Custom or Off the Rack..........

[sweetie]

I had a long discussion about this last night.

I have absolutely no doubt in my mind that custom upholstery and case goods can not only be competitively priced in today's market but in a lot of applications can be less than the average store bought piece.
The public at large has been and continues to be drawn to the big box stores offering and promising the best price and immediate delivery*. They do not sing the praises of workmanship, quality fabrics and Canadian made. They don't tell you that the sofa you just bought is filled with foam that releases off gases and was stapled together........Never mind that they really don't have a clue where it was built.
I'm not grandstanding, I really believe that society at large is uniformed and when that happens we make the wrong choices, for what we believe are the right reasons. Is there a spot in the marketplace for IKEA? Absolutely. The Br**k and As*ley? Not so much. Short of standing in front of these stores with a flier and offering to educate, how do we bring the message out?
Perception is key; the perception of the term 'custom' sends up 'red flags' to most buyers. How can that cycle be interrupted? Can the barrier be broken or are we irretrievably stuck with the mind set that only the wealthy can afford custom anything.............Thoughts?

[teucer]

This is a major bone of contention with me. When I hear of people going to big box stores or even some of the larger local furniture chains and getting sucked into spending their hard earned money on what is honestly crap built overseas in most cases and covered in who knows what type of materials, the hair on my neck stands straight up!

Lets be honest, for the massess it comes down to price point not exculsivity. I'm not talking about the people willing to spend $5000+ for their sofas. I'm speaking to the people willing to spend between $1200-2000. Is it a question of people not knowing what's out there? Buying into the buy this set and get a free discontinued TV schpeal? Or the buy now don't pay for a year but pay huge interest if you don't pay it off on time deal? There are a number of ways to purchase locally well made 'custom' pieces at the same price or slightly higher than other stores. And by slightly, I meant slightly...not twice the price or even a third more. Some times it's actually LESS than.

Clients are always shocked when I propose doing most if not all custom upholstery pieces because they immedietly think it's going to mean big bucks...only to learn it will actually cost them less, they'll get pieces they love not something they're settling for, lasts much longer than the overseas 'furniture' and they're supporting local industry. All a win win for everyone! People feel proud of what they put in their homes rather than just purchasing whatever's available to fill space.

I've found the payment plan idea is the biggest issue and draw. There's no real way for a designer or small boutique to offer this service. But there are other payment options if people are willing to think a little differently. I'll usually suggest using a low interest line of credit or saving a specific amount each month until you have enough to purchase.

Maybe rethinking the instant gratification / disposable idea for our homes is the first step? Is redefining the word 'custom' part of the equation? Or is educating the masses that there are options available to them if they're willing to think outside the box? Probably all of the above plus more!

---

I just realized that a client I'm presently working with is a prime example of this! (I had a DUH! moment!lol) Anyways, here's how we handled the situation...

Young thirty something couple bought their first townhouse and need everything. I mean everything. After much budget vs. need discussions we decided to focus on the main floor of their home which consists of LRM, DRM, FRM and kitchen. The only existing piece of furniture is a hand me down kitchen table that the clients want gone.

So...where to start? Beyond surveying what function, style and direction they wanted to go we looked at what pieces they needed and how much it would cost to do it and of course how much they were willing to spend. I broke it down into a 'guestimate' budget giving low and high ranges for the pieces they needed and left it with them to consider. They had already started a 'furniture fund' that they put monies into each month so that was great but when we started to talk specifics of what each piece would cost I suggested that instead of charging everything on credit cards, they ask their bank for a line of credit for part of the total and wait a couple of months before purchasing so they could contibute more to their furniture fund.

In the meantime, it gives me time to research the purchases, plan the layout and organize the fabrics and accessories so that when they were ready it was full steam ahead.

Fast forward 4 months later...they're comfortable with the amount they've saved and have gotten a line of credit with a super low interest rate so the monthly payments will be about the same amount they were contributing to their furniture fund.
So we ordered ALL custom pieces of upholstery. Here's were the education/demistifying custom comes into play. They saw a couch they liked at an Urban furniture chain retailing for $2100 with STOCK options, no upgrades or changes which will run your cost up quickly.They liked it but didn't love it. I didn't like it because it was too deep for their space, wasn't long enough, cushion configuration was wrong, had limited fabric choices and legs that were the wrong style.

So, off I went to the same local furniture manufacturer with a drawing of what I wanted with a much higher grade fabric I had sourced separatley. The cost to get a 'custom' couch for them...$1950.00 complete! (that's with my 20% markup) Instead of waiting 6-8 weeks, they'll have it in 3-4 weeks because it's local. But most importantly they love it and it's perfect for their existing space but will work if/when they decide to move. They got to choose exactly what they wanted from modifying the frame dimensions to what foam density and feather wrapping, what size piping was done, the fabric, what type/size of accent pillows, what legs were used, having a single bench seat cushion instead of 2 seat cushions...the list goes on.

Although they're not saving a huge amount on the couch, saving a small amount on the other pieces adds up overall and allows us to put it towards something else they need or splurge on something fab! Does the average consumer think that's within their realm of possibilities? I don't think so. But it most certainly is!

[sweetie]

Wow, this is exactly the scenario I was speaking of.........Thanks for the primer.
It just amazes me at how surprised people are to find out that they can have EXACTLY what they want for almost or the same price as mass produced, same as your neighbor has, upholstery.
Everyone should have an opportunity to at the very least, know what their options are.
The don't pay until you die selling tool is not bad marketing, its bad purchasing. Getting the word out there that CUSTOM is and isn't what it implies is a bit tricky, yes? (There's irony there somewhere.)
I'll be at the Br**k this weekend with my fliers............

[teucer]

So??? How'd the 'sit-in' go? Any converts? lol
I managed to save someone from Brickdom...Thank goodness! Poor guy was willing to blow his money on crapola just to put something in. After my long winded, annoying schpeal he's willing to look at getting more than he thought he could. One at a time right?

[sweetie]

Good for you! I failed to follow through on protest...........but you never know, maybe one day!
As long as the word gets out there, even one at a time, it's better than another shopper falling prey to the BIGBOX............

[teucer]

Here's an example of custom pieces that came in priced well below retail. Doing them custom ensured the measurements fit perfectly in the space and the COM fabric will hold up to the 2 feline family members without sacrificing style!lol

[sweetie]

Those pieces are, for a lack of a better description and bordering on a cliche'; are AMAZING! I love the detail, the wood trim the size and scale. They work perfectly in that space. ( I'm sure in many others as well!)

They are really a 'classic' example of what level of true sophistication can be had by going custom but still staying on 'budget'.

Are any of these styles available through you?

[Arizona]

I think the customer wants to be able to see and touch the finished product, many people have a difficult time purchasing a concept. There is also the the little detail that most people forget about having something shipped from mainland China to here. They think this is done all for free or something and not factored into their final price. People want their stuff NOW, instant gratification is one of the main problems with NA society IMO. But even big box furniture places do not carry much product in their warehouses now and you still have to wait even with them.
Ikea sort of addresses the same issue in their catalogues although quite limited, when they give price points for different fabrics available. I think when a customer sees the price difference on paper or signed up, there's a sense of relief there. They can see it and deal with it. With custom work there are too many variables to create a price list perhaps.

[teucer]

Hi Arizona & Welcome!!!
You've nailed a biggy with clients...the "BUM TEST"! It's a toughy and obviously very important because you don't want to spend $$$ on something unless you know what its going to feel like. Depending on what the client needs there's usually a couch/chair with similar proportions that they can test drive at the manufacturer showroom, so that really helps. They also carry different cushion types and thicknesses so they get a true sense of what it's going to feel like.
But you're absolutely right...Some people just need to see, touch and feel the exact couch/chair they're going to order before they can make a decision, and that's fine too.

[sweetie]

I totally agree with the concept reference. Unfortunately IMHO it's a misconception. Custom pieces are now easily priced including varying degrees of modifications when still at the 'looking' stage. Exclusivity has evolved into what we talked about above and is readily available to everyone. teucer is right in that most designer showrooms offer pieces for real life inspections prior to ordering. The unknown really doesn't apply anymore. The dreaded '16 week' waiting period is a thing of the past, unless of course, your selection is being shipped from OVERSEAS.