Today, the second Moscow International Furniture Industry Congress (MIFIC) has started its work with a conference “Marketing in the Furniture Industry: Key Trends and Competitive Innovations”.

The participants of the conference were offered different topics for discussion: from marketing communications strategies and peculiarities of competitive struggle in the furniture market to practical advice how to create effective channels for furniture promotion.
Paola Govoni, Editor-in-chief of World Furniture Review by CSIL magazine (Italy), denoted the key trends of the furniture industry development and started the conversation about globalization of the furniture market.
Brian Kean, Creative Director SPN Ogilvy Public Relations Agency, continued the talk and suggested to Russian furniture manufacturers to think about creation of their own brands. Strong brand becomes a necessary condition for successful development of a company in the market.
Vadim Uskov, Patent Agent of The Russian federation, gave a talk on the problem concerning the defense of brand and other objects of intellectual property.
Maria Stashenko, Director of the Industrial Design Centre Organica Industrial, gave an account of the results of the first Russian research “Design in the furniture industry – from idea to manufacture”.
A distinctive feature of the conference is getting the participants familiar with the latest results of fascinating research projects.
RBC Company offered the audience data of an analytical research “Furniture sale retail networks and furniture marketing centers in Russia”, which has been just completed.
Avilir Company produced the information useful for creating and controlling the service of retail marketing in furniture industry which is customers orientated. This information followed the marketing research by the strategy “secret customer”.
The questions of creating and controlling the channels of furniture promoting became the most important at the conference and mainly aroused the interest of furniture manufactories and marketing companies representatives.
The professional dialogue was continued at the business contact exchange – areas where speakers of the conference hold personal consultations for the conference participants.