COMFORTABLE LIVING: The most significant element of design and style is conspicuous by its absence in furniture marketing

What people want the most — comfortable living — usually receives short shrift in most furniture marketing. 

No surprise about the reason: The mind-numbing plethora of grocery store-style pronouncements of price and savings always eclipse furniture’s most integral purpose and function: Providing comfort for better living with style.

Presenting style in the absence of comfort and living better undermines credibility, and reinforces cynicism and distrust of furniture merchants among people we call consumers.

The quick fix television programs, stressing design on the cheap, exacerbate the situation with a focus on style over comfort and enduring function.

With discretionary spending tight, people today want lasting value, a virtue my immigrant father inculcated into me: Always invest in the best you can instead of spending more to replace cheaper, less substantial goods.

Harry Cutler’s simple wisdom resonates more than ever. Smart merchants are recalibrating their marketing into home-based messages that inspire people to invest in better quality furniture.

The sooner more merchants and designers congeal and sustain messages of sustainable comfort and living better the faster they will attract and sustain mutually beneficial business.

Comments

[Angel Munger]

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