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From Home Furnishing Business

Bassett Mirror Launches New Brand Strategy

blue roomHome accents and furniture vendor Bassett Mirror Co. has launched Best Total Fashion Solutions, a brand strategy featuring a range of new cross-merchandising techniques.

The program, which includes new marketing messaging and a more coordinated approach to product presentation, follows an intensive two-year, company-wide revitalization effort.

Throughout Bassett Mirror's completely redesigned showroom at High Point Furniture Market, rooms and vignettes were arranged so that all furniture and home décor was organized with an eye on fashion-forward interior design techniques. The presentation included a wide variety of creative designs, including occasional tables, accent furniture, casual dining sets, decorative mirrors, framed art and lighting.

"Our new cross-merchandised design approach elevates our customers' experience beyond an assortment of attractive items into skillfully coordinated collections of furniture and home décor," said Spencer Morten, CEO of Bassett Mirror, Bassett, Va. "Our approach ensures that our customers experience whole-home settings that are coordinated down to the last detail."

The new design aesthetic focuses on the intermingling of products through subtle detail relationships. For example, the metallic finish on the lamps and furniture pieces complement one another, while a key Pantone color and complementary hues provide additional continuity to the vignette.

The company's blue room vignette at Market, for example, featured its best-selling "Caribbean Water," an oversized, hand-painted canvas that measures 70 by 96 inches. The unique color and dramatic scaling appeal to up-market shoppers in search of fresh design statements.

"Our inspired vignettes were a hit with retailers who want to duplicate our presentation in their stores," Morten said. "Since market, we've been invited by several customers to recreate our lifestyle areas to boost sales of our leading-edge designs."

Best Total Fashion Solution's approach also offers a strong value proposition that helps retailers compete more effectively in their markets. The company remains committed to offering affordable, quality products to customers backed by on-time delivery.

"Ours is a recipe for improved sales and higher margins for better furniture retailers," Morten said. "Every item in our coordinated vignettes ships together in three to five days."

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