Replacement Sales
Decades ago, bedlinen, blankets and towels may only have been replaced when they were worn out. Today, they are more likely to be replaced to make a design statement, or to add the ‘feel-good’ factor, with additional comfort. Given the widespread availability of these products, which has created greater competition, it has also made it more possible to replace items more frequently.
Environment
However, there is also a current shift towards considering the environment and reducing waste; this may create a delicate balancing act between consumers seeking to change items more frequently, whilst also wishing to do good for the planet. Corporate agendas are also embracing both ethical and environmental concerns and wish to demonstrate their sustainability credentials.
Online
A growing trend, which shows no signs of abating, is the rapid rises in online sales within the household textiles market. The coronavirus pandemic has prompted consumers to shop online, taking advantage of click & collect facilities or direct delivery to the home.
Other key trends
- Multi-layering of materials on bedding, home furnishings and even tables, in order to create a more luxurious feel; this also links to greater awareness of wellbeing in the home.
- A revival of luxury, period textiles with a premium feel, potentially driven by interest in period dramas on TV and streaming services such as Netflix.
- Stand out patterns which make a design statement within the home and which can be coordinated with other items, this includes designer brand names.
- A notable feature in recent years has been the increase in use of natural or ‘replenishable’ materials, such as bamboo, as well as ethical sourcing of ‘eco-friendly’ materials. Bamboo is used in linen and towels and is said to be hypoallergenic and anti-bacterial.
- Added softness in materials, again to provide additional comfort. Sustained popularity of throws in different materials, including knitted, to add a more artisan feel.
- Ongoing popularity of customised products, given advances in digital printing. The ability to visualise the end results, through virtual Apps or software is also driving this trend.
- Greater use of embellishments to enhance bedlinen, blankets, throws, cushions and even towels, to add a more premium feel.
The household textiles market continues to become more of an aspirational, rather than a purely functional purchase. Fore more information, please read our Household Textiles report.
