A LOOK AHEAD

2020 TRENDS

As we wrap up 2019, everyone wants to know what 2020 will look like? How do I stay in stride personally and in business?

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TRENDOLOGYPredictions for the start of the next decade abound but some common themes run through many segments. U.S. consumers and business owners will find themselves running across trends related to Sustainability and Authenticity, mixed with a bit of Retro, Streetwear and Natural Elements. As with all trends, they have some grandiose and aspirational implications. But they also have some real applications closer to home.

01 Sustainability

02 Authentic and Personal

03 Retro in Living Color

04 Streetwear

05 Technology

06 Staying on Trend

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01 Sustainability

Sustainability takes many faces - from carpooling to installing more efficient windows in your home. Most people agree that reducing, reusing or repurposing consumables in our everyday lives is important. Some organizations advocate major change, but we can all make advances toward sustainability without requiring significant inconveniences in our lives.

One of the hottest topics in sustainability is disposal of plastics. Mass production of plastics has only been around since the 1950s, but in that time more than 9 billion tons of plastic have been produced globally. After use in its originally designed function, about 25% has been used to generate industrial energy or repurposed into “cement” blocks, manufactured wood, solid surface countertops and other building materials. That number is better than many would expect considering that the first three decades of plastic production gave few or no options for repurposing waste.

Closer to Home

New uses for recycled plastics grow as recycling technology improves, including uses that prove sustainability isn’t just for grown-ups. Green Toys Inc. is a U.S.-based manufacturer that uses 100% recycled milk jugs to create dump trucks, rocket ships, dough extruders and party dough, toddler blocks and teething rings. Its production methods and shipping policies are also earth friendly while emphasizing child product safety. Sustainable and fun. The kids will never know that their toys are good for the environment.

Today’s savvy consumer can be both fashion-conscious and sustainable. Adidas currently has a line of shoes in partnership with a nonprofit focused on keeping waste out of our oceans. Each pair of Ultra Boost Parley shoes uses material from about 11 plastic bottles. The footwear giant has stated a goal of using recycled plastic in all of its shoes in the near future.

It’s not just shoes. Today’s plastic-based textiles are far softer and more color-friendly than polyester from the 1970s. Use them for T-shirts, soccer uniforms, swim trunks, stocking caps, weekender bags or whatever else you can imagine.

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How about products that never needed to be recycled in the first place? These products help preserve the environment by not creating consumable waste.

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Metal straws were once reserved for eco-conscious cafes, but with more envi-ronmental concerns and their ease of access, they can be ordered and used by everyone.

Solar power is also a great way to stay more sustainable. Products like solar power speakers, lights and chargers are useful in everyday life, whether it’s a dinner party or work trip.

Sustainability will continue to be all the buzz in 2020 through repurposed and eco-friendly items.

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02 Authentic and Personal

It feels like an overused word, but a recent study by Deloitte Insights on marketing in the digital age concluded that “authenticity is paramount.” Consumers want the convenience that technology brings, but we also want to interact with companies that are transparent, lead with purpose and put humans at the heart of decisions.

After years of creating online dominance, large e-retailers are now building a brick-and-mortar presence. Amazon’s 2017 acquisition of Whole Foods is probably the most notable signal in this trend.

People still like the physical activity of shopping. U.S. Department of Commerce Statistics put 2017 total retail sales at $3496 billion. E-commerce sites are growing faster, but brick and mortar is still a whopping 87% of total retail sales! Consumers love the online selection, but want the opportunity to see, touch and feel in real life, like in a showroom or at a tradeshow.

Big clothing brands have been long-time hold-outs on customization options. In part because production methods didn’t allow for it. Another overlap with technology has changed this. Now you can get your pair of Levi’s not only in the right size, but with a custom back patch, rips or frays where you want them, and a laser-etched design on the jeans. Add a denim jacket with one-of-a kind embroidery. All straight from the factory. One industry leader says that customization has become so attractive because it allows people to stand out in a sea of duplicates.

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Another way to make people feel special is through personalization. In a recent survey of 1,000 people, 90% said they found personalization appealing, and 80% admitted they would be more likely to give their business to a company that offered them a personalized experience.

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While women’s fashion still often allows more latitude than men’s, if you can rock it, you can wear it. Full back, wide collar and vertical full length side graphic designs are popular embroidery for men and women’s tops. Text or brand identification from shoulder to cuff on the outside of a sleeve is slightly less edgy but still an on-trend look. Of course, you will never go wrong with an understated emblem on a shirt pocket or cuff.

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Authentic brands will be showing they care by using give back programs to make an impact.

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03 Retro in Living Color

While we want something to feel authentic and just about us, we also want it to feel familiar. Or so the trend for retro would indicate.

Spring/Summer 2020 fashion colors echo this vibe, and help to “express our desire for a sense of the familiar … a palette of colors that conveys a sense of ease … a combination of fresh and friendly,” according to Pantone Color Institute experts. Their spring set includes colors that tie backward, such as Flame Scarlet and Saffron, which are in the same family as 2019’s top color of Living Coral. It also has several cooler, more muted colors, including Biscay Green, Faded Denim and Lark, which are thought to be predictive for overall 2020.

The color scheme for home interiors is inspired by natural elements such as sky, earth, water and plant life. Coastal-inspired colors will likely be hot for the next few years. Try layering colors in your home to create texture and avoid “flat.” Interior design elements also bring nature in, with lots of big plants (real and metal versions), cane and Vienna straw, and natural materials including marble and terracotta.

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International designers at New York’s Fashion Week specifically referenced their Spring 2020 clothing inspirations as the 1940s, ‘60s, ‘70s, ‘90s, and post-90s. Hair trends include ‘50s ponytails, teased crowns and blunt bangs from the ‘60s, and ‘80s hair combs. Milan Design Week showcased interior design trends for 2020 that will center on well-being, comfort and sustainability. Art Deco styles are once again on the rise, as a warm and welcoming backdrop to Alexas and touchscreens.

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What’s old is new again! Retro ‘90s styles are on the rise, accompanied by a palette of classic colors.

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04 Streetwear

Apparel isn’t only experiencing color and personalization trends, it’s also influenced by fashion movements, like streetwear. Streetwear arrived on the scene in the 90s as a way for people to express their care-free nature while having comfort and function. This included clothing items like baggy shirts and hoodies, bright colors and graphic designs, and sneakers. The look has evolved to not only be worn on the street, but also the runway. 2020 streetwear will likely include jackets, crossbody bags, hats, hoodies, crop tops and vests, and will appeal to Millennials and Gen Z.

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From the runway to the sidewalk, streetwear is the next big thing in apparel. It’s all about comfort while still looking cool.

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05 Technology

Most of us are familiar with the convenience of ordering online and picking up in store. Another growing omnichannel approach is shoppable social posts. According to Christian Thomson, CEO at Marwick Marketing, 72% of Instagram users have purchased a product on the app. A recent survey of Pinterest users found that 70% use the app to find new and interesting products. Millenials and Gen Z have always had mobile information technology available to assist their decision making. As wireless communication continues to advance, so does its reach to empower consumers.

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06 Staying on Trend

Staying at the Center of Your TrendWhile trends are interesting and may give guidance to the upcoming year, the best path remains to stay at the center of your own trend. Use insights as a reason talk to your customers about where they see their business going. Talk about some of the big changes happening in today’s business climate, and whether or not your clients also see tie-ins closer to home. Offer some of the ideas as promotional merchandise that is on target and fresh.

2020 TRENDS give your customers exactly what theyll be looking for

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Sources

- Consumer Trends for 2020, Brandwatch, September 2019 - 20 Technology Trends Predicated By People in 2020, 21 Twelve Interactive, April 4, 2019, https://www.21twelveinteractive.com/20-technology-trends-predicated-in-2020/- How Many Financial Institutions are in the U.S.?, https://blog.plaid.com/how-many-fis/ - The Future of Customer Service: 12 Trends to Test in 2020, Levi Olmstead, https://www.nextiva.com/blog/future-of-customer-service.html- Top Marketing Trends for 2020, Christian Thomson, Forbes Agency Council, October 3, 2019, https://www.forbes.com/sites/forbesagencycouncil/2019/10/03/top-marketing-trends-for-2020/#43bdf9f13d5d- Here’s How Much Plastic Trash is Littering the Earth, Laura Parker, December 20, 2018, National Geographic, www.nationalgeographic.com - Green Toys Inc. https://www.greentoys.com/pages/our-story- 9 Companies You Didn’t Know Use Recycled Water Bottles in Their Products, https://www.businessinsider.com/products-made-from-recycled-plastic-2018-8- How Plastic Bottles Are Recycled Into Polyester, National Geographic documentary, https://www.youtube.com/watch?v=zyF9MxlcItw25 Eco-friendly Products for Your Daily Life, https://www.conserve-energy-future.com/25-green-eco-friendly-products.php- Top 15 Best Solar Powered Bluetooth Speakers in 2019 – Complete Guide, https://www.techsounded.com/best-solar-powered-bluetooth-speakers/- What Is the Fourth Industrial Revolution?, Devon McGinnis, December 20, 2018, https://www.salesforce.com/blog/2018/12/what-is-the-fourth-industrial-revolution-4IR.html- 2020 Global Marketing Trends Bringing Authenticity to Our Digital Age, Deloitte Insights, https://view.deloitte.nl/rs/834-ESS-180/images/deloitte-nl-global-marketing-trends-2020.pdf- People Still Love to Shop in Brick and Mortar Stores, Susan Ward, June 25, 2019, https://www.thebalancesmb.com/compare-brick-and-mortar-stores-vs-online-retail-sites-4571050- 13 Essential Local Business Statistics, Nicolas Straut, September 4, 2019, https://www.fundera.com/blog/local-business-statistics- 5 Must-See Infographics on the Value of Brand Authenticity, Insight Communities, Bec Rabe, March 31, 2019, https://www.visioncritical.com/blog/brand-authenticity-infographics- Levi Strauss Webpage, https://www.levi.com/US/en_US/blog/article/levis-presents-future-finish/?ab=home_a2_levisfuturefinish_howitworks_072419- 10 Innovative Retail Trends to Watch in 2019, Tara Johnson, January 16, 2019, https://tinuiti.com/blog/ecommerce/retail-trends-2019/- Spring 2020: Tracking the Standout Looks from this Week’s Top Collections, Harper’s Bazaar Staff, September 12, 2019, https://www.harpersbazaar.com/fashion/fashion-week/g28915132/new-york-fashion-week-spring-2020/?slide=01- Spring 2020 Hair Trends: The 13 Prettiest Looks to Copy ASAP, Cosmopolitan, Chloe Metzger, October 2, 2019, https://www.cosmopolitan.com/style-beauty/beauty/g29302142/spring-hair-trends-2020/- Interior Design Trends For 2020 From Milan Design Week 2019, Authentic Interior, June 6, 2019, http://www.authenticinterior.com/design-trends/interior-design-trends-for-2020-from-milan-design-week-2019/- Pantone Color Institute Releases Pantone Fashion Color Trend Report Spring/Summer 2020 New York Fashion Week, September 6, 2019, https://www.pantone.com/color-intelligence/articles/news/pantone-color-institute-releases-pantone-fashion-color-trend-report-spring-summer-2020-new-york-fashion-week - The Behr 2020 Color Trends, https://www.behr.com/consumer/inspiration/2020-color-trends/?utm_source=bing&utm_medium=cpc&utm_campaign=Non-Brand%20-%20Trends&utm_term=%2B2020%20%2Bcolor&utm_content=_dc|pcrid||pkw|%2B2020%20%2Bcolor|pmt|bb&msclkid=436ec1d8cf791966d7359c1bd4975117- Interior Design Trends For 2020, From Milan Design Week 2019, June 6, 2019, http://www.authenticinterior.com/design-trends/interior-design-trends-for-2020-from-milan-design-week-2019/

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