Following the bag, footwear and clothing, the luxury trend has already hit the field of home furnishing, which is often the furniture and accessories designed by the most famous designers in the fashion industry. According to a statistical analysis by Euromonitor, a well-known market research company, the global high-end furniture and household goods market has reached 649 billion US dollars, and the Internet has become the fastest growing sales channel.

Take the luxury e-commerce Matchesfashion.com as an example, the July advertising on the platform is filled with Pendleton (a county under the jurisdiction of the US state of Oregon), prints, eye-catching colors and distinctive fabrics. However, the models did not wear the necessary "tidal goods" costumes of the season, but they used a blanket as a prop to promote a new online dealer. According to Euromonitor data, although the overall growth rate is not particularly fast, the sales of the luxury home furnishing and furniture market have achieved a steady growth of 2.3% per year between 2017 and 2022.

Home décor has become the most typical symbol of the new luxury trend, as more and more parties, cocktail parties, conferences, banquets, entertainment and social events have moved from bars, nightclubs and restaurants to homes. This summer, brands such as Gucci and Loewe rushed to introduce furniture and home furnishings such as chairs and ceramics, while Fendi, Ralph Lauren, Versace and Giorgio Armani have long enjoyed a reputation in the home furnishing sector.

In addition to attracting luxury brands, the hot home decoration market introduced many affordable brands.

More and more luxury e-commerce platforms such as Moda Operandi are adjusting their business structures and adding a “home decor” classification. MyTheresa, the portal of Neiman Marcus, a US high-end department store, launched its home collection in the spring, with Gucci candles selling for $495 and pillows for $1,000.

ArteMest, a luxury home e-commerce platform from Italy, gathers the world's highest level of handicraft home decorations (average price of 1,600 euros / piece), the platform has received $1.2 million in seed round financing and 5 million in the past two years. A round of financing for the dollar.

At the same time, fast fashion and chain retail giants have not neglected the new growth points brought about by the upgrade of home consumption:

Zara launched the Zara Home home product line in 2003 to help consumers realize their dream of creating a “good home” at a lower price. H&M's H&M Home has been launched since 2009 and is now available at 335 H&M stores around the world. In the US chain discount hypermarket Target Target and e-commerce platform Amazon Amazon has invested heavily in the home improvement design field, early this year, the world's largest chain retailer Walmart Wal-Mart also launched a dedicated home furniture product category online.

The trend of cross-border joint names is spreading from the fashion world to the home industry:

Well-known Swedish home furnishing brand IKEA recently launched a joint series with Louis Vuitton's spring men's art director Virgil Abloh, while the French home furnishing brand Habitat will launch a new season with the British fashion women's brand Shrimps.

（Source: JJgle.com）