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EXPLORE JONATHAN LOUIS PRODUCTS
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Market in the Making
Market in the Making
Market. A word that brings joy, fear, anticipation…and blood, sweat, and tears. For the uninitiated, “market” is a place that sells things, a place where you shop. But for those who’ve dealt with Market, it’s a source of pride, a source of anxiety, and most pragmatically, a source of income. At its very core, Market is about showcasing one’s goods and wares with the aim of having retail buyers buy products for their store. But like fashion’s Fashion Weeks’ evolution, High Point Furniture Market has become much more than a transactional event. What began as a humble endeavor to sell our manufactured goods, has now become an opportunity to make a statement, to be an expression of our identity, and to create an indelible experience, imprinted on the minds of our buyers.
Follow our teams’ journey through our Market process for the April 2023 season. And check back often! This page will continue to be updated as we sprint to the finish line. The links below will go live as we add more content for each section.
Brainstorming and Trend Forecasting
Brainstorming & Trend Forecasting
As the jewel of the crown, product drives the process. Our Product Development team kicks off the season with trend research and brainstorming, six months out, right after the last market wraps up. Research includes utilizing a forecasting agency as well as getting out of the office for inspiration trips (the research for this market took the team to NYC). Attending Showtime is also an important part of this early stage, as Product Development gets to see new and upcoming fabric, helping to solidify trend direction.
Sample Development
In the meantime, Product Development begins developing a product strategy to decide what styles to feature in the upcoming show. Reviewing our current catalog, the PD team identifies gaps in the assortment. The collections that go to market are composed of existing best-sellers, underperforming styles revamped, and brand new inspirations, and Product Development connects with the Sales team to get input on product performance and fabric and frame recommendations.
Once product selection is finalized, Engineering takes the baton to begin producing prototypes. This first round is scrutinized, critiqued, and sent back to Engineering with notes for changes. Initial rounds of review are held by Product Development only; later rounds include Marketing, Sales, and Management for input.
Showroom Buildout
A month or so out from market, the creative agency, interior design team, and fabricator descend on our showroom and begin to wallpaper, paint, build, stage, and transform the showroom. Notable layout changes for this market are moving Design Lab out from the house and grouping all Custom Collections (Design Lab, Choices, (re) Formation) together, and transforming the house into a showcase for one of our focuses this market: modern traditional styles. Major transformations to be unveiled at market!
Kick Off, Walkthrough, Market
We’re almost there! The day before Market starts, Product Development leads the Sales team on a walkthrough of the showroom, an opportunity to further explain and educate on the why and how of each product, what the target is, while opening up the floor to the reps to ask questions that can better help them pitch the product. Our trend pages are also live to serve as references for reps and customers.
And Market officially begins!
