The Name Game Redux

There’s ink on this topic elsewhere ("Playing The Name Game"), but I had to add my two cents on this important issue. Changing the name of a brand or category of products is not unusual when the case for change is compelling.

Polyester, though merely a kind of fiber, became the "brand" name of cloth used in many apparel, automotive and home furnishings applications. Eventually it was abandoned and became Microfibre®. Prune was changed to dried plum. Compelling?
In the first case, the designation polyester (the fiber) was appropriated by marketers to become the name for those cheesy suits (like the ones Don Knotts wore on Three’s Company) and anything else that reeked of "cheap." With very little fanfare, the Microfibre® brand just stepped into the void, and it now dominates the futon fabric industry. And it has none of the negative connotations of polyester. Prune is still the product. "Dried plum" just sounds better to aging baby boomers who want to be "regular" folk again without the prune jokes.

In both cases, a negative connotation was the culprit, and that culprit was summarily eliminated by the change. What about us? Can "futon" ever shake itself off and be a true synonym for comfort zone again?

The Futon Association is Headed to Las Vegas

Do you remember the scene in Jurassic Park where Jeff Goldblum is showing Laura Dern his chaos theory? He pours a few drops of water on a knuckle of her hand and says, "No matter how many times I do this you just don¹t know which way the water will go." Such is the nature of change.

There will be no Association early spring show and meeting of the clans this year. With the advent of the WMC and a shrinking attendance and exhibitor core, the Association is going through a metamorphosis of sorts.

Last issue, we reported on a great deal that was reached between FAI and the World Market Center. Well, since then, things have changed. The WMC has moved the dates of their inaugural show to July 25-29 (see page 18) and contracted for 630,000 more feet of temporary space at the LVCC. This dynamic move effectively eliminated the competing IFAM show, which has been cancelled. The rest of the hall will be used by the Association of Woodworking & Furnishings Suppliers (AWFS) which caters to furniture manufacturing interests. Talk about synergy.

The WMC has their own business to run, and selling space has never been easy no matter how much or how little is available. Their deal with FAI is great for them since selling a single 20,000 sq. ft. space to one tenant is much more efficient than selling it booth by booth to individual companies. The Association benefits by remaining an advocate for their members as well as providing a footprint for the category. It is unfortunate that FAI couldn't find a way to maintain the services of former FAI Show Manager Tambra Jones, who is now looking for exhibitors for the SSA in the same space, just down the hall.

I recently returned from a big pow wow in Orlando (in early January) where the FAI Board met to discuss the pending WMC contract. With the huge amount of space now available off site it is clear that the Association, with space in the temporary buildings next to the new WMC building, will have secured for themselves and their members a prime location. Things happen fast, so check the Futon Life web site (www.futonlife.com) for updates or give me call or another Board member a call.

F/T Who’s Who. Hey, I’m not listed.

In the Dec. 13, 2004, issue of Furniture Today is a supplement called "Who’s Who In The Furniture Industry." It’s great to know there are so many wizards, stars and marvels out there, but it looks like the industry’s "bible" may have missed one or two notables. Not only that but I’m not even mentioned in the "Reserved For Wannabes" section with other forgotten notables like Martha Stewart, Richard Petty, and "The King" himself Elvis Presley. I’m calling Dave Perry right now!

And Now for Something Completely Different

I hope you take the time to read the futon cover article by Becky Miller. She had a grand time interviewing many futon manufacturers and retailers for her comprehensive look at futon cover fashions. Becky comes via Oklahoma and currently resides with her husband, Matthew, in Scituate, R.I. As you will see, she is determined to make her voice heard among the many influencers in the home furnishings industry. We like her style. She is determined, professional and smart and is willing to work long hours to get the job done (just like everyone else here at Futon Life.) She’s a fine writer, and we are all glad she joined the team.

Red Sox Are World Champions

Please, please, please, no more applause. Yes, I am a brilliant prognosticator. What an awesome win for the Bosox. It doesn’t get any better than doing it the hard way with an awesome, and might I add historic, come-from-behind victory over the Red Sox Nation’s arch enemies, the Yankees. The World Series with St. Louis was almost anti-climactic. To be honest with you, I never believed in the curse. Who was the Bambino, anyway?

As predicted, the Pats are also breaking every team record in NFL history, Pittsburgh notwithstanding. As we put this issue to bed, the New England Patriots are 12 and 2 with a Sunday bout with the New York Jets coming up next (Dec. 26). I see three Super Bowls in four years as the Patriots beat the Eagles or Atlanta 28 to 17 in Super Bowl XXXIX in Jacksonville on February 6.

What can I say? I’ve been banned from Las Vegas. FL

CPSC votes to institute open flame standard

What follows is part of a CPSC press release

The U.S. Consumer Product Safety Commission (CPSC) voted unanimously (2 to 0) on Tuesday, Dec. 23, to issue a proposed safety standard to reduce deaths and injuries from fires involving mattresses and bedclothes. The proposed standard for futon mattresses addresses fires ignited by open flames. CPSC also voted to issue an advance notice of proposed rulemaking to develop a separate safety standard to address bedclothes (such as blankets, comforters, and pillows) flammability.

“This is a significant step toward reducing deaths and injuries from futon mattress fires,” said CPSC Chairman Hal Stratton. “This is a top priority at CPSC. Voting for this proposed mattress standard means we are pretty far down the road toward a final standard.”
The proposed mattress standard will be published in the Federal Register, requesting public comment for a period of 75 days. An opportunity for oral testimony will also be scheduled.

The CPSC rulemaking proceeding to set flammability standards for bedclothes will begin with a notice in the Federal Register requesting public comments on the fire risks and possible approaches to reducing them. Bedclothes are the first item to ignite in about 80 percent of mattress and bedding fires and can contribute substantially to the risks associated with mattress/bedding fires.

The public’s safety should definitely be patrolled by the government. At the same time, I sure wish people would stop smoking in bed and leaving cigarette lighters around for the kids to play with.—Editor