I don't tend to use the Pantone colors to choose colors for my items. I just pick colors that I love.
But, I do download the swatches to use when I design my business cards, tags, stationery, etc. It makes it easy to find colors that are going to look great together, and I feel like at least my business cards are "on-trend".
I found in my handbag shop that it can be helpful to tag some items with what ever they are calling a certain color. I had some orange iPad Cases that I tagged as Tangerine when Tangerine Tango was the color of the year, and I got lots of hits for it in searches. So, you could tag your bright deep greens as emerald green this year.
It's also just fun to look at what they've come up with. The fall palette is gorgeous!!!!