Design & Designer: Michelle Lamb Trend and design consultant Michelle
Lam
DESIGNING it Right
INTERVIEW WITH PATTI CARPENTER
Product developer
and trend analyst Patti Carpenter provides insight into color and retail
trends. She also explores ways retailers can better connect to the value
systems of consumers.
The daughter of a graphic designer and a writer, Patti Carpenter is a
self-proclaimed non-linear thinker and artist. The well-known founder of
carpenter + company/Trendscope, she is sought after for her expertise as a
trend consultant and creative director in the globally sourced home décor,
personal accessories, fragrance and gift industries.
Carpenter’s passion for taking a trend or theme and making it right for
consumers has led her to collaborations with top brands including
Bloomingdale’s, SFERRA, Neiman Marcus, Crate & Barrel, The Phillips
Collection, abc carpet and home, Urban Zen and Ralph Lauren.
“
Our modern world becomes better when there is a balance of home
furnishings made by modern technology and by artisans. Without that
balance, we will continue to lose cultural diversity.
”
Her Career in Fashion
Growing up in Washington, D.C., she studied fine art then earned degrees
in fashion design and fashion illustration from the Fashion Institute of
Technology. “FIT brought me to New York where I made a decision to go into
fashion design. Following graduation I spent 27 years moving up through
the ranks working with wonderful people like Ralph Lauren, Oscar De La
Renta, Bill Blass and Adrian Vittadini. Also, with retailers like
Timberland and The Limited Corporation.”
In 2000, as a VP at Ralph Lauren, Carpenter decided to change her career
direction. “I could see,” she recalled, “that the industry had taken a
turn toward fast fashion, becoming more about the numbers than about
design.
Yellows continue as we seek that Sunny Outlook. This toasted
tone has a hint of nostalgia and when used on accent pieces
offers up a sense of optimism and conviviality. Use this warmed
yellow to let the sunshine in!
Images and text above excerpted from Patti Carpenter’s Maison &
Objet Color & Trend Report © carpenter + company 2021.
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“I spent a lot of time in Asia opening and working with factories doing
product development. As a creative person, I could see that it wasn’t
something I was going to enjoy going forward. Instead of showing up at
meetings with swatches of fabulous fabrics or inspiring observations about
a great art show, we spoke about margins.”
Passion for Artisan Development
From 1995 through 2000, Carpenter volunteered to be part of the Designer
Round Table at Aid to Artisans, one of the first nonprofits to work with
artisan development around the globe. “In 2000, Aid to Artisans offered me
the right of first refusal to head up a three-year project in Mali. It
required me to spend time in northwestern Africa working to develop
products for export. I worked with individuals, families and whole
villages to understand costing and pricing, raw material procurement, lead
times and even weather patterns that might affect production. Here at
home, the focus was on collaboration with importers to develop products
based on color and trend themes, artisan capabilities and production
capacity.
“I left my full-time job at Ralph Lauren and never looked back. It’s been
20 years since starting my own business doing artisan development.
Twenty-five years later I’m still working with Aid to Artisans, other NGOs
and nonprofits in the state department, USAID.
“Working on these types of projects resonates with my artisan heart and
soul. Our modern world becomes better when there is a balance of home
furnishings made by modern technology and by artisans. Without that
balance, we will continue to lose cultural diversity. This is the story
I’ve heard everywhere from Africa to South America. Young people will work
at a Hilton rather than learning how to weave beautiful sustainable items,
blow glass or carve wood like their grandmoms did if they can’t make a
decent living.”
Carpenter lamented that the loss of artisan skills mirrors what’s
happening in the broader furniture industry as well as in nature. “If we
don’t support these people, artisan culture will be lost in a generation.
Their current situation is part of the whole sustainability crisis but on
a human level.”
As the orange family of colors heats up and merges with the warm
neutrals that have been on the rise, they collide in Caliente
Cayenne. This scorching hot hue speaks of the passion that we
are all feeling as we re-emerge and reconnect for a brighter
future. ahead.
This lovely midtone sits beautifully balanced between red and
blue. As lavender is used to calm us, this colorful hue invites
us to breathe and begin again. Pretty Periwinkle’s bluer cast
resonates with all the positive attributes of that shade while
transforming us to prepare for the newness that lies
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Segueing to more practical considerations for Furniture World readers she
offered her view that “Seeking out, supporting and merchandising items
sourced from artisans is a wonderful way for furniture retailers to tell
stories that connect with their customers. It’s an especially effective
path to take because it connects in multiple ways with today’s consumers
who are focused on doing business with companies that are in line with
their value systems. Topics like respect for the planet and support for
artisans in the retail conversation his touchpoints that bring customers
into stores and keep them coming back.”
Patti Carpenter has worked with top brands including
Bloomingdale’s, SFERRA, Neiman Marcus, Crate & Barrel, The
Phillips Collection, abc carpet and home, Urban Zen and Ralph
Lauren. Photo by Marlon Cantillan.
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Data &. Design Together
Furniture World asked Carpenter if her product development and consulting
work starts with an analysis of demographic, economic, political and
lifestyle trends.
“Data has become a driving force in business,” she replied. “However, my
approach is more creative. I’m experienced enough to walk a trade show or
retail sales floor and pick up on the connectors pointing to something
that is going to be or already is a trend. It’s this ability that was
responsible for propelling me forward in the fashion industry. I’ve been
told that I have a great eye for color. And, I’ve always been able to
speak the language of color in a way that people who might not have a
creative bent can understand and become engaged.
“But what I really like to do is compare and contrast what’s happening on
the business side with the creative side then bring those two elements
together. Design and merchandising cannot exist in isolation. On the
creative side I also walk the line between what we see coming and what’s
selling now,” she observed. “Part of my job is to find a way to develop
choices that nudge customers forward. That’s something I focus on in my
color and trend reports.”
2022: Retail Planning
When asked what areas home furnishing brands and retailers should focus on
in 2022, Carpenter suggested that “They need to focus more on listening to
and understanding how their customers use the items they sell. That
includes finding out why customers need an item, what they will do with
it, who will be living with it and why.”
Carpenter consulted with Casa Sagrada to envision the use of
artisan-made Mayan textiles. Traditionally worn by indigenous
women in Guatemala, these textiles are incorporated into carpets
and seating.
Pictured above left are artisan silk, ceramic creations and
cotton jacquard pillows from Patti Carpenter’s Vietnam
collaborations.
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She explained that the need for this heightened attention results from
changes in consumer purchase motivations. “There was a time when consumers
bought just about everything. That period was followed by a period of
experiential buying. Now we’re entering a phase where emotional engagement
is important,” she observed. “People have been at home a long time and are
thinking more critically about everything they bring into their homes.
They’ve discarded a throwaway fast fashion mentality in favor of quality
manufacturing, materials and textures. If you think back just a couple of
years, millennials had no use for anything vintage or antique. Now they
are driving that bus. They have a whole new appreciation for quality and
longevity. It’s something that furniture retailers can tap into.
“Luxury brands, in particular, have had trouble adjusting the new focus on
emotional engagement that replaced a desire to possess luxury goods or
live a luxury lifestyle. That’s not enough now. Even people who can afford
such a lifestyle want to find objects that resonate with them personally.
Everything we as an industry sell sparks an emotional connection in our
customers. This connection can result from an object’s aesthetic, the
experience it promises or the way it functions. Understanding how company
values align with customers’ values is becoming much more important.”
2022: Market Differentiation
Continuing with the subject of topics Furniture World readers might
address in 2022, Carpenter brought up issues related to competitive
advantage. “Retailers need to revisit what sets them apart from
competitors and ask the question, ‘why would shoppers come to us versus
another retailer?’
“
People have been at home a long time and are thinking more critically
about everything they bring into their homes. They’ve discarded a
throwaway fast fashion mentality in favor of quality manufacturing,
materials and textures.
”
“To do this, they must create their own stories, step into their
authenticity, understand who they are as a company and where the points of
differentiation lie.
“Second, they must establish the foundation of everything they do going
forward. Only after they plant this flag, can they define their business
universe and pinpoint the heart of what they do well.
“With this knowledge, they can ask what their product selection should
look like. The Pottery Barn consumer is not the West Elm consumer. CB2 is
not the same as Crate & Barrel. Each of these retailers has a unique
reason for being and is successful.” Carpenter said that examining points
of differentiation is not just a useful exercise for top-100 retailers.
“The opportunity for differentiation is that any retailer can become a
unique destination,” she advised. “Customers won’t only show up to replace
a worn sofa, but also to find something new and exciting. It’s a similar
situation to what happened in the clothing industry. The big department
stores consolidated then struggled because they all started to look the
same. When retailers all start looking the same it becomes a race to the
bottom. Becoming unique allows home furnishings retailers to bring more to
the table. When they figure this out, they can initiate a dialogue about
what the products they sell are really worth.”
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Be on the Lookout for These 2022 Retail Trends
“Across the board trends that were on the cusp of happening were
accelerated by the pandemic,” Patti Carpenter told Furniture World.
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”We’ve seen cozy materials, more curvilinear furniture that’s
comforting and gives people a hug. There have been more rounded edges,
arches, capsule shapes, circles and spheres as well as curvaceous
sofas and seating.”
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“There’s the trend toward grandmillennial style that uses older
things as well as cottagecore style. We’ve been talking about
cottagecore since 2017. Since then, because of COVID, this aesthetic
that reflects a kinder, gentler life, baking, riding bikes, planting,
free form and freestyle, has become more important. It’s a bit
nostalgic and informal. More like a meadow than a formal English
garden.”
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”The demand for larger scale seating and sectionals has increased so
that people can sit farther apart. This trend first appeared in the
hospitality sector, but has now expanded into residential.”
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”There is a focus on wood in its natural state with the grain showing
through in a mid-range of colors; walnut or cherry finishes at the
dark end as well as lighter woods in natural finishes. Wood stories
have become more important. Is it recycled, reclaimed, upcycled or
sustainably harvested? Sustainability continues to be important.
Greenwashing is still with us. It’s sad that when a consumer sees the
word sustainable, green or eco, it often doesn’t mean very much, but
organizations like the Sustainable Furnishings Council are working on
that issue.”
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Stone used in home furnishings has become more colorful. We moved on
from white, black and grey marbles to brown a few seasons ago. Stone
has shifted now to all levels of green. Green as a family of color is
probably the most important color right now.”
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”Look for rough-hewn and rustic weaves in natural materials with a
handwoven, tactile effect.”
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“We are seeing spots on ceramics that look handmade so that no two
feel like they’re the same. Enameled accessories, metal and mixed
materials are important. Alabaster is a big trend as is the continued
popularity of raw edges.”
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“Japandi is trending with its mixture of Scandinavian and Japanese for
a minimalist and serene effect. This is in reaction to years of
extraneous, unnecessary products just piled on for maximalist effect.
It’s now really cleaning up, with a trend toward items with an
aesthetic that can be simple, beautiful, useful and mobile to
reconfigure when necessary.”
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“We’re certainly seeing beautiful trends in lighting. LEDs have
expanded lighting’s design possibilities. The category has become much
more interesting and artful. Retailers should be looking at a new
generation of LED lighting innovations especially if they have an
industrial feel.”
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“Bringing the outside in has never been a stronger trend. In the 70s
many people owned indoor trees such as a Ficus. Now we are seeing the
move from smaller plants in the window to larger scale, decor-inspired
planters with large trees for the inside. Additionally, there are many
products and objects in the marketplace that are inspired by nature,
but not necessarily constructed in the same materials as the original
inspiration. These include prints and patterns on furniture and
functional accessories in the shapes and silhouettes of plants,
leaves, and flowers.”
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Multi-generational spaces are on the rise in the U.S. During COVID
we’ve seen the idea of multi-sharing spaces and a corresponding need
for spaces and furniture that are multi-functional.”
Becoming unique allows home furnishings retailers to bring more to the
table.
When they figure this out, they can initiate a dialogue about what the
products they sell are really worth. ”
Furniture World is the oldest, continuously published trade publication in the United States. It is published for the benefit of furniture retail executives. Print circulation of 20,000 is directed primarily to furniture retailers in the US and Canada. In 1970, the magazine established and endowed the Bernice Bienenstock Furniture Library (www.furniturelibrary.com) in High Point, NC, now a public foundation containing more than 5,000 books on furniture and design dating from 1620. For more information contact editor@furninfo.com.