By Vicki Matranga, Design Programs Coordinator
At the International Home + Housewares Show in March, the Innovation Theater in the Lakeside Center will present 21 educational programs, every hour beginning Saturday morning and ending Tuesday afternoon. At the Theater, located in Room E350 (near the entry to the Level 3 Lobby), experts in new product development and launch will discuss critical and timely topics in our industry. Over the next weeks, we’ll introduce you to the presenters with a series of interviews. Be sure to mark your calendars for these exciting programs! Check www.housewares.org regularly for updates on the schedule of Show events.
Saturday, March 2, 2:30 – 3:20 pm
What’s Happening in China? Innovation and Investment Drive Expanding Consumer Markets
Dr. Lorraine Justice is currently the Dean of the College of Imaging Arts and Sciences at the Rochester Institute of Technology (RIT). Prior to joining RIT, she headed the Design School at Hong Kong Polytechnic University for seven years, and worked with Hong Kong and Mainland manufacturers. Her insights blend East and West concepts of marketing and innovation and her newly created RIT East-West Centers for Design will help companies test and sell products in China. Her new book, China’s Design Revolution (MIT Press), explains the four generations of Chinese consumers, their motivations and desires. The 4th Generation, 640 million Chinese under the age of 30, will soon influence the global economy causing great changes in product aesthetics and innovation. She is a Fellow of the Industrial Designers Society of America (IDSA), serves as a jurist for design competitions around the world and is a member of TED.
Lorraine, you are such an energetic person. What inspires your passion in your work?
People. I am deeply interested in people and what they want and why they want certain things. All cultures are creative but the products are so different from country to country. Many times it is a reflection of our beliefs as a culture that we find manifested in the products we want. An example is the youth orientation and rugged individualism in the U.S.: sports, camping, blue jeans, convertibles, cookout grills and play in general are so embraced in this country, and this affects our products.
Why did you choose to speak at the International Home + Housewares Show?
I love housewares! I am a cook at heart and love to feed people great food. I also like to have a home that reflects an eclectic collection of products that mean something to my husband and me and still provides a comfortable atmosphere for guests. I wanted to speak at the International Home + Housewares Show to share my latest thoughts on product design.
You lived in China, learned the language, and worked with Chinese designers and manufacturers in your role at the Hong Kong Polytechnic. You got to know young Chinese people very well and your book tells how they live and about their needs and desires. Tell us what you will be speaking about and how and this topic is important for Show audiences.
I will be addressing what is new in China in relation to product design and design activities. This topic is very important for Show audiences so they can gauge where they are in the process. Are they ignoring China? Should they? Should they find a way to market their products to China? I can help them answer the questions for how they can find a way to market in China.
This is your first time presenting at our Theater. What are you looking forward to most from speaking at the Innovation Theater?
I look forward to interacting with the guests. I hope people come with questions or something they are trying to figure out in relation to selling to China. I also help people understand how to hire the right designer for their project.
How does the Innovation Theater help you spread your message?
Tweets, blogs and Facebook posts are usually the norm for my talks! It is really about helping everyone in order to improve the economy.
What kind of impact can the speakers of the Innovation Theater make at the Show?
Collectively we can energize people to pursue what they have been putting off in relation to selling and marketing, working overseas, or anything else. We can help people get motivated to do more. With knowledge comes expertise and with expertise comes success. We want everyone to be successful.
What do you see as consumers’ biggest concerns regarding housewares products?
I see a frugalness setting in due to the economy in the U.S. and this might affect sales. Whether your strategy is to make items more inexpensive so that more people can afford them, or keep your products at the high end for people who will keep the products long term, it is important to have a strategy and be sure your branding and marketing strategy are appropriate with that.
What are some of today’s trends or issues that new product development professionals face in the housewares market?
I think there are opportunities everywhere. Now is the time to start small and build, whether it is a line of products in your current company or developing your own new line of products, people are looking at the microbrands and the microbrand experience which provides something new, unique and green.
What is the best advice you could give someone trying to get into your area of expertise?
Have patience and never give up! This is when it pays to be stubborn!
Thank you, Lorraine. Your unique experience and perspective on China’s design and manufacturing and the impact of Chinese consumers on the world economy will be fascinating for our Theater audience. On the first day of the Show, your program will give our guests a new viewpoint as they visit exhibitors’ booths. Looking forward to your talk, Saturday March 2 at 2:30 pm!
Contact Lorraine Justice at lxjpgd@rit.edu for further information.
