'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.'
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. '
UTILITY - consumer society has changed utility invites you use it
'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.'
WILDERNESS - back to where we come 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.'
