Talking to casual industry members around the halls and showrooms of Las Vegas Market, the conversations didn’t focus on product — people were talking about the January Atlanta Market.
Since the Casual Market’s move to Atlanta, the industry now has this one extra market where exhibitors are open for business. Sometimes it can feel like there are too many markets for the seasonal category of outdoor furniture, but it’s all about how the industry approaches each market.
In order for each market to make sense for exhibitors, the advertising promoting the markets and programs offered at markets needs to be segmented by buyer type.
For example, we know full-line retailers and interior designers are increasingly buying outdoor furniture at all times of the year. The category isn’t as seasonal to them, so encouraging them to come in January is a logical move.
However, what many mentioned to me at market is that they don’t feel the big casual show should be in July. It simply doesn’t fit the model of outdoor furniture retailers, who are the manufacturers’ oldest and most loyal customers.
Switching the July and September markets back to the way it was in Chicago could be the perfect shift that gives casual exhibitors and retailers the opportunities they need to get the most out of markets.
Think of it like this:
- January market — Invite full-line retailers, focus on value-driven programs that you can sell in larger amounts. Give them the time they deserve and build a valuable account that places repeat orders often. Establishing relationships like this can take some of the seasonality out of the business on the manufacturing side.
- July market — Draw in interior designers who have already been coming to the show for years. However, the outdoor floors need to be advertised as a destination — someplace designers will make a special trip to get to. As many have told me, very few people browsed the casual halls in January unless they were specifically looking for outdoor.
- September market — Bring back the classic Casual Market when outdoor retailers are ready to buy. Some in the industry are expecting more specialty retailers to come in September than July this year. And several others I spoke with last year told me they took notes in July but waited until September to place orders.
The truth is, there aren’t too many markets. Would you ever say that there are too many buyers?
Each market simply needs to focus on each different buyer so that everyone gets the attention they deserve. And, in turn, manufacturers get a return on investment by being open for three markets per year and retailers get markets that are catered to their needs. Everyone wins.
So with markets in Atlanta and Las Vegas twice a year, then Design Days in September, how can the industry get the most value out of each market?
