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| The return of opulence...or not | |
| 20 January 2009 A visit to Cersaie, Italy's premier international exhibition for the latest in bathroom furnishings and ceramic tiles, is always the one exhibition at the top of my 'must attend' events. Italy is the home of great style and design and if you want to see the latest trends in bathrooms then this is the creative nerve centre. It not only attracts visitors from Western and, increasingly, Eastern Europe, but from as far and wide as the Middle East, South Africa, Asia and, dare I say it, the Americas. As expected the event was extremely inspirational and I wasn't surprised to see a continued theme of sleek minimalist Euro style. In recent years the key theme seemed to be Spa Relaxation - however, this year's show marked a major shift with mass luxury and opulence everywhere. Two years ago we saw the fusion of modern with traditional slowly emerging but this year there was a real explosion of baroque styling, retro glam, gold finishes, over-the-top embellishments and, quite frankly, pure extravagance! Cersaie was littered with real opulence, strongly featuring polished and matt golds, blacks, baroque art and lashings of jewels, crystals and sparkling gems. This flashy, theatre-like, lavishness was certainly grabbing the attention of visitors, but will this trend take off, especially in these uncertain times of economic recession and a downturn in consumer spending? As we know, Cersaie attracts markets from across the globe and since tastes and trends differ across nations, not all designs will have the same appeal. I'm certain that such opulent designs and rich influences are sure to appeal instantly to particular audiences, namely those within the Far East and Russia - recession-exempt countries enjoying business booms and healthy economies. However, how well will Europe and the UK adapt to these trends? The inspiration of these new designs began well before the Global economic meltdown. There is some evidence that as with previous difficult times, consumer attitudes are changing. Consumers are placing greater emphasis on purchasing non-disposable items which offer quality and longevity, rather than simply 'of the moment'. This would appear to mirror how attitudes have changed in historically difficult periods, where consumers would appear to have been more resistant to 'flashing their cash'. In the fashion industry it has often been said that you can judge the economic optimism of a nation by the styles and fashions emerging from the European cat walks. A long-standing theory links ladies hem lines to economic indicators - 'up in a boom, down in a recession'. When times are good, women's skirts get shorter; when times are bad, hemlines fall. The idea behind this theoretical trend is that people are carefree during booms and cautious during busts. I even overheard a news report on the BBC the other week noting that retailers had observed a significant increase in the sales of plain white shirts, plain suits and even ties, with key trends focusing on simple, formal and understated design. This theory has actually been well documented by economists and fashion experts alike, illustrating a strong correlation between the ups and downs of the economic cycle and changing fashion trends. If we refer back to periods of boom - the 1920s, the late 1960s, the late 1980s and recent years, higher hemlines dominated. The roaring 1920s introduced social, artistic and cultural dynamism into society, bringing with it significant changes in lifestyle - including women's legs being revealed for the first time as skirt lengths shot up. The next boom, The Swinging Sixties, saw the return of the mini skirt and even hot pants, as people became liberated in many new ways. The late 1980s and 1990s again followed the same fashion trends and healthy economies, with power dressing, shoulder pads and yet more minis all in vogue. Meanwhile, the more demure and understated look is evident during uncertain times, and plummeting hemlines first appeared in the 1930s following the Wall Street Crash and a serious recession, stretching to the 1950s. The economic crisis took hold again in the mid 1970s, and dresses and skirts fell in line with the financial depression. Following this remarkable correlation, today's look is as predicted - floor length dresses, skirts and coats, higher necklines and a general cover-up - conservative dressing for credit crunch times. So with the recent experience of the Cersaie 'catwalk' show, if we linked this fashion theory to trends within the kbb industry, then the future could be looking rather optimistic. Is this new breed of flamboyant bathroom style an anecdotal indicator of a short-lived recession? So maybe Cersaie's obvious touches of bling are more inspired and insightful than at first glance? Or has the financial crisis simply moved so fast that such new European designs will never take off and consumer demand, beyond the niche, will be left wanting as in-store trends taken from the show simply fail to ignite interest? In either case there are uncertain times ahead although I am confident that if consumers turn away from the opulent, it will be short-lived. Fashion is, after all, cyclical and while none of us would welcome the return of avocado or peach bathroom suites, just as mini skirts or flares keep re-appearing, so too will the bathrooms with extravagance and glamour (remember gold taps?). Cersaie, like the catwalks, is a showcase. Some of the products and stands are simply designed to attract interest, and others are prototype show stoppers and will never get into product production. As with the catwalk, designs are diluted in order to attract mass appeal. It can be easy to get carried away after Cersaie, forgetting other factors consumers consider - such as improvements in product functionality, technology and practicalities. What's important is ensuring the right balance. Yes, times are tough but this is not the time for putting your head in a bunker and hoping for the best. Exactly how consumers will react is not known although my view is the current circumstances will have a major influence on consumer behaviour and fortune will favour the brave. | |






