Tuesday 5 May 2009

Milan shows form and function can generate market interest.

Posted by Daisy, account exec










I’ve just returned from a trip to Milan where I visited Il salone di mobile - The International Furniture Fair. Having visited the last three editions, it was fascinating to see how different the atmosphere was at this year’s show. The credit crunch has definitely left its mark on this particular industry.

Whereas in previous years’ sheer luxury and opulence have been the overriding themes, the companies attracting the crowds and generating a buzz at last week’s event were those whose products were a genuine advance; designed to solve problems, deliver additional benefit and genuinely improve people’s lives.

Some companies had clearly invested time and money in developing technologies that enhanced their products’ performance. Some had taken the sustainability angle. Others had taken the rather radical approach of listening to customers and developing products that fulfilled their needs.

The vibe amongst the exhibitors was one of genuine excitement. People are looking to exploit the new market environment. It’s definitely not a case of simply struggling through the recession. As consumers’ priorities change, companies are looking to introduce more efficient, life improving products that will deliver value in any market rather just providing image and status when times are good.

But this excitement was also often tinged with a sense of frustration. I talked to several exhibitors who, having developed a breakthrough product (sometimes recognised by their peers in the industry with numerous awards) were still struggling to get a response from the market itself. There were many examples of firms failing to use communications effectively to close the gap between exciting design concept and profitable product. Those attending the exhibition might have enjoyed the luxury of a face to face explanation, but the consumers who make up the wider market would not have the same privilege.

The fair showcased many exciting innovations in lighting, materials, electronics and furniture. It would be a shame if the creativity and determination of these companies goes unrewarded because their advances remain unappreciated.