microsuede by Microfibres The Next Generation of Performance Fabrics

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1 microsuede by Microfibres The Next Generation of Performance Fabrics

2 It had to be durable. It had to be affordable. It had to be Microsuede. value redefined Affordable performance. That s what your customers want. Asking too much from a fabric? Microfibres says no. Introducing Microsuede. A fabric that performs like no other because it s made like no other, at a price point designed to sell. microsuede by Microfibres ultimate performance fabrics

3 Itsperformance will impress you. Its design will inspire you. When ultimate performance and inspired style come together, great things truly can happen. That is the captivating essence of Microsuede from Microfibres. Microsuede embodies all the important features consumers desire. It s amazingly repellent, easy to care for and extremely durable. And it resists the toughest stains, soils and fading. Great things truly are happening with Microsuede, the next generation of performance fabrics.

4 listening. answering. At Microfibres, we know the best way to find out what consumers want in a performance fabric is to ask them. And that s exactly what we did. Through a consumer survey conducted by a brand research company*, we discovered the fabric qualities consumers desired most. We then incorporated those qualities into the ultimate performance fabric Microsuede. Here are a few selected highlights from our findings: The typical respondent was female or male, ages 25-54, married with an average household income of $50,000+. Of this group, 88 percent had purchased upholstered furniture within the past several years. The following characteristics are most important to consumers: Durability As it relates to Style Stain Resistance Ease of Cleaning 87 percent rated as very important 86 percent rated as very important 77 percent rated as very important 75 percent rated as very important * All referenced data in this brochure was obtained through a consumer survey of over 4,000 furniture consumers conducted by Second Wind, Ltd., a brand research company.

5 extreme durability Consumers want a fabric that lasts. A fabric that can handle whatever life throws at it. They want Microsuede. It easily passes heavy-duty durability standards and withstands long term wear and tear. Its nylon fibers are extremely durable and are resistant to high abrasion. It never crocks or pills. And Microsuede will not fade. Ever. It s yet another reason that makes Microsuede the ultimate performance fabric. Over 66% of the households who say they ll shop for occasional chairs own a dog. 34% have a cat, and 35% have children living at home. Consumer Buying Trends, Furniture/Today

6 Your Microsuede selection may quickly become the best selling fabric in this generation.

7 soft & stylish While Microsuede was designed to be a performance fabric, we refused to compromise on its softness or style. Its delicate, soft feel is accentuated with an array of coordinated colors, designs and unique textures, allowing consumers to express their own personal design flair. And best of all, Microsuede maintains its beauty and softness for the life of the fabric. Due to increased amounts of time spent in the home, consumers are requiring upholstered furniture with greater comfort and less formal style Bright livable colors are now prevalent... Designers tend to create products that are characterized by simplicity and softness. The US Market For Upholstered Furniture, CSIL Milano

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9 stain resistant Microsuede doesn t just resist stains. It erases them from existence. Microsuede undergoes an innovative manufacturing process that builds a barrier of protection into the fabric. Its nylon fibers make it unbelievably resistant to difficult stains and heavy soiling. Microsuede is the ultimate performance fabric that practically takes care of itself. With stain resistant fabrics and ease of maintenance rating very high on the list of important characteristics, promotions highlighting fabric protection and performance could pay off. Consumer Buying Trends: Upholstery, Furniture/Today

10 Consumers repellency Microsuede fabrics keep up with the thrills and spills of everyday life. When accidents occur, liquids simply bead up on the surface of the fabric. Its amazing repellency makes cleaning incredibly easy. Blotting with a cloth is usually all that s needed, even with difficult stains like coffee and wine. wanted a repellent, easy-to-clean fabric. Microsuede delivered.

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12 environmentally friendly Microsuede is proof that environmentally responsible products can stand at the forefront of performance fabric design. Microsuede is completely free of PCPs and CFCs. And it is Oeko-Tex certified, making it one of the most environmentally friendly fabrics in the market. Microsuede is also gentle to the skin. Because it s free of harsh chemicals, it exudes a softness consumers love.

13 easy care Consumers want a fabric that appeals to their sense of style, is soft to the touch and is easy to clean. That s Microsuede. Designed to resist stains and soiling, Microsuede is amazingly easy to care for. In most cases, a little soap and water are all that s required to restore the fabric to its original state. It is machine washable and dryable, yet it never shrinks or pills. Clearly, easy care was never this easy. The living room has increasingly become the center of family life in the home, therefore products need to be strong and washable in addition to attractive and comfortable. The US Market For Upholstered Furniture, CSIL Milano

14 microsuede by Microfibres ultimate performance fabrics Microfibres, Inc Kimwell Drive, Winston-Salem, NC Microfibres is a registered trademark Made in the U.S.A. For more information, please visit