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As Vice President of Design and Product Development for Casual Creations, Sarasota, Fla., Scott Coogan spends his days ensuring that the company’s casual-furniture designs are appealing to customers and profitable for retailers.
By Sharon Sanders
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| Scott Coogan |
Scott Coogan has adopted a simple philosophy: design for the consumer. “Good design is not just about the art, but what sells on retailers’ showroom floors,” he says. Coogan’s beautiful, yet practical, casual furniture has been making cash registers ring across the United States for over 35 years. His passion for quality furniture, coupled with his strong business sense, has made him a designer adored by both consumers and retailers.
Coogan’s career has run the gamut of the casual-furniture industry. He has worked in manufacturing, design and product development for such well-known furniture companies as Brown Jordan, Pompeii and Pride Family Brands. He has received numerous awards, along with recognition for his designs and innovations. Coogan is currently the vice president of design and product development for Casual Creations (a manufacturer of high-quality aluminum furniture), where he is in charge of casual-furniture design from concept to final product.
Design for the Masses
“I’m in it for the consumer because I am a consumer,” Coogan says. His designs have been embraced by consumers and retailers for two reasons. First, he has been able to satisfy a craving in the marketplace for well-made products and smart design. His designs are tied to what consumers relate to (in entertainment, fashion and lifestyles) and compare favorably with what the market is offering. “I don’t attempt to change the world with my designs; I just want to beautify it. I create missing parts to complete the picture,” he explains. Second, he has been able to create products that make retailers money. Coogan prides himself on making products that are comfortable (the right width, length and height); well priced; and beautiful to look at on a retail showroom floor, as well as in a homeowner’s backyard. “I may have won many design awards, but I can’t take them to the bank,” he says. In the business world today, it is necessary to produce products that make money for retailers.
What Consumers Are Buying
Casual furniture was once reserved for the rich, but it no longer is. Consumer choices exploded over the past few years as high-end manufacturers offered their products to everyday consumers through specialty retailers. Now, the average homeowner can have a backyard full of beautiful, comfortable furniture. According to Coogan, there are a few standouts that are rapidly becoming popular with consumers.
Materials: Without a doubt, aluminum (cast or extruded) is, and always will be, a staple for outdoor furniture. It is lightweight, it can be molded into beautiful designs and it is impervious to the elements, so it can be used and enjoyed outside for many years. There is also a surge in popularity for all-weather wicker because consumers can get the look of natural materials with maximum durability. “This category is being brought to a new level of sophistication by some of the great designers and manufacturers,” Coogan says. They are achieving some unbelievable shapes and forms, as well pioneering new designs by mixing all-weather wicker with other materials, such as porcelain or stone accents and painted aluminum.
Finishes: Coogan believes that natural earth tones will always be the market leaders because they work well with almost everything, and they are safe bets. This season, designers are softening and coloring finishes with mineral-like metallics, as well as with tints and washes. Faux finishes are also popping up regularly in many furniture lines because so many interesting effects can be achieved. Colorful pastels are popular in some areas of the country and with buyers who are willing to try something out of the ordinary. “When pastel finishes are coupled with the right fabrics, the furniture is bold and fun,” Coogan says.
Fabrics: This season, the fabric industry has done a wonderful job of bringing more textures, colors and patterns outdoors. The fabrics that have been created are classics from the indoor market that bring touches of elegance, warmth and worth to outdoor furniture. “The days of $3.95-per-yard olefin fabric are over; China isn’t even making it anymore,” Coogan says. Fabric that costs $15 to $30 per yard is the norm. “Fabric is 50 percent of a piece of furniture, as a lampshade is 50 percent of a lamp. I think this is becoming more obvious to people, and they are embracing the new fabrics,” he adds.
As consumers become more attuned to what is available to create relaxing outdoor spaces, they also become more discerning about what they expect from a piece of furniture. Coogan encourages retailers to do their homework and carry products that will make customers happy long after the sale is made. “Good furniture is like a fine sweater: You know how good you feel when you put it on,” he says. “That’s the way customers should feel when they look at and sit in the furniture that they’ve purchased.” You can take that to the bank. PHPR July/August 2007
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