 Floor Focus - April 2008  |
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Pleasure
Principles
Four style formulas to heighten the rug attraction The fashion of flooring requires quality textiles, top design and a bit of brand finesse to reel in the buyers. This exclusive LDB Interior Textiles floor fashion style report explores the four latest trend directions in the industry that drive and reinforce the lifestyle momentum a rug can create. To appease your buyers and boost sales, put one of these trends into practice in your stores. License Star Charisma: Subsequent to Martha Stewart’s successful rug collection with Safavieh, which debuted in January 2007, luminaries from other lifestyle media have put their own spin on floor fashions. Jane Seymour’s fresh, and somewhat ageless face, now graces the rug promotions for Rugs America. The new Jane Seymour Home Collection of area rugs made a soft launch earlier this year at the Atlanta International Rug Market with rug motifs inspired by Seymour’s art and family-centered lifestyle. The actress’s Coral Canyon residence in Malibu, CA, for example, inspired her Coral Canyon Collection with soft, mild colors to translate the casual and easy elements of her Pacific coastline home. Karastan’s successful “Make a Statement” national ad campaign continues with actress Kelly Preston as its fifth statement maker. Preston’s core values for balancing work, family and love of design complement Karastan’s mission to make quality floor fashions with high design for its consumers. Preston’s down-to-earth personality is likeable and sellable, as the campaign connects consumers to retail partners through shelter and lifestyle publications.
Chef guru Paula Deen charmed her way into the Kaleen rug family with her Savannah, GA, lifestyle. “Women trust her because she’s a consumer,” says Joe Barkley, executive vice-president, Kaleen. “She’s a superstar without [all] the glitter and we love that one can relate to her.” Kaleen’s three collections with Deen, all machine-made, reflect her role in product development. Paula Deen Home & Porch perfects indoor and outdoor spaces; Paula Deen Comfort transforms traditional motifs in fresh modern colors; and Paula Deen Picks are just that—picks for her own home. Each represents quality and value with an affordable price tag. Personal touches from Deen’s culinary background surface in the color palette names, such as salsa for bright reds and burnt caramel for rich brown tones. Deen’s line resonates well with female consumers, food aficionados and anyone who relates to her natural charm and wit. And the mother of lifestyle Martha Stewart followed up her 2007 rug success with a new 2008 collection of Martha Stewart Rugs with Safavieh. Stewart’s name keeps the momentum strong, as do the new collection patterns. Art traditions of Belgium, Tibet and India, and traditional American quilt, Renaissance damask and French Art Deco patterns inspire the new line. Stewart’s historical and cultural choices work in contemporary colors and new weaves and textures for looks that are flexible in any space, and coordinate with Stewart’s extensive brand of interior furnishings. Each rug line possesses quality, but the star name adds more value and a special reason to buy. Apply The Eco-Effect: Add a good conscience to the rug buy without sacrificing fashion
Earth friendly textiles refuse to be classified as a fad or trend. Now, they are a way of life for some rug manufacturers, being the go-to vendor for fashion purists. Merida Meridian’s commitment to utilizing all natural, sustainable and renewable fibers means that its product and business practices are socially responsible. Merida only sources raw materials from overseas partners who also adhere to socially responsible practices and designs and produces many of its textiles in its Massachusetts mill. Employing local crafts people, Merida supports its community and country in addition to the movement toward a higher quality of life. Merida’s full dedication exemplifies “true green” and this quality comes forth in its latest editions to its Woodstock Collection. The enhanced collection blends wool and twisted paper cord to achieve a high-quality flat weave. Momeni implements its own green philosophy with “Naturally…Momeni,” an organic rug line. Completely eco-friendly, the collection is hand-knotted of 100 percent hemp and colored with vegetable dyes. Momeni demonstrated its commitment to green at the Atlanta International Rug Market in January with a rainforest display titled “Save. Protect. Preserve.” in the foyer of its showroom. Sounds of nature added to the ambience and the message to go green. Keeping it all green—from the product to the presentation—makes the message simple, effective and attractive to buyers who want a product that stands for something in addition to fashion. Resources
Back To Old School: Though the saying goes, “There’s nothing new under the sun,” rug vendors still find that Oushaks, Persians and Mamluks are favorable items amongst buyers in spite of the popular surge of clean-lined, contemporary floor fashions. “People [want] items that [have] unique designs and colors that they can’t find in reproductions,” declares Ilan Zabihi of J&D Oriental Rug. The Antique Oushak rug from J&D, for example, was hand-woven of wool in Turkey circa 1870—truly a one-of-a-kind item that Zabihi says attracts designers. Though machine-made of polypropylene, Anatolia captures the beauty of Persian rugs with contemporary shades of red, navy and cream. It crosses the taste of the most traditional to the most contemporary buyer because of its antique/transitional quality. Harounian Rug International’s Mamlouk Collection also adapts an antique look, creating replicas inspired by the original Moroccan and Turkish Mamlouk designs. Its kaleidoscopic, geometric look emulates that of the ancient mosaic patterns of authentic mamlouks. The adaptation of Serapi and Heriz patterns in the Darshana Collection from Shalom Brothers Inc. uses shades of terracotta to update the look in a livelier coloration, making the old a new style experience. Fantasize The Floor: Too often consumers classify rugs as a functional item rather than a fashion piece that can enhance a living space. Posh*Fashionation, a contemporary rug vendor based in Belgium, re-imagines the rug as a passionate, creative textile. Managing director Virginie Blanckaert styles Posh in high-end graphical designs and striking color to bring forth ultra-modern lines. “I wanted to launch my own rug line, from another viewpoint—a fashion, boutique viewpoint,” avers Blanckaert. Different collections such as the Posh*Functional coolness, an assortment of tufted and shag pieces, commits to a boutique look with luxe elements. The Matrix rug from the line intertwines wool, lurex and chenille in an aerodynamic swirl of black, white and gray. The curve of the pattern is voluptuous, dimensional and simply sexy. Its geometric form fashions a new age and global look, which cultivates the idea of a technological lifestyle to which young generations can relate. Posh’s design speaks to personal style tastes but also to how consumers feel when they encounter a floor fashion. Posh’s presentation at Domotex in January emphasized this idea. The rugs were displayed in separate vignettes furnished with pillows, throws and coordinating slippers to convey a complete lifestyle home look centered around the rug. “My goal is to put emotion in a rug,” says Blanckaert, “and make them sexy, make them wanted!” The Rug Market’s unveiling of the “Walt Disney Signature” Collection in January tapped into the American fascination with the legacy of Walt Disney. Drawing inspiration from Disney’s Classic films such as “Fantasia,” “Cinderella,” “Dumbo” and “Peter Pan,” the floor collection is a non-character, sophisticated adult line that embodies the spirit of the Disney persona. The Disney nostalgia heightens the rug value. It targets an audience that can associate the joy and whimsy experienced when viewing a Walt Disney classic with a Disney floor fashion. Some collection designs translate the magic and Far Eastern flavor of the “Mulan” film into a soft pattern of cherry blossoms and another into a traditional dragon motif. Consumers can easily revel in the fine detail, beauty and sophistication of the line, and reminisce about their favorite scenes of a Walt Disney film that inspired a Disney Signature rug. Attach a memory or an icon to your floor fashions and the power of emotion can deliver a profit. |
