As I walk in our local fabric store, I notice that the
upholstery and drapery section has doubled in size. Consumers are buying more
upholstery fabrics to recover their current furniture instead of buying new
furniture. Window treatments have become so easy to do that consumers are
buying more drapery fabrics to make their own draperies. Fabric stores have
tried to accommodate this growing "do-it-yourself" trend by
increasing their home furnishings fabric selection. However, the key to
selling these fabrics successfully is knowing the characteristics of the
fabrics. By educating yourself and your associates you can advise your
customers on what fabrics are best for their home furnishing needs.
The term "upholstery" refers to sofas, chairs and
other seating with permanently attached covers of fabric or leather. When
consumers shop for drapery and upholstery fabrics they must consider two
important criteria: form and function. What do they want it to look like and
how will it be used? There are a few questions you can ask your customer to
help them choose the right fabrics:
*Is the fabric appropriate for the room?
*Will it resist stains, accidents, moths, and more?
*Will it fade if exposed to sunlight? This is a big
concern when selecting drapery fabrics. To decrease the chances of fabric
fading, suggest they buy a drapery lining fabric that is sunlight
resistant.
*How will the colours look in the room? This is one of the
most important questions. Colour is
probably the number one reason consumer choose certain
fabrics. However, the right colour fabric may not be the right choice for
durability, stain resistance, etc. If your customer has small children,
you might suggest a colour that will not show dirt easily. Suggest buying
additional fabric to make an extra set of cushions or draperies to rotate
between cleanings. Another selling tool would be to suggest they buy extra
fabric in a contrasting colour for variety or change of seasons.
*Is it comfortable?
*How do I care for it?
*If I take care of it, how long will it last?
FABRIC APPROPRIATENESS: When shopping for fabrics,
consumers will find an overwhelming array of different patterns, textures,
fabric weights, and fibber contents to choose from. Make sure it meets your
customer’s needs in terms of durability and beauty. Fabric covers should be
pulled tightly, without snags or unwanted tucks or dimples. Checks and plaids
should be aligned and matched. The fabric should be appropriate to the style
and character of the piece it is covering. The scale of the pattern should be
appropriate to the room size. Is the fabric colour warm or cool, and is this
appropriate to the room in which it will be used. The areas of the house that
receive the heaviest traffic will require more durable fabrics.
FABRIC CARE: Today’s new fabric treatments improve the
chances of the consumer’s chosen fabric’s survival. Increase your chances
of making the sale by offering a line of stain and spill resistant sprays. If
your customer is considering a fabric that does not have a stain resistant
finish on it, you can suggest that they buy the spray and treat it at home.
Most of the various brands work the same way by causing spills and soil to sit
on the surface of the fibber instead of migrating to the fibber's interior.
Today’s fibber protection products are free to ozone damaging chemicals, most
are hypoallergenic, and invisible to the eye. Some even provide additional UV
protection to colour fading caused by intense light. The greatest benefit of
fabric protection products is that they come with specific written warranties
that provide peace of mind.
By giving your customers the following advice, you will
increase your chances of having a satisfied repeat customer. Customers do not
keep their shopping experiences a secret, they voice their opinions, whether
good or bad, to their friends. Having satisfied customers will bring new
customers.
*Do not expose furniture to strong sunlight or extreme
changes in temperature.
*Vacuum the entire upholstered piece weekly to prevent dust
from settling into the fibbers
*Rotate and turn cushions regularly to evenly distribute
wear
*Wipe up spills immediately. Do not let spills dry.
*Check with the cleaning code of your fabric to determine
whether to use a water-based or
solvent-based solution for additional cleaning. This
information is usually located
under the cushions.
Water based solutions should be mixed with distilled
water to eliminate possible fading due to
bleach in the water or discolorations caused by excess
minerals found in tap water.
*Blot! Do not rub! Use a clean, dry and very absorbent 100%
cotton cloth. Colour from one fabric
may rub off onto another fabric, even when dry, a
process known in the industry as "crocking". *Never use hot
solutions or hot water that could cause fading for fabric shrinking.
*NEVER APPLY CLEANING SOLUTIONS TO VISIBLE AREAS OF YOUR
UPHOLSTERY
BEFORE FIRST TESTING ON AREAS THAT ARE NOT VISIBLE!
Quality upholstery and drapery fabrics should serve the end
user.
Your customers should NOT live in fear of living on their newly recovered
furniture. So educate your
associates about upholstery and drapery fabric
selection and increase your sales and your
satisfied customers.
