Everybody is concerned that the outlook for the year ahead is less than promising. The recently published Deloitte Economic Review has reported the weakest period of growth in 15 years for the UK economy, with a risk of recession in the next two years.

The worry is that, as a result of the latest inflation figures, financial constraints and limited availability of credit, consumers are going to increasingly hold back on spending on their homes. And this obviously carries major implications for businesses in the kbb industry.

That's not to say that there isn't consumer money out there but it does mean that anyone in retail is competing for a share of a diminished cake. At times of keen competition the winners are those who are prepared to go the extra distance to add value to their retail offer - in other words, who's willing to be different. It means that we have to be closer than ever to our market and make sure that we are anticipating customer demands and staying at the forefront of developing trends.

One thing the discerning customer is looking for more than ever is individuality. No doubt a large dose of TV makeover programmes and home design magazines has meant that consumer tastes have become increasingly sophisticated over recent years and, as a result, more and more homeowners are looking for kitchen designs which reflect their individuality and own personal style.

Not only this, practical issues have also influenced kitchen design in a major way, encouraging us all to move away from a 'one-size fits all' approach. Now, with an ever increasing range of kitchen appliances on the market, even if the average family only had a fraction of the modern kitchen essentials on display at the electrical retailers, they will still find themselves with massive storage challenges. As a result, standard cupboard sizes are often no longer an option.

Henry Ford, a pioneer of mass-produced manufacturing, famously stated that customers could have "any colour car they wanted, as long as it was black" and, put into the context of kitchen and kitchen design, this is, in my opinion, still extremely true. In this volume market, while kitchen manufacturers and retailers offer a breathtaking range of designs and finishes - the units often have to be standard industry sizes.

Increasingly customers don't want standard. Customers want their kitchens to reflect their individual personality and the style of their home and that can go far beyond simple aesthetics. This is why it is so important to think about how customers' want to adapt their everyday kitchens into something that fits more easily with the way they live their lives.

To illustrate this point, last year, Burbidge invested £150,000 in a new high-tech moulding machine which allows us to manufacture a wider range of doors to bespoke sizes in order to meet customer demand and it has already paid dividends. The fact that our sales of bespoke doors more than doubled over the last year clearly indicates the growing need for adaptability in the market.

In short, the problem is that while as an industry we have made huge strides in the quality and range of designs we offer and in the accessories customers can now incorporate into their kitchen designs, we are still lacking when it comes to providing scope for individuality. Obviously, only a relatively small percentage of our market can afford the luxury bespoke kitchen - but many will still aspire to it. This is why, by taking a more flexible approach to kitchen design and enabling customers to define their own requirements more closely, we can help match some of their aspirations.

Although often overlooked, being able to offer a bespoke capability can be a tremendous sales advantage. As a retailer, how many times do you conduct a site survey and find that what the customer wants can't quite be accommodated with standard units? You have the choice of making alterations around or fiddling with infill panels to get close to what the customer wants.

There are plenty of new trends coming through for this season. Bold and bright will be the signature style and striking high gloss kitchens will still be in huge demand. The move away from conventional angular designs will continue, with organic curves offering new styling opportunities. New accessories offer the opportunity to add style and distinction.

Looking around at some of the emerging design themes, it is evident that those who capitalise on this will be the retailers who are prepared to reach out and welcome the opportunity to add adaptability. Inevitably it means putting more effort into each sale but our customers can find standard anywhere - they will spend their money where they can find a difference.

What do you think? Letters@kbbreview.com