Daily News Archive
Brought to you by Home Furnishings Business
July 31,
2012 by in UnCategorized 
By Home Furnishings Business in on August 2012
Following are the top 10 advertisements of 2011 as compiled by Tim Nudd, a news editor at Adweek. These are ads that make a connection, whether with humor, a tie-in to popular culture, even tugging at the viewers heartstrings. Enjoy!
Number 1
VOLKSWAGEN: THE FORCE
Volkswagen scored a winner with its 2011 Super Bowl add portraying a frustrated young Darth Vader attempting to bend objects such as the family dog and washing machine to his will.
He attempts the same when his father arrives home in his new Passat. The father starts the car remotely, and the youngster is stunned by his newfound power.
The Force racked up 44 million views on YouTube.
(snipurl.com/24a03vn)
Number 2
CHIPOTLE:
BACK TO THE START
A pioneer in using organic, local ingredients in fast food, Chipotle wanted to communicate its green approach to business with poignancy.
The ad portrays a farmer who goes the factory-farm route, but feels guilty down the road. He goes back to the start of his farming, letting animals roam free and using wind power.
Willie Nelson provided a cover of Coldplays The Scientist.
Overall, the spot is a marvel of craft, visually and musically, Nudd wrote. And it answers its own call, with all proceeds from the sale of Nelsons song on iTunes going to the Chipotle Cultivate Foundation. (snipurl.com/24a04b4)
Number 3
CHRYSLER: BORN OF FIRE
Chrysler scored a hit with another 2011 Super Bowl ad that won an Emmy Award for the years best commercial.
The two-minute spot offered a gritty defense of a city, an industry, and a way of life, single-handedly bringing some of the old swagger back to Detroit and attacking those who would doubt the citys heritage and convictionor its ability to produce a worldclass luxury vehicle, Nudd wrote.
Rapper Eminem cruises Detroit landmarks on the way to the Fox Theater where hes backed by a choir Passing several Detroit landmarks. He stops and walks into the Fox Theatre, saying, This is the Motor City. This is what we do.
Nudd called the tagline, Imported from Detroit, the years best.
(snipurl.com/24a04rt)
Number 4
GOOGLE CHROME:
DEAR SOPHIE
Google expanded on its 2010 Search Stories Super Bowl ad last year for its Chrome browser under the line. As with the earlier campaign, the Chrome ads created remarkably affecting narratives using only screen shots, subject lines, keystrokes and clicks.
Lady Gaga and Justin Bieber participated in the campaign, but Nudd called Dear Sophie, a segment of a young father using Google tools to create a digital scrapbook for his daughter, the campaigns crowning achievement.
The spot invariably leaves viewers choked up, and casts Google, often seen as a tyrant, as a facilitator of love, he wrote. Data never felt so human. (snipurl.com/24a05ae)
Number 5
TALK TALK:
HOMES WITHIN HOMES
This U.K.-produced ad depicted figurines in tiny settings across a living room longing for companionship.
They cant communicate until they use TalkTalks broadband and phone service, and their connection comes to life to the old Righteous Brothers song Unchained Melody.
Few spots this year came anywhere close to the melancholy-turned-heartwarming grandeur of this one, with its brilliantly realized, childlike narrative managing to wrap the coldness of technology in an enduring human warmth, Nudd wrote. (snipurl.com/24a05pw)
Number 6
CANAL+: THE BEAR
Coca-Cola proved bears are great for advertising, but this French ad for the Canal+ movie channel makes the bear the director.
The bear steps into a medieval battle scene to direct actors and crew, and segues into mockumentary, with Paul Bearman, whos a bit of a diva, discussing his passion for cinema. The twist is that hes really a taxidermied bear who fell in love with movies from Canal+.
He may not make it in Hollywood, but for now, hes conquered advertising, Nudd wrote. (snipurl.com/24a067w)
Number 7
DEEP SILVER:
DEAD ISLAND TRAILER
Heres an ad for a zombie video game, Dead Island. The spot packs on intensity simply by running the footage backwards.
From a young girl lying dead, the action flies backward to an attack, all set to mournful piano, gasps and running sounds.
The action continues in reverse to the moment of the attack, when the father still has time to save his little girl from the fate weve already witnessed, Nudd wrote. Reverse footage has been used in ads before. But paired with horror, its a revelation. The visual disorientation and unnatural body movementsa ballet of the damnedprovoke a sense of dread that feels wholly new, even for such a well-worn genre. (snipurl.com/24a06sx)
Number 8
CRAVENDALE:
CATS WITH THUMBS
An ad for British dairy Cravendale suggests that precious kitties go bad in their quest for milk.
Rather than wait for their owners to feed them, theyre getting ready to raid the milk supply. And now they have opposable thumbs, so theyre doing needlepoint and such while waiting for the right time to spring.
Snapping their fingers a la West Side Story, they prepare an attack.
Cats are always big in ads, but this spot chased off all rivals this year, Nudd wrote. (snipurl.com/24a07dl)
Number 9
NISSAN LEAF:
GAS-POWERED EVERYTHING
A bleak Nissan Leaf ad portrays a world where all devices run on gas and emit fumes, all to a soundtrack of spare piano and motors putt-putting.
Visuals range from yanking a starter rope on a coffee maker to an office full
of smoking computers.
The antihero sees an all-electric Leaf across the street while filling up his Chevy Volt gasoline-electric hybrid.
Roused slightly from his torpor, he nonetheless remains paralyzed and unsmiling as watches the Leaf drive offa sober ending to one of the years most darkly memorable spots, Nudd wrote. (snipurl.com/24a08lq)
Number 10
SNICKERS: FOCUS GROUP
A focus group consisting of sharks discusses the finer points of the humans they just ate.
Lisa tasted of peanut butter and chocolate, but with Steve, there was something else. Yes, Steve had just eaten a Snickers Peanut Butter Squared bar, while Lisa had an old peanut-butter cup.
The concept, sick and twisted, is brilliant, Nudd wrote. But the genius is in the detailsthe little gestures
like the lead sharks flipper movements as he searches for words to explain
himself ¦
He liked the ending as well, when
one shark says hed love another
taste, and a new human is offered.
(snipurl.com/24a0810) HFB
July 31,
2012 by in UnCategorized
By Home Furnishings Business in on August 2012
In May, Advance Publications, whose daily newspapers include venerable publications such as New Orleans Times-Picayune as well as titles in Birmingham, Huntsville and Mobile, Ala., announced it was scaling back the number of days print editions would appear.
The move signaled Advances increased reliance on its publications digital news distribution. With declining print circulation, and more people getting their news off their computer or smart phone, it will come as no surprise if that trend continues.
Its also a development that should give furniture retailers many of who have long depended on newspaper ads and inserts as a key promotional toolsome thought.
Where to put ones advertising dollars poses many more questions than it did 10, even five, years ago. Digital advertising blasting smartphones or e-mail inboxes or print? Television or radio? A combination of the above? Its not as if furnitures rebounding at a rate that makes it easy to spread a promotional budget around.
This month, we asked people who make their living in advertising and marketing for their take on whats working for their clients, and queried furniture retailers for their thoughts on allocating their advertising budgets. Read on for their answers.
A NEW (DN)AGE
Advance Publications actions were simply a dramatic instance of digital technologys increased importance to media companies. And furnitureland had best pay attention.
Mobile technology has forced everyone to rethink the way we do everything, said Lance Hanish, principal of the Los Angeles-area agency Sophis1234. Its time for business to really understand, both retailers and manufacturers, what is relevant and what resonates.
Hanish said his clients are adapting, but theyre not typical of the industry.
I feel we really havent made much progress. Were stuck in I only do the things I know. Were all creatures of habit and get queasy with anything outside our safety zone, he said. Check and see how many ads in your pages have QR codes. If they dont, how do (advertisers) expect to reach the audience when QR usage with smartphones is greater than 35 percent?
With their ability to disseminate complex messages over distance instantly, Hanish said smartphones and tablets could end up as groundbreaking as the printing press or telephone were back in their day.
In one decade, the world has shifted from hard-wired and print-based communication to a 24-hour news cycle and everything we have now, he noted. Weve arrived, and nobody seems to understand were already there. Legacy media no longer dominate todays world. We live in what I call a new DNAge.
HOLD THE iPHONE ¦
As Hanish noted, most furniture retailers havent done a lot to bring digital into their advertising mix to date. Unfamiliarity with the form and their place in the promotional ethersphere are reasons why.
Theres a lot more noise to contend with. Its harder to stay targeted with what you do and whom you reach, said Jason Pires, principal at MVC Agency in Los Angeles. Online you have the entire world searching and competing for customers attention. To do digital advertising right, you have to know whos your consumer and determine a strategy for what works online. You have to have the tools in place to measure the results of any particular campaign. ¦ Are you branding, or looking for a call to action?
Banner Marketing in Spokane Valley, Wash., is big on a complementary relationship between print and digital promotion.
As we are all aware, we are becoming a mobile nation consuming information on-the-go via portable devices such as tablets and smartphones, said Shirley Griffiths, VP of sales. The question for retailers is how to respond to this? Should they do away with traditional media, venture out and reallocate all their ad dollars online? Or do they continue doing what theyve always done and stay with familiar, traditional media? In my opinion, neither is the correct response. Both traditional and new media are powerful in their own right. Together this duo can be dynamic with the ability to reach consumers wherever, whenever.
She said that retailers are opting for a hybrid of traditional and new media: A common mistake is switching everything to digital and leaving traditional media out of the mix, she said. Why do away with a familiar and trusted vehicle that can drive traffic online? In other words, if you dont invite me to your Web site, its unlikely Ill just stop by. The World Wide Web is a big space and retailers need to precisely direct consumers to a predetermined site rather than just hoping theyll stumble across it.
A key at Banner is driving customers to the retailers Web site through print ads and search engine marketing (SEM).
Connect your trusted print marketing efforts to digital elements by utilizing QR Codes, which direct consumers online to any chosen URL, she suggested. Use a print incentive, like a coupon or contest, to invite your potential customer online to a social media page or Web site.
SEM involves identifying key words relevant to a business, and optimizing their placement in online marketing to increase search engine results. Identify exactly where the consumer is in the buying cycle, Griffiths said. A banner ad that is placed alongside search results can entice consumers to visit your Web site, or you can direct them to a social media page or video. She added that Banner SEM packages are performance-based, so clients only pay when consumers click on banner ads and are directed to the intended site.
Performance based marketing is a fundamental shift in media, Griffiths said.
Online advertising has very good gross impressions, but the click-throughs are not so good, in the experience of Brad Lebow at Horichs, Parks, Lebow Advertising in Baltimore. The agency handles advertising for 38 furniture retailers, including 10 of the top 100 in annual revenue.
A lot of retailers dont do transactions on the Web, thoughif you could click through and buy, online might be more effective advertising, he noted. Signs such as newspapers cutting back on publishing days, however, are troubling. Once you train people to get their news somewhere else four days a week, they might not come back, Lebow said. Youll see more news information going online.
SO WHERES THE MONEY GOING?
Television continues to be the most important vehicle for Horichs, Parks Lebow clients, where ad dollars are moving to television and direct mail.
Thats network television, though we do some cable, Lebow said. Number two is direct mail. The Internet is a far, distant third. Were seeing a declining number of newspapers, so were doing fewer circulars.
Ad spending is up for Lebows clients, though, slowly moving in the right direction. Were still seeing declining traffic, but the (sales) dollars are maintaining. The reason is that more people are shopping online, so people coming into the stores no what they want and are more serious about buying. Because of that, were doing less and less of things like larger format printed pieces. Dont get me wrong, we still do 32-page pieces for Darvin, but theyre a volume dealer. The Internet is replacing that information need, so were putting dollars in the other media. Were making sure our clients are putting a lot of money into their Web site, showing a lot of product.
Horichs, Parks, Lebows largest retail accounts get their biggest weekends from direct mail campaigns to their customers. Its expensive, but its effective, the return is there, Lebow noted. A lot of retailers just dont have the (cash flow) to afford the kind of advertising big retailers do.
At MVC, Peres sees a marked increase in advertising among his clients, who havent really shifted their media much. I see a more aggressive outlook on gaining market share, he said. Theres more confidence out there. He believes TV and radio remain very strong media for furniture stores. When the bigger players want to make a statement, promote a sale, television and radio, though expensive, still seem to be the most effective. People that generate video content also can use that as a rich media ad on a Web site. For furniture retailers, I still think its good to focus on television, radio and local newspapers, in that particular order.
WHAT RETAILERS SAY
Furniture retailers are moving some ad dollars, and print remains an important vehicle for many, but not always daily papers.
We have moved a small percentage of our ad dollars from newspaper and TV to digital advertising, said Robert Klaben, vice president of marketing at Fairborn, Ohio-based Morris Furniture Co. Morris also relies on sliding billboards and page takeover ads for major sale events.
These are highly visible like our front page newspaper spadea ads, said Klaben, referring to ads that cover half of the newpapers front page and wrap around the back. It gives us three full pages of image area, he continued. Weve been doing them about four years in our markets.
Morris also runs some category specific half-page ads and inserts, and is big on e-mail blasts twice a month for sales events.
Were continuously changing the look of our Web site, Klaben said. We have also invested in social media via Facebook with fresh content daily. Since we use traditional media to promote sale events, social media allows us to share the personality of our company with potential shoppers. We can share how we support our local communities, service success stories, decorating ideas, contests and much more. We also have Pinterest boards and Twitter postings.
The big picture also affects Morris ad budget. Its a presidential election year, and Ohios always a battleground state.
Political spending in our state is making television ads much more expensive, Klaben said. The dollars have gone up and the impressions have gone down. Were looking forward to November.
Robert Leon, owner of Chesnick Furniture Co., Victoria, Texas, has used custom publications to reach customers in the past, but distribution became too expensive for the return. Ad dollars are pretty much in the same proportion among media.
There has been no shift, he said. Chesnick is consistent in using Internet, newspaper and TV.
La Difference, Richmond, Va., reallocated some money to very specific, targeted audiences. For instance, to advertise our LaDiff Kid area, we are advertising in Richmond Family Magazine to let families know we have what they need for their kids rooms, said Sarah Paxton, vice president and co-owner. Also, we have hundreds of apartments and condominiums in the urban neighborhoods around our store, with more on the way. We have created a postcard program, branded by LaDiff and the various property developers, to offer incentives to their residents to shop with us. Both of these examples are truly targeted audiences.
Blockers Furniture & Appliance Center, Immokalee, Fla., uses one ad medium: TV. Owner Ken Blocker said its best for his market because it portrays his company best and reaches his target market. Blockers doesnt do urgent, time-sensitive ads so TV works well. He dropped radio and newspaper 15 years ago. Blocker also noted that his Web site generates interest.
While print remains the most effective advertising at Heavner Furniture in Smithfield, N.C., the lower number of eyes on those ads has forced the store to feed more money into other avenues, said Owner Patrick Heavner. We have moved money away from the print ads and funneled more to television and the Internet, he noted.
The Arrangement in Dallas is among those retailers adapting traditional advertising formats to technology. After the downturn in the economy. the message wasnt being delivered to the home but to the e-mail box. We now send direct mail gatefolds and oversized postcards as well as e-mail blasts, said Owner Katherine Snedeker. We also have increased special events in-store and charity events. TV is down but so is the viewership.
Those have been especially important in re-establishing relationships with customers whod purchased before, but had been in hiding during the recession.
Snedekers also found some deals: I decided to drop a publication in the regional markets of Dallas and Houston. The publishers of both dropped their rates significantly from $10,000 to $2,500 each. It was very last-minute but the savings were significant.
And while print still plays a role at The Arrangement, its not in the daily paper.
We are in unusual marketing vehicles, with small readerships, Snedeker said. The client in all instances proudly announces thats where they saw us and why theyre at our doorstep.
Fishers in Sag Harbor, N.Y., is doing more Web advertising because its the way people communicate now. Owner Jill Markowski believes her customer is less likely to look at newspaper ads. She uses the Fishers Web site as a catalog, again because its where the customers are, and its also convenient for them.
Consumers mailboxes are filled with catalogs, perhaps too many, she noted.
At La Diff, Paxton noted a difference between reaching old and new customers.
Interestingly, our old faithful direct mail cards seem to be the most successful way to reach our existing customers, she said. New customers respond to anything and everything. Were finding more and more that your current promotion wont draw them in if the timing in their life is not right. What we hope to move toward is a way to reach new customers when they are readyat those prime furniture buying moments: new marriage, new apartment/house, remodeling, divorce ¦ children move out and/or downsizing.
BRAVE NEW WORLD
Cross-generational advertising is probably the most difficult part of reaching customers at La Diff.
Millenials do not respond to the same vehicles, offers and communication as Gen-Xers, and neither behave the way Boomers do, Paxton said. It makes us feel rather schizophrenic with our approaches, but it is necessary if we are going to continue to sell to a customer base who ranges in age from 28 to 78.
To keep those generations coming in, furniture retailers must find ways to adapt their message to the digital age.
Mobile technology and the way it delivers information is rewiring our brainsattention spans are shorter, copy has to be shorter, Hanish said. And potential customers are the ones driving this change. They want their news and information now, and on their terms. If retailers are not actively involved in advertising on digital mobile platformsunderstanding them and using themthey simply wont get (that) business. HFB
July 31,
2012 by in UnCategorized
By Home Furnishings Business in on August 2012
As I began to gather my thoughts about this column, my mind was racing in different directions on where to begin. Do I discuss how the marketing world has changed? How in the past, marketing consisted of mostly print, television and the Real Yellow Pages?
Maybe I discuss how the Internet and things like YouTube, Hulu and Facebook have changed the landscape of how we deliver our message to our customers. For sure this would be an excellent direction, but I just cant help but thinkyou need to have a clear understanding of your message before you can even begin to think about telling your customer.
Case in point: Early this year, JC Penney announced its fair and square pricing strategy. Gone are the days of sales, early bird specials and coupons. The consumer will receive the best price every day, no more concerns that a big sale is just around the corner. Same price today or next week, fair and square, this is a good thing, right? Well maybe not for JCP. The retailer just announced in June that it will now bring back the weekly and monthly promotions, but the discounts will not be as steep as they have been in the past. It seems the company has now concluded that the customer likes the word sale.
While I feel the word sale can stop most people in their tracks, I do believe a no sale strategy can be a success. I like doing business that way. Give me your best offer, fair and square. Im not opposed to you making a profit; just dont try and make it all from me. What the consumer needs to believe is that your product has value to them at this price. JCP flip-flopping now has the consumer questioning the value proposition. This will have to be repaired before the no-sale strategy will have the opportunity to succeed.
The next step in a no-sale strategy is to get your team on board with this philosophy. Let them tell the story; this is the exciting stuff! No sales gimmicks, no sleight of hand needed. Just straightforward, honest, respectful and offering a solid value. These are the qualities most would look for from a company or brand when deciding to make a purchase. This is not something that is created overnight. It has to become your corporate philosophy.
With a clear understanding of your company message, employees on board and feeling good about the new philosophy, now is the time to advertise it! Take your story and philosophy to your customers.
The no-sale approach can be successful, but not overnight. Its not a marketing campaign; its a change in your entire company. Tell your customers via all channelsdirect mail, print, TV, company Web site, Facebook, YouTubeyou just need to define your target audience and make sure it sees your message. In todays busy world you need to have a bit of each to grab attention.
In the pages that follow, we have put together information gathered from our retailer friends and some industry experts. Maybe you will see a fresh new idea or an idea that has been successful from a retailer in another part of the country. Whats important is we are sharing ideas to keep the creative juices flowingthanks for joining our discussions!
July 31,
2012 by in UnCategorized
By Home Furnishings Business in on August 2012
Im not unlike many of your target customers. In fact, Id argue Im so much like your target that a huge research company could include me as part of its focus group on consumers and furniture shopping/buying.
Here are the stats. Im married with a dual-household income, 40-something, own my home, have three kids, own two vehicles, three smartphones, four additional iPods, three computers and an Internet-ready Wii. We have four rescue petsone dog and three catsand were considering a tortoise for some strange
reason.
In our house, we surf the Internet through WiFi, download movies, watch cable, (U-verse, to be specific) read books, READ multiple newspapers that are delivered to our home daily, watch the local news AND the Nightly News with Brian Williams on NBC. Were subscribers to seven magazinesnot including Home Furnishings Business. Two of those are weekly, and the others are monthly.
This is one informed, tuned-in family of five, and were all really good at research. Heck, the youngest of the crew types in questions on Google frequently.
We dine out a couple of times a week, head off to the beach every chance we get and dig being at home together.
Companies trying to speak to me through their marketing and advertising to sell me have a variety of ways to reach me, and its likely theyll need
to use a combination of different media to
communicate.
Lets face it, we all live in a hurry-up world. Theres work; theres home; and they bundle to create life. Most consumers have days filled with work, family, sports practices, after-school events, volunteer work, social outings.
Most of us no longer live in a world that consists of going to work and then coming home to veg out. Its quite different.
We go to work and then we hit the gym or the soccer field or the tennis center.
Sometimes we grab dinner on the run in between shuttling kids to and fro to different activities. Sitting in the recliner or snuggling into the sofa to watch mindless television doesnt seem to happen as often as it did back then.
Some weeks, your commercial/ad/message could easily reach me on the car radio.
Other weeks, it would be a challenge to find me listening to the airwaves. Instead, your best bet is the local newspaper, despite the stats that show readership is dwindling and people arent reading. Or, at the first of every month, youll find me curled up on the back porch devouring all of those magazines.
Speak to me then.
Some days, the network television newscast could be the only other way to tempt me into your store front. Primetime television gets trickier. Usually the shows we watch are recorded, and Ive become the master with the fast-forward button. Time is valuable. Why sit through 30 minutes of a program when the recorded version allows one to watch the same show in 20-something?
Surefire method? Get my mobile numberIm likely to share unless youre an axe murdererand e-mail and communicate with me that way. We slashed the home phone a while back, so my iPhone is always with me. (I mentioned the three kids, right?)
The point is, advertising is no longer a one-size-fits-all strategy. Heck, sometimes its not even a one-size-fits-most deal.
Get creative in your messaging and where you deliver that message, and the consumer will likely come.
Enjoy!
July 31,
2012 by in UnCategorized
By Home Furnishings Business in Business Strategy on August 1, 2012
International Market Centers has announced a strategy to position Las Vegas Furniture Market as the most comprehensive buying platform in the western United States.
The three-phase plan, which begins in 2013, will afford buyers and sellers new opportunities in the furnishings, gift and home décor channels across the 5 million-square-foot World Market Center Las Vegas campus.
Beginning with the Winter 2013 Las Vegas Market, buyers and exhibitors will see a re-merchandised, reinvigorated marketplace that will deliver a greater concentration of complementary resources in each building--with the goal of providing a more effective, efficient experience for market participants.
IMC will designate 1.7 million square feet of Building C for gift and home décor resources at Las Vegas Market, allowing for growth of existing gift resources and the launch of new product categories such as tabletop, home textiles and lifestyle collections. As part of this re-positioning and significant industry investment, IMC also will present a collection of high-end home décor resources on C3 as an extension of the fully-leased, highly-successful B3 initiative that launched this week at the Summer 2012 Market.
Buildings A and B, along with the top floors of Building C, will present Las Vegas Markets furniture, mattress, interior design and hospitality design resources. Since the start of the year, 43 new showrooms totaling approximately 265,000 square feet of space have been leased to home furnishings companies at WMC. IMC officials expect more leading brands to join Las Vegas Market as a result of the strong value proposition for furnishings companies to see unique buyers and drive incremental business in an increasingly vibrant market experience.
This new merchandising strategy creates a clear and compelling identity for Las Vegas Market, both as an established and rapidly growing venue for the furniture industry, as well as a dynamic, rising marketplace for the gift and home industry. Our ability to deliver on this vision of a totally redesigned marketplace, one that is more compelling and effective than ever before, is a direct result of the strength of the commitment and continued investment by our partners, said Bob Maricich, CEO of IMC. Our multi-dimensional platform is truly relevant for todays cross-category buyers and suppliersit provides thoughtfully-designed buildings to maximize efficiencies, yet also offers opportunities to explore new distribution channels and facilitate cross-over commerce. Under this refocused direction, Las Vegas Market will deliver as todays total marketplace. This evolution reflects how retailers sell and consumers shop todayeverything they would envision for their homes and gift giving, all in one place.
A number of leading furniture companies are showing in new spaces in Buildings A and B at this weeks Market, including Office Star, HTL, Moroni, International Furniture Direct, Furniture Traditions, Perdue Woodworks, Prepac Manufacturing, and Med-Lift & Mobility. The popular Lodge Living showcase, formerly in Building C, has re-emerged within B2s Home Furnishings Temporaries.
Las Vegas Design Center, which features more than 40 premier showrooms representing hundreds of designer lines, will continue to be positioned in Building A with a plan for future growth. This new approach keeps all of the designer resources within LVDC under one roof, and will provide a more streamlined experience for design professionals and consumers who visit LVDC on a daily basis.
This realigned plan will serve retailers and designers who are seeking a full spectrum of home furnishings products in the most seamless and compelling experience, said Tom Mitchell, President of Home Furnishings for IMC. It also gives us ample runway to attract more high-end manufacturers to Las Vegas Market, creating meaningful destinations of better end goodswhether those showrooms are open daily in LVDC or for market only.
Strategic plans for Gift + Home at Las Vegas Market include the introduction of two dynamic new categories targeted for debut in Summer 2013. c-ONE--a new, cross-category showcase of directional resources presented in a curated collection on the first floor of Building C, will include tabletop, gift, and home resources in both permanent and temporary presentations. Also debuting next summer, Lifestyle on C10 will feature suppliers of on-trend resources from in-demand categories such as fashion accessories, personal care and fragrance, stationery, juvenile merchandise, pet products, and technology accessories. The addition of these category presentations will create compelling neighborhoods of high-end merchandise throughout the building.
This plan re-imagines and re-aligns the presentation of gift and home décor at the Las Vegas Market, said Dorothy Belshaw, President Gift + Home Décor for IMC. By strengthening existing resources, launching new categories and enriching the presentation of better goods, we will create an unparalleled marketplace for gift and home products in the western United States.
In 2013, Las Vegas Market will take place Jan. 28-Feb 1; and the Summer Las Vegas Market will be held July 29-Aug. 2. In 2014, the Winter show will be held Jan. 27-31, 2014 and the Summer Market will occur July 28-Aug. 1, 2014.