NISSA HANNA EDITOR, CONSUMER STRATEGIST, HOME/GARDEN AND SHOPPER EXPERIENCE
ON THE JOB. Role at Iconoculture: Tends Garden trends; keeps Home fires burning Consumer trend expert on: Housing markets, outdoor living and the DIY mindset Gets you closer to: New homeowners, specifically Millennials and Gen Xers Specialized services: Digs deep into gardening trends and helps build home IP Recent Iconoculture projects:A host of trend articles, including “Secondhand Chic,” “Make-Do Decor” and “Practically Gifted” Known around the office for: Asking where you got that cute bag/shirt/bracelet
ON THE RECORD. Home base: Minneapolis, MN Alma mater: College of St. Catherine, St. Paul, MN Degrees: BA in Advertising and Journalism Years in the field: 8 Joined Iconoculture in: January 2006 Previous experience: Freelance account planning projects with Fallon Minneapolis; account management with Carmichael Lynch Brand background: Porsche, Lee Jeans, Tractor Supply Company, Virgin Mobile Little-known fact: Studied fencing in college but dislikes dueling of almost any kind
NISSA SAYS... Watch these trends: Eco-vertigo, outdoor living, crafting is cool, making the most of the existing wardrobe and home decor pieces, the continued dominance of hardcore DIY Recognize these markets: The New Victorians: 20something Millennials who are reconnecting to traditional values and housekeeping skills like gardening, baking and sewing Read this research:“A Return to Heartland Values: Leveraging consumers’ current state of mind” (POV); Home and Lifestyle 2009 Consumer Outlook Know these buzzwords: Offgassing, Victory Gardens, prefabulousness
Corinne Asturias
