Use design knowledge for business growth

Upholstery Journal | February 2010

Industry experts offer the following recommendations for riding design trends to greater profitability:

• Establish relationships with decorative jobbers. There are numerous decorative jobbers that can be excellent resources for upholstery shops who want to stay on top of fabric design. Establish a relationship, leverage sales materials and explore specialized offerings.
• Fabric collections. The design savvy upholstery shop owner should maintain a current library of fabric collections that will be invaluable in staying on top of the latest trends when working with interior designers and customers. For example, Glen Raven not only offers an extensive stock furniture collection, but also supports decorative and specialty collections.
• Integrate design into your marketing. In addition to emphasizing the craftsmanship of their work, upholstery shops should consider marketing efforts grounded in design. Can you re-orient the front of the shop with a stronger emphasis on fabric colors and trends? Is there an opportunity to sponsor presentations and seminars on fabric design? What about networking with area interior and landscape designers through design forums?
• Take time for research. If you want to remain current, subscribe to fashion magazines and check out lifestyle programming on TV. Women drive the choices for home décor, so following the fashion media is time well spent.

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