Fairy-tale ambience tells Highland House story

Article Abstract:

Highland House is adopting a fairy-tale ambience as a marketing tool to break into the furniture market's casual-traditional sector. The company's designers and executives visited England's rural Cotswold region to capture the comfort and romance of captivating cottages and gardens in the region. The company then utilized the fairy-tale ambience of the region for its marketing communications, such as sales training tapes, point-of-purchase posters and especially its product catalog. The photos, or posters, of the company's furniture collection feature the mood-setting photography from the Cotswold region.

Comment:

Is adopting a fairy-tale ambience as a marketing tool to break into the furniture market's casual-traditional sector

Upholstered Household Furniture, Upholstered Household Furniture Manufacturing, Highland House Inc.

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Preparing the right mix

Article Abstract:

Furniture shoppers are expected to spend 25% more on bedroom items in 1998 than those who bought the category in 1997, based on a consumer survey commissioned by Furniture/Today late in 1997. According to Alan Kramer, vice president of merchandising for Houston, TX's Star Furniture, the company's bedroom business has been its strongest for the past year. Kramer also agreed with the survey's forecast, that a greater number of younger customers, between ages 25-34, will enter the traditional furniture stores in 1998.

Forecasts, trends, outlooks, Furniture & Furnishings Stores, Furniture and Home Furnishings Stores

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