UPHOLSTERED FURNITURE DISTRIBUTION IN ITALY

CONTENTS

Executive summary

The Italian market for upholstered furniture: basic data

• Characteristics of the market and performance
• Sales outlets and distribution channels

Sales outlet characteristics

• Location, display area, number of models and brands

Upholstered furniture characteristics

• Upholstered furniture: product type, price, covering

Suppliers of upholstered furniture

• Suppliers turnover
• Criteria for selection of suppliersQuality certification
• Opinions on brands

Promotion and communication

• Sales outlet promotion, producers' communication, press campaigns Magazines

Characteristics of customers and purchasing process

• Upholstered furniture purchase decisors
• Sales nogotiations and success rate
• Combined purchases
• Delivery times
• Seasonality of sales
• Discount policies
• Means of payment
• Sales pitches
• Customers' point of view

Brief fact sheets for upholstered furniture retailers

ANNEX: Addresses of 290 upholsterd furniture sales outlets in Italy

SOME EXAMPLES OF GRAPHS AND TABLES

• The Italian market for upholstered furniture. Turnover and performance
• Upholstered furniture breakdown by covering material
• Upholstered furniture distribution channels
• Upholstered furniture. Sales in Italy by province
• Sales outlet location by geographic area and market range
• Average sales outlet area, by geographic area and market range
• Number of brands supplied on display and on catalogue, by geographic area and market range
• Weight of upholstered furniture on total sales, by geographic area, market range, showroom area
• Average price of upholstered furniture by type of covering, geographic area and market range
• Breakdown of upholstered furniture sales by type of material, by geographic area and market range
• Removable covers, by geographic area and market range
• Breakdown of upholstered furniture sales in fabric by type of design, by specialist showroom area and total area
• Upholstered furniture most popular brands
• Upholstered furniture. Top three brands traded, by geographic area, market range
• Criteria for the selection of upholstered furniture suppliers
• Companies promoting quality certification
• Producers companies' strenght points
• Promotion actions from the sales outlets
• Producers whose press campaigns have been successful
• Magazines which have carried the advertising
• Most successful television campaigns
• Upholstered furniture purchase decisors, by geographic area and market range
• Average age of upholstered furniture purchasers
• Number of total and successful negotiations and success rate, by geographic area and market range
• Upholstered furniture delivery days
• Minor and major activity months
• Discount reasons. Average percentage on the list prices
• Means of payment, by geographic area and market range