We’ve all heard that consumers nest in times of economic uncertainty, but there’s still tough competition in the home textiles category. Consumers have more choices than ever when it comes to what to buy and where to shop. So how do brands and retailers stand out? For starters, stay on top of the six biggest trends re-shaping home textiles:

1. Strong Brands Drive Sales
Whether specialty, off-price or department store, merchants are buying brands consumers ask for by name. Mid-tier department stores and mass stores are revamping their private label assortments to bolster sagging sales.

Why? A well-defined brand engages consumers, and the right mix of these brands provides a competitive advantage for retailers. Bed Bath & Beyond’s exclusive brands played a critical role in the company overtaking Walmart last year as the leading home textiles retailer.

2. New Brands and Products Must Prove Themselves Online
Retailers are less and less likely to take risks on new merchandise. This reinforces the importance of established brands, and it forces newcomers to prove their worth online before earning coveted spots on store shelves. It’s a reality for both new brands and established brands launching extensions. With limited aisle space, retailers are steering customers online to view expanded assortments. Target, Walmart and Kohl’s all offer a range of products online that you won’t find in their brick-and-mortar stores.

3. Retailers Demand More From Vendors
Major retailers, including Macy’s and Target, are leaning on vendors for markdown dollars and marketing support. Bringing a new brand to market now requires covering the expense of markdown dollars to clear out the incumbent. Larger retailers expect launch plans and substantial marketing investment to ensure that inventory turns over quickly.

4. Textiles Go High-Tech
Americans are desperate for a good night’s sleep. And this trend aligns perfectly with a basic law of economics—supply and demand. There’s very little sleep these days, and therefore it’s in huge demand. Smart companies are selling shut-eye with high-tech textiles. A brand called SHEEX, for example, sells “performance sheets” to help consumers log a blissful six or eight hours. The sheets boast a range of high-tech features, including superior feel, temperature control, breathability and moisture transport.

5. More Storytelling in More Places
To stay top-of-mind, home textiles manufacturers must engage consumers with storytelling, especially in the digital space. It isn’t enough to throw up a nice website. Top home domestics brands wield digital strategy across multiple platforms.

You’ll find Diane von Furstenberg putting her brand out there with a website, blog, online videos and social media. Nate Berkus helped launch his home collection at Target by starring in a series of insider videos on style and design. Plus, stores like Macy’s are working to bring digital in-store with QR codes consumers scan with smart phones to learn more.

6. Made in the U.S.A. Makes a Comeback
In the next year and beyond, we’ll see more retailers promoting home textiles that are made in the U.S.A. Walmart has pledged to spend $50 billion over the next 10 years on American-made merchandise. We expect other major retailers, such as Costco, Target, and Bed Bath & Beyond, to follow the lead of the world’s largest retailer.

How are you responding to these trends? Are there other important changes you’re noticing in home textiles?

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