The global financial crisis, natural catastrophes, a surfeit of products and information are causing people to pause to think about and reflect on their current lifestyle. Nowadays, a decisive factor in purchasing decisions is the consideration about what is really important. Consumers are sick of design for design’s sake, Utility stands for simplicity, accessibility and an invitation to use.

Products marketed aggressively in glossy brochures are being replaced by the untreated and fundamental. Designed for everyday use, Utility products give greater meaning to their relationship with the user and suggest a longer lifespan. The pure, modest and unadorned are celebrated.

Wilderness – back to where we came from

The world we live in is high-tech and consumption-controlled, confidence in governments, economic structure and energy supplies has been shattered. So consumers are striving for more self-reliance and want to achieve an ultra-sustainable lifestyle. In order to achieve this, some are breaking free of their normal way of life in a radical way and adopting the Wilderness lifestyle, which means being at one with nature.

A new interest in crafts from the past, including milling and wicker weaving are evolving. People are looking for distinctive individualistic features marked by imperfection not perfection. A new organic look is being created, which nature captures in all its forms, characteristics and materials.

Mix Mash combines the high-tech with craftsmanship, new with old

Mix and match is what’s happening. Turning something old into something new, combining colours and patterns with abandon. Mix Mash clearly shows how tradition is being turned on its head and stylised ethnic influences from all over the world meet with novel patterns, prints and fabrics.

But Mix Mash also stands for a combination of global know-how and local production techniques. The emotional strength and tradition of craftsmanship, coupled with innovation and efficient functionality, symbolise the successful juxtapositioning of high-tech and craftsmanship.

Sobriety – a return to the essential and traditional

The Sobriety trend theme shows where short-lived, seasonal trends end and consistent value begins. The background to this change in consumer behaviour is that, in recent years, consumers have built on an ethical self-image, concrete quality and service demands, which they want to maintain, even in difficult financial times. Consumer behaviour may have changed but standards have not.

The new consumer landscape is characterised by quality, longevity, sustainability and significance. In this context, a new generation of designers are researching forgotten skills and traditional craftsmanship is making a comeback. This goes hand in hand with a growing desire on the part of consumers to find out more about manufacturing and manufacturers.