By Alicia Rosa
Brand Central Insight
Now 2022 is here and new trends are starting to emerge across all industries and categories. Many of the same trends we saw in 2021 are evolving to adapt to shifting consumer tastes and a trend cycle that seems to change more quickly each year. Color and texture will be major themes this year as all consumers continue their love affair with maximalism. We can also expect to see more changes to the retail landscape, especially with COVID-19 cases on the rise again—this will recharge consumer interest in ecommerce and digital experiences. Lastly, positivity will be a key macro-trend across all product categories and in content creation. People will be looking to brands and influencers even more to affect change, spread kindness, and provide positive representations of marginalized or underserved groups.
Subscription Economy
The subscription economy has been steadily growing from a space filled with indie brands to a key strategic platform for major retailers and brands. In 2022 we’ll see consumers embrace this subscription economy even more since they have become so accustomed to buying everything online. Beyond physical products this will extend into content creation and other digital categories as a way for brands to deepen their connection with audiences. As a result, subscriptions will be more geared towards community and membership vs. an emphasis on the products subscribers are receiving. Shoppers will be looking for ways to feel like they’re part of something “secret” or exclusive.
Sensory-based Retail Experiences
The pandemic has made so many people frustrated with the limitations of virtual events and experiences. As brick-and-mortar retail traffic picks back up, consumers will be seeking out immersive experiences that stimulate the senses in unique ways. They want to be able to physically touch things, but also want a digital aspect with AR and VR features, an accompanying app, the ability to try on new products, and more. Providing an open-ended “playground” with sensory-based features will be especially important for Gen Zers and kids, allowing consumers to choose their own adventure and mold their own brand experiences.
Inclusion at Retail
Less of a trend and more of an inclusive movement, consumers are continuing to demand more representation and diversity at retail. From the people making the products, to the product designers, to the materials, consumers will continue to be extra conscious of where their money is going. The support for small businesses hasn’t died down since the pandemic started and retailers will need to start working with micro-influencers and BIPOC creators in order to tap into these highly active and supportive communities. Retailers like Target and Walmart are already doing this—both brands recently started carrying Lily Frilly, a line of hair bows created by Lily Adeleye, the youngest CEO of a Black-owned brand. Overall, shoppers will be looking to big retailers to make it more convenient to buy products from small and local businesses.
The 2010s
If you’re a client of ours then you’ve been hearing about the Y2K nostalgia trend for a while now. In 2022 this trend will continue with a spotlight on the trends and nostalgia from the early 2010s. Gen Zers will be quick to embrace trends from that era like midriff baring fashion, maximalist patterns, bright colors, and more. We can expect brands popular from that era to gain attention again, as we’ve seen in the Von Dutch and Juicy Couture resurgence.
Texture Obsession
The crafting craze of the last two years is going to continue influencing fashion and home décor in 2022. This “craftcore” aesthetic will pop up in the form of texture and pattern obsessions, which we’re already seeing with the rise of crochet and knit fashion, as well as the tufting trend that has recently gone global. Across apparel and homewares, we can expect to see more textured textiles like knits, sequins, mohair, ribbed fabrics, and more.
We Bring You Up to the Speed of Now
We’re Brand Central Insights, a custom trend intelligence service from licensing agency Brand Central. Each month we’ll be rounding up the hottest trends across food, fashion, home, influencers, and more to show you what we’ve been loving. Want even more trends in the meantime? Contact us to learn more about Brand Central Insights and for a sample report! Email Alicia at alicia@brandcentralgroup.com or visit brandcentralinsights.com today for more information.