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Trend Q&A: Exploring the craft boom and more

Sustainable colours, avatars in China, crafting. Polaroid-style image of colour-blocked paint on brick wall
WGSN Original Image, Fatih/Unsplash
Jan 12, 2022 By WGSN Insider

Avatar engagement in China, the crafting demographic and sustainable colour planning. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s Executive Editorial Director Bethan Ryder takes us to Shanghai, New York and London. Hear from the friendly faces of our Insight, Interiors and Colour teams.

Watch the full episode below or read on for highlights of this episode:

Q: Avatars have been influential in China for years and more broadly Asia. What’s the future of avatar engagement in China and where is the next frontier?
“Virtual avatars won’t replace real-life influencers because we still need real human beings to test the product. But these virtual characters can add new and exciting potential by acting as a bridge between consumers and new brand universes that are being created in online virtual worlds.”
– Athena Chen, Senior Strategist, WGSN Insight
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Q: How can interior brands understand the new crafting demographic and set up their future strategy?
“Brands will need to recognise two key consumer groups when it comes to craft. The first is those who have been honing their skills over the pandemic and investing in their passion projects. For this group, continue to expand craft supply lines, whether it’s starter kits to try new techniques or more involved sets for activities such as rug tufting.

“On the other hand, the second group, while not crafting themselves, are investing in handmade goods. Partner with local makers and artisans, connecting them with their community to build a narrative that will resonate with consumers.”
– Cassandra Gagnon, Analyst, WGSN Interiors
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Q: How can we instil sustainable practices in colour planning?
“Sustainable practices can be instilled at the beginning of the process and the life cycle of every colour needs to be carefully considered. Use data to identify your core bestselling brand colours, which consumers will return to season after season. Minimise environmental impact by using low-impact chemicals, dyes and pigments; seek out certified sources of synthetic and natural colour, and work with experienced suppliers to achieve the best results.”
– Jenny Clark, Head of Colour, WGSN
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