WithIt panel: Social trends impact furniture marketing
By Joan Gunin -- Furniture Today, August 25, 2008
CHARLOTTE, N.C. — Global social trends, including aging populations, new migration and growing urbanization, as well as the decline of the traditional family, will have a major impact on how products such as furniture are marketed in the future, a leading futurist told attendees at this month's WithIt Education Conference.
Andy Hines, director of custom projects for the Houston-based consultancy Social Technologies, gave WithIt members a glimpse of where society is heading in his presentation, “Top 20 Global Trends.” After his talk, he moderated a panel of three industry leaders, who discussed how to turn these societal trends into business opportunities.
Panel members included Cary Benson, president of Natuzzi Americas; Jim Gabbert, chairman and CEO of Minneapolis-based Gabberts; and Jena Hall, vice president of merchandising and design for Aspenhome.
Giving a retailer's view, Gabbert said, “a lot more needs to be done” to develop closer relationships with tomorrow's emerging customers. “This is an opportunity to innovate and to give people reasons to buy new furniture. We must stimulate them to buy.”
All of the panelists spoke of the importance of providing creature comforts and ergonomic fit. Benson discussed hunting for a recliner that offered sufficient room for his lanky frame, while Hall talked about the increasing popularity of gathering tables.
While not all of today's families dine together, rising wealth within immigrant and ethnic communities is creating a new opportunity for larger casual dining tables that accommodate shared meals, Hall said.
There is also a need to embrace new technology by offering more functional furnishings outfitted for electronic devices, she said.
The panel keyed in on marketing and merchandising opportunities tied to the master bedroom.
Many of today's consumers have a second master bedroom that is being used for a guest room or for children returning home from college. Second bedrooms also are popping up more in vacation homes.
“Dual master bedrooms, statistically, is a new trend,” Hines said.
For more coverage, visit http://www.furnituretoday.com/article/47813-Futurist_outlines_where_society_is_headed_at_WithIt_Conference.php
