Merchandising


Tuesday, May 14th, 2013

All Stickley merchandise given special, reduced prices at Gorman’s through Memorial Day

May 14, 2013

Stickely Spring Home Sale delivers specially negotiated pricing on furniture, rugs and accents

NOVI, Mich. — Gorman’s Home Furnishings and Interior Design, the style leader in home furnishings, today announced that all four Detroit-area Gorman’s locations will host a Stickley Spring Home Sale on all the brand’s items through 5 p.m. Memorial Day.

Any piece purchased will also be given 12 months interest free financing. Showrooms are located in Southfield, Lakeside, Troy and Novi.

Stickley is Gorman’s number one brand, and sale pieces include bedroom and dining room furniture, upholstery, leather and accents. Gorman’s is southeast Michigan’s exclusive Stickley dealer.

“Every collection and every style on the Stickley line is reduced an extra 10 percent from our sale prices,” said Tom Lias, president and COO of Gorman’s. “We authorized this directly with the factory – no one else can offer this deal.”

Since 1900, Stickley has produced favorite pieces of Americana. Generations of families have furnished their homes with Stickley – recognized most often for their return to simple ideas, honest craftsmanship and sturdy wood and leather construction reflective of the Arts and Crafts movement.

###

For more than 70 years, Gorman’s has been recognized as the original Michigan style leader in home furnishings. With a reputation built on a commitment to quality – quality merchandise and quality design – the company delivers all of the best brands, not just a few, at the best prices-regardless of price point. Gorman’s nearly 50 designers have a combined 1,000+ years of residential and office design experience using Gorman’s expansive resource area and textiles library. Both designers and clients can rest assured when working with this style leader. Everything is backed by Gorman’s “Must Be Right” service guarantee. Showrooms are conveniently located in Shelby (Lakeside), Novi, Southfield (Contemporary), Troy and Grand Rapids. For more information, visit www.Gormans.com.

For more information, contact:
Jennifer L. Cherry
Lauren Herrin
(248) 855-6777

Posted in General, Industry News, Merchandising, Recent Articles | Comments Off

Monday, December 5th, 2011

Trending for 2012: Colors for Survival in the New Economy

2012 Color Trends

What colors will hold center stage in 2012? From fabrics to furnishings, from pillows to paint, next year’s key colors reflect new consumer attitudes that “take no prisoners”.

According to Color Marketing Group (CMG), the leading international association of color design professionals, the most powerful color trends for 2012 are driven by concern for survival.

The consumer is “so over” with just surviving and wants the feeling of thriving.

But retailers need to give consumers a reason to spend. Price has been the driver. Lowest price wins unless VALUE perception overrides.

Security is the new luxury. It’s about lasting value and thoughtful investment. Vintage colors, traditional, weather worn and repurposed have significance. Consumers are adopting an “I can take care of myself” attitude and bracing for an extended period of economic uncertainty.

Specifically, CMG predicts these trends:

  • Boomers are a huge growing market but they are refusing to age! They are looking for products that support their youthful ambitions, but also comfort and compliment the mature body. That translates to comfortable furnishings in fabrics and finishes that are understated for elegance in colors that are young at heart.
  • Purple rules! It is mature, yet edgy, youthful and THE color of opulence. Once considered too extreme, now it’s luxe, hip and holding strong in palettes that combine it with gray, gold and coral. It represents the “take back control of my life” of the global consciousness. It sells well during economic downturns.
  • Floral and vegetal hues are strong. They foster comfort and confidence about the future.
  • Texture, finish and surface interest are key especially with whites and ivories.
  • Sophisticated layering of grays is chic coast to coast and across the generations.
  • Sustainability is on the forefront and now means people, planet, profit and re-purposing.
  • Technological expansion enhances the need for nature and products that are natural and authentic.

Showroom Tips:

  • Use the strongest most cutting-edge hues on any back wall visible from the entrance to pull customers into the space.
  • Anything that makes a consumer feel more secure is a plus. Warm wood tones, plushy textures, and gentle natural light goes a long way. Avoid concrete flooring, harsh fluorescent lighting, hard edges, steel, cold metal and cold colors.
  • In display windows, use moderate amounts of high trend color to pique interest. Not many will buy the electric purple sofa with the gold and copper accents, but everyone wants to see it.
  • Purple is the complement to yellow which is the underlying color of the new lighter wood tones. Use it to create showroom vignettes that offer updated color selection and comfort with a nod to traditional values.
  • Craft an experience that takes your customer into the unexpected. Use multi-dimensional, translucent and clear colors.
  • Updating color doesn’t need to break your budget—it can be as simple as accent walls, art and rugs, renewed color in signage, point of purchase brochures or strategically placed color in display walls.

Adding the right color can soothe and inspire your client into a more positive retail experience that will enhance their life and your bottom line.

 

Zara Stender, IDS, CMG, NEWH is an international color expert, award winning designer and the author of several books on design and color. She is a Chairholder with the Color Marketing Group and serves on the Editorial Advisory Board of STIR Magazine, the Sherwin Williams publication for architects and designers. She often lectures on trends in color and interior design. She consults on hospitality, retail and residential projects. Contact her at zaradesigns@yahoo.com, Zaracolordesign.blogspot.com


Tags: , ,
Posted in Interior Design, Merchandising, Recent Articles | Leave Comment

Tuesday, November 15th, 2011

Merchandising Strategies for a Successful Business In Today’s Consumer Environment

What does today’s consumer really want when it comes to buying furniture? Are their needs changing? How are we, as retailers, to respond to everything going on around us and with our customers?

I have the advantage of observing first-hand many stores throughout the U.S. and sometimes overseas. One thing I am seeing is that more attention is being paid to the nature of merchandise a furniture retailer is showing on their showroom floor. Today’s smart furniture retailer is doing his or her homework and learning more about the markets they do business in; they understand who is coming into their store.

I was visiting a furniture retailer recently who is a client of mine. We had developed their “War Room”, an area or room where every piece of furniture in major categories is photographed and placed by category on a wall. Now I realize anyone can do this, but here is the difference. This retailer, in his upholstery category, is carefully constructing an assortment that targets his market and he is ensuring he has a store that offers diversity along with a strong value proposition. He has identified his opening price point range, his mid-range and his high-end pricing range. He is planning 30 percent of all his SKU’s in opening price points, 50 percent of his SKU’s in the mid-range and 20 percent of all his SKU’s in the high-end range. He also looks at the number of two-cushion sofas, three-cushions, loose back, semi-attached, etc. Once that process is complete, he then started a trend analysis, what color pallets will be displayed (solid fabrications versus patterns) and finally the scale or size of the furniture.

I have been asked several times about the trend in furniture size or scale that a furniture retailer should carry today. We know that in markets with older homes from the  first half of the 20th century, rooms tend to be smaller although there are exceptions to everything. The trend just a few years ago, prior to our economic slow down, was bigger is better. We know some baby-boomers are downsizing from their “mega mansions” where they can actually sell them. These baby boomers will buy smaller homes and will most likely have to scale down some of their furniture, but they still want quality and luxury in their homes. Price may not be an objection if the right solution is presented to them.

Our retail furniture industry also experiences the customer in the 28 to 48 age group, and they are as diverse as the pages in a book. Many are extremely “value-conscious” and price plays a primary role in their buying decisions. Others are upwardly mobile and will buy what they want, based on the visual presentation of the store and what they experience when a salesperson greets them. If your sales associate does not come across as an expert, your customer will continue to shop the market until they find one, and the likelihood of them revisiting you will diminish.

I believe the consumer confidence scale and buying patterns are just unpredictable. I read everything I can get my hands on about the economy being a major factor in retail furniture non-performance, yet a furniture retailer I know, in a secondary market, is running double digit increases. I know of several other retailers that are having a very good year. So what’s the difference? The answer is they do not allow themselves to get locked into any one business model; they are forever updating and changing. If a merchandise category is not working for them they find out why; is it price, assortment selection, is the inventory aging, or perhaps it may be a selling issue?

If a store is not performing well and sales and profits are in a downward spiral, what happens when a customer walks through your entrance? Does the entrance tell the customer a story when they enter? The first 500 square feet of your store near the entrance is the most important square footage you have. Are you proud of it? Does the visual presentation match the image you are trying to communicate in your advertising? Do you tell your customer, through presentation and signage at the entrance, the advantages they have for doing business with you? For example, are there any special credit programs, volume incentives, rebates or special coupons?

The furniture retailer today is challenged with having the right product at the right time. I recently visited a major giant furniture retailer. Their furniture is themed for small space living and they have unique storage solutions. They appeal to many types of buyers and are very good at telling a story. Their
themed departments and even specialty departments are well signed. They might even be next door to you, so how do you “out-merchandise” them and ensure an enhanced customer experience? Today you must know what you want your store to be. Engineer it into something new, start a war room, share it with your sales staff, and start to measure what you want to change. There is not a business model on the planet that cannot be changed when something isn’t working. Maximize your potential, refine and develop new skills in merchandising and sales management.

Bob Moorman is a Senior Business Analyst and Consultant for JRM Sales and Management, Inc. (www.jrmsales-mgmt.com) a consulting firm that works specifically with furniture retailers and has earned the endorsement of the WHFA. Bob has a retail career that spans 25 years. He held several key management positions with the JCPenney Company and then later with the Target Corporation. He has been a store manager, senior merchandise buyer, regional field merchandiser, zone manager, and with Target was appointed as National Sales Manager for the Seasonal Division. He was responsible for developing the micro marketing strategies for key geographic areas of the country. Prior to joining JRM, Bob oversaw the operation of an organization that facilitated roundtable groups. Bob is considered one of the strongest consultants and business analysts in the furniture industry today.


Posted in Merchandising | Leave Comment

Monday, October 10th, 2011

A Sensory Experience for Holiday Pleasure & Profit

By René Johnstone-Gingrich

‘Tis the season to deck the halls and cash in on increased holiday sales. Well planned and flawlessly executed holiday accessorizing can be the difference between making the cash register bells jingle or having a series of silent nights. The holidays offer an amazing opportunity to dazzle your customers and reap the rewards of doing so. But first you want to consider, “How do you want your customers to feel when they walk through the store?”

The shopping experience must appeal to all senses, and it goes far beyond decking the halls with boughs of holly. There is much to consider when accessorizing for the holidays. Many choices are unique to the individual location and directly impact sales.

Following are some time-tested holiday merchandising rules to live by. I have listed nine tips on planning and carrying out a holiday accessorizing strategy that is pleasing to the eye and the bottom line.

Get organized ahead of time: Prepare your warehouse or store room for the seasonal onslaught. Organize, categorize, systemize and make sure everything is in order so that sales are not lost. This ensures items are found quickly and make it onto the sales floor to increase profits. Advance planning before the holiday rush hits will allow you to have all available sales power on the selling floor.

It’s not just about what they see: Remember that the experience your customer has inside your business is a multi-sensory experience. Remember that beyond visuals, the smell of the space and the sounds (including music) play an important role in a customer’s perception of your business. It is important that the space is free of any offensive odors (chemicals, overpowering perfumes, etc.). Scent is the sense most closely connected to emotion. Scents such as vanilla and spiced cider lean more gender neutral and will evoke nostalgia. Likewise, choose background music or background sounds that are appropriate and work to further the sensory experience you are trying to create.

Make sure your displays are “Customer Friendly”: In a creative business, we can often get so caught up designing something fabulous that the usability or more importantly “purchasability” of the items on display get overlooked. Be certain that items on your displays are easily accessible to customers so they are not left to wander aimlessly looking for items to purchase. Between cleverly organized merchandising and an attentive sales staff, that opportunity to increase sales should not be missed.

Create an experience: Part of providing outstanding customer service involves providing a total experience. It is all the more important in this day and age when we are hyper-connected electronically but lacking in human connections. Your customers also are seeking personal interaction and want to be treated like an individual and not a transaction. The holidays offer the perfect opportunity to deliver exceptional customer service and a truly memorable shopping experience. Create an outstanding experience with planning, thoughtfulness and imagination. Staff should welcome customers and treat them as if they were guests in their own homes. Be sure all shoppers receive a friendly holiday greeting and, if appropriate, are offered a cappuccino or hot cocoa. Walk them to the door and offer a sincere expression of thanks when they leave the store with their purchases and don’t forget to invite them back. These small gestures will make them feel special, and let them know that you appreciate their business. Most importantly, have employees in place that are well trained, empowered and believe in the importance of delivering exceptional experiences to build customer loyalty.

Showcase multiple styles: Today there is a much broader selection of styles for holiday accessories. We have Old World Holiday, Retro Holiday, Whimsical Holiday, Uber Chic Holiday and everything in between available to us. Give some serious thought to what type of holiday merchandising reinforces your image and will speak to your target market. Some retail locations are very style specific and will be attracting customers looking for holiday accessories that correspond to that look so be sure to be able to meet those needs. If you sell multiple design styles in your store, then you will want to support those styles and have multiple options for holiday styling as well.

Make it count: Don’t underestimate the power of a phenomenal display. When crafting holiday displays with your accessories go for the “Wow” factor. Use multiples to make an impact. Instead of showing one large vase filled with decorative glass ornaments on a dining table, display three. This will not only be the show-stopper you were hoping for but it can encourage your customer to choose to purchase three vases instead of one.

Get creative: Give some thought to how you can design displays and merchandise to showcase everyday items and feature them as the perfect holiday gift. Consider assembling unique combinations of merchandise as well. A great example is to pair smaller ticket items that when put together make a unique gift. You might also consider creating a Christmas tree shape out of stacked storage ottomans or hang table lamps upside down from the ceiling with bows on them. Look at easy-to-add items and consider how they can enhance displays to be visually interesting. Give your customer a reason to consider it as a gift item or decide it’s something they must have.

Sell lifestyle: Combine holiday accessories and everyday accessories in such a way that it evokes a sense of personal style. Customers want to experience the lifestyle that a certain vignette conveys. This draws them into the experience and entices them to make purchases that will help them to create that feeling in their own home. Merchandising that paints a portrait of an inspirational lifestyle is incredibly effective.

Don’t overlook the value of the gift certificate: Gift certificates are a popular add-on gift that can greatly impact your bottom line. Have a system in place that makes the process of purchasing gift cards or certificates quick and easy. They are particularly appealing to the time-strapped shopper so be sure to have them readily available and displayed prominently near the cash register for last minute purchases.

Remember your goal is to create a multi-sensory experience that evokes emotions and promotes sales. Create a happy holiday mood and festive atmosphere in your store and enjoy a little extra jingle in your pocket. The importance of retail aesthetics cannot be overstated. Consider appearance, feeling and aroma as these are important and influential factors when people are making decisions on how and where to spend their holiday budget.

René Johnston-Gingrich is vice president of training development for the Profitability Consulting Group, specializing in delivering the programs Design Trac: Design Skills for Retail Sales People and Sales Trac III: In Home Selling. Rene’ has owned and operated an interior design firm for 17 years and now works with organizations to ensure they have the best possible team environment.

Rene’ is a regular columnist for The Lewiston Tribune Business Profile and an adjunct faculty member of Lewis-Clark State College’s Business Division. Rene’ has a Bachelor of Fine Arts Degree in Interior Planning and Design and a Master’s Degree in Adult Education and Human Resource Development. She can be contacted at reneg@profitabilityconsulting.com.

Tags: ,
Posted in Interior Design, Merchandising, Recent Articles | Leave Comment

Friday, September 9th, 2011

Out is In

Opportunities worth checking out abound for retailers looking to capture a piece of the over five billion dollar industry focused on furnishings for outdoor spaces.

Outdoor rooms continue to grow in popularity as the line between interior and exterior living blurs. Sofas, loveseats, lounge chairs and storage unit tables all are constructed of cast and extruded aluminum to last in the out of doors.

Creating outdoor rooms and decorating outdoor spaces with furnishings built for the out-of-doors actually has been around for decades. However, today this popular consumer trend has reached a level of sophistication beyond anything consumers or retailers could have imagined. Estimated at over 5 billion dollars in retail sales, the casual marketplace offers a prime opportunity for traditional furnishings retailers. “Traditional furniture stores are benefitting through the introduction of casual furnishings not only with individual sales; but also as they are able to provide a complete living experience,” said Tami Newton, sales and marketing manager for wicker / rattan designer and manufacturer, Palm Springs Rattan and Garden Classics, Largo, Fla. As the line between interior and exterior living continues to blur; those retailers that embrace this concept could find themselves emerging as the destination for the total home.

Trends for taking advantage of the opportunities the outdoor category holds span from construction to presentation. While known for taking a cue from the indoor category; casual furnishings also include a selection of trends that are uniquely “Out” there.

Pride Family Brands Palermo Deep Seating

The Palermo from Pride Family Brands presents the latest “curvy-couch” option that is now available for outdoor conversation and relaxation. Durability reigns as the set is constructed of weather resistant wrought aluminum and solution dyed Sunbrella fabric cushions.

Construction Trends. From cast aluminum to wicker to wood, the prevailing trend in all outdoor construction relates to greater durability and maintaining lasting looks. Ranking just behind comfort, durability and ease of maintenance scored high in a 2010 outdoor living survey co-sponsored by HGTV that asked consumers what would entice them to spend more on outdoor furnishings. For the traditional furnishings retailer selecting the highest construction quality is key to success. High end options are available with durability and low maintenance features throughout.
All-weather wicker construction is well known for delivering durability and ease of care in traditional pieces as well as the growing number of contemporary styles. A recent trend includes frosted colorations. Although natural and bright white pieces exist, oyster or frosted sea glass colored wicker currently are capturing attention.

In metals, cast aluminum continues to provide superior outdoor life. However, with the rise in raw material costs, this category is being challenged. Options to attract today’s homeowners are being offered through the crafting of slender wrought aluminum designs as well as combining extruded aluminum and wood components resulting in attractive price points.

In wood, teak continues to be a luxury choice; but today’s excitement is found in looks that mirror fine interior furnishings. With elegantly carved details and all-weather wicker seat insets, pieces are being crafted for decor inside or out.

As a trend in outdoor, ironically, sustainability has a ways to go. Ranked 11th in the consumer survey, just below the ability for furnishings to rock or glide, sustainability has not quite reached the point at which consumers are willing to pay more for it. That is not to say that eco-friendly materials and manufacturing processes are not available in casual products. Across the industry, green products and practices can be found. Examples include unique resin designs from recycled materials and reuse furnishings from wood components.

Terrene from The Rug Market America’s Disney Resort line

Accessorizing displays of outdoor furnishings can include artwork to floor coverings – all built for long exterior life. Pictured – Terrene from The Rug Market America’s Disney Resort line.

Design Trends. Trends in outdoor design styles that are garnering attention encompass old world to ultra contemporary. Yet, as with interior offerings, the ability to mix things up also is growing in popularity. Collections are being introduced featuring a depth of dining and conversation seating options prime for creating eclectic groupings.

Among dining seating, formal styling with single seat cushioning and decorative backs is continuing as a trend. In deep seating selections, curves rule. Crescent shaped sofas and love seats providing more convenient conversation are definitely hot.

Although color gurus may see a pink as the color for 2011; nothing sells better in outdoor than neutral and natural colorations in finishes and fabrics. Whether for conversational deep seating or dining, research shows that brown encompasses 57 percent of all finishes sold. Black comes in second at 33 percent. In cushion fabrics, green ranks highest with brown taking second place for those who replaced fabric in 2010. Adding splashes of color to outdoor decor is done in the same way as within interior rooms; through pillows and floor coverings. Both of which are available in unending design options for outdoor living with the use of fade resistant and stain resistant solution dyed fabrics and yarns.

Sales Trends. Today’s marketplace for casual furnishings does exhibit a wide pricing divide with the median dining set falling around $400. The good news for specialty casual furnishings retailers is that the affluent buyers whose purchases far exceed the median continue to be a receptive audience. In 2010, 29 percent of dining set buyers were from households with incomes of $100,000 or more. As this segment comprises 50 percent of all dining set sales, it equates to a viable and growing market.

All weather wicker offers durability as well as contemporary styling. Colorful cushions and decorative pillows add splashes of color to natural finishes and opportunity for seasonal updating.

Additional research by industry trade publication, Casual Living, and New York based Easty Analytic Software, Inc. published earlier in 2011 noted positive sales growth forecasted nationwide with regard to the number of households looking to buy casual furnishings in 2011.

Per the survey, the South is forecasted to see 2.5 percent growth, with 2.3 percent for the Northeast, and the Midwest, although at the lowest percentage, can look forward to a 2.2 percent increase. Casual furnishings are realizing positive growth across the nation as 2.7 million households planned to purchase a dining set this year.

In response to this forecasted growth, casual furnishing manufacturers are not only putting on their “A” game with regard to products and performance; but many also are incorporating practices that answer the challenges of seasonality inherent in the segment. Increasing numbers of manufacturers, especially those with domestic or semi domestic manufacturing, are offering Express Shipping programs with delivery in as little as 15-20 working days.

One such program is offered by casual furniture manufacturer, Pride Family Brands, Hollywood, Fla. “In a seasonal business, reacting quickly to consumer requests may mean the difference between making a sale or not for many of our retailers,” said Rory Rehmert, vice president of sales and marketing for Pride Family Brands and chairman of the board of the International Casual Furnishings Association. “Express shipment programs are recognized by retailers as an opportunity to bring in products with proven sales history quickly in anticipation of sales promotions or to fulfill direct customer requests.”

Presentation Trends. Keeping things fresh is not news to furnishings retailers; but with decor for outdoor spaces and the limited sales timeframe, the importance cannot be underestimated. Retailers investing in the casual furnishings segment are finding greater success in not only making these items the focus during the prime selling season; but remerchandising often.

Casual retailers have found that on average customers shop a single store three to four times before making a casual furniture purchase. Enticing these shoppers by keeping displays fresh is a tip they share. “By re-merchandising each of our casual furniture selling floors a minimum of four times in-season, it gives the customer the feeling they are seeing something new and fresh, and can regenerate their enthusiasm for shopping Laacke & Joys ,” said Mary Mann, vice president, purchasing for the Wisconsin retailer.

With accessories built for the outdoors, personalizing living spaces is no longer only the option of interior rooms. These durable additions can add function and excitement to showroom floors. Traditional furniture stores also can incorporate exterior accessories into interior displays to illustrate the versatility and multi-use possibilities available.

Out is in. Capturing the potential of the growing outdoor room marketplace is an opportunity perfectly suited for the traditional furniture retailer. From casual manufacturing partners offering education and sales assistance to products creating consumer excitement and demand, the retail world of outdoor, as never before, is truly in.

By Laurie Rudd, casual industry veteran and owner of Laurie Rudd Public Relations and Marketing, Winterville, NC. www.laurieruddpr.com

Tags: , ,
Posted in Merchandising, Recent Articles, Showroom Design and Trends | Leave Comment