In a landscape characterized by economic uncertainty and the ever-shifting nature of consumer markets, the furniture industry stands strong with a project revenue of USD$766.2B in 2023 worldwide. What’s even more impressive is that the market is projected to experience a steady annual growth rate of 5.02% between 2023 and 2027. What sets apart the victorious brands from the rest? How can you captivate the attention of discerning consumers and establish yourself as an unrivaled force in the industry?
From the Renaissance era to the modern day, Italian furniture has left an indelible mark, captivating the imaginations of discerning consumers across the globe. Yet, in today’s digital age, distinguishing oneself from competitors and claiming an industry leadership position has become increasingly arduous. To surpass the competition, brands must now prioritize gaining comprehensive visibility into their brand performance across all channels.
Allow us to introduce Salone del Mobile Milano—the epitome of furniture and design events among a myriad of other influential events. The exhilaration of unveiling your brand’s latest creations and innovations at this prestigious exhibition is just one compelling reason to partake in this extraordinary event. It’s also an opportunity that elevates your brand’s credibility, authority, and reputation to unparalleled heights. With an astonishing $24.6M in MIV® generated this year alone, Salone del Mobile Milano has proven to be the catalyst propelling brands towards unparalleled success.
Embark on a journey to uncover the strategies and tactics employed by five dominant Italian furniture brands. Gain valuable insights into their remarkable achievements, dissect their winning approaches, and understand how they deeply resonated with their target audience. Seize this opportunity to analyze some of the industry’s top players, to embrace these insights, and to propel your own brand to new heights.
In this article you’ll learn…
Which 5 Italian Furniture Brands have been Selected?
This insight provides a benchmarking analysis on five successful Italian furniture brands, utilizing our proprietary algorithm, Media Impact Value™ (MIV®), to measure and benchmark the impact of all media placements and mentions across various voices during a selected period.
- Cattelan Italia
- Longhi S.p.A
The infographic below displays the ranking of the five selected Italian furniture brands and the number of placements they had between January and May 2023. These placements factor in social media posts and articles related to specific search queries, as well as consumer interactions with posts, such as tags and comments. It provides a clear picture of some brand’s performance in comparison to others in the industry, allowing you to identify opportunities for growth and maximize your impact.
Channel Mix Benchmark for the Italian Furniture Brands
This infographic represents the Channel Mix Benchmark by MIV® of the five Italian furniture brands.
Are you seeking to enhance your brand’s marketing strategy and amplify its visibility? Look no further than the Channel Mix—a predominant metric that unveils the channels through which consumers encounter your brand. Whether it’s online media, Instagram, Facebook, or even Chinese platforms like Weibo and WeChat, this metric offers a percentage breakdown of each channel’s impact on your brand’s MIV®. By comprehending your Channel Mix, you can gain a strategic advantage by pinpointing the channels your competitors leverage and determine the ones you should prioritize to maximize your brand’s exposure.
Read on to find out more about the competitive benchmarking and analysis of these five Italian furniture brands.
Cattelan Italia came in first in our Italian furniture brands ranking. A significant brand specializing in contemporary and luxury furniture, it generated $487K in MIV® overall across 555 placements.
Naturally, Italy emerged as a lucrative market for Cattelan Italia, contributing a substantial $167K to its impressive MIV®. The brand’s origin and prominent presence in Italy account for this remarkable influence. However, the APAC Region also plays a significant role, with China generating $87.6K and Japan generating $66.8K in MIV®. While the US performed slightly lower at $3.6K, it remains a crucial platform to target a more global audience. Cattelan Italia’s triumph can be attributed to its strategic utilization of diverse marketing channels worldwide.
The Channel Mix showcases the brand’s multifaceted approach, with Online Media and Instagram taking center stage as noteworthy platforms. Among the brand’s top online placements, Vogue India‘s article shines bright, generating an impressive $14K in MIV®. Other high-performing placements include Yomiuri in Japan with $7.5K, UDN in Taiwan with $6.2K in MIV®, and China Times, also in Taiwan, with $5.7K in MIV®, among many others.
On social media, Cattelan Italia has flourished on platforms such as WeChat, Instagram, and Facebook. Notably, 安邸AD on WeChat achieved exceptional results with $8.6K in MIV®, while @elledecorindia on Instagram garnered a remarkable $6.4K in MIV®. The brand’s Owned Media placements on Instagram also proved fruitful, with the first post generating $4.2K in MIV® and the second post generating $3.8K in MIV®.
To maximize its reach and impact, Cattelan Italia must venture beyond Media and Owned Media Voices. By harnessing the influential power of Celebrity or Influencer Voices, the brand can unlock new levels of visibility and forge connections with a wider, more engaged audience.
Flou secured a prominent second place in our Italian furniture brands ranking. Renowned for its expertise in beds and bedroom furniture, Flou has become a well-known name in the industry. The brand has amassed an impressive $370K in MIV® through 236 placements. This success underscores the importance of analyzing a brand’s performance when formulating a winning marketing strategy.
Similar to Cattelan, Flou thrives in the EMEA market. Italy, in particular, contributes significantly to the brand’s MIV®, with an impressive $307K. However, Flou also boasts a strong presence and influence in countries like Portugal, Spain, and France. Notably, the United States proves to be a lucrative location for the brand, generating $28.4K in MIV®.
When it comes to channels, Instagram emerged as the powerhouse, surpassing even the Online Channel in global MIV®, with $11.6K and a total of $347K generated. Flou’s extensive social media coverage surpasses its online presence, capitalizing on the larger user base and interactive nature of these platforms. Social media offers a fertile ground for engaging with audiences, building brand awareness, and fostering loyalty.
Flou’s success is underpinned by its top-performing placements. Noteworthy examples include an outstanding article by CôtéMaison in France, generating $1.5K in MIV®, as well as strong performances from Pianeta Design in Italy ($1.1K) and Arquitectura y Diseño ($979), among others. On social media, Flou excels, particularly on Instagram, with influential placements by Italian TV personality Nilufar Addati ($61.2K) and Media Voice ArchDaily ($28.4K).
Overall, Flou has secured extensive online and social media exposure. To further expand its reach and maximize market performance, the brand can continue to tap more into the power of Celebrity or Influencer Voices through a cross-Voice strategy. This strategic approach enhances the reliability and effectiveness of placements, propelling Flou to new heights of success.
Cappellini, securing the third position in our Italian furniture brands ranking, is a true standout. Renowned for its avant-garde and experimental designs, this brand pioneers contemporary furniture, collaborating with internationally acclaimed designers to create one-of-a-kind pieces.
With a substantial $88.4K in MIV® across 52 placements, Cappellini’s strong market presence and consumer appeal are evident. The brand’s native Italy proved to be its stronghold, contributing the majority of its MIV® at $41.3K. Vietnam followed closely behind at $27.5K, with the United States also showing promise at $6.3K.
All-in-all, Cappellini’s MIV® performance was primarily driven by the Online Channel, delivering an impressive $61.6K in MIV®. This accomplishment highlights the brand’s adeptness at leveraging the Media Voice to increase visibility and brand awareness. Although Instagram emerged as the second best-performing Channel with $26.5K in MIV®, its profitability was lower due to fewer placements. To optimize its Social Media strategy, Cappellini could focus on maximizing the potential of its Owned Media accounts to amplify exposure and reach.
Among top-performing online placements, Cafef in Vietnam proved to be a standout, generating an impressive $16.6K in MIV® from a single placement. Additionally, Cappellini benefited from successful placements by Corriere della Sera in Italy, generating $14.4K in MIV®, among many other media outlets. Social media success was also bolstered by placements from influential platforms like @archiproducts, which generated $6.1K in MIV® on Instagram. This demonstrates the brand’s potential to expand its reach and tap into a wider audience through social media.
To further accelerate growth, Cappellini can leverage other Voices, such as the Celebrity and Influencer Voice. By aligning with notable figures who endorse the brand to their fans and followers, Cappellini can establish itself as a luxury, high-end product associated with sophistication and success.
MisuraEmme, a leading furniture brand specializing in custom-made and tailor-designed solutions, offers a diverse range of furniture for various spaces. With a keen focus on functionality, craftsmanship, and aesthetics, the brand achieved an impressive $48.6K in MIV® across 45 placements.
When it comes to global performance, MisuraEmme has established a strong presence in multiple regions. Brazil emerged as a highly profitable location, generating $17.5K in MIV®, closely followed by France with $13.5K in MIV®, and Italy with $8.8K in MIV®. This success highlights MisuraEmme’s ability to execute effective cross-regional strategies. By further developing its marketing initiatives and capitalizing on these lucrative locations, the brand can continue to enhance its MIV® and solidify its market position.
MisuraEmme has harnessed the power of the Media Voice to cultivate a loyal following, particularly through the Online Channel. The brand’s strategic utilization of this channel on an international scale has contributed significantly to its success. A standout example is the placement by Marie Claire Maison in France, which generated an impressive $12.5K in MIV®. Other high-performing placements include an article by My Luxury in Italy, generating $1.9K, and Pianeta Design, also in Italy, generating $1.1K. Notably, Elle Decor in Russia also generated significant MIV® with $905. On social media platforms such as WeChat, Weibo, Instagram, and Facebook, MisuraEmme has achieved remarkable success. The brand’s top-performing placement by @casaejardim on Instagram generated a substantial $17.4K in MIV®. Additionally, MisuraEmme’s presence on WeChat’s RED platform has also yielded impressive results.
With its exceptional craftsmanship and strategic marketing approach, MisuraEmme continues to gain recognition and drive consumer engagement. By leveraging the Media Voice and exploring new opportunities on social media platforms, the brand can expand its reach, connect with a broader audience, and elevate its market performance to unprecedented heights.
Longhi S.p.A, the renowned Italian luxury furniture brand, offers a stunning collection of high-end furniture and accessories. With a strong emphasis on exquisite craftsmanship, Longhi has established itself as a prominent player in the industry. Garnering a total of $47.1K in MIV® across 84 placements, the brand’s efforts to appeal to consumers and build market presence are evident.
Longhi’s presence shines particularly in the EMEA region, with Italy and France contributing significantly to its MIV®. Italy generated an impressive $40.7K in MIV®, followed by France with $4.4K in MIV®. The brand’s success in achieving a total of $47.1K in MIV® can be attributed to its strong performance on Instagram. Expanding reach as a furniture design brand necessitates a strategic focus on social media platforms, particularly Instagram. With over a billion active users, Instagram offers an ideal avenue for brands to increase awareness and engage with potential customers, especially during key calendar events like Salone del Mobile. By establishing a presence on Instagram, Longhi successfully connected with a design-savvy audience, resulting in an impressive $36.5K in MIV®.
Longhi’s most successful placements were by @archiproducts on Instagram. The post generated $7.5K in MIV®, closely followed by the brand’s owned media accounts on Instagram and Facebook. The top-performing owned media placement, specifically on Instagram, generated $2.1K in MIV®. While Longhi’s online placements showcased some success, the brand’s achievements were primarily driven by social media channels.
However, there remains a significant opportunity for Longhi to expand its reach and tap into a wider audience. The brand can do so by harnessing the power of online media to a greater extent. By leveraging both social media and online channels, Longhi can amplify its brand presence and ultimately bolster its market performance.
How to Benchmark your Furniture Brand
This insight aims to help you gain more awareness about successful marketing strategies. It also demonstrates tactics some of the best Italian Furniture brands use to optimize their brand performance globally.
Do you want to learn more about your brand’s position? How it compares to your competitors? For that, you need a deeper dive into your brand’s performance analytics. Doing so, you can gain valuable insights into your campaigns’ effectiveness and identify areas for improvement.
If this insight has sparked your interest, start benchmarking your furniture brand today by clicking on the link below.