How to Reach Decision-makers in Furniture, Fashion and Electronics
Outbound teams often treat these three industries as completely separate categories — but from a buying perspective, they share one thing in common.
Their decision makers evaluate vendors not by features, but by visual output quality, production speed, and workflow simplicity.
If your message speaks to these points, you reach them. If you don’t, they ignore you.
Below is a breakdown of how to approach each niche without sounding generic or misaligned.
Furniture
Decision makers:
• Creative Director
• Head of Visual Content
• E-commerce Director
Their biggest friction points
• slow visual production cycles
• expensive reshoots
• complexity in showcasing variants
• inconsistent renders
How to reach them
Show that you understand that furniture brands live and die by speed of visual creation and SKU volume.
Their world is not conceptual — it is logistical.
Useful angles
• show more variants without extra shoot cost
• test visual ideas faster
• reduce dependency on physical prototypes
Avoid
• generic AI claims
• “better visuals” with no context
Fashion
Decision makers:
• Brand Creative Lead
• Head of Campaign Production
• E-commerce Imaging Manager
Their biggest friction points
• constant seasonal pressure
• need for freshness at high speed
• large asset libraries
• unpredictable production timelines
How to reach them
Fashion brands care about rhythm.
Anything that allows campaigns to move faster without sacrificing quality resonates immediately.
Useful angles
• faster turnaround for campaign assets
• standardising look and feel across shoots
• reducing production bottlenecks during peak
Avoid
• long explanations
• vague creativity language
Fashion values clarity, not poetry.
Electronics
Decision makers:
• Product Marketing Manager
• Visual Content Lead
• E-commerce Manager
Their biggest friction points
• high-detail products
• strict accuracy requirements
• difficulty visualising internals
• many angles, few resources
How to reach them
Electronics buyers want precision.
If your message sounds even slightly careless or high level, they won’t trust it.
Useful angles
• accurate representation of complex surfaces
• easier updates when product versions change
• support for technical visuals
Avoid
• generic personalisation
• talking about aesthetics only
Electronics visuals are functional, not decorative.
The universal message pattern
Even though the industries differ, the message that gets through follows the same psychological pattern.
Show them
• you understand their production pressure
• you understand the cost of slow visuals
• your solution removes friction without adding complexity
If you do that in the first sentence, all three niches will read the rest.
What not to do
Avoid messages like
“Loved your latest campaign.”
“Congrats on the new product.”
“Your brand stood out to me this week.”
They know these are templates.
They trust operational insight, not compliments.
What a strong opener looks like
“Noticed your team manages a high volume of SKUs. Most brands in your space struggle with slow visual turnaround during launches. We help creative teams produce assets faster without sacrificing accuracy.”
This tone works across furniture, fashion, and electronics.
