This ad will be closed automatically in X seconds.

Chicago keynote on “buying experiences”

“We need to stop looking at objects and start looking at what those objects deliver,” said Tom Mirabile, trend expert for the International Housewares Association (IHA) in this keynote presentation, Top Trends 2019: New Consumer Insights and How to Thrive in the Retail Revolution’ this week at Chicago’s International Home + Housewares Show (IH+HS March 2-5). He emphasised the increasing significance of buying into lifestyles and aspirations: “People aren’t buying objects, they’re buying experiences.”

Above: A view of the busy IH+HS 2019, which ran from March 2-5.

Tom provided his audience with an overview of generational features and some key points for the housewares industry. Generation Z sees “cooking as a craft or skill” and may be the first generation where cooking is no longer seen as a gendered task, says Tom.

The millennial generation is less likely to eat around the kitchen table and are often replacing one meal a day with snacks. They also “don’t see a brand as a religion,” according to Tom, with loyalty needing to be earned.

Meanwhile, Gen X does more product research than any other generation, while Baby Boomers are typically retiring, moving or remodelling their homes.

Tom provided members of the housewares industry with a series of tenets, which included ‘Be Flexible” (citing how brands such as IKEA and KitchenAid have reinvented themselves) and ‘Be Fun’ (for example, with amusing advertisements.)

“Be Aspirational’ was another of Tom’s tips: “Today’s consumer doesn’t dream of owning, but of becoming.”

“Be Sharable,” he continued, for example, by inspiring families to cook and eat a meal together.

Tom Mirabile’s presentation will be available to view on: www.housewares.org/education/presentations-webinars

  • In line with the consumer shift towards lifestyle buying, next year, the IH+HS will become The Inspired Home Show (March 14-17 2020). Visit housewares.orgor TheInspiredHomeShow.com

 

Top: Tom Mirabile talking at the IH+HS.

MORE NEWS
knives
 
New Responsible Retailer Agreement (RRA) and online training on knife sales....
Tala
 
‘Swan bake’ challenge for food writers and bloggers at Divertimenti Cookery School....
TopDrawerLondon
 
Autumn/Winter collection revealed at this week’s ‘extraordinary’ show....
Stuart
 
EIH host Stuart Goldsmith is “recommended” listening according to Ricky Gervais....
Dunelm
 
Group announces healthy preliminary results for the 52 weeks to 29 June 2019....
BHETA
 
The Funky Iron Company, Nedis and Domu join trade association....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.