EXPERT OPINION

By Laurie Pressman, VP Fashion, Home and Interiors for Pantone and Leatrice Eiseman, Pantone Color Institute Executive Director

There is no doubt that in today’s complex and challenging marketplace, color has the unique ability to attract and engage the eye, elicit emotion, enhance the product or environment and ultimately tempt the consumer or client. In fact, color is the catalyst that can spark the sale, define the space and create the magic and the mood. Choices are as varied as lifestyles, each reflecting a specific point of view and comfort level.

Is the current economy changing what footwear consumers are looking for when it comes to color?

Historically, when money is tight and there is a concern about the longevity of a given color, some people have a tendency to "play it safe" with neutrals. However, unlike higher-priced fashion apparel such as a suit or coat, which consumers generally do purchase in more neutral tones during an unfavorable economy, colorful accessories such as footwear, belts, handbags, scarves and costume jewelry offer a sense of fun as well as an easy way to freshen up a wardrobe so they are enticing to consumers during an economic downturn.

Is that likely to change in 2010?

Footwear will continue to enjoy a prominent position in 2010 and, while we will be seeing some neutrals, color will continue to be key, as will material surface and texture which are being used to create subtle differences in tone. There is also the aspect of “frugal fatigue” which simply means that after a few seasons of being thrifty, the consumer is ready to open his or her pocketbook once more and footwear is often the first place where consumers feel comfortable to take those first few baby steps. For 2010, color is still the major inducement— the temptation to buy will be based on the need and desire for a "new" color.

How important is it to make trend-right color a part of my visual merchandising?

There is an inherent human tendency to be drawn to color. Color is part of the stimulation we feel and has significant influence on the decisions we make. To combat these challenging times, we would caution retailers today not to overlook the strategic use of color in their product selections and believe it is important that they be mindful of creating visual excitement in their stores. Color is an intrinsic part of the visual experience, and certainly a vital factor in consumer purchasing decisions. In an environment where consumers are cutting back on their spending, it would be a mistake to overlook this fundamental element of human psychology. Additionally, because impulse purchasing is part of the human condition, the simple placement of products that feature unexpected splashes of color or unique color combinations, can be a highly effective way to stimulate retail sales.

How do color trends show up differently in footwear as compared to apparel and home?

Unlike apparel where consumers' consideration of color choices is affected by skin tone and body shape, and higher-priced home furnishings products such as furniture, floor or window treatments, where consumers generally do purchase in more basic and neutral tones, footwear, because it is an accessory, is often one of the best places to be more bold and daring and is the perfect place to highlight a new color trend. Regardless of a troubling economy, shoes still are, for many consumers, a purchase rooted in aspiration and considered to be the ultimate fashion statement.

Are there any color "mistakes" that retailers or brands make?

As we all know, it is the marriage of the right product with the right color that helps to make the sale at retail. To use color effectively and avoid color "mistakes", companies must know the attitude in addition to the age of the customer audience they are currently serving and/or they are planning on targeting. This will help them to determine how to maintain a product assortment that contains a healthy balance between a core of basic colors and the introduction of a fashion palette, the specific trend colors that will be appropriate for them to choose and which style concepts to use for their current and new color choices.

What is a color management process?

Color is one of the most important elements in product development today and making sure it’s right is critical to the success of any product line. A color management process is a set of procedures set up to help ensure that colors selected during the initial palette development stages are accurately communicated and efficiently managed all the way through the product development process.

Why do I need one?

Color plays such a critical role in a products success and yet is one of the most challenging and time consuming steps in the design and manufacturing process as well as one of the most costly. Production is increasingly taking place in geographies remote from the site of initial product design, budgets are getting tighter and design is taking place as close to the season as possible. A color development process that maintains the integrity of your creative vision, and allows you to go from design studio to store in a much shorter time frame increases your chance for success at retail. A technically sound color management process means fewer lab dips, resulting in greater cost savings and faster turnaround for optimum on-time production.

How is the current retail climate influencing color management practices?

In this current retail climate, it has become that much more essential for companies to shorten their color development timeline and work with color specification products that meet their needs for enhanced color management, speed-to-market, production/cost efficiencies and quality control.

How can a more efficient color management process positively impact your sales?

It is not enough to have the right product on the selling floor. You also need to be able to offer this product in the right color in order for it to sell. Managing the timeline of the color development process more efficiently allows for greater flexibility and agility so that these all important color decisions can be made later in the design or production process. Color decisions made closer to the planned product delivery date increase your chance for success at retail.

What should retailers be doing to drive business?

To drive business you need to create excitement by offering something different from the competition, something that the customer doesn’t already have, something that is both special and unique and ties into the customer’s emotion. A product or shopping environment must touch and stimulate their senses and color plays a significant role in this. Whether infusing a basic product with new colors or introducing a new collection that includes a combination of different colors and print patterns, color sets the mood and easily and quickly creates a fresh new look on the selling floor.

Pantone is known worldwide as the standard language for accurate color communication, from designer to manufacturer to retailer to customer, across a variety of industries. Find out more at pantone.com

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