target group to come
“To emotionally attract a customer, attached a person
becomes to the
inside or go online you need to understand their way that a
and discover your product is sold.
store. You are inviting lifestyle and what makes them tick.”
Again, it all
them to like your
comes back to
brand, your story.” and understand what their target
how you tell a story. You need to
market wants. The #PerfectStore
Here is a simple analogy to show convey a comprehensive overall
needs to attract a buyer’s
that nothing has changed when impression that is consistent
it comes to attracting customers. attention. It’s not all about price online, in your store, across
Picture the floating markets in the anymore, as thanks to the social channels and everywhere
Mekong Delta or a sausage sizzle saturation of products available else. “Too much uniformity,
stand at a stadium during a online and the ease at which we however, quickly seems old-
soccer game. The people selling can find and research products, fashioned and boring to people
products have to focus on their everything can usually be found thinking in a new way. So
18 innovation • design • trends • inspirationinstead, focus on the evolution
of a story. Take your customers
on a journey by making them
love your story. And remember,
the more authentic your story is,
the more successful your
concept will be,” Wolfgang says.
Creating #PerfectStore is not a
one-model-fits-all formula, but
there are some things to keep in
mind. Visiting a local, physical
shop is still attractive to and digitalize them. Then you understand their lifestyle and
customers, because they might need to put the pieces back what makes them tick. Once you
love the atmosphere of the store together in a new way. This do, you can begin to tell a story
and it might give them new ideas, process is called disruption. It’s all that will lure them in and connect
inspiration and even a sense of about setting up your tower, them with your brand. Once they
belonging to a community. In the engaging in some segmentation are connected to your brand,
real world, it’s all about creating and analysis and then rebuilding they will be interested in your
an event or an experience — a it. Build, adapt, learn and survive. ongoing story and this creates
reason for someone to go loyalty. When you create loyalty,
shopping; while in the virtual To conclude, it doesn’t matter if
you create ongoing sales. And
world, online, it’s all about your store is real or virtual – there
that is the aim of the retailing
convenience, things like 24/7 are always emotions involved in
game. ■
availability and an excellent retailing — and to emotionally
delivery service. “Combine how attract a customer, you need to
you would approach creating an
online store to how you would
approach creating a physical
store, and you have the perfect
match — you can create totally
new experiences for the
customer,” he says.
And always look at ways of
reinventing what you do to stay
ahead of the game. Think of a
big JENGA tower – the tower is
aesthetically appealing and it
conveys safeness, like a rock,
because it is complete. If your
retail store is a game of JENGA,
you need to pull out some
elements (blocks), analyze them
innovation • design • trends • inspiration 19Creating an
Emotive Space
Terri Winter is
the co-owner
and founder of
retail store
top3 by design
by Terri Winter in Australia.
I
nterior design elicits an emotive response. You can feel
energized, calm or cocooned in a space based largely
on the choice of color.
Color
Using color and texture can affect the emotions of visitors to your store
or to your home. Explore the opportunity to create various moods in
different areas of your store and encourage customers to do the same
in their own homes with these simple color guidelines.
The colors:
Blue: Calm, fresh and relaxing. Light blues bring an open feeling of the
blue skies and oceans. Darker tones can be more rich and cocooning.
Red: Passion, power and strength. Red raises the pulse and heart rate.
Toned-back versions are intimate and when paired with low lighting are
romantic. Deep reds can make a space feel intimate and luxurious. Muuto Dots
Get playful with a neutral backdrop and place colored
Orange: Energy, vibrancy and innovation. Use sparingly or muted in living elements against it.
spaces to avoid overwhelming the space.
Purple: Spiritual, luxe and creative. Deep tones of purples are decadent.
Yellow: Although it can be sunny and fresh, yellow should be used
sparingly and with careful consideration to the tone. A lot of yellow can
be stressful and may cause anxiety.
Green: Calming and yet
energizing. A great color to
use in areas that relate to
the outside – for example
a living room space pro-
viding views of a forest,
a lawn area or to an
apartment patio with
plants. Add real plants
rather than actual color
Normann Copenhagen in paint or product to be
Bold use of color can give life to a small space that might calming and creative.
otherwise be simply bland. Add simple graphic objects, and you
immediately have a creative vibe. Skagerak Georg series
Too much white can be sterile. Combine white with soft natural
elements to keep it fresh and clean, but more welcoming.
20 innovation • design • trends • inspirationThe neutrals
then play around with utilizing
many tones and variations of your
Gray: Gives a sense of relaxation chosen color.
Objects of
and serenity. Use gray in spaces like
home offices or bathrooms.
Black: Bold and graphic. Use black meaning
to create structure.
Color is not the only way to elicit
White: White on its own is sterile. emotion in a space – your choice
There are hundreds of variations of of décor objects adds the finishing
white, and layering various tones touches.
gives you a very calm and serene
Personal objects such as vases with
space. Too much use of bright pure
fresh flowers, photo frames or small
white will feel sterile.
whimsical objects that nod to your
Missoni Home Bath series As a general rule, no room should personality create emotive spaces.
Use natural textures and materials and offset with pops of ever really be a single color. Even if Books indicate your taste and style –
coordinating colors to have a relaxing space that is not
pedestrian. A neutral palette gives you the flexibility to you are going one color popping architectural books, cooking books
modify the space to suit the season or your mood. Add or fashion magazines immediately
neutral tones to achieve more of a serene look (as above)
against neutrals, go for various
or add pops of color to quickly and easily add some tones of your selected color rather add your personality to a space. ■
energy whilst still maintaining a sense of serenity.
than all the same. Create your own To learn more about top3 by design,
blends and you will have a truly visit www.top3.com.au.
Brown: A great décor color – with
emotive space.
natural derivatives, it’s nurturing
and is great to evoke conversation, But, a single color can be a very
nesting and a feeling of belonging. deliberate statement choice – which
can be a fantastic way to
create impact in a small
space, for example. A bold
choice of a color does
make a space memorable.
If you blend colors, you
can control the emotion
and avoid creating a
space that is screaming at
you when you walk in.
Choose a focus tone,
keeping in mind the
emotion suitable to the
space. Then, accent with
colors and complementary
tones. If you choose a key
color – unless you are
preparing a particular Muuto Outline Sofa
emotive, bold statement – Materials like leather will add luxe to any space, and if you pair
it back with deep rich tones, you create a space with very
grownup grace.
Skagerak Georg series
To create a space that is calm and tranquil, stick to a muted
palette of natural timbers and soft “non-colors” that don’t jump
out at you.
innovation • design • trends • inspiration 21Design Stars:
Design Highlights from the gia Product Design Awards
iscover Design, the premier design destination At the 2017 Show, several
D at the International Home + Housewares Show,
offers a collection of companies showcasing
the latest designs found in housewares. Exhibitors are
exhibitors from Discover
Design were selected
finalists in the IHA Global
based on recommendations from and approval by Innovation Awards (gia) for
Best Product Design – Global Honorees
the retail and design community. Product Design Excellence.
Kitchen Hand Tools + Cutlery Kitchenware
Helix Citrus Juicer GEFU Sprouting Jar Bivita
Joseph Joseph Gourmet Kitchen Works
www.josephjoseph.com www.gourmetkitchenworks.com
Personal Electrics Tabletop
Touchless Foaming Pino Wine Glass
Soap Dispenser
KOHLER Magisso
www.kohler.com www.magisso.com
22 innovation • design • trends • inspirationBest Product Design – Finalists
BATH & PERSONAL CARE KITCHEN HAND TOOLS & CUTLERY
Hang Up Shy
Luckies of London Bergamaschi & Vimercati
www.luckiesoflondon.com www.viceversa.it
CLEANING KITCHENWARE
Do-Dish™ Caddy Ittl tumbler
Bosign GBMC Products Inc. DBA Ittl
www.bosign.com www.lttlny.com
COOK & BAKEWARE KITCHENWARE
Giacomina The Prep,
Rolling Mortar
Munus International
www.munusinternational.it JIA
www.jia-inc.com
COOK & BAKEWARE PET PRODUCTS
the stasher cooker AutoDogMug PURE
Stasher Highwave
www.stasherbag.com www.highwave.com
HOME DÉCOR & GIFTS TABLETOP
Lovely Breeze OnEdge
Alessi Chilewich
www.alessi.com www.chilewich.com
HOME DÉCOR & GIFTS TABLETOP
Bird Nesting Box Salad Bowl with
Removable Wood Trivet
Eva Solo
www.evasolo.com Sagaform
www.sagaform.us
HOME DÉCOR & GIFTS
Self Watering Orchid Pot
For more information about Discover Design, visit
www.housewares.org/discover-design.
Eva Solo
For more information about the 2017 IHA Global
www.evasolo.com
Innovation Awards for Product Design Excellence,
visit www.housewares.org/gia-product
innovation • design • trends • inspiration 23From the World of Design and Fashion Michelle Hespe speaks
to Richard Joseph, one
Richard and of the brothers behind
the Joseph Joseph
brand, which beautifully
Antony Joseph fuses form, functionality
and fun.
by Michelle Hespe
I
n 2003, twin brothers Richard and Antony Joseph approached them, explained that she loved their
launched their now hugely popular design brand, products and wanted to buy them but was only
Joseph Joseph. Today, they have 125 employees permitted to purchase pieces relevant to her
and offices in the U.K., U.S., Japan, France and department, and so could not sign up for the
Germany. Both brothers are designers by trade, and range if the mug and clock were included.
even after 14 years in the business, they are still living
Rather than letting that buyer go, as many might do,
and breathing their innovative brand and are always
the brothers arrived at a decision that would remain
hands-on in their London office where they work in an
at the core of the Joseph Joseph ethos.“We decided
open plan design with 70 people.
that we’d concentrate on being great at one thing, or
To the dynamic duo, Joseph Joseph has always been a few things, and do it better than our competitors,”
about having a clever, meticulously considered Richard explains. So they dropped the mug and the
approach to design. Their products often take years clock, and sold the buyer the chopping board and
to develop and perfect, but their firm’s focus on going serving dish, and that’s how Joseph Joseph cemented
far and beyond is what keeps them ahead of others. its place in a saturated kitchenware market.
The brothers are, without a doubt, perfectionists. They’re
cool, too, and know what looks good in the home.
And their products are unmistakable, with a signature
deep lime green applied to many of them. All of the
products that the brothers create fashionably fuse
form, function and a great sense of fun – and they
make people smile, they’re so bright and cheery.
The streamlined Joseph Joseph approach to design Joseph Joseph is synonymous with fashion, the colorful
was established from the outset after the brothers pieces bringing bright splashes of color and innovative
created their first range, which included a chopping shapes to the home. However, Richard and Antony
board, serving dish, mug and clock. Buyers had to avoid trends.“If we followed trends, our approach
purchase the items as a set. A kitchenware buyer wouldn’t work as we spend so long developing a
24 innovation • design • trends • inspirationproduct that the trend we might everywhere—yes, in design, but bin that will be released soon is
have been following would be also in fashion, architecture, a compaction bin and it takes
gone by the time we made it to exhibitions, shows and films. 90 liters of waste. Nothing comes
market,” explains Richard.“Instead, Everyone on our team is really into into contact with the waste, so
we focus on the useful. We look getting out there, learning and it’s really hygienic. It took us
for problems that people face absorbing. Antony and I won’t go three years to develop, and it’s
and we find a solution that is to a cook-shop for inspiration, very satisfying knowing that we
useful to them. Then the product however you might find us in a DIY got it right.”
has longevity.” store or at busy flea
market, antique store,
When it comes to
or in a design
gathering inspiration
museum.”
for new products,
Richard says that you Their heavy
won’t find investment in research
anyone on and development is
the team one of the main ways
sitting at a that the brothers stay
desk on top of their game.
Googling “Our big point of
products difference, in our
and ideas. design and in our
“We find approach, is
inspiration researching particular
categories and
looking for problems
to solve,” says Richard.
“For instance, our new
innovation • design • trends • inspiration 25Richard and Antony Joseph continued
As many Joseph Joseph products are simplistic in collateral. There’s video, social media teasers, and
form, they’re an easy target for copycats. Thus the everything has to be themed consistently with the
brothers have an ongoing issue with companies launch. There is huge expectation, but that’s also
stealing their designs. “Copying is part and parcel exciting, and through new technology, it’s so easy to
of industry—it’s the ugly side of it,” says Richard. “We communicate.”
have zero tolerance for it—we go after them, and so
So the question is, with so many Joseph Joseph
unfortunately there’s usually a court case going on
products out there to love, does Richard have a
in the background. However, it’s the consumer that
favorite? “My all-time favorite is one of our first
loses out because the copy is always the cheaper
products—the folding chopping board,” he says. “It
version, made with poor materials. The copy has
sums up what we do: it’s simple and highly functional.
had no money spent on the research and develop-
It does exactly what it’s supposed to do, and that’s
ment, and so the consumer ends up buying a
the beauty of it.”
poorer product and then they are disappointed
with their purchase.” Richard and Antony are very grateful to be in an
industry that inspires them, and in a business that
Richard says that the way retail was when they started
improves people’s lives, product by product. “We
out is barely recognizable in regard to what it is today.
love this business,” Richard says. “Happiness is
“The Internet has opened up growth channels for
coming up with a new idea, taking a risk in
everyone,” he explains.“Once, we were just a
development and then having a customer loving
wholesale business supplying products to retailers.
the end product.” ■
Today, one of the challenges is how to be successful
as an Omni-channel retailer. You need click and For more information on
collect facilities and have top online capabilities. Joseph Joseph, visit www.josephjoseph.com
“When we launch products, everything happens so
much faster—there is still the same launch in-store,
but then there’s social, website marketing, and all of
that is much faster and there is so much more
26 innovation • design • trends • inspirationDiscovering Design: IHA speaks with
Laura Perri, senior
manager, digital
content and brand
marketing at Nambé,
by Vicki Matranga, Design Programs + Services, to hear about the
International Housewares Association
latest developments
at the company known
IHA: Laura, where does Nambé find inspiration in We then work with for its trendsetting
designing new products? our designers to
tableware and
create concept
LP: We work with leading designers around the world
and technical
gift items.
to create products that bring style and function into
drawings, which we
the home. Our designers find inspiration at every turn.
then forward on to
For example, our Drift collection, a new introduction in
our manufacturers
glass for the 2017 International Home + Housewares
to assess whether
Show, was inspired by sand drifts in the desert. Our
the item can be
Cabo collection takes a more rustic, beachy
manufactured and
approach, and POP introduces color.
if it is cost-effective
IHA: Are there any specific designers, places or to produce.
eras that influence you?
IHA: How do you
LP: Nambé just recently celebrated its 65th anniversary identify the key
and has certainly been influenced by many designers user audience for
over the years. Nambé’s design aesthetic remains true your products?
to its heritage, creating products that embrace mid-
LP: Nambé pieces
century modern design. Nambé products maintain a
make wonderful
modern appeal, yet they’re still timeless. Pieces like the
gifts, entertaining
Butterfly Bowl have been in our collection since it was
essentials and
first introduced in 1957.
home accents. We put a focus on products that are
IHA: How do you choose which idea to take to functional and stylish. The key user appreciates both
development? and has an eye for good design. The items are
often passed down from one generation to
LP: There are several factors to consider when thinking the next.
about new product development. We look at our
current collection and look for
gaps in the existing
assortment, whether it be for
function, price or material. This
often leads us down a path worth
exploring. We’ll also conduct some informal
market research to see what’s trending.
innovation • design • trends • inspiration 27You can also read
