Home Furnishings TrendsBy Alfred DockeryHigh Point Rebounds
							Home furnishings manufacturers use brands to tell consumers their story.
							
							
							 
The October 2003 edition of the International Home Furnishings Market saw a significant
							increase in attendance compared with previous markets held over the past two years.At the time of
							this writing, the International Home Furnishings Market in High Point, N.C., is just winding down.
							Many industry insiders describe it as the best market since 9/11. While hard numbers are not yet
							available, phrases such as huge uptick were used, and quick eyeball estimates put attendance at the
							market up about 20 percent.Jerry Epperson, managing partner of financial services firm Mann,
							Armistead and Epperson, Richmond, Va., predicts total US furniture sales will rise 3 percent in
							2003, to $69 billion, and increase 5.5 percent in 2004, to $72.5 billion.Hopefully the [furniture]
							business is at an inflection point and poised for real growth, said John Gorcyca, global furniture
							business director for INVISTA Inc. (formerly DuPont TextilesandInteriors). Retailers with the right
							range of products are doing well.The streets of High Point once more morphed to bear a resemblance
							to New York City, as they filled with furniture buyers from throughout the United States and around
							the world. International visitors were back, although not at the same levels as five or six years
							ago.The pre-market Mood to Market survey conducted by certified public accountant firm Dixon Odom
							PLLC and the Office of Business and Economic Research at the University of North Carolina at
							Greensboro, found furniture retailers significantly more optimistic about current and future
							business than they were six months ago.The Mood to Market Index for this Octobers market rose 0.9
							points to 7.4 on a 10-point scale, compared with 6.5 in April 2003, and 6.6 a year ago.The findings
							are quite encouraging, said Randy Brodd, a partner at Dixon Odom. The positive mood is a strong
							indication that the furniture industry could be slowly moving toward a much-needed
							recovery.Licensed Brands Are BigBrands were the big story at this Falls High Point market. From the
							National Geographic Society to NASCAR, from hip designer Todd Oldham to homemaking maven Martha
							Stewart, licensed brands were dominant.Licensed brands give the furniture manufacturer a story to
							tell and the furniture store something to promote, said Richard Bennington, director of the home
							furnishings program at High Point University. Its a way to romance the product.Brands are the
							emotional tie that binds for American consumers, according to Bob Stec, chairman and CEO of
							Lexington Home Brands, a company that pioneered lifestyle furniture brands with the introduction of
							Bob Timberlake® in 1990. This Fall, the company adds Woolrich to its stable of brands with a
							3,000-square-foot display of case goods and upholstery inspired by the outdoors.La-Z-Boy made a big
							splash at the High Point market with its collaboration with fashion designer Todd Oldham. The Todd
							Oldham by La-Z-Boy collection includes 26 furniture frames and more than 150 textile fabrics.Todd
							Oldham well known for hosting such MTV programs as House of Style and Crib Crashers, as well as for
							his chic dorm room collections for Target introduced retro contemporary recliners, sofas and
							chairs, as well as occasional pieces, for La-Z-Boy. The company is seeking to reach younger
							consumers with this collection.Our focus on style over the past few years, embodied by our New Look
							of Comfort campaign, has been transformational for us, said Doug Collier, vice president of
							marketing, La-Z-Boy. And this collection is really going to take that effort into overdrive.The
							inspiration behind this collection is to give people the tools and confidence to cultivate their
							own individual style, Oldham said.When asked why he designed the Snap convertible sofa with an
							easily removable back and arms that allow it to transform into a bench, armless sofa, fainting sofa
							or chaise, Oldham replied, because Ive always wanted to be MacGyver. 
							
							 
The Snap sofa, part of the Todd Oldham by La-Z-Boy collection, transforms into a bench,
							armless sofa, fainting sofa or chaise.Thomasville Introduces Extreme FabricsNew entertainment,
							occasional and home office pieces expand the Bogart Collection at Thomasville Furniture
							Industries.Since it first appeared at retail in early 2003, the Bogart Collection has quickly
							become one of Thomasville Furnitures best-selling collections, said Tom Tilley, company president
							and CEO. This market, we are continuing to build on the success of the collection, while providing
							consumers with product choices that meet the needs of their lifestyles.Thomasville is meeting
							consumers needs with its new Extreme Fabrics program. These new fabrics offer durability, stain
							resistance, lightfastness, colorfastness and easy-care cleaning. In addition, they are
							child-friendly, pet-friendly and suitable for one of consumers newest favorite spaces, the home
							theater.Consumers are kind of backing into the need for performance fabrics. You cant just put a
							bubbly jacquard on a recliner and expect it to last through the popcorn and beverages, said Sharon
							Bosworth, vice president of upholstery design, Thomasville. This is why we brought out Extreme
							Fabrics.Extreme Fabrics comprises four categories of gold standard products Crypton®, Sunbrella®,
							Microban® antimicrobial product protection and High-Performance Suede. The program includes 240
							fabrics in styles and colors designed to fit a variety of dr styles ranging from traditional to
							urban contemporary. 
							
							 
Thomasville Furniture Industries Extreme Fabrics program offers 240 fabrics in a variety of
							styles and colors designed to fit numerous dr styles.Henredon Furniture Industries collaborated
							with New York designer David Easton for its At Home Collection by David Easton. The collection has
							52 new frames and 173 new fabrics, and is intended to put a fresh spin on traditional styling by
							blending classicism and modernity.Easton specifically created the fabrics for the At Home
							Collection, and they are Henredon exclusives. Easton relied on traditional elements, colored in a
							fresh transitional palette of reds, creams, yellows, pear and aqua. The constructions consist of
							linens, cut and printed velvets, jacquards and washed chenilles.Brands Come HomeVaughan Furniture
							Co. presented its new NASCAR House and Home collection of master bedroom and youth
							furnishings.Branding has exploded in home furnishings, said Jackie Hirschhaut, vice president of
							the American Furniture Manufacturers Association (AFMA). From couture designers and film legends to
							media mavens and models, manufacturers are banking on name brands like never before.Additions to
							already successful licensed lines this Fall include a contemporary addition to the Oscar de la
							Renta line at Century, and Turkey Hill, the third Martha Stewart Signature collection at Bernhardt
							an 115-piece collection of case goods and upholstery inspired by Stewart’s 1805 farmhouse and
							surrounding countryside in Westport, Conn.Impact Of ImportsFurniture and upholstery fabric imports
							are the major challenge facing the US furniture industry today. For the first half of 2003,
							furniture imports were up 13 percent. Shipments from China were up 28 percent, to $3.6 billion.
							Three other countries managed double-digit increases: Brazil 16 percent; Malaysia 12 percent; and
							Mexico 11 percent.Furniture makers, upholstery mills and furniture retailers are all adapting in
							various ways to the rising tide of imports. The two most common strategies are cutting costs and
							using imports for the bottom portion of their lines. Many firms are reaching for higher-value
							products and reducing their participation in commodities.The only way that we can combat imports is
							[ to offer] quality, service, style and color, said M. Edward Auten, director of merchandising and
							design, Dicey Fabrics, at Julys Showtime fabric market. Because they are going to deal in commodity
							items, at least initially, we have to style around them.Intellectual property issues remain a
							particularly nettlesome problem related to imports. The day before the Fall market opened,
							Bennington already had received a call from someone who wanted the name of a good lawyer because
							one of the companys designs had been knocked off.Ironically, imports and the pressure they have
							brought to pricing also may be one of the big factors in bringing the consumer back to the
							furniture store. Its just a question of where the furniture will be made and who will benefit in
							the long run.Furniture is the best value that it has been in years, Bennington said. Imports have
							driven prices down, and many [newly built] houses are under-furnished.Projected Changes In Consumer
							Color PreferencesLeatrice Eiseman, executive director of the Pantone Color Institute, kicked off
							the Fall market with Pantone’s 2004 Color Forecast at a press breakfast sponsored by AFMA.Humans
							are intrigued by newness and novelty, Eiseman said. You need to show a new color, something that
							draws the eye and makes them pay attention. As color remains one of the most important persuaders
							in the marketplace, it behooves all segments of the home furnishings industry to know about the
							latest trends in color, and, most importantly, to understand what drives consumers tastes and
							needs.She noted several big departures from past color trends. Orange, for example, used to be
							considered a cheapening color associated with fast food, but it is becoming more popular as a
							result of multicultural influences. Deep greens such as avocado also are coming into fashion
							because of greater interest in environmental matters.People look to colors that give them a link to
							the past, Eiseman said. They want organic colors in an increasingly synthetic world.Pantones 2004
							Color Forecast identifies eight distinct palettes: Natural Instincts: This is the quiet environment
							that is closest to the simplicity found in nature, reflecting a love of weathered wood, natural
							fibers, and all things organic and real. Beach Retreat: This palette offers a relaxed retreat, an
							escape from the invasive and hectic surrounding world. The colors are a medley of deep marine,
							lavender blues and sky blues, oyster gray, and cloud white. Global Warming: A vital, bold and
							sensual palette, this warming trend is a strong color story made up primarily of color wheel
							neighbors in and around the red family such as molten lava, spicy orange, dancing pink, magenta
							purple and vivid yellow, with an unexpected jolt of electric blue. Enhancing Hues: Taking its cue
							from the world of cosmetics, this pleasing palette celebrates a myriad of skin tones. These
							flattering hues are gentle, soft and mellow, yet more complex and sophisticated than simple
							pastels. Sweet Stuff: Sweet but never cloying, these confection shades entice the eye by adding a
							new level of tantalizing tastes with combinations such as mimosa, smoky grape and pink mist; or
							brandied melon, taffy and banana crepe. Creature Comforts: This is an engaging presentation of warm
							cozy quilts and comfort food colors such as soft creamy whites, rustic reds and golden yellows.
							This palette has a very casual or country look to it. Streamlined: It is sleek, stylish and
							gracefully configured minimal and modern meets design statements of the past. Inspired by the
							curvaceous, compact and gleaming Airstream trailers that captured everyone’s attention in the 50s,
							it is still seen both as motor home and as dressing room for the stars. The aerodynamic styling
							inspires metallic finishes such as chrome or silver, while other design icons inspire the glamour
							of polished black or the stark simplicity of pristine white, used singly or in classic
							combinations. Finishing Touches: These are the styles and colors that traditions are built upon a
							tasteful blending of time-honored antiques with nouveau style, understated rather than overstuffed,
							with a hint of opulence. The colors are lush, classic and rich, reflecting the possibility of
							intricate combinations. Colors include wine reds, purples and yellow greens. Avocado is making a
							comeback.
							Editors Note: Alfred Dockery is editor of The HunTex Report, a newsletter for industrial
							textiles. A graduate of North Carolina State Universitys College of Textiles, he has been writing
							about the textile industry for 15 years. Dockery is based in Clemmons, N.C.
							
 November 2003