Victoria Redshaw is a trends forecaster for Scarlet Opus. She will be giving a seminar on design trends at kbb Birmingham on Sunday, March 21 at 11am...
Q How much detail can you put into a trend forecast?
A Our trend forecasts are very detailed. We not only provide information on exactly why a trend is going to emerge and specific details of future interior styles, product shapes, materials and surface pattern design, but also exact shades of colours! We give out lots of valuable trend information when we present seminars at exhibitions. What we're doing at kbb Birmingham will be no different.
Q Kitchen and bathroom retailers tend to have to work with the products their suppliers provide. How can you help them?
A Knowing what the coming interior trends are and why these design influences are going to emerge allows retailers to make more informed decisions. We can help them anticipate changes in consumer behaviour. They will get a head start on what trends the media is going to be pushing over the coming year.This information can be used to guide purchasing decisions, create on-trend store displays and design relevant marketing programmes. The seminar we're giving will also allow sales teams to be better informed of the coming trends, which can be translated into successful sales tactics. It's all about making the most of the information
Q Roughly speaking, what is the shelf life of a design trend?
A I sometimes explain the life span of a design trend in terms of a pendulum that swings in one direction and eventually swings back. The time it takes to swing from one extreme to the other varies and relates to a range of global and societal issues that may not be immediately obvious if you're only considering design in isolation.
Q How does a recession affect the trend cycle?
A Consumers are rethinking the value of consuming. Not only are they deliberating whether they need to make a purchase, they are also considering what the purchase adds to their lives. They have taken a step back during the recession and a much more responsible and demanding consumer will emerge.
Q What is your top tip for the next big thing?
A Modular design becomes more appealing as our busy and complex lives require us and our homes to be more flexible. We need our homes to adapt for the things we want to do and the comings and goings of people in our lives. It's about making space and finding simple solutions to complex problems. One of the most interesting concepts I've seen is the 'Silverline' by Turkish designer Fevzi Karaman. It has everything you need for a small kitchen and closes out of the way when not in use - perfect for apartments and open-plan living solutions.
