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From Cute to Couture
National Survey Confirms New Trend

We are continuously asking parents about how they feel about the child's nursery in their home and we are asking our retail partners about what current and future parents ask for when they visit their local store. What do they like and what would they like to see done differently? In recent months we've sensed a shifting attitude among parents, which is now being mirrored by retailers, both independents and chains.

To confirm or dismiss anecdotal evidence, we engaged Harris Interactive, an independent research organization, to conduct a scientific poll. The online survey included 2206 adults age 18+ that have or plan to have children. It was quite revealing; parents today are seeking style and affordable luxury in their child's nursery.

Nearly half (47 percent) of current and future parents surveyed are trending toward nurseries that are an extension of their stylish home décor as opposed to the "baby theme park" look where everything in the nursery décor matches and is often theme driven. With 53 percent of younger, future parents agreeing, this trend has staying power. However, with 36 percent of parents still feeling everything in their child's nursery should match, it appears there is room for both markets.

Current parents are having babies later in life and 43 percent want their nurseries to reflect the investment they've made in their home. This is especially true with new parents spending more time at home with a newborn or with parents going out less as a reaction to an uncertain economy. Only 14 percent of parents agree that nurseries don't need to be stylish, even if they had the means to make the nursery a stylish extension of their home. If they had the means, more than one in four would want their baby to have the same star treatment that celebrities give their babies.

Over the past year or two we've noticed that the "matchy, matchy" look common to so many nurseries today is gradually declining in popularity. We believe that it won't ever go away, but will simply give way to style in terms of popularity. While nurseries will always be about the child, increasingly parents want a look in room décor, bedding, blankets, and accessories that also says something about them and their sense of style. This is not to say, however, that the more child centric design influence won't follow the child from the bedroom to the playroom, bathroom, and beyond. It will certainly change as parents demand fresh themes. Currently, only 36 percent of parents feel everything in their child's nursery should match.

In this era of economic apprehension, what constitutes style that the marketplace will respond to? Style and design is in tune with furnishings coupled with a level of quality that embodies the materials, creativity, and attention to detail that spells customer satisfaction. The more difficult answer is nursery décor with all those important attributes at a price point that is affordable. Delivering all that and an affordable price could be a challenge at a time when quality materials are becoming pricier, practical creativity seems to be in great demand but short supply, and manufacturing attention to detail can be elusive or inconsistent in a globalized economy.

We studied the marketplace in several developed countries to determine if we could deliver what parents, especially future parents, want. We found that textures, such as satin and velvet, are desirable. Detail in the quality of stitching is imperative. Colors and patterns that are exclusive and speak to a more sophisticated customer are critical. And lastly, room décor and accessories had to be extensive and have an eclectic feel to fit in with a stylish home.

Room décor, including lighting, accessories, storage, rugs, window treatments and wall décor should be complementary but still coordinate. Nursery design can be driven outside the child's room throughout the house and can be used in the bathroom and the laundry room. What's key is the customer's perception of value.

Affordability is always a relative thing. What is affordable to you may be beyond the pale to someone else, even if it is highly desirable. Many times, affordability comes from a straightforward re-prioritizing of what is most important to you.

Editorial provided by Renee Pepys Lowe, President, CoCaLo, Inc.