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 colors look in the room? This is one of the most
important questions. Color is
probably the number one reason consumer choose certain fabrics.
However, the right color fabric may not be the right choice for durability, stain
resistance, etc. If your customer has small children, you might suggest a color 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 color 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 fiber 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 color 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 fiber instead of migrating to the
fiber's interior. Today’s fiber protection products are free to ozone damaging
chemicals, most are hypoallergenic, and invisible to the eye. Some even provide additional
UV protection to color 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 fibers
*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. Color 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.
