June 2010

• The 'If' Word
  - Editorial
• Entertainment Ready
  - The biggest change to our outdoor settings is colour
• Stimulating the Senses and Keeping it Real
  - Bath and body speak that won't leave you dizzy
• Hooked on Christmas
  - The silly season's stationery trends are wrapped up in traditional Christmas themes this year
• Feel Good this Father's Day
  - Men are notoriously hard to buy for – just ask any woman.
• Buy, Buy . . . Bye?
  - Getting ready to stock up for Christmas has a pre-festive warning for you

Hooked on Christmas

VANESSA O'BRIEN REPORTS

The silly season's stationery trends are wrapped up in traditional Christmas themes this year, but gorgeous new ideas inspired by Europe – and closer to home – put a fresh twist on all things auld.

When it comes to the Christmas palette, there's no changing the age-old demand for cherry red, forest green, silver and gold, says Leo Spring of Ogilvies. “I think it's going to be a very traditional colour palette this year, similar to last – less whimsical, more mainstream.”

Part of the reason, he says, is that people want to continue using their papers and ribbons for other gift-wrapping occasions after Christmas. “I don't know if it's a sign of the economic times, but people are looking to get a longer-term payback out of their investment. We are seeing it right across the board.”

Traditional leanings continue throughout Christmas stationery in patterns, scripting and images. However, as Ribbon N Blues director Jim Jericevich says, “Kiwis do tend to buy what they want, not just what the trend is.” So this Christmas will see some exciting contemporary additions to classic Christmas themes – in paper, ribbon and cards.

A key addition is the colour purple. Frankfurt trade show Ambiente showcased a purple Christmas wonderland this year, and Pan Pacific Marketing national sales and marketing manager Sharon Jackson says the hue will make a show in the Southern Hemisphere as well. “The purples range from lilac through to deep purple, and then there is dusky pink, which is always beautiful. Until now it hasn't been used much in the Christmas range, so it's nice to see it this year.”

Purple will feature particularly in papers and gift bags, with the softer shades highlighting another key trend, which is a focus on the feminine, says Jackson. Papers with beautifully scripted, finely printed writing, decorated with baubles like fine lace, look set to be popular with the fairer sex.

The fl ip side for the guys is some decent, manly black, says Jericevich. He is constantly surprised by how well Christmas papers with black motifs sell, and says to expect another black-out this Christmas. “Black is the Kiwi colour, and there will be a number of designs that have a high black content. They might be black, but with white, gold or silver lines or patterns. They are quite stunning – they certainly have the ‘wow' factor.”

Paper quality is also very important, with a focus this year on the uber chic, sparkly and holographic, says Jackson. Gone is the fl ock look of the past few years, and in its place is a focus on simplistic and traditional patterns. Last year's bauble fever continues, as does the focus on the triangular-shaped, modern-graphic Christmas tree print.

Throughout papers, cards and ribbons, traditional Christmas imagery such as holly, bells and stars reigns supreme, whereas Northern Hemisphere winter imagery such as snow and snowmen will be slower to sell, believes Jericevich. However, the Southern Hemisphere Christmas look – barbecues and beaches – will add local festive fl avour for the season.

This Kiwiana fl avour will be particularly strong in Christmas cards this season, says Linda Dobson of Patelena House. “I think for New Zealand it's that Kiwiana look: sand, pohutukawa trees, beaches and baches – the Kiwi Christmas. There will be a lot of Christmas cards that will tie these themes together.”

Kiwiana will complement a more traditional range of cards, with conventional Christmas colours and motifs, says Dobson. The overriding theme that will join the two together is bird imagery. For the traditional, there will be humming birds and doves, and for Kiwiana, a range of native species.

Across the entire Christmas stationery range, European trends also indicate a fancy for pop art that will appeal to the more adventurous yuletide stationery buyers. Andy Warhol-inspired designs in bright pinks and limes with graphic/geometric designs in bold and fl ashy imagery will make an audacious and individual Christmas statement.

The flip side is super-simple eco papers. Although the market for environmentally friendly Christmas wraps is not a huge one in New Zealand, last year's sales show there is a demand, says Jackson. “There's always a market that wants eco papers. Last year we sold out completely. This year there is a craft paper which is eco. It's a brown paper with Christmas images stamped on it, and it's beautiful.”

Jericevich agrees that there is a demand for eco papers, but the price tag can be prohibitive. “There are a number of Christmas products that are recycled and eco, but the problem is that they are 30–40% dearer than standard.

I don't think the majority of Kiwi shoppers, particularly during an already expensive time of the year, are quite at the stage where they're prepared to pay so much more to be eco-friendly.”

With the blend of traditional and contemporary this Christmas, the one thing that remains steady is what ties it all together – ribbon. Classic organza in 25–38mm will remain the ribbon of choice, in classic red, gold and silver, says Jericevich. There will be some novelty Kiwiana ribbons to match with plain papers, but organza that can be layered for maximum effect – and reused for later gift wrapping – will still be the finishing touch that wraps up Christmas this year.