Options and personalization spell profits

Upholstery Journal | April 2010

by Amanda Brown and Lizzie Nguyen

Generations X and Y (roughly, the group of people born in America between 1965 and 1995) have become the largest consumer group in the United States.

Upholsterers have the opportunity to build business and step to the forefront of their industry by appealing to this group through trends in design, communication and process. These generations are intellectual, interested in quality and personalization, and can easily access information on interior design. We at Spruce, members of Generations X and Y, have found that embracing our own design aesthetics, preferences and concerns have made us appealing to this market. We strive to bring to our customers a fresh and updated approach to upholstery. Because we share some of the same information sources and ideas about upholstery, we understand where our customers are coming from and recognize the trends with this generation.

During the last several decades, the furniture industry has transitioned from custom-made, handcrafted furniture to mass production. Mass production has developed products that are low-cost, widely available and offer very little customization. At large-scale furniture retailer Rooms To Go, one can walk in and walk out an hour later with an outfitted living room complete with wall hangings and lamps. While this system has served some consumers well, the tides have turned and the new trend is in personalized interior design. Resources for designing your home are more available than ever.

During our current recession, people are cutting back but investing more in their homes. This has, in turn, led to a more saturated home design market with resources readily available. Information and images are blasted on television, blogs and magazines. Celebrities like Martha Stewart and design shows on cable stations such as HGTV and TLC have transformed interior design into a do-it-yourself industry, and it is no longer restricted to those who can afford a professional consultation. Blogs, such as Design Sponge, Decor8 and Apartment Therapy, detail trends in home décor daily and have enormous readership, and new interior design magazines are continually popping up on newsstands. With all these sources of inspiration, consumers are ready to bring current trends into their homes.

So what are the trends associated with Generations X and Y? Generations X and Y want more choices. If retail fabric is a part of your upholstery business, expand your knowledge and options of current fabric companies and designers. The new consumers will think outside of the box beyond burgundy, gold, olive and khaki solids. These are the options at any store selling mass produced furniture. Generations X and Y will expect the same options in fabric that are available to interior designers, and upholsterers can act as the gateway to these choices. As styling will also add to the customization of furniture, it is up to upholsterers to make creative suggestions that are conducive to the construction of the piece. Removing or adding skirts, buttons, cushions and trim will open up the possibilities of a furniture piece that gives customers more creative freedom and allows them to tailor their furniture to their space.

Generations X and Y have a general interest in up-to-date information and issues, and this also applies to their furniture and the upholstery process. One trend of concern most often brought to us is green upholstery. Information about environmental concerns is everywhere, and many have adopted green living as a way of life. They may have knowledge about more eco-friendly foam and padding products and want these types of materials for their own reupholstered furniture. Major fabric companies now stock options that are more eco-friendly. Fabric companies, such as Mod Green Pod, create fabrics made entirely with organically grown cotton and use eco-friendly dyes. Kravet, Duralee and Knoll, among others, have fabrics made of recycled fibers that support sustainability. By making these options available to consumers, upholsterers will appeal to and better serve this generation.

Because of the wealth of design information online and on television, Generations X and Y now have the sensibilities of interior designers and expect options that allow them to be creative and adventurous with their spaces.

Upholsterers with more available options will appeal the most to Generations X and Y as they allow the most creative freedom and customization.

As this new generation of upholstery clients surfaces, it is important for upholsterers to adapt to their needs.

Upcoming articles will focus on marketing and selling methods, challenges to the industry, and the necessary business changes needed to obtain Generations X and Y customers.

Amanda Brown and Lizzie Nguyen began Spruce in January 2008 to bring an updated approach to upholstery and furniture design. They provide custom upholstery services, carry a large selection of designer and vintage fabrics, teach weekend upholstery workshops, and create rejuvenated and inspired furniture pieces from vintage and antique furniture available for purchase in their Austin, Texas showroom. For more information, visit www.spruceaustin.com.

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