 Category Close-Up - April 2010  |
|
Outward Bound Consumers’ growing interest in entertaining alfresco offers sales opportunities in stylish goods for outdoor spaces
Though surveys say cash-strapped consumers are not going out to restaurants as often, they are “dining out” more frequently, entertaining at home on their patios and decks. Whether it’s drinks by the pool or a full-blown grill-fest at the backyard picnic table, consumers are open to purchasing a range of affordable goods to imbue their homes’ exterior areas with the look of indoor living spaces. Hugo Benitez, national market manager, designed fabrics, Phifer, says that even with the recession easing a bit, “We are still seeing the ‘cocooning’ effect, in which consumers are improving their outdoor living areas rather than taking extensive vacations. We are hopeful about the [sales for the] future, since we have seen increased sales in the outdoor category in late 2009 and early 2010.” Mikala Moller, director, marketing and merchandising, Orian Rugs, Inc. agrees. “With consumers staying at home and the current popularity of ‘staycations’ driven by economic factors,” she says, “we see the sales trend for indoor/outdoor area rugs continuing to grow steadily throughout 2010 and beyond.” “The recession has helped the consumer to re-evaluate the importance of enjoying and maximizing their living spaces,” says Elaine Smith, president, ESP – Elaine Smith Pillow. “Nesting at home creates a safe and secure feeling, which is enjoyed in periods of uncertainty. This has helped the growing popularity of outdoor living, as a well-decorated patio adds another room to the existing home.” The outdoor “room” needs to score high in comfort and quality. “Consumers are focused on creating a luxurious, comfortable outdoor environment with high-end, high-quality items. Furniture is more substantial with cushions, throw pillows and rugs,” says Meredith Thayer, manager of design and new product development, cmi. It is the affordability of creating or refreshing an outdoor space that is also encouraging sales. “Area rugs in this category are relatively inexpensive and are easy to clean and maintain,” says Larry Mahurter, director of advertising/marketing, Couristan, Inc. “The investment to decorate an outdoor environment certainly isn’t as expensive as an interior setting. Therefore, people are willing to invest a little despite the current state of the economy.” But consumers aren’t coughing up cash for good looks alone. They want performance in the products they purchase as well. “These days people are looking for value and durability in products that are as functional as they are fashionable,” says Rafael Velazquez, sales and product development director, V Rugs and Home. “That is the concept that inspired us, not only to introduce an outdoor line, but to offer most of our indoor designs in the outdoor line. Having a product that can work for the living room and the bedroom and now for the patio opens a bigger window of possibilities, which has been very well received.”
“Durability, weather-proofing, and fade resistance continue to be important functional features for the outdoor setting,” says Orian Rugs’ Moller. “Going ‘green’ is also important. That doesn’t mean that every product is made from recycled materials. It’s more about creating a haven that enhances the natural elements and attracts nature for you to enjoy while relaxing in that space.” Personalization that allows for product adaptation to homeowners’ specific settings is also a key attractor for some homeowners. Lynne Minchello, marketing manager, cmi, explains, “A strong majority of our business over these winter months has been dedicated to preparing catalogs, retailers and internet customers for their spring and summer markets. With our ability to easily create exclusive and custom designs for customers, we have developed numerous outdoor rug designs to fit the needs of modern décor, traditional décor and everything in between.” Design & Style When it comes to what colors are selling well these days, Diane Carleo, marketing and sales director, United Weavers, reveals, “Brown/chocolate was our best selling color by far last year and all indications are it will be again this year. We’re working on a crimson redwood for 2011.” There will always be a market for neutrals, and according to Thayer, even more so these days. “Rugs today can be used both indoors and out, therefore a neutral palette that provides small hints of other colors allows the consumer to transfer the rug from one space to another,” she explains. Elaine Smith, president, ESP - Elaine Smith Pillows, notes that uplifting bright colors will continue to be on trend, including a combination of lime and turquoise. “The colors of the ocean in all tones of blues and greens, as well as the natural tones are always classic for outdoor settings,” says Velazquez. “However, more sophisticated colors like charcoal, ivory and chocolate are making their way into the outdoors as the living room transitions into the patio.” “Customers are using safer colors in their sofa and base cloths,” says Phifer’s Benitez. “They are interjecting punch or accents of color with brighter, more patterned toss pillows or chair cushions. Soft greens, soft blues and earth tones are great choices for accent colors and coordinate with many different frame finishes.” “Textured patterns are key in the sling category,” Benitez notes. “Metallic accents play a large role in sling selections. Browns, reds, gold and silver are just a few of the colors being used to create these looks.” “Texture has really evolved in this product category,” says Couristan’s Mahurter. “Since its inception, outdoor floor covering products in the form of area rugs and wall-to-wall carpeting have traditionally been flat weaves. However, within the past 12 months we have introduced hand-hooked and cut-and-loop pile products in this category. Texture seems to be the new wave. Elongated floral patterns are starting to dominate in fresh tropical color palettes to reflect color choices in outdoor accessories.” In spite of the slowness of the economic recovery, suppliers have remained dedicated to introducing fresh designs, colors and technologies in order to help retailers entice sales in a range of products for outdoor entertaining areas. Phifer’s Benitez concludes, “It’s important to introduce new ideas in fabrics and designs and not rest on past laurels.” Resources • Bardwil Industries, 212-944-1870, bardwilhome.com |
