Upholstery fabric design trends

Fashionable fabric designs can live within a challenging economy.

Upholstery Journal | August 2009

By Gina Wicker

It is difficult to focus exclusively on design trends when the economy is the overwhelming trend these days, but the truth is that colors and patterns and economic trends have an impact on each other.

With grim economic news and changes in our political world, now may seem like the time to hang on and just stay afloat until the storm is over; however, savvy marketers will take a different approach. They know that now is the time to adjust strategies and strike out in search of new business, following three relatively easy paths:

• Adjust to what’s going on in the marketplace.
• Look for strategic partners.
• Keep up with trends.

The marketplace

It’s no secret that consumers are watching every penny and looking for good values, as well as searching for items that are long-lasting and on-trend. Warranties, long-term savings (such as decreased energy use), ease of use and styling are all critical. While the mortgage crisis has been horrible for many consumers, the lower interest rates have made it possible for others to refinance and, in some cases, have created available funds for home improvements. To get our share of those available funds, we must be in touch with our customers’ wants and needs.

The color of change

Textured neutrals. A sense of conservatism and environmentalism is provoking use of textured neutrals as a canvas on which to place color. Nubby silk- and linen-like textures create a sense of warmth and comfort, and provide an interesting contrast to decorative patterns. Neutrals are tending towards cool taupes, charcoals and soft grays, and away from the coffee-inspired warm browns that have been popular. The tendency is towards a cooler ground, although not the cold, metallic silvers often viewed as ultra modern. Instead, they are livable, soft colors that partner well with many other hues to inspire looks that are transitional or soft modern.

Oranges and golds. For a sophisticated palette, pair oranges and deep golds with the new, cooler neutrals for a look that is both livable and lavish. While orange can be viewed as flamboyant, it is also energetic, warm and welcoming, and a natural choice for an outdoor environment, either as an accent or as the star color. The on-trend orange is less yellow and has a red to rusty cast, making it ideal for use year-round.

Sunny yellows. Yellows are key to any trend-worthy palette to carry us through 2010 and beyond. A symbol of optimism and energy, yellows serve to both spice up and soften cooler neutrals. Most prevalent in a buttercup shade that suggests happy times, it is also timely in a slightly muted, wheat hue that evokes images of a plentiful harvest. These two colors work beautifully together, as well as with soft blues and greens.

Soft blues. Although not new, blues still feel fresh and are a strong choice for indoor or outdoor applications. Blues are cool on their own and, when combined with other cool colors, can be less than welcoming; however, when combined with soft parchments, ivories or heathery beiges, they evoke a sense of tranquility.

Today’s green. The “green” movement is, in fact, anchored by the color green, which stands for renewal and resurgence. Providing a beautiful accent to yellow hues, the trend-worthy green is a little softer than the limey, acidy greens of past seasons making it more welcome in interior applications. While this hue translates well into pop art graphic patterns, it is most comfortable with a hint of texture that ties it back to its nature-inspired roots.

Comfortable customers

We can all use a comfortable place to relax and gather our thoughts, or seek refuge from the stress of daily life. That place can be a chaise lounge under a canopy of trees, a cozy corner of a bedroom, or a quiet patio under the shelter of an awning. Regardless of color fashions or economic indicators, the most important trend is the one that makes your customer feel at home.

Gina Wicker is design and creative director for Glen Raven Inc.

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