Architectural Digest.
Elle Decor.
Behaviors.
She takes pride in having an active role in decorating their home.
Her home is a form of communicating, "who she is" to others.
Comparisons within social groups are made on an ongoing basis, but rarely discussed.
Market Analysis.
Potential Customers Growth 2003 2004 2005 2006 2007 CAGR .
Country Club Women 25% 73,500 91,875 114,844 143,555 179,444 25.00% .
Boomers in Transition 20% 28,500 34,200 41,040 49,248 59,098 20.00% .
Professional Youngsters 18% 23,000 27,140 32,025 37,790 44,592 18.00% .
Home Builders 12% 18,000 20,160 22,579 25,288 28,323 12.00% .
Total 21.48% 143,000 173,375 210,488 255,881 311,457 21.48% .
Market Needs.
Interior Views is providing its customers the opportunity to create a home environment to express who they are. They have the choice to select their fabric and go whatever direction they choose to fabric it themselves or have it done for them. They have the opportunity to actively participate in the design, look, and feel of their home. They desire their home to be personal, unique, and tasteful as well as communicate a message about what is important to them. We seek to fulfill the following benefits that we know are important to our customers.
Selection - A wide choice of current and tasteful decorator fabrics.
Accessibility - The buyer can walk out of the store with the fabric they need to begin their project.
Customer Design Services - Employees have a design background to make them a resource for the customer. This enables customers to benefit from suggestions regarding the selection of their fabric and related products in a manner to complement their design choice.
Competitive Pricing - All products will be competitively priced in comparison to stores in the Flint, Michigan market (best price comparison) and other channels of distribution, such as catalog sales.
Market Trends.
The home textile market, considered to include sheets, towels, draperies, carpets, blankets, and upholstery, accounts for 37% of all textile output.
