Fashion meets homeware

A full lifestyle experience based on brand identity

Text by Eliana Macedo - PFM Team
Insights Think Piece
April 28, 2016 01:06

Fashion and home décor are inextricably linked and have always influenced each other, but they have never been this close. More and more fashion designers are translating their vision into homeware lines, and there are several fashion brands incorporating furniture and decor items into their collections.

COS has recently presented new products stemming from a collaboration with the design atelier HAY. Lamps, rugs, folders and other stationary items in pink, green and blue were designed to satisfy the sophisticated, modern and functional taste of its consumers.


© Urban Outfitters and Cos x Hay


Other examples, such as Urban Outfitters, Anthropologie and GoodHood offer their consumers a full lifestyle experience based on brand identity. These shops offer their consumers much more than clothes and accessories, they offer both a brand and produce curatorship that reflects their tastes and interests – including furniture, lighting, décor, vinyl, books and specialised magazines.


This synergy has its roots in the 90s, when fashion brands started developing complementary products and diversifying its offer. 


By incorporating furniture and home décor lines into their collections, brands such as Fendi and Versace expanded their core business and paved the way to a new era in retail.


© Anthropologie and Almada 13


With brands coming into lifestyle retail and following the progressive democratization of fashion homeware, the consumption experience has taken on a new, challenging dimension. Focused on their consumers’ lifestyle and needs, fashion brands have expanded their offer and promote more than products, they promote lifestyle experiences.


The success of fashion homeware relates to the fact that consumers seek the same design and quality values when choosing clothes and making choices about what they purchase for their houses.


In times that are becoming increasingly digital and connected by ‘likes’ and ‘shares’ , it has never been this easy to know what consumers want. Aware of this opportunity, brands invest in creating moods that represent their target consumers’ tastes and desires, receiving feedback in real time through Instagram, Facebook and Pinterest.


© The Feeting Room and GoodHood


In Porto, the lifestyle retail concept is being imported by stores such as Coração Alecrim, The Feeting Room, Scar ID and Almada 13. Not only do these concept stores invest in the quality and irreverence of Portuguese design, but they offer a selection of items thought for urban consumers that are trend-wise and look for authenticity, quality and sophistication in every aspect of their lives.