Millions of trend-following U.S. college students will display pictures, organize desks, and arrange furniture in an effort to personalize dorm rooms and living spaces this fall. For many, Pantone’s 2018 Color of the Year, ultra violet, will be an essential feature. As 2018’s “it” color continues to inspire and attract millennials, home furnishings dealers can meet this demand, improve customer satisfaction rates, and increase sales by stocking a selection of ultra violet items.

Pantone’s Color of The Year

Pantone was founded in 1962 in New York City as a printing company specializing in color charts for the cosmetic, fashion, and medical industries. In 1963, the company was purchased by Lawrence Herbert. Herbert recognized the difficulties faced by companies in identifying exact colors by names alone. This confusion often led to color inconsistencies in everything from clothing to beverage labels. That year, Pantone released the first Pantone Matching System (PMS) guide consisting of 10 colors. Today, Pantone has positioned itself as “the global authority on color” with a selection of PMS guides with over 1,800 colors.

In 2000, Pantone Launched the Color of the Year to provide a color snapshot of current culture and “strategic direction for the world of trend and design.” The Pantone Color Institute, a 20-person team, begins researching in early spring and announces the following year’s color in December. Color experts travel across the globe to find “influences which best fit the global zeitgeist.” The team reviews entertainment, film, travel, art, automotive, economy, fashion, jewelry, technology, industrial design, sports, and political trends. Pantone’s Color of the Year “has a great deal of influence on products and purchasing decisions made that year in a variety of industries from fashion, industrial design, product packaging, graphic design, and home goods.”

Trending Ultra Violet Home Furnishings

The newest addition to the Pantone Color of the Year collection, PANTONE 18-3838 Ultra Violet, is a blue-based purple that is “dramatically provocative and thoughtful.” Due to its vibrancy, most consumers are incorporating ultra violet in small quantities for home décor while some are fully embracing the color.

Home furnishings dealers can stock ultra violet accent pieces and or items with a splash of the color for college students seeking more subtle options. Some sought-after items include: crystals, decorative boxes, accent pillows, table lamps, clothing hangers, curtain tassels, string lights, picture frames, planting pots, and hand towels.

Students wanting to make a statement with their décor will look for ultra violet items such as bedding, desk chairs, accent chairs, couches, shower curtains, curtains, area rugs, nightstands, wall art, and glassware.

Advertising Tips

Dealers can stand out from competitors by conducting back-to-school advertising that emphasizes the store’s selection of stylish ultra violet products. There are many more ideas.

• Increase YouTube video views by sharing them on the company’s Facebook account.
• Engage with students by asking them to share pictures of their fully decorated living spaces that feature Ultra Violet store merchandise.
• Consider holding a photo contest that awards the winner with an Ultra Violet décor item.
• Alongside social media advertising, include product announcements in email blasts and e-newsletters.
• Build window and store displays with an ultra violet theme.
• Lastly, advertise with local newspapers, T.V. channels, and radio stations.

Year-Round Success

For many college students, back-to-school home furnishings shopping for the fall semester takes place from July to September. As students settle into living spaces, some will discover that they are in need of various items and will seek out businesses carrying relevant products. Others will continue decorating and searching for items throughout the semester. Offering ultra violet merchandise can help businesses gain foot traffic and sales this year.

For year-round success, home furnishings dealers can implement one or more of CrossCheck’s top payment solutions. Our Multiple Check service, for example, helps merchants mitigate risk and increase sales by providing customers with additional time to fund purchases without using or applying for credit. This is especially helpful to college students decorating with modest budgets.

Students write 2 – 4 checks that are deposited by merchants over a 30-day period and take home items on the sale date while merchants confidently accept checks. CrossCheck guarantees funding of each deposit on all approved checks. Download our free guide to learn more.