Recently I read a blog post from an influential sales forecaster (a ‘futurist’!) I follow online and his article resonated with me, as I often like to explain the type of store I wish to be and the product I love to own and to sell.
He managed to succinctly articulate that dilemma we all seem to now have that everything needs to go faster or be cheaper. We are happy to strip away elegance or subtlety. He claims if you want “to reach more people, aim for average”.
The market, given a choice, often picks something that's short-term, shoddy, inane, obvious, cheap or ‘on-trend’. Given the choice, the market almost never votes for the building, the monument or the civic development it ends up being so proud of a generation later. (the Sydney Opera House) Think about it: the best way to write an instant bestseller is to aim low.(50 Shades of Grey!)
Don’t get me wrong – I often gravitate toward what’s ‘on-trend’ – I want to wear the latest fashion, I love the fact that it is OK to wear cool trainers, I love that marble is popular, and I love that the clean and functional lines of Scandinavian design are being embraced as a trend .
Seth Godin states that “the race to popular belies the fact that our beloved classics were yesterday's elitist/obscure follies”. This particularly holds true with my philosophy of buy once, buy well. I am in love with Arne Jacobsen’s Cylinda range originally designed in the 1960’s and never once out of production since. I think that if you own an object that has value for you (not just monetarily) then you will never regret the purchase, never feel it is out of place in your home and will not desire to discard it - as it will never reach a ‘use-by’ date.
It's our choice. The ones who create, the ones who instigate, the ones who respond to what's been built. It's up to us to raise the bar—pandering to average or ‘for now’ is a waste of what's possible.
"Sometimes it seems like winner-take-all capitalism is pushing us ever harder to play it dumb". That makes it even more important that we resist, buy something you know you will love forever.
In the next couple of weeks LUC. will see the arrival of some beautiful new furniture. Head-lining that list is the iconic Artek tea trolley - designed by Alvar Aalto in 1936 this white laminate and laquered birch piece would be something you would certainly love forever.
We have some other interesting pieces including outdoor chairs and even something that might just be perfect for your Christmas celebrations - a slick new dining table or two.
We are excited about presenting this new product to you and we hope you will enjoy coming in to do some pre-Christmas sourcing with us soon! We love talking about design here at LUC. so please feel free to add to the conversation with your thoughts on buying once, buying well!!