WGSN’s Trend Curve analyses social media and online retail shelf data to track and identify current focus points within the cosy living trend, and forecast its future development.
Why cosy living? Over the past few years, cosy living has become a strong theme in interiors and is a commercial success story across market levels and consumer demographics. The trend hit a new high this year and with Innovators now driving growth, it is evolving into new areas for 2021 and beyond.
Top retail categories: cosiness rules for products such as candles, bedding, throws and blankets, and beanbags and deconstructed sofas are trends to watch.
Future relevance: S/S 21 trend HomeSpun celebrates the cosiness of life at home, while in A/W 21/22 New Mythologies, home becomes a cave-like space. S/S 22 trend Resourceful outlines the importance of the colourful homestead and Future Innovations 2023 spotlights The Great Indoors.
WGSN Trend Curve (data from Edge and Yimian by Ascential)
WGSN's Trend Curve methodology
Our proprietary methodology combines data science, analytics and human ingenuity to give you a valuable visualisation of how trends are growing and where and when they should be leveraged for new product development and business growth.
WGSN partners with data-driven sister brands Edge by Ascential and Yimian by Ascential to produce high-value market intelligence across lifestyle and interiors.
WGSN Influencer Map: created by a team of WGSN Lifestyle & Interiors trend specialists to identify global influencers from a range of sources, including designers, stylists, bloggers, retailers.
Trend Curve segment: each source is mapped into a stage classified as Innovator, Mass and Conservative according to when they adopt trends.
Freshness index (%): measure of the % of newness within a trend.
Out-of-stock (%): products marked out of stock as a percentage of total products.
Buzz: a social media metric that calculates the likes, comments and number of posts about a trend to measure engagement.
Markdown percentage (%): markdown products as a % of total product offering
Penetration: the percentage of our influencer map that has interacted with a trend (keyword or hashtag) in a period of time (# unique users who posted once or more/total active users) x 100.
Cosy living is a commercial trend that shows no sign of slowing down. According to social media data, the trend grew throughout 2020 and achieved a new high in November, +1.5ppt YoY, with rises across all market segments.
WGSN Trend Curve (social media data from Yimian by Ascential)
Comfort has been a driving force across industries in 2020 and will continue to shape purchasing behaviour in 2021 and beyond.
How you can action this:
WGSN Trend Curve data captured from our WGSN influencer maps for Fashion, Lifestyle & Interiors, and Food & Drink sectors. Date range: 2018 - Dec 6 2020
Google Trends, 2019 - 6 Dec 2020