microsuede - Microfibres

microsuede
®
by Microfibres ®
The Next Generation of Performance Fabrics
It had to be
durable.
value
redefined
Affordable performance.
That’s what your customers
want. Asking too much from
It had to be
affordable.
a fabric? Microfibres® says no.
Introducing Microsuede.®
A fabric that performs like
no other because it’s made
It had to be
Microsuede®.
like no other, at a price point
designed to sell.
microsuede
by Microfibres ®
ultimate performance fabrics
®
Itsperformance
will impress you.
Its design will inspire you.
When ultimate performance and inspired style
come together, great things truly can happen.
That is the captivating essence of Microsuede®
from Microfibres®. Microsuede® embodies all the
important features consumers desire. It’s
amazingly repellent, easy to care for and
extremely durable. And it resists the toughest
stains, soils and fading. Great things truly are
happening with Microsuede®, the next generation
of performance fabrics.
listening. answering.
At Microfibres®, we know the best way to find out what consumers want in a
performance fabric is to ask them. And that’s exactly what we did. Through
a consumer survey conducted by a brand research company*, we discovered
the fabric qualities consumers desired most. We then incorporated those
qualities into the ultimate performance fabric — Microsuede®.
Here are a few selected highlights from our findings:
The typical respondent was female or male, ages 25-54, married with an
average household income of $50,000+. Of this group, 88 percent had
purchased upholstered furniture within the past several years.
The following characteristics are most important to consumers:
• Durability
87 percent rated as very important
• As it relates to Style
86 percent rated as very important
• Stain Resistance
77 percent rated as very important
• Ease of Cleaning
75 percent rated as very important
* All referenced data in this brochure was obtained through a consumer survey of over 4,000
furniture consumers conducted by Second Wind, Ltd., a brand research company.
extreme durability
Consumers want a fabric that lasts. A fabric that
can handle whatever life throws at it. They want
Microsuede®. It easily passes heavy-duty
durability standards and withstands long term
wear and tear. Its nylon fibers are extremely
durable and are resistant to high abrasion.
It never crocks or pills. And Microsuede® will
not fade. Ever. It’s yet another reason that makes
Microsuede® the ultimate performance fabric.
Over 66% of the households who say they’ll shop for
occasional chairs own a dog. 34% have a cat, and 35%
have children living at home.
“Consumer Buying Trends”, Furniture/Today
Your
Microsuede®
selection may
quickly become
the best selling
fabric in this
generation.
soft & stylish
While Microsuede® was designed to be a performance fabric, we
refused to compromise on its softness or style. Its delicate, soft
feel is accentuated with an array of coordinated colors, designs
and unique textures, allowing consumers to express their
own personal design flair. And best of all,
Microsuede® maintains its beauty and softness
for the life of the fabric.
Due to increased amounts of time spent in the
home, consumers are requiring upholstered
furniture with greater comfort and less formal
style…Bright livable colors are now prevalent...
Designers tend to create products that are
characterized by simplicity and softness.
“The US Market For Upholstered Furniture”, CSIL Milano
stain
resistant
Microsuede® doesn’t just resist stains. It erases
them from existence. Microsuede® undergoes
an innovative manufacturing process that
builds a barrier of protection into the fabric. Its
nylon fibers make it unbelievably resistant to
difficult stains and heavy soiling. Microsuede®
is the ultimate performance fabric that
practically takes care of itself.
With stain resistant fabrics and ease of maintenance rating
very high on the list of important characteristics, promotions
highlighting fabric protection and performance could pay off.
“Consumer Buying Trends: Upholstery”, Furniture/Today
Consumers
repellency
Microsuede® fabrics keep
up with the thrills and
spills of everyday life.
When accidents occur,
wanted
a repellent,
easy-to-clean
liquids simply bead up on
the surface of the fabric.
fabric.
Its amazing repellency
makes cleaning incredibly
easy. Blotting with a cloth
is usually all that’s needed,
even with difficult stains
like coffee and wine.
Microsuede®
delivered.
environmentally friendly
Microsuede® is proof that environmentally
responsible products can stand at the
forefront of performance fabric design.
Microsuede® is completely free of PCPs
and CFCs. And it is Oeko-Tex certified,
making it one of the most
environmentally friendly
fabrics in the market.
Microsuede® is also gentle to
the skin. Because it’s free of
harsh chemicals, it exudes a
softness consumers love.
easy care
Consumers want a fabric that appeals to
their sense of style, is soft to the touch
and is easy to clean. That’s Microsuede®.
Designed to resist stains and soiling,
Microsuede® is amazingly easy to care for.
In most cases, a little soap and water are
all that’s required to restore the fabric to
its original state. It is machine washable
and dryable, yet it never shrinks or pills.
Clearly, easy care was never this easy.
The living room has increasingly become the
center of family life in the home, therefore
products need to be strong and washable in
addition to attractive and comfortable.
“The US Market For Upholstered Furniture”, CSIL Milano
microsuede
®
by Microfibres ®
ultimate performance fabrics
Microfibres, Inc.
3821 Kimwell Drive, Winston-Salem, NC 27103 • 336.768.7312
Microfibres® is a registered trademark • Made in the U.S.A.
For more information, please visit www.microsuedefabrics.com