Brentano Fabrics
SITUATION: 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.
RESULTS: Sales increased in excess of 30% in the year following the implementation of this plan, with the larget 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, 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 area. This phrase eventually morphed into BEAUTY + PERFORMANCE, which remains their tagline.The art direction on the collateral and website were designed to appeal to a larger, more residential market while keeping in mind that Brentano not forget their 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.