The impact of brand in furniture design: A study on luxury brands

Furniture is defined as items that meet the needs of users for shelter, rest, nourishment, and sleep. Over time, advancements in technology, as well as cultural, social, and economic changes, have influenced consumer lifestyles, increasing their needs and expectations. These heightened expectations have also impacted the furniture market, leading to significant transformations. These changes have resulted in greater diversity in materials, production methods, and craftsmanship, fostering a competitive environment among manufacturers. This competition has given rise to the concept of branding, as manufacturers aim to differentiate their products from those of competitors and ensure that their products are preferred by consumers. Consequently, it has been observed that brands recognized and preferred by consumers gain trust and credibility. Under a brand name, manufacturers market their identity, status, and values to consumers. Over time, some luxury brands that have established themselves in the fashion industry have extended their identities to the furniture sector. By gaining acceptance in the furniture market, these brands have transitioned from being associated solely with clothing and accessories to becoming entities that design products and symbols found in consumers' living spaces. This evolution signifies a shift toward offering consumers not only a fashion statement but also a comprehensive lifestyle concept. In line with this context, the study titled "The Influence of Branding on Furniture Design: A Study on Luxury Brands" aims to examine the reasons luxury fashion brands later entered the furniture sector, their positioning within this industry, and the parallels between their work in the fashion and furniture sectors. Within this scope, the study explores the concepts of branding and consumption, luxury brand strategies, and factors influencing luxury brand purchasing behavior. The relationship between furniture design and the fashion industry is analyzed under subheadings such as furniture design and its criteria, and the impact of the fashion industry on furniture design. In the final section, the influence of luxury fashion brands such as Versace, Fendi, Etro, and Roberto Cavalli on furniture design is examined. The research focuses on four brands categorized as luxury, selected based on their pricing strategies, user perception, and their transition from being luxury fashion brands to entering the furniture sector. The study highlights the shared principles between fashion and furniture design, identifying the target audience based on the notions of image, identity, and prestige provided by the brand. Ultimately, the research reveals the reasons why luxury fashion brands are increasingly preferred by consumers in the furniture sector.