Top Stories » Expert Columns » Profiles & Trends

By A.J. Riedel

Consumers can become passionate about the most mundane products. That is the surprising conclusion that I have deduced after a year of tracking and monitoring the attitudes, habits, practices, and buying behaviors of a panel of HomeTrend Influentials.

HomeTrend Influentials (or "HIPsters") are the consumers who are the first to jump on important new home-related trends, are the initial purchasers of important new products for the home, and are increasingly sought out for their opinions and advice about home products and home decorating. I keep my finger on the pulse of what these trend-setting, trend-spreading consumers are thinking, doing, and buying through in-home interviews and focus groups (both traditional and online).
Every four months or so, I ask the HIPsters what they have purchased for their homes or for use in their homes in the past four months. I do not ask them how they feel about those products or what they think of the products -- I only ask them what they bought.
Time and time again, the HIPsters not only tell me what they bought but also how they feel about those items and why they feel that way without my asking. Here are just a couple of examples:
"I bought one of those silicone oven mitts. They are amazing! You can take something out of the oven with no heat feeling like you get with the fabric ones and if it gets wet, it doesn't matter."
"I got a Black and Decker jar opener as a gift that I love. It makes it so much easier to open jars when the lids are on so tight that you risk breaking the glass or spilling the contents all over struggling to get the top off."
"My favorite new thing is an iRobot Roomba Discovery at Linens 'n Things. It is great! It is a breeze to use and my floors are now much cleaner as I let it loose in at least part of the house once a day."
"I bought a Sharp cordless carpet sweeper that works on both carpet and floors. It's lightweight, so it's easy to carry around and has a very strong sucking action, so it cleans very well. I love it!"
What I find intriguing is that these products that are described as "amazing" or "great" or "my favorite thing" are not the kinds of products about which I would expect people to be passionate. These are practical, functional housewares. I am amazed that such everyday products as can openers, oven mitts, and vacuum cleaners can evoke so much passion amongst their owners.
So what is it about these products that evokes passion when so many other products do not?
Four characteristics evoke passion in consumers.
First, a product that does a better job than what was on the market before can evoke passion. The owner of the silicone oven mitts loves them because they do a better job of protecting her hands than the traditional quilted ones. The owner of the OXO angled measuring cup loves it because it eliminates the need to hold the measuring cup up to eye level when checking how much liquid the cup contains.
Second, a product that does not require the consumer to make any compromises or trade-offs can evoke passion. The owner of the Sharp cordless carpet sweeper loves it because it does a great job of cleaning both carpet and hard surface floors and it is lightweight. She did not have to give up light weight to obtain good performance. Simple Green evokes passion in loyal users because they can get a product that really cleans well and is environmentally friendly. Users of Simple Green do not have to go against their desire to use only environmentally friendly products in order to get cleaning power and effectiveness.
Third, a high-end product that has come down in price can evoke passion. Several HIPsters have recently bought the moderate-priced versions of the Rabbit wine bottle opener. They love them, not only because the product makes opening a wine bottle fun, easy, and quick, but also because this type of product formerly cost over $100. The same is true for plasma televisions -- many HIPsters think they look really cool and would love to buy one but they are not willing to pay a huge premium to get a "cool"-looking TV. Now that the prices are coming down, many HIPsters are at last planning to buy one.
Finally, a product that solves a problem can evoke passion. The HIPsters who saw the Zyliss soft skin peeler at the 2005 International Home & Housewares Show fell in love with it. Why? Someone finally solved the problem of how to peel fruits like kiwi and peaches without tearing the fruit up during the peeling process.
Do any of the products you carry in your store evoke passion? Does your store evoke passion? If you don't know, go find out. Ask your customers. They'll tell you.
Why is it important to evoke passion? Because when someone is passionate about a product, they cannot help but recommend that product to others. Today, over 90 percent of Americans cite word of mouth as one of the best sources of ideas and information. In fact, they rate word of mouth as being twice as important as advertising or editorial content and put one-and-a-half times more value on it today than they did 25 years ago. How do you get word of mouth working for you? Offer products that evoke passion.

Editor's Note: A.J. Riedel, senior partner of Riedel Marketing Group, is a highly regarded marketing authority and leading forecaster of consumer trends. She has been providing strategic marketing planning services to housewares and home goods companies since 1991. In early 2004, A.J. established a new trend forecasting service called the HomeTrend Influentials Panel (HIP) designed to help manufacturers and retailers to determine if their new products will be embraced by mainstream American consumers.

Springtime Buzz at New York Tabletop Market
Just six months after announcing plans to convert 7 W New York in Midtown Manhattan, Merchandise Mart Properties, Inc. (MMPI) completely transformed the building for its grand opening as New York's premier, high-end, high-style design center for gift, tabletop, and home décor. While the building has many tenants still setting up shop, the new market building's potential was evident to buyers who walked the spacious halls and enjoyed the many amenities MMPI is known for at its other market locations.
"We've worked very hard to create a world-class center for gift, tabletop, and home décor in one of the world's great cities. And, we're delivering on our promise of luxury, style, and spectacular boutiques," said Christopher G. Kennedy, MMPI president. "It's my honor to introduce 7 W New York to our showroom partners, retailers and designers, the media and our special guests in the industry and in the city who have helped make this a reality, and who will work with us to make New York a national marketplace for exclusive product."
The 450,000-square-foot 7 W New York is home to names such as The Zrike Company, Zak Designs, Wilton Armetale, Arte Italica, VIETRI, and more. Newcomers to the New York marketplace include Magpie Americas and Magenta Inc.
The building is in close proximity to the Javits Center and other related showroom buildings, including 41 Madison Avenue. Some of the former 225 Fifth Avenue tenants found their way to this prime tabletop location as well.
The next tabletop market is slated for October 29th through November 2nd, 2005. Until then, here is a sampling of introductions from the show:
Tienshan continued to build on its introduction of designer Trish Richman's latest venture into the world of tabletop with a strong display of her TrishMix collection. Richman has worked for many years as a designer and art director in the housewares industry. Her work has been successfully sold by many of America's top retailers. Her private-label clients have included Crate & Barrel, Starbucks, Pottery Barn, Eddie Bauer, Sears, and Kohl's, just to name a few. This year, she launched her own designs exclusively with Tienshan.
The new launch includes a festive Holiday collection that transitions throughout the season, as well as an exciting, fun collection called MixAsia. The interesting element to Richman's porcelain collection is the range of patterns within each collection and the collaborative impact they have when consumers mix and match them to create their own personal styles. Richman's House&Home Collection is a palette of blues and greens in patterns that will soothe and satisfy any consumer demographic.
Denby introduced a fresh new colorway on a classic shape with Blue Linen (above). The soft cerulean color evokes Denby's classic heritage with finials and curves and is enhanced by Denby's signature glazing effects. Made of the same high-quality English stoneware that Denby is noted for, Blue Linen is oven, freezer, microwave, and dishwasher safe.
The Zrike Company unveiled eight new patterns and line extensions to three others at the April Tabletop Market. An addition to the Jonathan Adler Happy Home brand is Adler to Go glassware. The Natural pattern includes stacking, architectural goblets in clear glass. The boxed set includes four each in two sizes (10 and 12 ounce) and will retail for $35.00. The set will complement the Adler to Go dinnerware -- boxed forty-piece sets in four patterns.
April Cornell's new tabletop and home living design debuted at the New York Tabletop Market. Housed in Cornell's new 7 W. 34th Street showroom, Silvestri's new introductions included dinnerware, accessory pieces, waffle napkins, and laminate placemats and coasters. Silvestri's interpretation of Cornell's designs brings an eclectic mix-and-match story to the table with stripes and broad floral patterns. The first collections include four beautifully inspired 16-piece dinnerware sets that feature overscaled florals bathed in crimson and mustard yellow, ripened apples on sage green, and spring petals on gingham grounds. In addition to product introductions, Silvestri has designed an open-backed signature armoire to be sold at wholesale.
Gibson USA and Warner Bros. Consumer Products introduced the Looney Tunes favorites on a new line of melamine and Melacore dinnerware, drinkware, and accessories. Designs that incorporate Tweety and stripes or flowers will lead the rollout. The first Looney Tunes' kids' plastic product will appear in this assortment, which typically includes a plate and bowl in Melacore and a plastic tumbler, and will be available at retail for an SRP of $4.99. The plastic tabletop will quickly expand to include adult vintage dinnerware and much more.
VIETRI introduced a wealth of new product, including extensions to its popular Incanto range inspired by family heirlooms of designer Franco Venzo. With historic Italian shapes and Baroque motifs, the collection's terra marrone (brown clay mix with a hardening paste for an especially strong and pliable nature) body makes it even more refined. Also new for VIETRI is a range of table linens called CaraMia in 10 solid colors from traditional creams to trendy greens.
The Café Collection from Portmeirion is a breathtaking collection of mixed medias in a contemporary style. With introductions in wood, copper-colored metals, smoked fluted glasses, tiled wooden trays, frosted glassworks, and espresso and cappuccino blended ceramics, this extensive introduction makes the transition from everyday to formal a simple equation. Deep brown Espresso dinnerware makes a more formal statement, while the Cappuccino colors provide a light, fun accent.
Savannah, the latest ceramic dinnerware line from Zak Designs, was created by renowned ceramics designer Barbara Eigen. This oven-to-table stoneware combines a textured finish with smooth eating surfaces to create a sharp contrast that increases Savannah's visual appeal.
Savannah offers a sharp glazed finish in solid brown or white shades. These soft neutral colors match the latest trend of subtle earth tones in the market.
Waterford Fine Candles have extended the Waterford tradition of uncompromising quality to another well-loved consumer category. The long-lasting, clean-burning candles include beautiful fragrances. Unscented taper candles are also available for dining. Each candle is boxed in an elegant package topper with a jeweled handle.
Michael Graves continues his cooperative efforts with Dansk by introducing new dinnerware, glassware, and flatware collections that combine his trademark modern lines, understated colors, and subtle touches of whimsy with Dansk's harmonious blend of form and function. Puri.T, the new dinnerware collection, is filled with contemporary shapes and diverse materials -- mixing white porcelain with natural wood pieces.
Wedgwood and Emeril Lagasse have teamed up to create the new Emeril Professional tabletop collection. An oven-to-table stoneware line, the collection also features accents in wood. New at the market was Emeril's new porcelain collection called Herbacious that features oversized pieces complemented by metallic-gray accents.
Chef Joanne Weir and The Pfaltzgraff Co. have collaborated to launch Weir in Your Kitchen, a complete line of high-quality bakeware, dinnerware, serveware, and accessories designed to transfer gracefully from kitchen to table. Crafted of Pfaltzgraff's "prolumina" fully vitrified stoneware, the bakeware is guaranteed against chipping for a year. All items are dishwasher and microwave safe. The new collection will be available at retail in the fall of this year, with prices ranging from $10 to $86. Additional items include bakers, a covered casserole, ramekins, mixing bowls, a gadget crock, and Joanne's own Perfect Pie Plate with vent. The colors include rich tones of golden yellow, terra cotta, blue, and red.
Pomerantz showcased its new division, J.P. Designs, which was introduced in March. The new ceramic, fashion-oriented division was off to a great start at the market with its Essex Collection that joins reactive glaze serveware in shades of green and cream with rattan baskets and accessories. The product is smartly boxed in packages that allow consumers to see and touch the product inside.
Arthur Court (above) got colorful with its new earthen metalware introduction called Holly. The deep red ceramic introduction is trimmed with holly metalworks in the traditional Arthur Court style. There are seven SKUs in the collection -- a 4-piece dinnerware set and three serving pieces. Also new for the company is a mug tree, as well as a new teapot collection called Magnolia that features white ceramic accented with a floral design crafted in metal
The Dish
Oneida Ltd. Appoints International Sales & Marketing VP
Oneida Ltd. has named James E. Joseph to the newly created position of executive vice president of worldwide sales and marketing. In his new role, Mr. Joseph will be responsible for Oneida's Consumer, Foodservice, and International business units. He will report to Terry G. Westbrook, president and CEO of Oneida Ltd.
Joseph, who joined Oneida in 1988, has served as senior vice president and general manager of Oneida Foodservice for the past four years. In prior positions at the company, he managed Oneida's London-based International business unit, as well as its Mexico City-based Latin American division.

Candles Continue to Burn Bright with Consumers
While the market for home fragrances booms, candles remain consumers' top choice for scenting their homes. With sales totaling $3.7 billion in 2004, candles accounted for just under half of the total $8.3-billion home fragrance market, according to a new study just released by Unity Marketing. "Some 80 percent of American households used some form of home fragrance product in the past year," explained Pam Danziger, president of Unity Marketing. "Scented candles were the first choice in home fragrance products, while other types of home fragrance products are becoming more widely available at mass retailers and in grocery stores." While the typical consumer spends $266 per year on all home fragrance products, women ages 25 to 34 years spend nearly 30 percent more than the average, or $340 per year. They are more active shoppers in all areas of home fragrance products, including candles and candle accessories.

Dallas Market Center Expands Design Space
The Dallas Market Center has added more than 40,000 square feet of residential design space in the World Trade Center through many showroom expansions, including those of Lam Lee, Ambella Home Collection (formerly Ambiance Imports), Ambari, Gorrod Gallery, and others. Ambari expanded their showroom by 6,100 square feet, and Gorrod Gallery is opening a second location of more than 3,000 square feet of design product this month; it will be in addition to their current 4,700-square-foot showroom. Gallery Six has moved to the 11th floor and has expanded their space by 3,000 square feet. Additional showroom expansions include those of Rose Casuals, Antiques by Eric, and Reyna Collection. The next Dallas International Gift & Home Accessories Market will take place June 22nd to 29th, 2005. Visit www.dallasmarketcenter.com for the most up-to-date schedule of events.

Consumer Wealth Affects Customer Service Expectations
A just-released study by The Luxury Institute reveals what the wealthy expect from the best companies in the area of customer interaction. The survey, "Enhancing the Customer Experience of the Wealthy: Best Practices in Customer Interactions," polled more than 200 households with a minimum of $200,000 in gross annual income and a net worth of at least $750,000 (including home equity). The report examines how companies can best serve the affluent by enhancing different aspects of the customer experience. Some of the results include:
- More than 77 percent of the wealthy share the belief that companies that use best practices have quick and easy return policies.
- 70 percent of wealthy consumers want front-line employees empowered to make decisions on the spot.
- 51 percent of wealthy consumers require that companies that use best practices customize communications to their customers.
- 51 percent of the wealthy want to be consulted on service policy changes.
- 44 percent want to be consulted about product changes. The numbers rise to 62 percent for households with annual incomes of $2 million or more.

Annieglass to be Exhibited at Smithsonian
When the Smithsonian American Art Museum launches its new Luce Foundation Center for American Art in the summer of 2006, it will display two sculptural tableware pieces by Annieglass. "Tiburon" and "Coquina," both from the Annieglass Shell series, have been part of the permanent collection of the Smithsonian Institution's Renwick Gallery since 1997 but are to be transferred to the Luce Center in honor of its premiere.
Shell serving pieces are handcrafted glass with frosted, aqua-colored finishes, animated contours, and rippling, textured surfaces that are suggestive of water. Coquina, a 7.5-inch hors d'oeuvre bowl, is shaped like a coquina shell and Tiburon, a 21-inch platter, has an organic silhouette inspired by a shark fin.
The Luce Center will display more than 3,000 artworks from the Smithsonian's permanent collection, including contemporary crafts, 18th- to 20th-century painting and sculpture, folk art, miniatures, medals, and medallions. Further information is available from annieglass.com.