InsideFurniture

ASSURING DIFFERENTIATION: Best marketing path incorporates authentic designs and styles

Stunning, original designs attract serious merchants, as well as camera-toting emulators on market intelligence missions.

Brazenly poised to seize, appropriate and incorporate others’ designs as their own, the determined emulators are present this week at the High Point Market.

No worries, though, about an element of positive tension of show business. It is a mercantile sport coupling risk and reward in a stimulating reality where the triumphant is always the originator, the source of inspiration.

More than any one exhibition venue in High Point, InterHall of the International Home Furnishings Center pulsates as a reliable nucleus for originality, attracting deserved attention in a teeming, yet cozy design and style metropolis.

While the Market reality of energized emulation (pseudonym for knock off) exists, courageous designers remain undeterred, intrepid and always exhilarated.

“As soon as we set up, we just felt our designs would be inspirational,” says Augusto Font, Diana Font Artworks, a stunning collection of custom furniture art and home accents debuting in InterHall 114.

 

In a high-trafficked, conspicuous corner of InterHall, Diana Font Artworks captivates attention in a show space of inviting minimalism, spotlighting 22 distinctive pieces. They represent a larger creative collection of stunning original furniture and home accent art from the acclaimed Puerto Rican designer Diana Font.

“We let our art speak for itself, and it’s talking to the right people the way we intended,” he explains. “Each of Diana's works embodies a clear identity, distinctively different from anything in their category. Any copies can be instantly noticed.”

Amble on down InterHall’s 100-aisle, and you’ll see Diana Font’s Firefly, above left, a chandelier commanding attention.

Aptly named, Firefly is a captivating metal chandelier “freezing an imaginary instant when a swarm of spring fireflies meet to play and dance around a silver branch of golden leaves,” Font says, explaining that serious merchants and designers can differentiate themselves with authenticity and originality.

Especially in an uncertain economy, if merchants and designers want fireflies to light up business, they need to be bright to capture attention and let original furniture art and home accents ignite a marketing light to differentiation.

ONE-TO-WON MERCHANDISING: The constant, collective power of designers forces an overdue reckoning

Enter the designers, for a change, in an entrenched and idea-receptive home furnishings industry needing a jolt of personal care, the sign of the times is The Designer, Stupid!

Especially in an uncertain and demanding economy, smart merchants and manufacturers need to recognize a match made for haven, the home: Joe and Josephine-the-Plumbers need the personal services and guidance of Brenda and Bill-the-Designers.

Providing easy and accessible design services to the masses constitutes positive change for an industry seeking to capture the economic votes of people more acutely focused on their homes.

Designers always had their eyes on the prize, the home, and especially now. Harnessing designers’ collective personal merchandising and counseling power commanded the attention this morning of the High Point Market press corps.

At a tasty and ennobling breakfast under the glass pyramid ceiling of Restaurant J Basul Noble on the first day of the fall market, the assembled scribes dined on nutritious facts we mostly knew, but needed to chew on them in a sophisticated forum.

Organizers of the breakfast briefing, the American Home Furnishings Alliance and High Point Market Authority, declared the High Point Market is a high point for designers, the economically potent and talented chefs of interiors needing the grandest array of merchandise and marketing ingredients for their custom fixin’s.

An assembled panel of leading professionals served delicious marketing morsels on the necessity and vitality of providing engaged designer services, as a sustainable entrée to attract and serve people wanting to live comfortably and better. Panel members included Robin Baron, Robin Baron Design, New York; Fred Berk, Robb & Stucky, with units in Arizona, Florida and Nevada; Todd Hady, Kincaid Furniture; and Farooq Kathwari, Ethan Allen.

Coming as no surprise, each executive expressed an overriding need for simple and comprehensive personal service, as prudent paths to survive across most product lines and socioeconomic strata.

Designer Baron characterized herself as a counselor helping clients save time and money, and leading them to discover contentment to enrich their lives and enliven their homes.

At Robb & Stucky, Berk explained providing designer services is an ongoing entrepreneurial processes of assessing client needs and delivering solutions to maintain lasting relationships.

Kincaid executive Hady said furniture manufacturers wanting future success needed products and processes to appeal to the powerful design segment packing a growing economic impact.

Ethan Allen’s Kathwari emphasized the fusion of design services and technology, in recognition that merchants needed to attract and sustain business with simplified at-home electronic access to the world of home furnishings.

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.

MARKET GAME CHANGER: A controlled opening of High Point Market Showrooms to consumers preserves supremacy and stimulates the regional economy

From strength to strength, the High Point Market wins in the high stakes mercantile game of home furnishings markets.

Collectively in one deft move, as a conclusive game changer, the High Point Market can irrevocably alter the mercantile landscape — for the greater good of the industry and the region — with a methodical and controlled opening of showrooms to consumers.

With little doubt, the tightly managed and controlled opening of showrooms would ignite an engine of mercantile ingenuity, attracting enterprising and innovative capital for future prosperity in High Pont, Piedmont Triad, State of North Carolina and the region.

The granddaddy of home furnishings markets, the High Point Market, holds the most valuable cards: Reputation, size, scope, merchandise selection, economy, dedication, loyalty and friendliness, plus the overriding asset of a creative class support of businesses pumping billions of dollars into the region’s economy. The region’s attraction and power grows even more exponentially when the breadth of world-class academia is included.

The focus on home furnishings generates kindred opportunities for related enterprises: lodging, services, restaurants, entertainment, all of which are vital in an attractive region which is undervalued for tremendous potential.

The potential is mind-boggling. All that’s necessary for assured dominance is whether independent showroom owners and operators overcome any objections and seize a fabulous opportunity. For their survival and stability, they need to congeal and play their enviable and powerful collective hand in concert with the High Point Market Authority. Everybody wins, wins big.

Their dramatic action would irrevocably end the wistful dreams of the Las Vegas Market. That upstart trade show demonstrably lacks the comparative power, prestige, influence and, most importantly, critical mass of world’s leading home furnishings exhibitors based in High Point.

Over the years, the idea of opening High Point’s showrooms to consumers always prompted lively discussions, yet reluctantly ended without any action. The primary reason is fear of alienating North American retailers vigorously objecting to what they believed to be a loss of business from unnecessary competition.

Times, needs and conditions have changed. Any fears retailers might harbor disappear when they are actively involved and benefit in the enterprise. Remember, the operative word is controlled in any plan to open High Point showrooms to consumers.

As envisioned, specific and stringent participation rules would exist to assure fairness. While specific details for all operations need to be established, the presence of strict controls assures fairness. Participating consumers would agree to work with retailers within a 100-mile radius of their homes.

The process of opening High Point showrooms needs to debut modestly, say, for one month in 2009. That’s all it would take to launch a magnetic income producing institution. After evaluation, the duration of the event expands accordingly in subsequent years.

Challenging but not impossible, the project’s benefits outweigh perceived negatives. Of course, organization and execution requires the most courageous and committed people, who are ready, willing and able to achieve sustained success.

Dramatic and necessary for economic survival, transforming the constellation of High Point Market showrooms into a merchandising and marketing cross dock constitutes a conclusive game changer.

Let the game-changing begin.

MARKET WISH LIST: Studios and stores declaring they are attending the High Point Market are raising aspirations

Good business is about raising aspirations and setting positive expectations. It's all about winning the future.

Smart merchants and designers can get a positive boost from declaring they are “working for you, our customers” in attending the High Point Market.

Sure business is tough. Becoming a personal shopper for consumers provides great excitement and positive anticipation. Tell consumers you’re working for them and elicit their input.

Marketing-starved merchants can easily create a newsworthy promotion, asking consumers to help create a special shopping list for the massive High Point Market.

A twist on this theme is asking prominent people what styles and designs they want, and then featuring this significant wish list in smart, directed marketing messages packed with the sense of discovery.

Keeping your head in the consumer game is what good business is all about. Even in this daunting climate, staying actively in shape means demonstrating intrepid strength, flexibilty and determination.

Now is no time for quitters, complainers and moaners.

Instead, brighten up and tell consumers you’re in business and that you’re on the way to High Point for them, and you need their valuable input to help them live more comfortably and better. The message is the message.

When the mercantile body is ailing, attaching it to the sustaining, life-giving showroom dialysis of the High Point Market can be life changing for business.

Remember, you’re not in business if you’re not in the business. Being in the home furnishigns business is being at the High Point Market.

Smart merchants and designers can’t afford to wait, to gamble on the flashy and incomplete January regional markets.

By that time, competitors attending High Point will be enjoying a competitive advantage from shopping the greater selection of the best and brightest showrooms.

Tell consumers you’re working for them at the High Point Market. If not, you’re surrendering to inaction which is a declaration that you’re disconnected and out of business.

Is your head the game or down in the same?

RECKONING BECKONING: A battered home furnishings industry reckons a beckoning reality that the only sale to fear is the fear of sales themselves

Seems appropriate for the ecoomic times: Here’s another nice mess you’ve gotten me into, Ollie shouted to Stan in the midst of another hapless predicament.

Except today’s mess isn’t slapstick comedy, or that funny, for that matter. It could be tragic for some in the home furnishings.

Why? Adam Smith is mad. Damn mad. His invisible hand is mightily visible. He is slapping us all around, hopefully helping us recognize the big correction is underway.

As an industry and nation, we’ve been slaphappy too long. The reckoning is here.

The rules have changed for real, although this fact has been known for a while, but slaphappily ignored to the detriment of too many.

There’s no sugar coating the harsh realty. Making it in this disastrous economy requires an infusion of intellectual capital for a personal marketing bailout.

Some call the correction an overdue attitude adjustment.

Home furnishings marketing as we know is kaput, a vestige of the mindless sell anything because that’s what we’re supposed to do reflex. What many believe is adroit marketing is really brazen sales prevention.

The problem is consumers think otherwise, have been for a longer time. They don't believe most home furnishings messages.

The buck starts with all the consumers who are exceptionally cautious. They indginately reject the confidence-sapping, loyalty-destroying barrage of subprime-style sales gimmicks, shenanigans and downright fraud.

Instead of closing sales, designers and merchants need to be opening consumer minds about living better and more comfortably. Such precision emerges from a marketing strategy that disjoined sales tactics destroy.

Marketing demands an robust comprehension of consumer dreams, wishes and aspirations. No easy solutions exist.

Involvement is necessary. Disengagement and retreat creates bigger problems. Facile seminars without continuous reinforcement are insufficient.

At this low point in the business cycle, it’s high time designers and merchants high tail it to this month’s High Point Market where their focus needs to be on fresh ideas for differentiation. Those ideas may not be new products, as much as crafting a fresh  market strategy of presentation, message and purpose.

The path to differentiation and consumer attraction comes in small steps, in the form of decorative accessories and home accents. That's not dismissing case goods and upholstery, but recognizing that big ticket sales now cost more to achieve to diminishing returns.

With precious open-to-buy dollars scarce, prudence dictates investing in lighting, top of bed, table top, wall décor and rugs will likely provide a greater return.

Staying in touch with consumers on the design-style strength of decorative accessories and home accents can start and sustain important relationships.

Managed properly, smaller tickets can pave the way to bigger sales tickets.

High Point Market’s constellation of decorative accessories and home accent showrooms reigns significantly, and can make the difference that counts: More consumers in the studio and store.