Game, Set, Market: Shows Are the New Spectator Sport

Consumer Perceptions

Several years ago we did an online survey of consumers comparing traditional sleepers with futon sleepers. We continue to get responses to the survey with the same results: people can’t distinguish a futon sofa sleeper from a traditional sofa. Not only that, but the traditional “looks like a futon” sofas we used in the survey were high end units from Stickley, Herman Miller, DWR and other quality manufacturers and dealers.

If perception is some percentage of a person’s decision to buy or not to buy, then a false perception can play as much of a factor in that choice as a realistic one. Changing people’s perceptions of 8 track cassettes is a waste of time and money. This obsolete medium isn’t a viable product any longer. Functional futon furnishings will never be obsolete, so continuing to change dealer and consumer perceptions, at least the false ones, is still worth the effort.

Game On? Or Game Over?

High Point, the ball’s in your court. The Spring 2006 Market will reveal some interesting playmaking as the furniture tradeshow competition continues. High Point has added some pages to its playbook and it hopes to score some big points. Easier registration, more free parking, free shuttles and cheaper accommodations are some of the big plays (see Market Buzz for details, page 24). Says High Point: game on!

Or is that, game over?

Armchair quarterbacks say everyone is looking to the West. Dealers love Vegas and Vegas is out west. Asia is now the producer of record and the point of entry is the left coast. Sure, the East Coast is a big consumer base, but the infrastructure, investment dollars and focus of the sellers is not on the end use consumer but on the dealer. No score for High Point.

However, top suppliers and others have made huge capital investments in High Point. There is a loyalty to the home team, where many have cut their teeth and made their fortunes. There is history, there is tradition. There is an entire city solely dedicated to the furniture trade. Can Las Vegas really pose a threat to that? Score one for High Point.

Generational influences are another force on the playing field. Successful baby boomers are entering retirement with flair, good health and a wad of cash. They will leave real momentum to the kids, kids who will be even more mobile, affluent and fearless. History? Tradition? Leave that for the High Point Booster Club. Risk takers who work hard and play hard will go where the action is. No score for High Point.

As a true fan of the game, I’m on the edge of my seat. Armchair prognosticators (myself included) insist the ultimate winner will be farsighted suppliers. These are the real playmakers. They’ll make the best deals possible in both NC and NV, wait out a few more markets, then throw their full support behind the team that’s going all the way. Game on.

In This Issue

Our latest primer is about joinery and is designed to keep this important part of furniture manufacturing accessible to all. With so much production now happening overseas, the hands-on aspect of the trade may soon be lost. Selling up will be easier when dealers and floor sales people can clearly articulate why two similar looking pieces are hundreds of dollars different in price. Joinery and precision woodworking is what makes the best furniture “best” at any price point.

Nanomarkets and psychographic profiling are the latest keys to understanding and marketing to today’s home furnishing consumer. Laurie Converse explains this profitable process of knowing who your customer is and then doing what it takes to bring them in. From Best Buy to the local boutique dealer, those psychographic intangibles that connect your wares with shoppers make for some great reading.

Becky Miller has focused her attention on the top of the bed in this issue. What silhouettes, fabrics, colors and styles are decking out beds these days? What are manufacturers offering for retailers to spruce up their bed displays and create excellent add on sales?

SIS Covers has secured the exclusive license to make Better Homes and Gardens branded futon covers. This will do the whole futon category good. Shari Hammer, owner of SIS, has been in the business for 20 years, and her innovations continue to bring national attention to the functional AND stylish futon. See our Shop Talk section.

Dave Garretson’s tale of the pillow sham that becomes a house is vintage Dave. Ever the storyteller, Garretson finds a way to weave his personal experience, his job and the Twilight Zone into his tale. It all sounds so crazy and completely normal all at the same time. Hey, it’s just like my life.

Reverend Jacobs (that’s right, Tim is now an ordained minister) rounds things out with the latest news from the CPSC and the new national flammability standard, officially known as 16 CFR 1633, which will go into effect on July 1, 2007.

The people who bring you Futon Life & Living Spaces are a hard-working team of professionals who seek to deliver meaningful and valuable content for all furniture dealers. We appreciate our reader’s opinions and would love to hear from you. See the table of contents page for our mailing and e-mail addresses. FLLS