FURNITURE PRIMER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . by Becky Miller

Soft Goods Primer

In the third installment of our furniture primer series, we're talking about a broad category: soft goods. Covering products from carpets to coverlets, tablecloths to tapestries, the "soft goods" category is perhaps the largest in the industry. Here are some technical specifications and psychological selling tips that will help retail sales associates explain these products to consumers overwhelmed with options. Materials, quality measurements and talking points will all help close the sale.

Cadbury from Eastern Accents

What are soft goods?
What products should be included under the soft goods name? Every manufacturer we spoke with at High Point gave a slightly different answer.

“Sheets, blankets, bedskirts and pillows. Table and top of bed, anything not attached.” -Ann Gish of Ann Gish

“The definition of ‘soft goods’ is product made from textiles. Our products, everything from top of the bed to curtain panels to decorative pillows, are all included in this category.” -Karen Bailey, National Rep Manager for Eastern Accents

“To us, soft goods include tapestries and bedding.” -Andrew Kane, CEO of Tapestries, Ltd.

“Soft goods include textiles, rugs and fabrics.” -Cary Karlson of Lina’s Interiors

“Soft goods are home textiles and rugs. Those are two distinct categories.” -Jane Wright, National Sales and Marketing Manager for Company C

“Soft goods include rugs, throws, pillows and soft flooring.”–H.L. Moody at Dreamweavers

“Soft goods is coverlets, sheeting, towels, crib products and curtains.” -Cindy Morgan at Traditions by Pamela Kline

The bottom line is, it’s a BIG category name that can describe any product in the home décor and furniture worlds made of soft materials.

Bedroom Textiles
When building a top of bed scape, said Ann Gish, “Think of it as a suit of clothing–you spend the most on the suit itself–the coverlet. The pillows are like a handbag or belt.”

Sheets
Sheets could be seen as the “underclothes” for a beautifully dressed bed. Jane Wright at Company C said that when talking with consumers about sheets, it’s important to talk about the type of fiber used in the sheets. She said that the much-hyped thread count really has little to do with the wear and hand of a sheet set. The fiber type is much more important in determining the quality of sheets.

Says the website for luxury linen company Yves Dolorme: “Thread counts aren’t the be-all and end-all when it comes to sheets you love to touch. Softness depends more on the quality of the fiber, which is why a 200-thread-count fine cotton sheet can have a softer ‘hand’ or feel than a 400-thread-count sheet that uses an inferior grade of cotton or a twisted thread. Fine linens begin with fine cotton, and the quality of the cotton depends on the lengths of the individual fibers, or staples–the longer the staple, the better the cotton…100 percent Egyptian cotton [is] acknowledged as the best quality, longest-staple cotton in the world. Although historically it all came from Egypt, today “Egyptian” cotton is also produced in other countries.”

A retailer can also mention how sheets are finished. In the US, many types of sheeting are chemically finished to keep them smooth. Some consumers may prefer more natural options. In Israel and India, Wright said, “sheeting is machine calendared–which means it is smoothed in rollers.” This type of finish wears longer than a chemical finish.

“The way in which fabric is woven also has an effect on its feel,” says the Yves Dolorme site, “cotton sateen sheets, for example, are softer than those with a classic linen weave. A satin weave has more warp threads on the top surface, resulting in a silk-like touch and appealing luster. Which is better? It’s a matter a personal taste; some people prefer the crispness of a linen weave, others like the softness of the satin.”

For more information about threadcount and sheet quality, see www.yvesdelorme.com/english/threadcount/threadcount.html.

Top of Bed
FL&LS detailed the top of bed category in our last issue, Spring 2006. We found that duvet covers and lightweight coverlets are popular starting points for designing a bed’s “outfit.” Karen Bailey at Eastern Accents says that one selling point for a duvet “is how securely it can be fastened to the insert so that it does not shift inside the duvet.” Eastern Accents uses internal ties within their duvet covers to attach them to the fillers.

A top of the bed collection usually includes the bed covering (whether that’s a duvet, a coverlet, a comforter, a quilt…), pillow shams, decorative pillows and a bed skirt. Retail prices for a complete top of the bed set can range from a big-box retailer’s bed-in-a-bag for under $100 to a breathtaking designer ensemble from a company like Mario & Marielena for $10,000.

Photo from Ann Gish

Pillows
Pillows are everyone’s favorite décor accessory. H.L. Moody at Dreamweavers said, “Don’t take pillows too seriously–they’re supposed to be fun!”

On beds, the most common shapes are European (large and square, 26” x 26”), sleeping pillows with shams or pillowcases (usually Oxford size, 20” x 30”) and smaller decorative pillows (round, square, bolster or other shapes). (Measurements from Wikipedia.) On couches, square- and bolster-shaped decorative pillows are common. Practical lumbar support pillows are especially useful on futons.

Retailers can talk with consumers about pillow fillings–some common ones are feathers/down, kapok, cotton, wool, foam and synthetic fillers like polyester. Asking about consumer allergies or chemical sensitivities can help retailers point consumers to the best filler choices for them, as can asking about the firmness a shopper prefers in a pillow.

Theodore Casparian, president of White Lotus Home, detailed some of the differences between various natural pillow fillings and the benefits of going natural, which will appeal to consumers who are health- or earth-conscious. “Unlike down or chemical fibers, wool is firm–it will not squish away to nothing,” he said. “Wool’s natural crimpiness allows it to keep its resiliency. It’s fabulously breathable–it draws moisture away from the body, keeping a layer of insulating dry air next to the skin. Cotton has many of the properties of wool: firm yet soft, conforms well, very supportive, natural fiber, but it does not breathe the same way as wool and does not bounce back. Our organic cotton pillows are more dense and heavier than our wool pillows. Kapok is a natural fiber than grows in the rainforest. It’s soft to the touch like down, yet provides support in a way not even synthetic materials can match. The harvesting of the kapok pods provides jobs to indigenous people and helps maintain this vanishing ecosystem. The shell of the buckwheat seed makes a firm pillow. The hulls move with you as you sleep, conforming to the contours of your head and neck. The buckwheat allows air to flow through the pillow, keeping your head cool and dry.”

White Lotus pillows

Another important selling point for pillows is their washability. Dreamweavers pillows have zippered covers that allow consumers to take the covers off the form and machine wash them. Eastern Accents also makes pillows with zip-off covers that can be dry cleaned.

Retail pillow prices can range from about $20 to over $100, depending on the filling material, cover material, detailing and trims.

Window Treatments
Once a company has invested so much in designing beautiful beds, it can easily add sales (and value to consumers) by creating matching window treatments. Eastern Accents, for example, offers draperies that coordinate with each of their bed sets.

Soft Décor
Little details can make all the difference. Decorative tapestries, throws, tassels and trims fancy up soft goods.

Tapestries
Andrew Kane, the CEO of Tapestries, Ltd., said that retail stores selling tapestries should display them with rods and finials, tassels and matching wall décor (like wall brackets and shelves)–“the complete look.”

He said tapestries sell much better when hung on a wall rather than when stacked up like rugs.

Photo from Tapestries, Ltd.

Tassels and Trims
Lina’s Interiors sells tassels and trims to retailers and designers. Cary Karlson said that important words for those selling these fancy features to consumers are “finishing touch” and “icing on the cake.”

As a rule, big tassels are used for drapery tiebacks, to tie around pillows or in swags over windows.

Photo from Lina's Interiors

Trim trends include ball and tassel trims and this season the colors brown and green. Rayon, viscose and cotton are popular materials for trims and tassels. Chenille and beads are declining in popularity.

Throws
Durability, usable fabrics and machine washability are important to consumers in often-used throws, said Moody with Dreamweavers. Neutral colors that people can decorate with are also important. Depending on materials and construction details, throws can range in retail price from $20 to $200.

Rugs/Soft Flooring
What sells rugs? “Color first, design and construction second,” said Walter Chapin, the president of Company C.

Color will be a subjective choice for each consumer, so retailers can help shoppers pick the right rug by talking about design and construction. Some common types of rugs are woven (which can be flat or have a pile), hand knotted and tufted. Common materials include wool, wool/synthetic blends, nylon, polypropylene and polyester.

Hooked rug from Company C

Company C’s rug options include rugs that are hooked, tufted or woven and made of wool, cotton or jute. Chapin often recommends wool as it naturally repels liquids. The more lanolin in the wool, the better quality it is, he said.

Dreamweavers sells funky, modern rugs. They use leather, cotton, poly fleece and other materials to create chunky shag rugs. “We’re famous for our shags,” Moody said.

Construction details that retailers should point out to consumers are “the height and density of the yarn, the quality of the wool, is it edge bound so you don’t see the color of the backing at the sides,” Chapin said. “Our rugs use a two-tone back to hide dirt.”

Size matters with rugs. “There’s a size game,” Chapin said. “Some manufacturers shave inches off the size. A 5.3 x 8.3 inch rug could be called a 6 x 9–just like a 2 x 4 board isn’t really 2 x 4.”

How and where rugs are manufactured can be an important selling point. Chapin mentioned the importance of Rugmark®, an Indian organization that monitors factories for quality and labor laws and provides education programs for children. Globally conscious consumers will be glad to know that the rug they’re considering was made under good working conditions and without child labor. (For more information about Rugmark, see www.rugmark.org.)

To display rugs, Moody recommends that retailers hang them or arrange them around the showroom floor (their High Point showroom used both techniques). “Get customers to take their shoes off and walk on the rugs,” he said. “They’ll want to buy it. Skin contact sells.”

Add-ons not only help sales but also make consumers happier with their purchases. “Retailers should sell a rug with a rug pad to allow breathability, protect the floor, keep the rug from slipping and reduce wear and tear,” Chapin said.

Area rug retail prices vary widely. Price factors include size, materials and construction. Even within the same company, prices vary. A 6 x 9 rug from Company C could range from $700 to $1,200 at retail.

FLLS