The time it now takes for high fashion to make its way from cat walk to high street is a matter of months. Most manufacturers realise the important role it plays in the product development process. Gemma Whiteside of WowOui has been studying the trends and believes the season we are just embracing should hold no fears for even the most die hard traditionalist. "It is as safe and classic as it can be, with just a hint of the extraordinary. The key colour palette is Monochrome. Black and white was out in force and also navy teamed with red. The Muted palette has sorbet tones bringing in the colour, but in a dusty muted palette, a bit like putting your head into an old fashioned ice cream vendor’s freezer – lemon, cream, peach (yes peach!). The excitement comes from the metallics, which in clothing will be in full force. However, for our industry, I would suggest their use is limited to trims, contrasts and accessories. The metallic colours are greys, silver greys, chocolate and gold tones, and you can already see these in abundance on the high street. In terms of the actual fabrics, obviously the metallics are strong, with monochrome prints (very '50's in look), vintage, retro, and oversized floral/botanical prints. Animal prints have moved from fashion to classic so these are always a good look, but keep them subtle – no Bet Lynchs here. Detail and decoration is on everything, buttons, buckles, embroidery - everything is slightly oversized with a very '50's retro feel to it. There are plenty of classic looks about to keep the traditionalists happy but there is still enough excitement around which can just creep in and make the difference between dull and different."

More immediately, the Wilkinet survey is showing us what parents are currently looking for when they choose their pushchair. When shown a selection of 10 pushchair colours, a quarter are looking for Black (Charcoal) while almost one in five (18%) want the two tone grey and silver. Things then brighten up with some 12% looking for pink and 10% for red. Twelve per cent are looking for brown. Navy is now well down the list with only 8% thinking of buying. It’s not just about colour, what sort of pushchair is the favourite? Again, the Wilkinet survey has some figures. Unsurprisingly travel systems are top of the agenda with 69% of Mums looking for one. Half of these (35% of all pushchair buyers) are looking for one with a carrycot. Three wheeler pushchairs are gradually falling out of favour with only 10% of mums looking to buy one, with the same amount looking for a four wheeler pushchair.

WHAT ABOUT THE FURNITURE MARKET?

White is constantly drifting in – and out again. This year it seems to be an ‘in‘ colour again, especially if they know the new baby is a girl! But there is significant interest in other shades. Stewart Waddell of Boori looks very closely at the trends. "Our English Oak is our second darkest colour and accounts for some 35 to 40% of our sales. The darkest, Walnut, is almost black in colour and we have recently seen a pick up in sales. Choice of colour also varies from region to region. Scotland has tended to choose the dark colours, but then we get sudden spikes where white is selling. There’s no simple answer!"

There is another important trend within the furniture market – and that is towards the better quality. Boori isn’t exactly cheap, but sales are increasing exponentially. "It’s not how much they are spending, but seeing what they are getting for their money in terms of quality and practicality. The fact that many of our products literally last a lifetime is an important selling point," says Stewart. Saplings, known for their keen prices, are also seeing an increase in sales of their higher priced ranges. "We are finding that more people are willing to pay for quality furniture and for furniture that will last through childhood through to the teenage years," says Phil Ludlow Smith. "We find that it is the more contemporary designs that are the favourites. Whatever the colour it is the modern clean lines that are selling."

I’LL TAKE ONE OF EVERYTHING!

In the bedding and décor market, the trend seems to be towards buying the lot! If there is a good display of bedding, wallpaper, borders and accessories such as wall charts, then these are selling. Many people are planning their nurseries before they know the sex of their child and, according to Lance Johnson of Kidsline, for them, cream is the colour of choice; a cream that is perhaps whiter than those seen recently which can seem a bit grubby when seen together with the new shades! When the baby is a girl, then it’s pretty pinks mixed with greens and lilacs. For boys, the trend is away from dark blues to chambray and more washed-out blues. This is accented by primary colours especially sharper greens.

In other product areas it seems that the brighter the better!! For example, OiOi changing bags aim to be at the forefront of fashion and this year’s offerings are navy blue and white with bright red lining or jelly bean (!) green and white with bright orange lining! Accessories are also getting brighter and Outlook shade-a-babe sun visors are now in red, pink, blue and beige.

Time to get out the sunglasses!