Trend Mapping

Manufacturing is all about staying one step ahead, anticipating and often helping create the trends—before they become mainstream—that translate into successful sales growth. 

For independent industry representatives, buying groups, and distributors, staying ahead of and helping to shape those trends are an important part of their business, too. But recognizing the trends and producing great product doesn’t translate into sales without also tracking how consumers are shopping today. 

For Jeff Rose, vice president of furniture, bedding, and outdoor for Nationwide Marketing Group, it’s all about staying connected with consumers on their online journey and telling strong product stories, while making it as user-friendly as possible. “How is that consumer shopping and why is that consumer shopping?” he says. “Also, we have to consider the way consumers feel when they shop. We have to tug on the heartstrings, and we have to make things personal. If you can make that connection and have a great experience, you’re going to win that consumer 100 out of 100 times.”

Luke Larsen, director of merchandising, home furnishings, for AVB, the parent company of buying group BrandSource, says his company is seeing consumers continuing to look for premium features with a strong value. All-natural fibers and eco-friendly products with both a premium feel and a compelling sustainability story are also strong, while in the bedding category, the primary focus has shifted heavily toward ultimate comfort. “While aesthetics and style remain important considerations, they no longer carry the same historical weight compared to overall feel and wellness,” says Larsen.

At the same time, retailers are becoming more selective about assortments that deliver meaningful differentiation and still provide a competitive advantage versus the Big Box stores and on-line business. “Traffic is down, so they must provide products that resonate with consumers,” Larsen says. 

Evi Brilleman, founder of BELLA Home & Living BV and a fractional marketing and business development executive in the home furnishings industry, also points out that it’s important to understand what is driving trends. “A feature only represents a lasting opportunity if it addresses a genuine consumer need, performs as intended, and is commercially viable,” she says. “There is strong interest in solutions that provide understandable, demonstrable benefits for consumers. However, every innovation must meet practical expectations for cost, durability, compliance, measurable performance and speed to market.”

For example, customers are becoming more sophisticated about the distinction between immediate cool-to-the-touch performance and longer-term thermal and moisture-management benefits, she says.  Interest also continues in natural and renewable materials, healthier sleep environments, allergen management, transparency, circularity and solutions that provide credible differentiation without making the product unnecessarily complicated. 

“Like the apparel, automotive, and electronics industries, the bedding industry is constantly evolving, with trends emerging in fabrics, foams, spring systems, and design details,” says Daniel Vazquez, vice president of Costa International. “Staying ahead of these changes requires maintaining close relationships with suppliers and customers, attending industry trade shows, and having ongoing conversations about new products, consumer preferences, and market demand. These insights help me anticipate trends and better support my customers year after year.”

“You know, we constantly have to mine for fresh ideas and trends, absolutely,” says Scott Charest, president of CJN Sales Associates. “That’s incredibly important, and once we lose sight of that, that can be harmful to your business.”