Six trend areas to shape home textiles industry in future

Women's growing independence and professionalism, as well as rising mobility, are playing out in a variety of ways on lifestyle and partnership models. Single-person households account for 40% of homes in Germany. But that does not mean that all these people are single. "Living apart together" is becoming the phrase describing an increasing number of couples who maintain their own flats but also cohabitate. Often for job-related reasons, a temporary second home is far from uncommon – and this is becoming more prevalent amongst women.

This gives rise to completely different living needs, with one's home becoming a highly personalised sanctuary. For forward-looking offers relating to home textiles, it will thus be key to address individual needs and so to take into account different target groups, lifestyles and living conditions to a greater extent instead of offering "one size fits all" standard products.

Woman-made: female designers conquer the creative sector

A sector formerly dominated by men is becoming women’s turf. An increasing number of women are completing degrees in design and interior decorating. Over the next several years, female graduates will overtake their male colleagues for the first time ever. Here too the female shift is apparent. While men have shaped the interior decorating and living landscape over the last century – Alvar Aalto, Verner Panton, Eero Saarinen, to name but a few – a new ambitious generation of women designers is emerging.

From Kati Meyer-Brühl to Patricia Urquiola, Hella Jongerius and Fanny Aronsen, women are changing the world of design more than ever. Designers increasingly understand and recognise the needs of modern women and offer the right answers with creative solutions for their living environments.

The new man: a good design sense enhances attractiveness

Female shift does not only mean that women's influence is rising. One effect that simply cannot be overlooked in the women’s empowerment in society is the trend towards a "new man". Increasing independence amongst women is strengthening their selfawareness, resulting in new standards and expectations for men.

Regardless of whether it is on the job or at home, it is becoming more common for men to be judged according to "softer" – formerly "female" – criteria. That requires that they also have a new aesthetic sensibility. Especially when it comes to style and design in interior decorating, women indicated that men have quite a bit of catching up to do. 57 percent believe that men are more attractive when their interior decorating shows good taste. The fact that men agree just as much (55 percent) shows that the message is loud and clear.

The bottom line: the gap is narrowing

The changing lives of women on the one hand have in turn entailed the changing roles of men on the other. There are no longer any hard and fast borders. The answer lies first and foremost in approaching one another while appreciating individual needs and standards across the board.

Messe Frankfurt