Women, Western consumers represent major growth target

Article Abstract:

Manufacturers and retailers in the home office furniture market must divert their marketing efforts towards women and consumers in the Western US, as indicated in Wirthlin's 1998 Home Office Trends survey of more than 1,000 US households. The study indicates that women are the primary users in 41% of home offices while men are the priamry users in 48% of home offices, compared to 36% and 54%, respectively, in the Spring 1996 Home Office Trends survey. Meanwhile, home offices are found in 41% of households in the Western US, or more than 8% higher than the occurence of home offices in any other US region. In addition, western households are more inclined to have multiple home offices, to utilize their offices in business affiars, and to dedicate a room exclusively to office use.

Comment:

Mfrs & retailers in home office furniture mkt must aim mktg efforts towards women & consumers in Western US, says latest survey

Market information - general, Furniture Stores

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Home office: maturing but still on the grow

Article Abstract:

The home-office market has attained a level of maturity that opens up more opportunities for related furniture. Wirthlin's 1998 Home Office Trends survey indicates that the percentage of US households with home offices, calculated by the survey at one-third, is about the same percentage posted in Wirthlin's fall-1996 survey, reflecting a maturing market that may be characterized by more discriminating consumers. Furniture analysts remark that this latest trend is inclined to encompass dynamic growth within the home-office furniture market that would be primarily manifested in the introduction and evolution of product features.

Comment:

Home-office market has attained a level of maturity that opens up more opportunities for related furniture

Strategy & planning

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Market press center consolidates

Article Abstract:

A press center for the semiannual market in High Point starting October 1998, will be jointly supported by the three entities, including the American Furniture Manufacturers Assn. (AFMA), AFMA, which will manage the facility, will be joined by the International Home Furnishings Center (IHFC) and the Home Furnishings Council (HFC). Although the IHFC press center will be closed, reporters will continue to secure their credentials via the group. The HFC and IHFC will have ongoing input into the center via membership in a small advisory council AFMA will found.

Comment:

A press center for the semiannual market in High Point will be jointly supported by the three entities

Facilities & equipment, Furniture & Fixtures, Furniture and Related Product Manufacturing

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