Furniture trends

The world could never have imagined what was to come when the «Happy 2020!» fireworks flew into the air. Expectations were high, wishes were even higher. We just didn’t know that «New Year, New Life» would take on such a radical meaning, for everyone. The days went by and humanity witnessed the outbreak of a pandemic that cost the lives of millions of people. The months went by at great cost, and just when we thought we were free of a ‘parasite’, the world was turned upside down once again. In the blink of an eye war broke out in Europe. At the same time, we are preparing for an economic crisis and the effects of global warming are increasing. It has been a challenging few years here on earth.
Some say that circumstances bring about change, maybe that’s what’s happening to mankind after the constant snowballing effect of recent years. There it is, that old discussion about evolution, not only about the tooth structure or the usefulness of the thumb, but also about the evolution of the mind. With that in mind, V&G set out in search of some answers. This time, we set out to unveil the most recent changes in the furniture industry, laying down the gauntlet to the face of JetClass Group, CEO Agostinho Moreira. The subject of luxury was a constant topic of conversation, a strong indicator that, in fact, in times of change, nothing goes according to plan.

When it comes to buying, people are more conscientious and demanding

There’s a good chance the name Jetclass Group sounds familiar, but if this is not the case, allow us a brief introduction. The company works in the luxury furniture sector, boasting different brands for different markets and styles. It is present in various parts of the world, in particular in Angola, having been a «lucky commitment of the group», according to the CEO. Harmony between classic and the contemporary is part of the company’s very particular image, opting for premium materials that confer luxury to the product. Context? Done. Now it’s time to put on our Sherlock Holmes costume and start looking for evidence.
Questioned on the outlook of the furniture sector before the outbreak of COVID-19, Agostinho mentions a rapid expansion into certain markets that had been more closed before. Companies were positive and there were many expansion plans. It didn’t take long for this to change, and this was certainly true in the furniture sector. According to the company’s CEO, the pandemic resulted in paradigm shifts, namely in terms of houses, consequently bringing an increase in furniture sales. During the pandemic period, Agostinho explains, consumers understood that «home comfort is a necessity and they began to look at their homes more. As a consequence, they started looking for more functional, durable and comfortable furniture.» The home has become the meeting place for families and friends, and no longer plays just a secondary role. Customers’ demands are different now, in terms of quality as well as materials, design, comfort and functionality. When it comes to buying, people are more conscientious and demanding.  

 «Comfort and functionality are very sought-after features»

But, in the end, what are consumers looking for today? The digital era has enabled easy access to everything that is going on around the world, without having to leave home. This alone has boosted the desire for luxury products with diverse materials and characteristics. Agostinho explains that «customers today do research, they are more aware of what they are buying, as well as, consequently, being influenced by these same digital platforms, the media and social networks.» So if requirements change, furnishings are moulded to new circumstances and consumers are more demanding, what happens to luxury? Well, the Jetclass CEO gives a clear answer: the concept of luxury has also changed. «But what we have to see is that luxury is very much linked to concepts of tradition and so there is a longer process before you can notice an effective change.» Perhaps it is technology that most drives such disruption, the entrepreneur confesses.  Even so, you can already see the greener direction that luxury has chosen to follow. Sustainability and comfort are beginning to function as foundations of contemporary luxury, which is moulded not only to the preferences of the customer, but also to the needs of the planet. «Comfort and functionality are very sought-after features in our pieces,» reveals Agostinho, mentioning that the very manufacture of his products also aims to minimise waste and expense. After long days of lockdown, humanity began to look at their home from a significantly deeper perspective. Comfort and functionality began to override the "aesthetically beautiful”, and sustainability became an ally. But are these the indicators that mark the beginning of a new luxury empire? Agostinho Moreira believes so. But, even if evolution stands in the way of furniture, the CEO believes that there are elements that will remain, always, timeless.

The greener direction that luxury has chosen to follow

Would you like to know some of the secrets of luxury? Jetclass can help. Let’s start with identity. To maximise a magical environment, try to tell a story first. Then it’s important to create a harmonious interplay of colours and textures. ‘Old but gold’, this step is a must. The last secret is the nub of the issue. All environments need this component, something that attracts the eye like a magnet. And now that you are starting to understand the language of luxury, remember that the market has certain global standards, which does not mean that you should ignore the cultural aspect in which it is located. This is also an identity factor.
And then, with that in mind, do you think that we are at the beginning of a paradigm shift in the field of luxury? The unknown will remain, for now.