Home Furnishings Director, Professor Publishes New Edition of Definitive Textbook

Furniture World Magazine

Dr. Richard Bennington, university professor and director of the Knabusch-Shoemaker International School of Home Furnishings and Design, has published a new edition of his textbook considered the definitive text on furniture marketing. The 447-page textbook, “Furniture Marketing from Product Development to Distribution,” has been extensively updated from the original 1985 edition to reflect the substantial changes the industry has experienced over the past two decades. "The book now contains real world situations in each chapter and examples of what's going on in the furniture industry today," Bennington said. "There are examples of companies' situations such as how responsibilities of retail sales professionals and manufacturers’ sales representative have dramatically changed in a new world economy." Bennington originally wrote the textbook because nothing had been published that addressed the specific challenges of marketing and selling furniture. It remains the most widely used textbook in the field and is a staple in many interior design and other furnishings-related programs. "Dr. Bennington's book has been the standard text for furniture marketing and retail," said Clarence Smith, CEO of Haverty's Furniture Co. "His new edition represents what's happened recently in the industry." The textbook is comprehensive in scope, covering types of furniture – upholstery, case goods and occasional; design and product development; the manufacturing process; marketing through segmentation, targeting and positioning; pricing; advertising by manufacturers and retailers; distribution and inventory management; and international furniture marketing. The book also features an extensive glossary and index. Bennington, who was featured last fall in an ABC “Nightline” segment about loss of N.C. furniture manufacturing jobs primarily to Asian companies, addresses a number of trends affecting the industry: migration of manufacturing jobs to countries with lower labor costs, changing distribution channels, the increasingly important role of fashion in home furnishings design and merchandising, methods to make furniture shopping more enjoyable at retail, and branding home furnishings collections with celebrity and designer names. Approximately 125 students are pursuing degrees in the unique Knabusch-Shoemaker International School of Home Furnishings and Design, the only program in America that combines the study of business and home furnishings. Students choose to major in home furnishings marketing, interior design or home furnishings management. Patrick H. Norton Hall, under construction on the west side of campus, will house the school beginning this summer. The building has been financed through donations from individuals, family foundations and companies throughout the industry. The Knabusch-Shoemaker School is named in honor of the founders of La-Z-Boy and inventors of its world-famous recliner. High Point University is a liberal arts institution with approximately 3,000 undergraduate and graduate students at campuses in High Point and Winston-Salem. The university offers 50 undergraduate majors, 11 graduate-degree programs and one certificate program.