The low down from BHETA on this year’s Exclusively Housewares Show

The low down from BHETA on this year’s Exclusively Housewares Show
As well as being a specialist agency in the home and garden sector, Brookes is also the lead marketing agency for BHETA (British Home Enhancement Trade Association) which means the team is always on top of the latest trends and events that are important to clients.

We all like to think of ourselves as home and garden gurus here at Brookes & Co – but account director, Sam Owen, is the go-to-girl for making sure that clients are up to date with trends and ideas and making sure they stand out from the crowd.

Sam’s latest mission was to attend the BHETA seminar about the forthcoming Exclusively Housewares exhibition which takes place in London on 12-13 June. In Sam’s usual bubbly style, she bounced back into the office full of enthusiasm to share her findings – instructing us all to redecorate our homes and wear sage green!

As our clients gear up for ‘Exclusively Housewares 2018’, here’s Sam’s tips for making an impression at the UK’s premier showcase of housewares and tabletop products.

Be ahead of the Exclusively Housewares game

Don’t forget to tell everyone that you’re attending the show. Sounds simple, but this needs careful thought and planning. There are lots of PR and publicity opportunities available for exhibitors from sending imagery and press releases to interacting with the show’s social media channels (don’t forget to use the following hashtags #ES18, #ExclusivelyHW and #ExclusivelyElec). Make sure your trade media contacts know what you plan to exhibit either directly or via the show’s virtual press office. This kind of activity is second nature to Brookes and Co and we can tailor our marketing services to suit your requirements. From general media relations to exhibition graphics and design, we are more than happy to help.

Take advantage of having all your relevant trade media under one roof

We all know that there simply aren’t enough hours in the day, and that goes for journalists too! Exclusively Housewares is a massive event and getting around all the stands is almost impossible for your favourite magazine editors. The organisers are introducing a new feature this year – the Brand Showcase and Press Gifting Room – which will be a mini version of the show where journalists will see event highlights in one place. Around 50 online and print journalists will be visiting this area looking for something exciting to share with their readers. If you have something you think will catch their eye, then make sure you secure your place with the show organisers.

Also new for 2018 is a ‘Christmas in June’ press hub for products you’d like to get under the journalists’ noses for Christmas gift guides.

The future is……sage green!

Sam’s favourite part of the BEHTA seminar is always the latest findings from the Scarlet Opus team, the UK’s go-to trend forecasters. The Brookes team always holds its breath when she shares this part as we know we’re going to be getting a makeover to bring us in line with the latest must-have looks and products!

Watch out for ECO 2.0, Clarity and Imperfect Beauty

ECO 2.0 can be summed up as contemporary craft with a conscience with sustainability at its core. Consumers will be looking out for products made from recycled products (fibres, yarns, plastics, wood, ceramics, glass and metals). They will want products that look weathered and aged rather than new and shiny and prefer rough, surfaces, deep wood grains and textures. Random patterns and blurred edges like you’d find on timber, rock strata, marble and granite will be favoured over perfect lines and frayed edges on clothing and fabrics with wrinkled finishes will also be a hit. This is where sage green comes in too – the colour we all need to opt for!

For Spring/Summer 2019 the theme is Clarity which is style based on feel and function with products that are calming, nourishing and offer freedom of choice.

At the heart of Imperfect Beauty (Autumn/Winter theme 2018-2019) is the Japanese philosophy of ‘Wabi-Sabi’ and the art of ‘Kintsugi’. Wabi-Sabi is the art of finding beauty in imperfection and favouring the well-worn over the new. Kintsugi is the Japanese art of repairing broken pottery with lacquer, dusted or mixed with powdered gold, silver, or platinum, a method similar to the ‘maki-e’ technique. As a philosophy, it treats breakage and repair as part of the history of an object, rather than something to disguise.

Mismatched furniture, handmade crockery and lots of natural materials combine to create the imperfect beauty look. Show off products that look like they’ve been broken and repaired, embrace fabrics with pulls and loose yarns and don’t worry about material looking crushed or crumpled.

So, if you have a product that is sustainable, slightly wonky and looks like it might have been broken and repaired on the way to the show – you’ve cracked it! Get it on display in the Exclusively Housewares Brand Showcase and Press Gifting Room. And if it’s sage green too, you’re definitely on to a winner!

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