When New York's twice-a-year Fashion Week kicked off last week, designers from across the fashion spectrum were pushing deep blues and rich browns as the "it" colors for fall.
Where did they get their inspiration?
Sure, their world-class imaginations play a big role. But if you dig beneath the surface, you'll see that the colors we all embrace as "it" aren't imposed upon us, they actually emerge from what we're already doing.
Case in point - brown. Today it's the new black. But back in the 90's it was black's dirty, messy cousin that you'd never consider wearing or painting your living room with. What drove this shift?
Pantone tracks color trends and tells fashion designers (as well as car designers, appliance makers, etc.) what's going to be hot - 2 years before we know it is. Pantone's color experts noticed the "Starbucks phenomenon" in the 1990s, when espresso, latte and other coffee colors began percolating into the design lexicon. In March 2002, United Parcel Service Inc. launched an ad campaign called "What Can Brown Do For You?"
Helped along by gourmet chocolates, like Godiva, and a recovery in fur sales, brown began to change its personality. Now brown is all about comfort and luxury.
We have technology companies to thank for blue - from Microsoft Corp.'s Windows to Apple Computer Inc.'s iMac. Estée Lauder Cos.' use of escapist imagery in ads for its Beyond Paradise fragrance.
Pop culture is embracing brown big time - at the Golden Globes Awards in Los Angeles last month, ginger-haired actress Marcia Cross, of "Desperate Housewives," and best-actress winner Hilary Swank each stood out in rich brown gowns by Richard Tyler and Calvin Klein. And Charlize Theron - last year's blonde Best Actress winner - has gone brunette.
But why should marketers pay attention to color? It drives consumer demand. Sales of light-brown luxury cars increased to 11% of North American luxury-car sales in 2004, up from about 1% in 2003, says Karen Surcina, color-programs manager at DuPont Automotive Systems, part of DuPont Co.'s coatings and color division. Blue-car sales rose to 9% of luxury-car sales last year, up from 4% in 2003.
And Kenmore has sold 10,000 of its first colored washers and dryers in Pacific Blue and Sedona, a rich, golden brown, that it launched in January (you might have seen the TV ads).
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