COMPETITORS ANALYSIS IN FURNITURE DESIGN
– Tecnolegno snc, Absolute Srl-
ACTION SPACE FOR A BRAND AND MARKET STRATEGY
From Research to planning, based on analysis of competitors
The aim of the research was to outline an area of action and market for a furniture brand that intends to move in the luxury design market.
The research has been structured in:
– a historical analysis of main styles and tendences;
– an analysis of the main actors, designers, magazines, influencers and bodies that make up the frame of reference;
– an analysis of the possible competitors, from galleries to structured brands;
– a reflection on the possibilities of integration between industrial production and handmade finishing;
– an analysis of process innovations that allow the development of an action in this area
– a reflection on the strategic market reached;
– the delineation of some guidelines for a possible product line;
– a section on the methodologies used;
– a bibliographic section.
CUT-EDGE SKILLS USED
IMAGINEERING
Imagingering is the activity of “engineering the imagination”. Utopian and distopic scenarios conceived by extrapolating socio-cultural development trends are translated into virtual reality, for a pre-figuration of their impacts in future life of people.
HUMAN RESEARCH METHODS
At the beginning of our design processes we apply the quantitative and qualitative methodologies of research in the human sciences. This makes it possible to base the project on a solid statistical-interpretative basis and guarantee validity for the subsequent design phases.
FOCUS GROUP
We organize Focus Groups on statistically selected targets to test the product concepts before they are put on the market. Through a phase of prototyping and visual rendering we submit ideas to select the best stylistic and functional aspects, as well as giving indications on the effectiveness of the expected prices.
USER’S ANALYSIS
The User’s Analysis allows us to understand the needs of the users and provide the requirements for the design of objects that facilitate the user’s experience.
HUMAN RESEARCH METHODS
At the beginning of our design processes we apply the quantitative and qualitative methodologies of research in the human sciences. This makes it possible to base the project on a solid statistical-interpretative basis and guarantee validity for the subsequent design phases.