Performance fabrics don't hurt market
By Gary Evans -- Furniture Today, March 6, 2005
High Point — Despite claims of soil resistance and cleanability, the growing popularity of microdenier suedes and performance fabrics doesn't seem to be cutting into the business of fabric protectant companies.
"We have a treatment for microfiber that actually helps it work a little better," said Yvonne Smith, executive vice president of Ultrashield. "Our protectant and cleaner extends the lifetime of the microfiber" and makes it more durable, she said.
Marty Durkin, director of sales and marketing for Guardsman, said retailers recognize "that there are significant benefits to protection programs. They can realize benefits such as reduced customer service overhead, advanced training programs, and increased customer retention rates. Retailers also benefit from the revenue stream, and sales associates are presented with an opportunity for additional commission."
Guardsman also has developed a Microfiber Care Kit and other products to assist in the care and maintenance of these fabrics. Durkin cautioned that consumers need to be aware that microfiber and performance fabrics are still fabrics.
"They may have a higher level of cleanability and durability, but they are not resistant to some staining or general soiling. And, as with all fabrics, consumers still need to provide proper cleaning, care and maintenance."
Stainsafe's Doug Vunder said that the new high-performance fabrics can be stained but tend to clean up easier.
"Our unique selling proposition is the same; we assume the responsibility for cleaning up after a furniture catastrophe occurs," he said.
Confusion at the retail level
Guardian's Jack Castella Sr. thinks there is "significant confusion at the retail level regarding performance fabrics and the consumer expectation of that performance.
"Fabric wear and stain performance are important decision drivers to the consumer and do provide leverage for the retailer," he said. "Without the marriage of stain protection warranties, the additional revenue generated by performance fabrics rarely equals that of a properly managed stain protection program."
Castella added, "Consumer confidence drives revenue, and stain protectant with warranty enhances the credibility as well as performance characteristics of virtually every fabric or leather application. A properly trained salesperson selling a credible stain warranty program will always increase the close ratio of any fabric whether it has high-performance characteristics or not."
Likewise, ForceField's Nancy Burge said that, even though these fabrics provide enhanced durability and easier care, consumers are still asking for the additional protection.
"The growth of performance fabrics has not adversely affected our business at all," she added. "In fact, with the popular look and feel of the microsuedes and increasing requests for the extra level of protection, this has been good for our growth."
-
Performance fabrics don't hurt market
Mar 10, 2005
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
