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TREND BOOK CONTENTSAbout Summer Casual ................................................................................... 2Total Market Size ........................................................................................................ 3Breakdown by Furniture Type .................................................................................. 4Three Year History of Retail Prices ............................................................................ 5Customer Profile - Millenials ...................................................................................... 6Customer Profile - Young Baby Boomers and Generation X ............................... 7Customer Profile - Online Shoppers ........................................................................ 8COLOR .....................................................................................................9 Yellow ............................................................................................................. 10 Green ............................................................................................................. 11 Blue ................................................................................................................. 12 Red.................................................................................................................. 13 Brown .............................................................................................................. 14LOOKS ....................................................................................................15 Color, Color Everywhere .............................................................................. 16 Ecclectic Style ............................................................................................... 17 Stripes ............................................................................................................. 18 Foliage and Florals ........................................................................................ 19 Nature ............................................................................................................. 20 Glamour ......................................................................................................... 21Materials ........................................................................................................ 22Top 5 Trends .................................................................................................. 23

SUMMER CASUALToll-Free: 800-866-9330

[email protected]: 512-327-5801

13427 Pond Springs Rd. Unit #3 Austin, TX 78729 USA

ABOUT SUMMER CASUALUnited StatesAustin, Texas

• Corporate Office• Design Center• Customer Service• Fulfillment Center

ChinaHangzhou

• Corporate Engineering Center• Showroom

Hong Kong

• Finance Center• Operations Office

• Incorporated in 2009.

• Senior management has 70 combined years of experience from manufacturing, marketing, sales, distribution and retail.

• Three in-house professional designers working with our marketing and sourcing teams for innova-tive, high quality, unique products.

• Dedicated personnel in Asia for retailer support, audit compliance and quality control.

• Qualified accounting, EDI, retail Link, analysis systems and controls.

• Purchasing department experienced in international transportation and customs issues with C-TPAT certification.

Central Factory• 50,000 Square Meter

• 200,000 Pieces Monthly Capacity

• 600 Production Employees

• 15 Quality Control Staff

• 30 Cutting Machines

• 30 Bending Machines

• 30 Punching Machines

• 120 Welding Machines

• 100 Sewing Machines

• 4 Assembly and Packing

North Factory• 133,200 Square Meter










South Factory• 11,130 Square Meter










TOTAL MARKET SIZE between $3.6 to $4 billion

• Continued positive economic measures contribute to increased spending in the Outdoor Lifestyle Category.

• Clubs, Home Centers and Catalog/Online Merchants grow their share at the expense of Mass, Hardware and Specialty Retailers.

BREAKDOWN BY

FURNITURE TYPE

5 piece Conversation Sets with large tables suitable for dining show sharp growth.

THREE YEAR HISTORY OF

RETAIL PRICES

2-YEAR TRENDS• Under $500 from 43% to 32%

• Over $1,000 from 19% to 37%

SOURCE: Information based on the following stores:

Home Centers: Home Depot, Lowe’s, Menards, Orchard Supply

Mass Merchants: Kmart, Sears, Target, WalMart

Clubs: BJ’S, Costco, Sam’s Club

CUSTOMER PROFILES

MILLENIALS• Millennials, between the ages of 18-34, are replacing Generation X as the most

important and most influential customers.

• They spend an average of 17.8 hours a day with media.

• Millennials are two generations removed from when Main Street shopping was a way of life.

• They trust content generated by their peers, e.g., reviews and blogs.

“There are 80 million millenials in America alone and they represent about a fourth of the entire population, with $600 billion in annual buying power. They have a lot of influence over older generations and are trendsetters across all industries from fashion to food.”

~ April 2015, Forbes

CUSTOMER PROFILES

YOUNG BABY BOOMERS& GENERATION X

• 30% of Younger Boomers between the ages of 51-59 have household incomes of $100,000+ compared with 21% of older Boomers and 19% of Millenials.

• Price was the No. 1 product feature 69% of Boomers named when buying outdoor dining sets. But style and design topped the list for 73% of the generation buying chat groups.

• 71% of Baby Boomers have a complete outdoor room and another 10% are in the process of creating one.

• Generation X, ages 35 to 50, represents 27% of the adult population in the U.S.

• Generation X accounted for 42% of spending in the outdoor category.

“This year there are 72 million Baby Boomers, those aged 51-69, in the United States. They account for 30% of the total population.

While Boomers did not represent the largest share of outdor dining sets they did account for the largest share of total dollars spent, compared with 32% of Millenials.”

~ May 2015, Casual Living

CUSTOMER PROFILES

ONLINE SHOPPERS11 INTERESTING STATS ON ONLINE SHOPPING

1. Online shopping sales are predicted to grow steadily in the next 3 years.

2. Consumers ages 25-34 use smartphones for in-store comparative shopping.

3. 72% of Millennials research online before going to a store.

4. Retail revenue saw 11% year over year online growth in the 1st quarter of 2014.

5. Retail revenue generated from mobile devices was up 35% in the 1st quarter of 2014.

6. Adults 50 years and up represent 1/3 of the US internet users.

7. 2/3 of Americans 50 and above buy from e-retailers online.

8. 3/4 of US online adults have ordered products or services online.

9. While Millennials, ages 24-32 , are the most likely to do so, Generation X, ages 33-46, spends the most.

10. Digital interactions influence $.36 of every dollar spent in a retail store.

11. 84% of store visitors use their mobile device before or during the shopping trip.

12. 75% of customers say product information found on social media influenced their shopping experience and enhance loyalty.

Online shopping has become a multibillion dollar industry that has completely changed the way purchases are made.Understanding the shopper’s patterns and preferences are key to multichannel sales success.

TRENDING

COLORS

COLOR TRENDS YELLOWYellow comes in all shades this year, both bold

and quiet. The pairing of choice for this color of

the sun is cream or white. Clementine, a vibrant

and happy citrus shade is delightfully livable next

to milky ivory hues. Ochre is the yellow with a hint

of brown that stays bold while feeling a bit more

grounded than its brighter neighbors. Custard

yellow is in the pastel family, that is still a big hit this

year. It provides enough contrast from a neutral

but is still subdued.

Yellow-Orange

Sunflower

Custard

COLOR TRENDS GREENGreen is ever present. Grass and emerald green are the bold greens of the year. They are perfect for the outdoor setting. It provides a pop and works well with many other colors. Sea-foam and moss greens are the neutral colors on the green palette. Both of these bring the natural colors of the sea to your home. They are being seen with whites and soft neutrals. Withered Moss is the subdued green. It has hints of brown but still offers a bit of color. This is perfect for the person that wants to stay neutral, but have some interest.

Emerald Green Moss Seafoam Grass Green

COLOR TRENDS BLUEBlue is everywhere again this season. Indigo is leading

the charge. There is a reason this ebullient blue is a

favorite. It is practical, versatile and impossibly chic all

at once. Whether regal or

relaxed, this vibrant shade

is the ultimate style staple.

Bright Egyptian blue is a

fun hue that has made

its way west. Soft watery

blue with gray undertones

is the lighter blue that is

being used with neutrals for

a soft look.

Indigo Robin’s Egg Ultramarine

COLOR TRENDS REDReds come in all variations! Marsala leads the charge this year being named Pantone’e Color of the Year. This deep red with a hint of blue

and brown brings warmth to any space. Imperial Red is also a hot color in fashion, indoor and outdoor décor.

With roots in the far east and a history in the United States of being a welcoming color, this regal hue brings happiness where ever it appears. The orange family is very popular in fashion and indoor décor now. Persimmon is a crisp orange that pairs nicely

with greys and other neutrals to give a fresh feel.

Masala Mars Red Deep Pink Orange-Red

COLOR TRENDS BROWNSoft neutral hues are still the most important “color” in the out-

door world. The shades that are most popular now are oyster

gray and soft chamois. Medium brown is also being used with

lighter neutrals to create interesting patterns. The browns and

grays are organic and soft. These neutrals work well on their

own and are also great backdrops for the bright colors that

are being used as accents this year.

Potting Soil

Oyster

Caramel

Yellow Bronze

TRENDINGLOOKS

STYLE TRENDS B I G C O L O RColor, color everywhere…. BOLD colors are making a BIG comeback. Indoors bright pops

of color are being used as accents. Bold pillows, artwork, vases, light fixtures and rugs to

name a few. Outside, color has been broadly popular for years in cushions, throw pillows,

umbrellas, pottery and outdoor dinnerware. These colors are inspired by

nature, nautical looks and wearable fashion trends.

STYLE TRENDS E C C L E C T I C I S MInspired by the idea that “everything goes,” interiors and fashion are transitioning into an

avant-garde trend where multiple styles are mixed in a single room. The use of industrial,

global, modern, vintage and cottage all together is OK!

Stripes are a go-to pattern for interior as well as outdoor furnishings. Stripes can be bold and

sophisticated or soft and romantic. In the outdoor area they can be used as nautical or to

add a graphic look to an accent. Stripes can also be turned in opposing directions to create

interesting patterns.

STYLE TRENDS S T R I P E S

Natural bright florals and tropical folliage are the flowers of the season. When garden flowers

are set against a dark background the colorful florals seem to radiate a larger-than-life

presence. They become sophisticated with a slight edge! The jungle is out in full force with

large bold tropical leaves being used in fabric and art. Some are more abstract while

others have a photographic quality.

STYLE TRENDS B O T A N Y

From the depths of the sea to outer space and everywhere in between signs of nature are appearing in fabrics, lighting and furniture. Materials and motifs such as grass, marine life, snake skin and scales are becoming increasingly popular.

STYLE TRENDS N A T U R E

Quality materials with rich tones and and textures are currently captivating the design world.

Glamourous, brilliant style deriving from modern, transitional and traditional looks are available

and intermixed within a single setting. Modern glamour and luxury are all about pleasing the

senses and providing the best comfort available.

STYLE TRENDS G L A M O U R

MATERIALS

UpholsteredFully Upholstered Outdoor Furniture is

making its way to the main stream market

offering a lush comfortable look.

Mixed WeaveWe are also seeing the use of round and flat yarns

together, as well as C shaped yarn with round. In

addition to the different shapes being used, different

colors are also being mixed on the same set. This gives

opportunity to get very creative with yarn patterns.

Basket - Thick WeaveVery large and textural yarns are being used as

well, which give a dramatic affect. Using a thick

yarn can create an entirely different look on a

frame from the normal flat or small round yarn.

STYLE TRENDS M A T E R I A L S

TOP 5 TRENDS FOR 2017

5. As smaller spaces and multiple outdoor spaces have become more popular, the need for multi-use outdoor pieces continues to grow.

1. ECLECTIC DESIGNS with the tables and chairs not being perfect matches create an attractive mix and match look.

2. DETAILED FINISHES are popular in the indoor furniture world and have trickled down to the outdoor market. This attention to quality sets apart the best in outdoor furnishings.

3. The use of neutral cushions with bright pops of color on ACCENT PILLOWS give the customer options to personalize their own space.

4. NATURAL TEXTURES creates a visually calming space for relaxation.

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