Close
 

Are you nesting? Emerging trend suggests retailers should tap into values and vanity

  • News
  • February 24, 2016
  • Erin McKenzie
Are you nesting? Emerging trend suggests retailers should tap into values and vanity
Farmers new homeware range

At last weeks Retail NZ's shop.kiwi event, the CEO of the US National Retail Federation Matthew Shay said a shift in attitudes towards spending means consumers are spending more in houses and home renovations.

While he was referring to the US, we decided to see whether Kiwis have cottoned onto this nesting trend as well.

Chris Wilkinson, managing director of First Retail Group, describes nesting culture as the return to heritage values and the comfortable and familiar.

This became clear in consumers’ reactions to the Global Financial Crisis (GFC) of 2008.

Wilkinson says when the GFC hit, consumers began to think twice about what they were spending and re-prioritised where they saw value.

In an effort to save money, there was a lifestyle change where consumers began doing more for themselves including sewing, baking, cooking and repairs.

After the GFC, the hospitality industry’s sales went up but the retail industry remained static, with research showing purchases are more considered, as consumers remain purposeful and conscious of waste.

“People are over buying stuff,” Wilkinson says.

He refers to Fly Buys advertising as one of the biggest fails because it’s constantly referring to “stuff”.

Instead, he says successful businesses are those which can leverage those good old fashion nesting values, something hardware and furnishing stores can do well.

Although consciousness about spending saw an increase in consumers doing things for themselves, DIY home renovations declined.

Wilkinson says there was a fear of renovating homes “because if you spent money, you weren’t getting that back”.

However, as house prices are now increasing, so too has confidence in investing money on homes because consumers know they will be rewarded for it.

According to Statistics New Zealand’s Retail Trade Survey, hardware, building, and garden supplies recorded the largest sales volume increase in the December quarter, up 5.3 per cent.

The value of sales also rose 5.5 percent in the same quarter.

Wilkinson says the bombardment of home renovation media is also boosting consumer confidence in nesting.

He says programmes like The Block push aspirational themes demonstrate the possibilities homeowners can do themselves.

With emphasis put on both building and decorating, hardware stores and furnishing stores are reaping the rewards, he says.

One store making the most of the nesting trend is Farmers, as it recently collaborated with Bauer Media to launch the Your Home and Garden homeware range.

Shelley Ferguson, managing editor of the magazine, says entering the retail market with a range of tableware, kitchenware, bathroom ware, bedlinen and décor pieces is a natural extension of the magazine’s brand.

Farmers divisional merchandise controller Mark Prusher emphasises the way the new range allows customers to mix and match difference pieces together.
 

He says it’s patronising when retailers ram the idea down customers’ throats that they should “buy this and it will make your home look a certain way”.

Instead, customers should have a choice in what they put in their home.

By offering a number of ranges that look good together, he says the homeware department satisfies consumers who are increasingly take on the aspirational themes pushed in both editorial and social media.

As a result, the Farmers homeware department is “growing like never before”.

Consumers now feel the need to to express themselves in not only what they wear but also how they dress their homes, he says, meaning they shop for a look, rather than shopping for a particular item out of necessity.

“Home is a place to express personality as well as a place to live. They don’t buy a set of glasses because one broke, they buy it because they’ve seen an image of it and they want it.”

One of Farmers' competitors, The Warehouse, is also on top of this trend.

Last week it rolled out a new homewares range that looks like something straight out of a Pinterest board.  
 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Kiwi Property makes $138m net profit for the year

  • News
  • May 21, 2019
  • Radio New Zealand
Kiwi Property makes $138m net profit for the year

Kiwi Property has reported a strong full year underlying profit, as it continues to reinvest in its Auckland retail and office properties.

Read more
 
 

Thankyou’s latest campaign combines scent and charity work

  • News
  • May 21, 2019
  • StopPress Team
Thankyou’s latest campaign combines scent and charity work

Australian charity product organisation Thankyou has launched its latest Kiwi campaign, combining that fact that 100 percent of its profit goes towards helping end global poverty with its use of perfume-grade botanical oils in its products.

Read more
 
 

From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

  • Design
  • May 21, 2019
  • Idealog
From edible insects to beautiful homeware: Made of Tomorrow’s co-founder talks its new venture

Most people would be in agreement that bugs, planters and room dividers don’t have much in common, but Matt Genefaas and Dan Craig would beg to differ. The two juggle running an edible insect company, Crawlers, as well as a homeware company, Made of Tomorrow. Genefaas has a chat about what the new furniture range, Space Between, was inspired by, as well as how him and Craig spend their days in slashie roles moving between pushing dried insects to the world, as well as polished mirrors and space dividers.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Why is the next generation so anxious? Here's how young founders can avoid burn-out

  • Opinion
  • May 21, 2019
  • Jennifer Young
Why is the next generation so anxious? Here's how young founders can avoid burn-out

There may be good reason to be concerned about our young entrepreneurs. Millennials and Generation Z have been labelled generation burn-out, generation snowflake and described as narcissistic, entitled, tech-dependent and fragile. They’re also oversaturated with headlines about the raft of issues like climate change they have to tackle, plus concerns about the impact of technology and social media on their mental health. Jennifer Young explores possible reasons why the younger generation is so anxious, as well as what young founders can do to avoid burn-out.

Read more
 
 

Vodafone NZ sold to private investors for $3.4b

  • News
  • May 21, 2019
  • Radio New Zealand
Vodafone NZ sold to private investors for $3.4b

Infrastructure investor Infratil is teaming up with a Canadian investment firm to buy the local operations of Vodafone for $3.4 billion.

Read more
 

Readings present revised plan for Courtenay Central

  • Property
  • May 16, 2019
  • Radio New Zealand
Readings present revised plan for Courtenay Central

The company that owns Courtenay Central in Wellington says it has big plans for redeveloping the complex - which is closed due to earthquake risks.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}