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Across the world, the middle class is expanding. As a result, consumer tastes have changed, and this is evident in a multitude of industries, from motor vehicles, houses and even custom furniture. In this article we will look at a number of key factors how the furniture industry has evolved thanks to changes in middle class trends. Firstly, why is custom furniture affected as an industry? Just like in 1980s Britain, middle income families are very worried about 'keeping up with the Joneses'. As a result of the economic downturn, people are especially looking to prove that they are not affected and have a secure income. When reputation is on the line, most people decide to make cuts in unnecessary expenditures. These can include food, entertainment or outings. However, anything public-facing, or relating to the person's image, cuts are usually less substantial or even non-existent. Custom furniture is an area where cuts are never seen, and even seeing the opposite trends to other industries. This kind of item in someone's house signifies prestige and wealth. As a result, the middle class tends to spend more on things that appear to indicate wealth, even if it doesn't cost that much. A hand made table doesn't necessarily cost more than an off the shelf solution, but the words 'bespoke', 'hand made', or even 'hand crafted' signifies that the product is of the highest quality. The middle classes are increasingly buying in to this as they want to appear to their peers that they are doing well amidst economic turmoil. There are other factors involved, not just the desire to appear wealthy. custom furniture occupies a wide reaching space in the interior design market. A bespoke item can in many cases cost very little, but by it's very nature, can cost an almost unlimited amount depending on the materials and specifications demanded by the customer. The industry has seen rapid growth mainly in the lower to middle parts of the market. Prices have been able to be brought down thanks to improvements in manufacturing processes. This means hand made items can be crafted using lean manufacturing techniques similar to those used by motor vehicle manufacturers including Toyota. These have helped to reduce costs, with the savings largely passed on to consumers. All in all, custom furniture is an industry that has been able to grow thanks to being in a position where firms have had the opportunity to capitalise on changing trends among middle class consumers. These consumers increasingly are demanding high quality and luxury in the areas which matter. These areas increasingly are the more public sides of their lives, since image is one of the main motivator of a middle class person when spending money.
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