Do Trends Just Happen?

Trends. They just happen for some people. For others trends are important movements in markets which must be understood or percieved. For the latter the understanding comes only after the execution of carefully planned strategies which allow these sophisticated folks to watch very detailed indicators (things like financial markets; prime interest rates; GNPs; various ratios like dollars to populations or projected units ordered to actual units shipped; and small niche market segment activity) which when properly understood result in real knowledge, based on mathematics. These numbers provide a measurable basis from which to plan capitalization or proper positioning to take advantage of the trend, whatever it may be. Trends do just happen. The difference is some people have a better idea as to what they are and when they will occur.

Other people are trend makers. These folks can be sophisticated academics, seasoned CEO types or leading edge designers who spend their lives cutting paths to new or revolutionary places.

And sometimes they are even regular people like you and me who just happen to be at the right place at the right time on the information curve. People like Jeff Bezos, CEO of Amazon.com, and Steve Case, CEO of AOL saw the business dynamic of the internet early on and have created trends in marketing and communication that rival the likes of AT&T and IBM, and the other huge Blue Chips that build the very infrastructure that allows the whole internet business paradigm to exist.

Let's look at the last indicator from the parenthesis in the first paragraph, i.e. small niche market segment activity. Futons are a niche market and futon furniture is a trend. Every day our industry is being looked at by trend spotters in each of the three categories listed above, i.e., bean counters, visionaries, and average guys. No matter how I look at it the average guys are the future. The average man or woman has made this industry what it is today. These folks have seen the utility, the value, the features and benefits of futon furniture, and have gotten involved. These people have futon and flotation specialty stores, traditional furniture stores, and even large multi-million dollar department stores and catalog mail order operations. Let's face it, futon furniture is a no brainer. The only really struggle we have ever had is learning how to get out of our own way.

FAI and SSA Update

I have not spoken to a single person who had anything to do with, attended, exhibited, or heard about the recent Futon Expo and Specialty Sleep Show who had a single substantial complaint of any kind about the show. Uncategorical success would be my personal estimation. Hats off to Dave Beuchner, Carla Williams, Tambra Jones, the two Boards, and anyone else who wants to take a little credit for the best show ever.

As we move towards Orlando 2000 it would seem that all the participants would want a repeat. Here's the rub. Manufacturers, who provide the primary funding for the show (space rental) see two very distinct categories merely showing together for the economy this provides them and their buyers. At the same time retailers see it as an opportunity to see what they need to see regardless of whether they are purists or homogenizers, all at one show. Still no rub, you say. Here it comes. Some of the players want to homogenize the two associations. This would be a mistake. In reality we are looking at separate categories, separate channels, different rooms, different marketing strategies, different cultures and histories. Putting the shows together is an obvious win-win situation. Going any further would only muddy the waters of a clear opportunity for simple cooperation with success in the end for all.

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