More Trends for 2014 by Dave Nemeth

Decor

One of the biggest trends we are currently seeing, which will continue to strengthen into 2014 and 2015, is the rise of the artisan and artisanal products. There is a very visible backlash to mass production and especially that of the East and consumers are wanting products with a certain authenticity and originality. Through all industries we are seeing an increase in popularity from craft beer to artisanal coffee and chocolate. Hand-made, along with crafted products, will be favourable in the decor and homeliving sector as we see the merging of art, craft and design. Products which are made and designed in South Africa will continue to grow in popularity as more and more people subscribe to buying with a conscience and understand the importance of buying local products.

Tactility is another buzzword in both decor and architecture and we will continue to see the popularity of rough and less refined materials such as aged timber, rusted metal and concrete. Large items such as dining tables and servers have an rugged appearance and see a combination of metal and reclaimed timber being used. Old products and furniture are also given a new life as they are repurposed and upcycled into new and more appropriate pieces of furniture. Wood overall is the material of choice and it's important that it is not painted or stained too dark as the visual appearance of the grain is the most important aspect of this natural material.

Metalics change course slightly as we see a move away from chrome and silver finishes towards brass and copper. We see this in everything from table bases to lighting fixtures and for the very bold, even table tops, which aged beautifully, creating a look over the years which tell a story of their own.

Being surrounded by technology day in and day out from iPods to iPads, smart phones and laptops, consumers are craving individuality within their homes.  It is for this reason that we see consumers craving uniqueness as well as filling their homes with items that tell a meaningful story to them, instead of simply following a commercial design style. It is also for this reason that we begin to see a more eclectic style of decor rising whereby different styles as well as periods of object art and furniture are merged into a personalised environment. Based on this new approach, retailers will be forced to add customisation into their product assortments as custom furnishings and touches become the order of the day.

Spaces & future workforce

With the current way in which we communicate and the rate at which technology is moving, so too will we see a drastic change in the way we work. New generation work forces do not believe in 9-5 working hours nor do they believe in working behind a desk in a staid environment. For this reason we see more and more coffee shops, hotels and restaurants offering communal work areas. These large areas have benches and tables, many plug points and free Wi-Fi. These will be the spaces where people can collaborate, network and be creative without the restrictive confines of an office. Cape Town is currently leading in this sphere with places like Truth Coffee taking this to such a level that it was just recently voted best coffee shop in the world. Jozi which was a little slow off the mark is seeing similar concepts within the inner city rejuvenation programs such as Maboneng.

Music

Forget about the various genres and styles of music that will be popular throughout 2014,the most important factor is the rebirth of vinyl. Young and old with hipsters included are flocking to buy their local tastes on vinyl and of course finding great turntables and pre-amps.  Like in other areas a vinyl record has a tactility that digital downloads just don't have, not to mention a far superior quality to both mp3 and cd's. All the new releases are now available on download and although these had to be specially imported or bought through selected dealers we are seeing some of our big music retailers such as Musica starting to stock the big black disks again. Maybe we will once again see some exciting album art, which became less impressive throughout the life of the small cd.

Consumer attitudes towards shopping and retail

With petrol prices continually rising and e-tolls looking like an imminent expense, retailers have a large task ahead of them trying to entice consumers into their stores. Consumers overall are bored as we are so connected with the rest of the world in real time, retailers will be forced to create more of an exciting in-store experience. Pop up shops will further increase in popularity and although the skeptics have for many years professed that the South African market is not ready for online shopping, recent months have shown a huge increase with certain large retailers increasing their market share by launching world class online shopping portals. Impulse buying will slow down immensely as consumers will meticulously research items they are purchasing comparing not only pricing but also pros and cons of desired products, including where and how it was made.

Tips for consumers to become street smart for 2014

First and foremost it is important that you question everything, don't be fooled by greenwashing (the false advertising of eco related benefits), make sure these have international markings and ratings. Make sure you are putting locally produced and or designed products into your homes before their imported counterparts; this is a way of ensuring job growth as well as reducing the carbon footprint. With the high rate of entrenchments and overall unemployment, support smaller industry and artisanal products wherever possible. Don't believe everything advertisers say, question everything and become a truly informed consumer.