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Leslie Carothers

Innovation and sales

At first I didn't think I was going to attend the spring market in High Point. At the last minute I decided to go and was determined to seek out what I thought was innovative-meaning, for me, that it hasn't been done before.

I was open to hearing about innovation on all fronts and interviewed a few of our industry's more well-known personages, Connie Post, etc to get their thoughts on innovation.
 

Guess what? There ARE innovative concepts being tried and tested BUT they are either: 1.not being publicized or 2. the originators of the concepts do not want them publicized for competitive reasons or 3. they are only being publicized within our trade magazines but not direct to the consumer!! So, when I heard the lament re: traffic being down in retail stores across the country, I sat down to think about it and here's what I came up with…
 

Why don't our industry's major players(retailers and manufacturers alike) get together(fast) and publish a direct to consumer magazine?Share the costs and make it fabulous-the best quality paper, the best photography, the best editorial. Let's do this before someone else(like HGTV) beats us to the punch! At least we would have control of the content. 
 

Do any of you know how successful the new launch "Domino" from Conde Nast has been? If you are a transitional to contemporary  manufacturer or retailer reading this-rush out and buy it.  It is enormously influential with 25- 38 year olds.

The magazines that the younger demographic are reading are: Domino and Dwell and, in South Florida, Modernista. If you're in South Florida, check it out… Now, if you're a traditional mfg. or retailer, your younger demographic is not reading much on the newsstands because there's not much out there that reachs their mind-set that's VISUALLY and EMOTIONALLY stimulating.  And this is where I see the opportunity… A magazine that's hip AND transistional-traditional. Why let Pottery Barn own this market? In addition, why don't we all get together and produce our own TV program for HGTV? 
 

I know-this is a lot to take in, but if we don't control the content of what consumers see and experience and are reliant on others for product placement and branding opportunities, then we are at their mercy! Have you ever looked through these magazines and seen how many items are shown that are coming from Target, Ikea, West Elm, Pottery Barn, etc? Why is this? 
 

I think it's time for competing mfgs. and retailers to band together(as they do in the technology sector) to showcase product, innovation and ideas direct to consumer through our own media company. 
 

 If you're interested in being part of the development of this idea, please write me directly at tkp@sbcglobal.net.
 

Now, one more thing… I heard of one incredible idea at market that is truly innovative and has to do with credit. It is being used VERY successfully by one of our industry leaders in Texas. If you want information on it, please, again, email me at tkp@sbcglobal.net.