WGSN | Trend Curve: Cosy Living
The WGSN Trend Curve uses machine learning and data analytics to track, analyse and interpret trend growth through three stages of adoption. Discover how the cosy living trend is evolving across market segments, including key phrases and important products
Sarah Housley, Lucesca Holmes, Sara Gaspar, Lisa White & Harriet Kilikita
12.20.20 · 4 minutes
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Executive summary

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.

Drivers: increased time spent at home during the pandemic and the current role of the home as a home hub and a sanctuary space.

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)

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WGSN's Trend Curve methodology

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Key terms

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.

 

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What's been happening on social media?

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.

  • As of November, Europe shows highest penetration at 17.0% and continues to grow +1.6ppt YoY. There has been a small but significant rise in APAC (7.4% in November, up from 2.5% in the previous year), indicating global opportunities for growth
  • The conversation around cosy living is led by Conservatives (19.3% in November 2020 vs Mass 13.1% and Innovators at 4.0%), but Innovators and Mass are driving growth, and have been posting more (YoY) in 2020
  • The trend is expanding beyond winter, with some of the biggest increases occurring July to September, when growth rates were 22-27%
  • Buzz has increased by 34% YOY (March-November) and since September has been up across the board. Innovators lead in Buzz at +236%, suggesting the trend has room to grow and evolve among Mass and Conservative segments

WGSN Trend Curve (social media data from Yimian by Ascential)

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The full comfort lifestyle

Comfort has been a driving force across industries in 2020 and will continue to shape purchasing behaviour in 2021 and beyond.

  • In interiors, products labelled as cosy, comfort, texture and other related keywords have increased by 46% UK and +11% US YoY in the last year across furniture, textiles and accessories
  • Comfort is also driving trends within food and drink, which impacts tableware, with 'soup bowl cosy' +250% on Google searches
  • In fashion, relaxation rules. New season slippers arriving at online retail (Oct-Nov) saw a rise of 77% UK, 165% US YoY while sweatpants show strong demand, with below average discounts and above average out-of-stocks: 31% vs. 28% UK, 23% vs. 16% US
  • Throws, blankets and plants feature heavily on the hottest 'cosy living' social media posts of 2019 and 2020 from the Lifestyle & Interiors Influencer map, and the trend is spreading from the living room to new rooms and moments. These include 'jungalow' bathrooms, filled with plants, as well as coffee rituals and cosy cats and dogs
  • As cosy living becomes cross-seasonal, linen is seeing increases in Buzz across segments: +75.4% Innovators, +59.4% Mass and +19.9% Conservative, March-November 2020

How you can action this:

  • Merchandise comfort-driven products as full lifestyles, expanding cosy living beyond winter and across the home

WGSN Trend Curve data captured from our WGSN influencer maps for Fashion, Lifestyle & Interiors, and Food & Drink sectors. Date range: 2018 - Dec 6 2020

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Google Trends, 2019 - 6 Dec 2020

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