'World Beat' sets rhythm; as traditional and ethnic music has become a dominant trend, home fashions will see a similar accent on global design an ethnic craftwork at all price levels - discount store marketing - HomeMarket Trends

Discount Store News, May 8, 1989 by Peter Hisey

`World Beat' Sets Rhythm

The overall trend during the New York City domestics market week in late March was a continuance of upscaling in design and coloring for the mass market.

While "vanilla" country looks remained important, more exotic trends were in evidence, at both upmarket and mass price points.

And it looks like more of the same over the next year or two. Just as world beat, an emphasis on traditional and ethnic music from around the world, has become a dominant trend in both alternative and popular music, home fashions will see a similar accent on global design and ethnic craftwork at all price levels, according to J.P. Stevens fashion merchandising manager Lisa J. Ernest.

Spring '90 will see an emphasis on natural and time-faded textures and products, as well as a concentration on "naive" traditional artwork and painterly brushwork.

Ernest said that design trends "will derive from six basic lifestyles--country, modern, bohemian, prestigious, romantic and grand." Color will be brighter and more intense than in past seasons, and will feature neutrals inspired by natural elements like sand, stone and linen.

Ernest divided color directions into seven categories: naturals, transparencies, frescos, saris, cabochons, expressionist and blossoms.

Color trends include faded, distressed-look midtones; transparent pastels reminiscent of water, cut glass and crystal; "spicy" ethnic midtones featuring a rich, warm Mideastern palette; dusty, sun-bleached frescos, bringing to mind Mediterranean terracottas; deep, luminescent jewel tones; pop art brights; and bright florals on white or pastel grounds.

According to Ernest, the most important trends will be Indian-look paisleys and French country, with major recent art exhibits by the likes of Gauguin, Picasso and Warhol exerting an influence.

At the upper end, a monochromatic, tone-on-tone look should be popular. Since these looks don't photograph well, they may take time to spread to the mass market, but since the look is already making inroads in the fixture market (for example, Kohler's white-on-white textured bath fixtures), it will eventually have some effect.

Some key colors for 1990: dove gray, lavender and soft blues in the transparency grouping; verdigris, yellows, sand dusty blues in the fresco group; warm oranges, reds, purples, indigo, emerald and turquoise in the Indian look; burgundy, purple, teal, warm gold and copper, and midnight blue in jewel tones; and apple greens, pale turquoise, mint, yellow, pinkish reds and light purples in bright florals.

Country, according to Ernest, could be renamed Eurocountry, as Continental and Mediterranean influences will become more important. Apart from French country, a dominant theme already, Ernest expects to see growth in Spanish, Greek, Swedish and Italian country looks.

Borders will continue to gain popularity. Vegetable motifs should join fruits and flowers as subject matter, with vines and leafy looks making an impact. The look is more ornate and at the same time cleaner than most American country designs. Look for lots of rustic, simple, often unfinished furniture in light woods.

"Global design--design from other times, places and cultures--goes hand in hand with the new concentration on influences from nature," Ernest said, noting examples like tree bark, wicker, precious woods and water looks as keys. The washed-out look of ancient frescos will also be important, as it is in apparel.

The bohemian look, which includes aspects of the recent Gauguin revival, may in the long run be the most intriguing of these design directions. Naive geometrics and bold tropical design and color make strong statements, and should be popular at the upper end.

At the mass market, look for "gypsy-like" paisleys, transparent linen looks, laces and lace patterns, "soft loft" woody looks, dusty colors on washed grounds and brighter, more colorful French country.

J. P. Stevens

Around the showrooms in late March, several of these directions were already in evidence. Stevens and its designer brands introduced new bed and bath ensembles that address most of Ernest's trends, including two Collier Campbell Southwestern colored designs and romantic, sleepwear-inspired Eileen West creations.

Pacific

Wamsutta Mills' Pacific division has introduced a particularly striking sheet/comforter ensemble aimed at the mass market. The set, Eclipse, is printed on a black ground, using high-fashion oxidized (rusted-look) colors and contemporary geometrics. While it is expected to retail at 20 percent or so above other Pacific products, the company expects a market to develop at upscale discounters with the more demanding customers.

A similar pattern, Mystique, also uses a dark ground and oxidized colors, but appeals to a slightly more traditional customer, using a delicate floral design.

Dundee

In the bath, the trend toward embellished products is stronger than ever. Dundee, which has scored in the discount marketplace with its Palatial fashion towels, has introduced oversized fashion prints called BFD for the mass market, and lace and applique enhanced Victoria Satin towels, which will retail in the $3.99 to $4.99 range.