Page 20 - Craftcil March 2017
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n ews briefs


               Wellness: The                                  Hooking the Early Birds

                 New Status                Retailers that launch back-to-college programs early will reap rewards
                                                      with shoppers spending less as summer rolls on
                   Symbol

                                             While the influence of e-Commerce is pervasive among students, most back-to-college
               Products that enhance      purchases will be made in physical stores, according to research from Deloitte LLP. Most
            health and wellness remain hot  students, however, will purchase at least one-third of their back-to-college items online, but
            commodities in housewares.    those purchases are most likely to be apparel and electronics, not home furnishings,
            Consumers are willing to spend  according to a study by Branding Brand. Before drilling deeper into category purchase
            money to enhance their health,  behavior and this year's trends, its important to note that 86 percent will do all of their
            and it's not just about living  shopping from no more than six retailers, with 51 percent saying they will only buy from one
            longer. Healthy living is     to three retailers, according to Branding Brand, which noted that the top three retailers for
            becoming a status symbol, as  online purchases are Amazon (74 percent), Target (51 percent) and Walmart (42 percent).
            more consumers opt to flaunt                                      The biggest trend retailers seeing right now is
            their passion for wellness                                  that students have imaginative ideas for their dorms.
            through paying for boutique                                 Savvy students realize they can make pretty dramatic
            fitness sessions, 'athleisure'                              room décor statements with the right type of lighting,
            clothing, food with health-giving                           a category growing in importance for back-to-college
            properties and upscale health                               merchandising and marketing. A desk lamp just won't
            and wellness holidays, says a                               cut it anymore. Students are loving light-up marquee
            research by research firm                                   letters to personaliae their room, string lights, and cool
            Euromonitor. The company      LED floor lamps. A retailer is also introducing a neon-phrase lighting collection for the back-
            identified "wellness as a status  to-college season, delving more deeply into the personalisation, bright colour and fashion
            symbol" as one of its Top 10  lighting trends. Five years ago, parents were the ones who did most of the back-to-college
            Global Consumer Trends for    shopping, but that has evolved, which recent sales data and research bears out. Dorm
            2017 in a recent study.       shopping allows young adults to express their personality without consequences.
                                          Functionality is also crucial; this should be a space where students can kick back with friends,
                                          study, or just unwind in their free time.
                                             In a 2016 Deloitte survey, parents said they planned to spend $1,345 on back-to-college
                                          merchandise, $263 more than the students expected to spend. And while 57 percent of
                                          students plan to contribute more than half of the back-to-college budget, only 16 percent of
                                          parents expect their kids to contribute that much. By category, parents expect to spend $584
                                          (43 percent of the total budget) on household appliances and supplies, and dorm furniture
                                          and supplies, while students expect to spend about $100 less on those categories.
               The health and wellness
                                             Parents and students also begin shopping earlier in the summer and at different points
            trend has elevated certain
                                          throughout the summer to take advantage of the most deals, according to Deloitte's
            cooking categories over others.
                                          research. Early shoppers also spend the most. While July and August are the biggest
            One of the biggest products in
                                          shopping months, those that shop before July spend the most ($349), although they only
            this trend are pressure cookers
                                          represent 6 percent of total back-to-school shoppers. As the summer proceeds, spending
            for both healthy eating and
                                          declines, which could be a combination of more merchandise being sold on promotion and
            canning, which helps keeps
                                          shoppers being more judicious about the amount they spend. For example, shoppers in late
            items fresh. While all
                                          July spend $309, while those in late August spend $270. Last minute shoppers in September
            demographic groups are keen
                                          spend even less, $259, according to Deloitte. Not surprisingly, freshman spend more money
            on products that can help them
                                          and seniors the least as they head back to school ($1,352 versus $845). Male students on
            live a healthier life, the fact that
                                          average spend more, especially on tech products such as computers, hardware and
            Millennials are such a group will
                                          electronic gadgets, but when it comes to dorm furniture and household appliances male and
            also continue to increase this
                                          female students are neck in neck, spending $481 and $472, respectively. And, of course,
            trend's stamina.„ Source :HFN
                                          social platforms strongly influence students in what they buy. „  Source :HFN
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