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CREATING A VOICE in a Crowded Market
Author(s) -
Barnes Diane
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00448.x
Subject(s) - reputation , competition (biology) , german , business , advertising , marketing , political science , law , linguistics , ecology , philosophy , biology
COMPETITION IN THE US contract furniture market is fierce. For new entrants to this arena, the first and easily overwhelming priority is not sales but creating a presence among a dispersed audience of interior designers, architects, and consumers. In images and words, Diane Barnes recounts how, in a little over a year, the German firm, Wilkhahn, has established its reputation in the United States by leveraging the timeless design of its products in competitions, exhibits, advertising, showrooms, and targeted public relations initiatives.