Following on from GTN October issues' compilation of New Gardener Research we invited Phil Pond of Scarlet Opus, who provide future lifestyle, consumer & design trend intelligence for garden sector manufacturers & retailers, to give a wider perspective on what has changed during 2020 and the previous five years and the implications for garden retailing over the coming years.
"As life settles during 2021 many people will become stretched financially, overseas holidays will be a luxury that many (perhaps most) will not be able to afford as well as eating out, or even ‘popping to the pub’. Outdoor lounging, al fresco dining, exotic escapism, adventure and calming connection to nature; previously all satisfied during ‘holidays & weekend trips’ will have to be achieved in our homes, our ‘outdoor room’ … the garden.
"Post 2020 people may well be forced to live more modestly, but they are likely to want to live more fully in terms of experiences ... and many (if not most) of these experiences will be lived in their homes & gardens; or those of their friends & family
"This is both the challenge and the opportunity facing the entire supply chain to the world of the home and garden. Seeing this year as a one-off ‘boom’ is to misunderstand the fundamental shift in consumerism from the frivolous, to the family & home. And that means that the industry will not innovate as is needed, it won’t ‘gear up’ for omnichannel shopping (an activity that is seamless between on & offline). It won’t create the Garden Centres of tomorrow (so desperately needed) that will inspire, educate, support, engage and facilitate experiences, adventures and memories. And then, it would only have itself to blame …"
Read the full article in the November issue of GTN, out this week, or read the on-line viewer version below: