Domestics market sees blue; creativity, innovation reinforce 'total home.' - discount stores and home furnishings marketing trends

Discount Store News, Nov 4, 1996

NEW YORK -- As the sensibilities of the casual lifestyle and a "total home" approach to merchandising domestics and home furnishings become more prevalent in discount stores, vendors are providing new waves of products that ease the way to coordinated presentations across departments and categories.

While the industry has struggled with consolidation across the ranks of both manufacturers and retailers, October's domestics Market Week showed that creativity and innovation are alive and well. From new technologies in floor coverings and window treatments to bold translations of current ready-to-wear trends and the latest license-driven looks, mass merchants had a full palette to peruse--and suppliers said most chains were making positive plans for spring 1997.

"It's a tough environment, but retailers are being aggressive," said Jim Munro, divisional vp, bedding at Fieldcrest Cannon. "They are finding any number of items they can capitalize on. The focus on innovation, on new products means opportunities. In top of bed products, for instance, lots of people are trying to trade up."

Going forward, Munro said retailers will show more texture and woven fabric treatments on comforters, from Wal-Mart to the more fashion-driven chains like Bradless and Target.

David Beyda, executive vp at Town & Country, said that while business this fall has been "up and down, week-to-week," he sees "most retailers taking aggressive positions for spring: they know they need to make changes to keep assortments fresh and keep customers happy."

Noting that vendors are challenged to provide better defined looks and lines for fewer and fewer retail chains, Beyda said the retailers are getting better at pulling in trends sooner.

This market, blues from navy to cornflower were seen gaining ground from the deep greens, in part due to the growing influence of denim, while the resurgence of red continues. Silver and gold are key accents, as are bright chrome green, yellow and ochre, and a fully interpreted range of masculine leather and tobacco hues.

Animal prints are booming in parallel to their popularity in apparel. Ginghams, still strong, are complemented by a wide range of florals, strawberries and pears. Americana has never been stronger.

Licensed product is in demand. "We see (Disney's) Dalmatians and (Warner Bros.) Space Jam as blockbusters, both for third and fourth quarter this year and beyond," said Beyda. "Disney is committing to make Dalmations move to a perennial status. Jam has all the makings; I see it making the transition."

Town & Country also encountered positive responses to its debut of Mickey Stuff for Kids and Mickey Unlimited pillow programs for the first half of 1997.

Complete Batman and Superman programs were debuted by the Bibb Co., newly invigorated under the guidance of president and ceo Michael Fullbright.

In a new product introduction that seems predestined for mass market success, retailers warmly responded to the Magic Valance (patent pending) by Ex-Cell Home Fashions. This innovation allows consumers to quickly and conveniently change their window looks by a three-step installation of a pre-pleated, cut-to-size-, adhesive-backed fashion valance. The Magic Valance comes in a wide variety of patterns with a retail target price of $15.

The most widely anticipated innovation of all is the expansion of the Martha Stewart program at Kmart. By spring 1997, this program will have all-new look and feel in its most extensive redesign the debut in 1987. While both Kmart and its key suppliers continue to play the details close to the vest, a clearly defined and lavishly coordinated line is expected.