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microfibre coverings, microfiber coverings, microfibre cleanig cloths, microfibre cloths, microfibre fabric

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the Italian market for upholstered furniture (sofas, armchairs, sofa-beds in fabric, microfibre and leather) was worth ITL 3,360 billion. Italian families made approximately 800,000 purchases, spending an average of ITL 4,200,000. In Italy roughly 15,000 traditional furniture outlets sell upholstered furniture but the market share of the large scale retail trade, which includes franchises (Divani and Divani, Poltrone and Sofà, Chateau d'Ax) and large multi-product chains such as Ikea, Mercatone Uno and Semeraro, is growing.

This report studies the behaviour of the Italian consumers of upholstered furniture, taking into consideration: characteristics of purchased upholstered furniture, purchasing process, consumer's profile. The study is based on 370 telephone interviews with families who purchased upholstered furniture worth at least ITL 1,000,000 over the previous 12 months.

Purchases of upholstered furniture are broken down by: product type (suites, sofas, sofa-beds, armchairs), type of covering material (fabric, leather, microfibre), style of upholstered furniture (contemporary/modern, traditional/rustic), purchase price, number of purchased items. The average total spend on upholstered furniture is also provided as well as spend on single upholstery item.

All the above mentioned data on purchases of upholstered furniture are broken down by socio-demographic characteristics of purchasers (geographic area, size of urban centre, sex, age and profession of head of family), purchase price and distribution channel (specialized distribution, non-specialized distribution, large scale distribution, craftsmen). Availability of computer and Internet connection is also considered.

The purchasing process is analysed according to: reasons for purchase, degree of recollection of names of upholstery brands and retailers, criteria of choice in the purchase, distribution channels for upholstery products, loyalty to the sales outlet, degree of customer satisfaction and reasons for any dissatisfaction.

The consumer's life-style is examined on the basis of socio-economic status, decision-making process within the family nucleus, living conditions, type of furnishings.

Products covered include: upholstered furniture, fabric upholstery, leather upholstery, microfibre upholstery, upholstery suites, sectional upholstered furniture, sofas, sofa-beds, armchairs, contemporary/modern style upholstered furniture, traditional/rustic style upholstered furniture, upholstered furniture with removable coverings, reclining chairs, recliners, contract uphostered furniture, household upholstered furniture.

This report is written in Italian but is also available in English on request.

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High arms, rolled toss cushions, brushed aluminium legs and a fresh pistachio hue create a relaxed contemporary look in this room. Finished in Irresistible Microfibre, this stylish seating is ideal for high traffic areas. "Spills will bead on the fabric," notes Dean Rochon, manager at Palliser Rooms. He adds that ottomans are also becoming a popular choice for today's family and great rooms. Palliser Rooms has several groupings with ottomans in a choice of sizes. The store also has a large selection of cocktail and end tables, in finishes ranging from dark espresso to the light maple of this cocktail table.
In fact, the store's two interior designers have access to a full array of tables, rugs, lamps and accessories to create complete rooms both in the showroom and in customers' homes. "There is a lot involved when tackling a home decor project," says Rochon. "Many of our customers need help with selecting the perfect accent pieces to complement their room."

Through exhaustive research, the designers can propose fully coordinated room plans to fit any budget. Palliser Rooms also offers special room package pricing for customers looking to purchase a complete room grouping. After consumers have chosen the largest furniture piece for their room, the designers are available for a complimentary one-hour in-home consultation on colours, accessorizing and space planning. "Often a customer's biggest concern is whether the piece they selected will fit in the room," notes Rochon. By presenting two different design boards, the designers at Palliser Rooms can offer customers the reassurance of making an informed choice.