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April 14, 2010 •
The Decorative Office

Wherever and however one works, smart design aids smart output

The last lifestyle domain to receive a style makeover is most people’s least favorite — that is, products to help one stay on top of day-to-day responsibilities. But once the collective aesthetic changes, there’s no going back. These days, a consumer gives the same design scrutiny to a set of sticky notes as she would a handbag.

It’s no surprise then to hear Nina Restieri, founder and president, momAgenda, comment, “One of (our) founding principles is that organizing products shouldn’t be just practical, they should be stylish too.”

Accordingly, the market is rife with polished, professional and pulled-together offerings, created to aid the consumer, but also to accessorize the cubicle, the home office and the person. For example, Fontaine Maury’s office release, inspired by fashion and home decor, includes mouse pads, dry erase boards, clipboards, weekly planners, rubber stamps, return address stickers and notepads — all coordinated and personalized.

“An office should be inspiring,” noted Haile McCollum of Fontaine Maury. “Color and design play a big role in that. Stationery and personalized items are coming out of hiding and finding a place as decorative accessories.”

Combining style with function is nothing new — just ask Barbara Bradley Baekgaard and Patricia Miller, who co-founded Vera Bradley over 28 years ago. “The pockets in a Vera Bradley bag are placed to keep you organized, and we’ve translated that function into our stationery,” described Melissa Schenkel, public relations representative.

The Techno-Question
Planners and agendas form the backbone of many lines. Many thought the rise of digital planners would cause the demise of paper ones — but that has not proven to be the case. Multi-taskers find something innately satisfying from “making a list and checking off tasks,” asserted Maria McMahon Newton, Partner, Truly Mom. “Perhaps it’s the satisfaction received putting pen to paper and knowing you have one less thing to do.”

Then too, there is a question of lifestyle, pointed out Restieri. “It’s about what works for you. While digital planners are helpful for some, especially corporate types, paper planners tend to be easier for moms and others who are on the go and not glued to a computer screen all day.”

Many resort to both technological and old-fashioned devices, Schenkel opined. “We believe customers use digital in their bags and paper at their desks.”

Family Affairs
Remember that office chic means different things to different lifestyles. With families, one calendar accessible to everyone is key. “Our weekly planners are meant to work out in the open so that it (can be) updated,” McCollum remarked.

Every mother requires a space to keep schedules and house affairs in order, she continued. “Most mothers have at least a little spot in the kitchen where they keep a ‘mini’ office. Because the kitchen is the hub of activity, you want (it) to accent your kitchen design, not detract from it.”

Don’t limit this category to just adults; children also have lives to keep in order. “I see a trend with kids wanting to have their own space to work and expressing themselves (there),” McCollum noted.

Display & Merchandising
One classic way to promote this product includes in living vignettes — that is, a display replicating a desk, kitchen, or even office, typically with product ready to purchase piled nearby. Alternatively, tell a color story, pulling together different accessories unified by shade. Brick and mortar stores have an edge over online venues in that they can really create a shopping experience.

They also can display planners both open and closed, silently showing how they work. In fact, many products require more interactive approaches. PSA Essentials’ self-inking stamps need to be tried out by customers in order to be fully appreciated, and should be merchandised accordingly. “Retailers that know our product inside and out (do best with it),” added the company’s Lesley Upson.

Other companies have perfected the merchandising of their lines. “Vera Bradley produces a visual guide to merchandising that gives our retailers pointers and suggestions,” Schenkel described.

An Enduring Approach
Innovative, stylish product will keep this category thriving, commented Upson. “As long as companies keep up on trends and new ideas, it will endure for ages.”

The fact that people work so much also strengthens the category, Schenkel pointed out. “People like to make their environment an extension of their personality. What surrounds them on a daily basis can affect their moods.”
Restieri perceives that the decorative office category will continue to evolve. “I saw a similar trend in the diaper bags. When I had my first child 13 years ago, they were utilitarian, either in conservative colors or covered in childish designs. I don’t know if Kate Spade was the first to come out with a fashionable diaper bag, but when she did, it changed everything. Now countless brands make fashionable diaper bags.”

Perhaps the most important thing to understand about workspaces is that they are as fluid as modern lifestyles themselves. Outside of an actual office building, they can be anywhere within the home or even on the road, and merchandise mixes should reflect this. “We are getting more creative about home offices, they are appearing in the kitchen, living room even in the master. So they need to work in a bigger environment (or) story,” finished McCollum.




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