Favata works mainstream
By Furniture Today Staff -- Furniture Today, September 29, 2003
McKenzie, Tenn. — Rich Favata learned his merchandising skills from the University of Trial and Error. Sometimes it works, sometimes not.
He also learns from walking retail floors and paying close attention to the ready-to-wear market for hints on color and style.
"A prime example," he said, "is how the suedes have taken off (in upholstery). Three or four years ago, suedes dominated in the apparel business. And just look at animal prints and how they filtered down to the home furnishings business."
Favata, co-owner of upholstery producer New Generations, also looks to the upper end of the furniture spectrum "and the trends that they set and applying them to Middle America."
New Generations' line is in the promotional to lower-middle price points, a category that requires marrying the right frames and fabrics in hopes of creating volume sellers. But merchandising for the mainstream of the market is no simpler than for a specialized, custom line of unlimited fabrics and designs.
"I don't think it's easier at any level," said Favata. "You're still geared toward hitting a specific price point. It doesn't matter whether it be Drexel or Henredon or a guy like me who's basically a $499 to $699 sofa house."
Most of the time, Favata looks at the fabric before choosing the frame. "But that's changing," he said. "We're paying more and more attention to the frame. But we try to create something that's not so unusual. We don't want to push the envelope to the point where it won't sell."
Favata said that "fabric is the key element. The hand of the fabric is very important." And, he added, "There's been a tremendous influence (in fabrics) placed on our industry by Europe and Asia. That's changed dramatically with how it will affect the industry and our company."
Favata looks at merchandising from a manufacturer's perspective. "Every factory has its own philosophy or character, and all factories can't do everything. I can sell anything. But the key is: Can I run it through the factory and make money?"
