The mill marketing people, convinced that retail salespeople (Depot and Lowes?) can’t sell, use focus groups to tell them how to market carpet where women tell them that they shop with their fingers - as if anyone of us couldn’t tell them that. The women say warranties are important so the manufacturers make soft hand carpet with unbelievable warranties.
So now we have a new generation of shoppers who read 20 year wear, unlimited stain and lifetime urine warranties and they actually believe that they can treat carpeting like ceramic, allowing the kids to have juice boxes and eat on the carpeting whereas an older generation realized that carpeting is fabric and should be treated as such.This is the reason that we have lost a gigantic share of the flooring business. Appearance retention was always the hallmark of quality carpeting. Consumers have had it with carpet that “uglies out."
The trend now is toward the new friezes—high-pile, loose, shaggy carpets. Retailers tell me that their reps tell them these loose high pile carpets will perform.
In my discussion groups where I bring up the fact that shags have somehow morphed into friezes - I hear the term so often that I am giving in to the notion that the mills have renamed shags - the question remains, what happened to the real frieze known as the carpetman’s carpet?
The next issue is construction. I am not a technical guy, but I’ve always been taught the greater the turns per inch (TPI), the denser the carpet and the lower the pile, the heavier the denier, the better the appearance retention - that’s how long carpeting looks good. Sounds like the original frieze to me. Since when do none of these things matter? Am I wrong and the fiber reps aren’t lying to the retailers that soft, high pile in a loose construction will perform well?
|"Inky Dinky Carpet Samples"|
We deserve what we get and marketing people in compliance with their masters are seeing these claims turning around to bite them. It’s a good thing that the carpet mills are selling hard surface, because we will continue to lose share in a product that once was a consumer best buy, something that beautified American homes in less time and for less money than anything else on the market. Rest in peace carpet.
As always, I'm interested to hear your opinions...
Warren Tyler is a professional speaker, retail consultant and educator as well as author of several books, CDs and DVDs targeted toward flooring retailers and salespeople. He is also a consultant with the Floor Covering Institute. Read Warren's column at Floor Covering News.