Gaze into the Crystal Ball

We’re only a few weeks into 2016 and many of us have already had our fill of trend reports, future forecasts and yearly predictions. Some of these projections, however, have true meaning for those in the industry.

Looking beyond fashion trends (even though the pajamas, gingham prints and bold sneakers will certainly have their place in our lives during this new year), I want to impart the real driving force behind our future design decisions and influences. To start, I’ll reflect on a few past highlights from 2015 while marrying this information with different pulses from around the world. This is the same approach we use in the studio to develop informed, intelligent and innovative design solutions.

2015 was a year of embracing emerging trends: We embraced multiple strategies, including the notion of play. I think this was a huge theme because consumers increasingly needed an escape from every day stressors, both with and without their families. IKEA accelerated this notion with its Lattjo collections’ campaign: “Play for a better everyday.” The collection is “all about inspiring young and old to play together, all the time, everywhere.” The product line includes an iPhone and iPad app so parents and children can play games with each other, even when they’re apart. Additionally, it includes a wide range of toys that encourage activity and promotes musical interest.

On the luxury end, Hermès fully embraced play on every level with its recent “Wanderland Exhibition.” The effort is about “reveling in the unexpected” and “freedom of spirit,” according to the company. It features 11 rooms with various media installations created by a diverse selection of artists. Color, sounds and images envelop the participants.

Another trend we observed was a focus on niche lifestyles, because it’s no surprise that customers want to feel understood and brands want to show off their specialty focus. Creating compelling stories for tailored audiences is challenging to do correctly.  Stores like Kit and Ace, Club Monaco and Shinola have mastered continuing to appeal to existing customers, as well as grabbing the attention of new brand enthusiasts. Caring about and focusing on customers’ true interests will only become more prevalent as brands give customers more reason to walk across their thresholds and stop browsing their digital devices.

Local is safe, it’s traceable and it supports communities. It’s also tremendously popular. Customers are more demanding and discerning than ever before, and with extensive knowledge at our fingertips, we want to trust the brands we buy. “Love thy neighbor” now has more meaning as some retailers are beginning to partner with nearby farmers and manufacturers. It’s a message about smart collaboration: Whole Foods, The North Face and Verizon, Santa Monica, all embrace locality through their materials, messaging and product offerings.

Additional trends we’re expecting to become even more ubiquitous include the consumption of real, fresh food; the merging of analog and digital interactivity and entertainment; and capitalizing on convenience to enhance quality time with friends and family.

Now, everyone with a crystal ball is betting the odds … but we’re informed gamblers. In our studio, we treat trends as informative patterns that lead our thinking and our creativity. When we combine trend understanding with true retail expertise, innovative strategy, breakthrough design and execution know-how, it’s a recipe for success on all levels. The important thing is to keep an ear to the ground and an eye to the heavens, listening and looking for the next big thing.

Jay Highland is chief creative officer at Chute Gerdeman, a retail design agency located in Columbus, Ohio. With a combination of retail expertise, strategy and design process from initial concept creation to store implementation, Jay instinctively understands how to build relationships between brands and consumers. His work has been honored with industry design awards, has been featured in several leading publications and he is a regular speaker at industry events.