Evening star., 1937-12-11
HOME FURNISHING.
LOOKSAHEADTO'3 '38.
Industry Seeks New Models
to Force Consumer to
Buy Again Yearly.

With 1887 written on the books
at least 10 per cent ahead of 1886,
and regarded as one of the best home
furnishings years in many seasons,
the home furnishings industry turns
O new page to 1898.
OF primary interest for many, as
the new year opens, is the winter ma
tional home furnishings market sched-
uled for January to Is at the Amer
ican Furniture Mart, Chicago. For
the 28th time, buyers and manu-
facturers plan to meet at a ma
tional market to transact the billion
dollar business that turns $4,000, 900
American apartments and houses into
homes, and moves the wheels in more
than $50 factories in all sections of
the country, which maintain national
display rooms at the American Furni-
ture Mart.
With a year of peaks and valleys
upon which to pattern their future,
the industry turns to 1888 with a
healthy but conservative outlook
With 10000 attendance now estab-
lished as par" for major markets
at the American Furniture Mart, off,
calls report they expect at least that
number to attend the two-week show
ing in January.
Firm Prices Expected.
Buying is expected to be normal but
cautious, with prices remaining firm,
thus protecting inventories now on
hand. AS in 1887. manufacturers re-
port they will continue their present
practice of giving the consumers more
for their buying dollar in good mate
rails and workmanship rather than
cheapening their present standards by
offering lower-priced merchandise
With raw materials established, labor
costs rising and increased taxes bur-
dening manufacturers and retailers
market officials report they foresee NO
reason for price recession even though
temporary conditions might force some
prices down in isolated cases. 1t is
generally agreed that the buying pub
lie is getting better value today for
less money than ever in the history
of the industry. This is credited to
skilled factory production, modern
methods of manufacture and general
progress second to no other industry
AS the Government announces plans
for its big drive for housing by financ-
ing mortgages via F. H. A., guarantee
ing up to 80 per cent of appraised
value of houses costing $4,000 and un-
der instead of the former 80 per cent
people are encouraged to buy with
10 per cent cash. Reduced carrying
costs and rates on Government-guar-
antee loans and extended guarantees
to big operators, building for sale OF
for rent, is planned to generally pro.
mote bargain sale for home build.
ing and buying, and public interest
In residential building is expected tt
boom during 1888. AS q result, pos.
sibilities for increased sales in home
furnishings look promising
Commenting upon the future pros
poets Of the home furnishings indus
try, Lawrence H. Whiting, Mart presi-
dent, states:
There is no doubt that the Ameri-
can home is industry's greatest poten-
tial market. Every American family
whether it consists of two people OF
10, is prospect for home furnishings
and upon them rests the future of oul
industry and all allied industries con-
tingent upon the home.
Kitchen Costliest Single Room.
"Motivated by the appliance pro-
ducers, who, by introducing moder-
ately priced appliances and labor
ing devices to the masses, have given
both city and rural homemakers a
new interest in their kitchens which
has spread through the entire home,
the industry faces new, unparalleled
market. Today, the average $4,000
home attracts about 81, 500 in furnish
tngs to the kitchen-more than any
other room in the house.
1T must be borne in mind that this
has Tot been by chance and that there
Is sound reason that the kitchen is
getting the major part of the home
makers dollar. Aggressive selling ano
merchandising, coupled with con.
slant Improvements in new models
has produced sales and given a new
outlook to all phases of the home fur.
nishings industry. Accordingly, 1885,
models in furniture, floor coverings
lamps, bedding, juvenile merchandis.
and all types of house furnishing.