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Choosing partners in the name game

By Carole Sloan -- Furniture Today, February 22, 2004

What's in a name? That could well be the theme of the furniture world in the coming months, both at retail and on the factory side. The name game has become sort of a square dance — grab your partner and do-si-do.

However, the word "partner" is often misapplied.

Earlier this month, JCPenney previewed its latest name, Chris Madden, who has a track record in home furnishings, especially at Bassett. A growing number of consumers seem to be aware of her. But at Penney she will be competing with another decorating diva in the wedding planning area.

With little fanfare, the Saks Department Store group seems to be playing the name game right with its Jane Seymour collection, initially for bed, bath and table. That the actress is a willing marketing partner obviously was a major element in its launch last year. Her continued involvement should propel the new collection that's en route to stores now.

Keep in mind that her initial collection spurred consumers to demand the furniture that first was intended merely as props.

In furniture, there's a wide spectrum of winners and losers in the name game, from the failure of Elvis to the long-term success of Bob Timberlake — and lots of one shots or quick fixes that don't last long.

A whole bunch of names being used these days may or may not make the final cut. All concerned must realize that it's about a lot more than a name.

And along with Ralph and Oscar, other "designers" are waiting in the wings, eager to grab their furniture partner.

Marketing on a consistent basis is critical if these name-game programs are to succeed. Otherwise, they will become just another sofa or bed in an ever-more-homogenized business.

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