31 July 2018

After 10 years of successful sales with almost exclusively contract fabric product, Brentano realized the economical vulnerability in relying solely on commercial design. After gaining representation in Donghia showrooms nationwide, Dialogue Consulting was hired to assist in marketing, sales, PR, and line development in order to achieve a larger and more diverse market share.

Taking advantage of the crossover appeal of Donghia showrooms and clientele, Dialogue softened the Brentano look. The tag line “Brentano Comes Home” was launched in 2001 alongside a collection that newly appealed to both residential and contract markets, lessening the reliance on solely one sector. This phrase eventually morphed into BEAUTY + PERFORMANCE, which remains their tagline.

Dialogue oversaw and made sure the art direction on the collateral and website was designed to appeal to a larger, more residential market while keeping in mind that Brentano established success in commercial sales. A PR program was established to send new products and descriptive information to shelter magazine editors on a regular basis, resulting in increased publication and brand awareness.

SITUATION: After 10 years of successful sales with almost exclusively contract product, Brentano realized the economical vulnerability in relying solely on commercial design. After starting representation in Donghia showrooms nationwide, Dialogue Consulting was hired to assist in marketing, sales, PR, and line development in order to achieve a larger and more diverse market share.

RESULTS: Sales increased in excess of 30% in the year following the implementation of this plan, with the largest increases in residential markets. Editorials and products were featured in Elle Decor, Interior Design, Contract Magazine, Western Interiors, Metropolitan Home, and Veranda. As well, online magazines featured Brentano Fabrics frequently.

STRATEGY: Taking advantage of the crossover appeal of Donghia showrooms and clientele, we softened the Brentano look. The tag line “Brentano Comes Home” was launched in 2001 alongside a collection that appealed to both residential and contract markets, lessening the reliance on one sector of the A&D market. This phrase eventually morphed into BEAUTY + PERFORMANCE, which today still remains their tagline. This assured the design direction now had appeal to a larger, more residential market while not abandoning the existing contract sector.

We oversaw the art direction on the collateral, wrote all the marketing content including what went with the road kit and website. We assisted launching new collections with design and color input, naming collections and fabrics, road kits, collateral, photography and editorial.

A PR program was established to send new products and descriptive information to shelter magazine editors on a regular basis, resulting in increased editorial resulting in an improved national brand awareness.

Deborah is very knowledgeable in the interior design business. Her multifaceted experience and insights enable her to wisely advise all her clients including Brentano. Her advice has proven right many times with her direction of our product, sales and branding strategy” and helped us re-define Brentano’s direction resulting in increased business and brand awareness

– Iris Wang (Vice President of Design and Marketing for Brentano Fabrics)

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