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July 3, 2012 •
Classic Versus Edgy
Who are your brides and new moms exactly? Do they gravitate to the cutting edge, or do they make more traditional choices? While every customer is completely individual — and likely wants something completely tailored to her — what she is attracted to is often a matter of personal aesthetics. While there is substantial overlap between classic and edgy looks, here is a dissection of these two trend stories and how they currently apply to the bridal and baby markets.
The Bridal Market
Edgy
All brides and grooms want their big day to be like no other, and edgy looks are one way to accomplish this. To do so, think handcrafted, emphasized Shauna Leytus, design department manager, Hello!Lucky. “For brides that aren’t able or interested in making their own (invitations), we offer designs that feel handcrafted. Our new Jacqui Lee collection features hand-painted watercolor illustrations that feel very personal and homemade.”
Calligraphy or fonts that appear handwritten are other expressions of the handcrafted idea. Anything that feels folksy is very current — after all, the idea of folk art is just that: Art created by people as opposed to corporate entities.
Rachel V. Ivey, vice president of creative & product development, Crane, sees the cut-outs of fashion translating into paper via laser-cutting as well as through tactile treatments like blind embossing. Ivey pointed out another intriguing bridal gown trend, dresses in unconventional colors, and that is definitely seeping into stationery as well. Look for this idea to be translated via color blocking, envelope liners, edge printing and mixing and matching patterns across individual pieces comprising suites.
Finally, expressing the personality of a couple is often done via theme, underlined Karen Noel Davis, marketing manager, Checkerboard. “(This is) not (by) just carrying a single motif across everything. A theme or style carries through various pieces in a cohesive way — coordinated, not matched.”
Classic
Once somewhat radical, letterpress has evolved into a true classic. Ivory and ecru papers paired with fancy cursive types are another industry standard. Black and white in and of themselves have become trendy again, and can be freshened up with a touch of color, Davis noted. “A well-applied pop of color, whether it be in the ink, a ribbon, a layer or liner, can add the essence of the consumer to a design.”
Certain perennial styles — such as deckle edge — evoke the handmade trend while retaining a classic flavor. Crane’s deckle-edge paper, pointed out Ivey, “has a sophistication that speaks to the quality and treatment of the paper, and the details are subtle and classic. I’m excited to include (this paper) in our new collection. It truly embodies the idea of heritage with a modern twist.”
Despite the cutting edge, classic choices are crucial within the bridal market. “I’ve found that a bride is often excited by modern trends,” Ivey commented, “but when she sits down in front of book to make a decision about wedding communications, she usually leans traditional.”
The Baby Market
Edgy
Color is very important here, observed Eva Jorgensen, owner of Sycamore Street Press. “I see a lot of people moving to either bright bold colors such as teal and yellow paired with neutrals like grey and white or a pale, neutral look overall with lots of white, beige and grey. I’m also seeing people use metallic gold and silver as an accent, which is really fun.”
With the budget often paramount, parents are often thinking long-term instead of right now, she continued. “People are creating nurseries that grow with the baby, instead of decorating a room around a baby ‘theme.’ They’re adding baby-friendly elements that can easily be changed out as the child grows. (For example), fun prints on the wall can be popped out of the frame to keep the room fresh as the baby grows up.”
Fashion and home trends definitely wander to this market as well. “Patterns such as Ikat, triangles, southwestern motifs, clever text-based art, vintage styling with a contemporary twist … these are all trends I’m seeing,” Jorgensen described.
Finally, offerings such as baby books that speak to the new family structures like choice moms, gay parents and surrogacy and adoption situations (including foreign adoptions), are always welcome, added Susan Ells, president of Tessera Publishing. “Mom, Dad and 2.3 children are no longer the norm.”
Classic
This end of the spectrum goes a bit more conservative and tends to look fresh well into the future. “Clean and sophisticated best describes our classic choices,” explained Molly Ryan, vice president of marketing and design, Kramer Drive. “Formal fonts together with a simple graphic or monogram stands the test of time and will continue to play a large role in the baby market for years to come. With the classics, the color choice keeps it current.”
“Motifs drawn from the natural world are always a classic choice,” Jorgensen detailed. “Animals, trees, flowers, fruits and vegetables, clouds … these have always been and will always be in style. Patterns such as stripes, dots and florals are certainly on trend but never really go out of style either.”
Ells cautioned against getting “overly cute” and notes that their range includes staples in pink and blue — these are “must-have,” she feels — as well as a navy leather memory book with a navy and white striped ribbon. “(It’s) selling very well, especially on the East coast.”
Ryan feels that most consumers fall somewhere between the edgy and classic aesthetics. “It is in that overlap where Kramer Drive really dwells. We present our invitations in a traditional format on beautiful, 100 percent cotton stock. We combine that with vivid color, fresh fonts, patterns and graphics, creating a blend of trendy and traditional.”
Successfully selling these categories necessitates promoting them beyond store walls, Davis suggested. “With the ever-growing usage of social networks, it is imperative for designs to be accessible, while maintaining high-quality of craft and for the provider to be authentic.”
For that every important air of authenticity and credibility, carefully curate your sections to help define your brand. Regardless of what mood a design speaks to, “quality doesn’t go out of style,” Jorgensen finished.
