LIFESTYLE FINDS ITS PLACE ON THE FLOOR; MARKETING TO CONSUMER HABITS IS PROVING TO BE AN EFFECTIVE STRATEGY FOR RUG BRANDS.(brand ranking survey)

HFN: The Weekly Newspaper for the Home Furnishing Network, October, 2003 by White, Jennifer

From bath rugs to broadloom, most manufacturers are now marketing their products to consumers as lifestyle brands.

Marketing efforts in the past few years have become more focused on depicting soft floor coverings as part of a trendy or upscale lifestyle, intent on getting consumers to associate rugs and carpet with fashion statements that mirror the style and taste of the consumer. And these campaigns signal the manufacturers' desire to break away from commodity pricing of the past.

Mohawk has the highest brand recognition overall, according to HFN's brand survey. The company's strategy is targeted merchandising spanning a range of price points, an approach Mohawk says allows retailers to sell on value rather than price. The Mohawk brand functions as...

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