New packaging adds pizzazz - Window Treatments - HomeMarket Trends Supplement

Discount Store News, April 1, 1991

New Packaging Adds Pizzazz

New packaging, designed to make it easier for consumers to see and buy window treatments, will debut at the spring market this month.

Discount stores, in particular, will find that the new carton designs not only provide their customers with a better idea of what the product looks like, but also meld neatly with the increased fashion image many mass merchants are now trying to achieve.

"Retailers that are selling fashion are willing to make the trade-off [of increased cost]," said Wendy Keryk, vice president, Home Curtain. "Kmart, Wal-Mart and Target are really dedicated to focusing on what's coming next. But a lot of retailers could improve their service to the consumer if they listened to the manufacturer sometimes."

Clearly, discounting's Big Three are far more fashion conscious in their more fashions categories than ever before. Wendy Wark, Kmart's divisional merchandise manager for home market trends, has noted that many limitations to discounters on fashion availability have dissolved. With plans to update and expand Kmart's window, treatment assortment, fashion and packaging will play a key role.

Target's relationship with its vendors has been crucial to the success of its Country Estates program, according to Bob Guelich, vice president, general merchandise manager.

And, Wal-Mart, despite its low-end image, has placed a high priority on learning from their suppliers how they can be more efficient and style-oriented. "They're very concerned about packaging, that it tells a style story but at the same time shows only what's in the package," said one Wal-Mart supplier. "If your package shows a drape but doesn't include it, that packaging isn't doing the job."

Each of these three major discounters want packaging to act as a salesman.

Toward that end, Newell is providing a substantial amount of product information on its new Visions mini blinds packaging to help consumers correctly select the mini blinds they need.

"We've created a more modern and sophisticated image for our vinyl mini blind program through the new packaging and through the use of the new Visions trade name," said Tim Riddle, Newell's merchandising manager for window coverings and new products.

"We feel the consumer will now be encourage to make a positive purchasing decision to buy Newell at the point-of-sale without the need for assistance from store personnel."

The new packaging features a die-cut window to help customers with color-matching the blinds to their homes or office decor.

Home Curtain is also introducing new packaging at this market for selected goods, but eventually all goods will be offered in the new package. It is a clear plastic box that will stand up on the shelf or hang from a hanger. Like Newell's mini blind package, the Home Curtain package has a photo on front with actual fabric displayed in a cutaway. "We're aiming this at the mass market. It was developed for two key accounts, but there might be resistance from some discounters, because packaging is a cost factor," said Keryk of Home Curtain. However, she added that fashion conscious discounters are committed to improved packaging in this category.

Home Curtain is debuting an expanded line for this market to go with its packaging.

"The expansion is across the board in all product lines," said Keryk. "Last market we doubled our display space; this market, it will almost double again. We're doing a lot in long length layered looks in elegant florals and some soft contemporary looks."

Crown Crafts is also introducing packaging on its window covering sets that is designed for a self-service environment. According to Laurie Littrell. Crown Craft's new packaging combines a priscilla, two tie-backs and one valence treatment with an outside photo showing the entire dressed window.

"It allows the mass merchant to offer a whole look in easy-to-understand package and one sku," said Littrell. "All treatments coordinate with comforter sets."

PHOTO : Crown Craft's Biscayne window set package shows a room setting and a diagram on how to hang it properly.

PHOTO : Home Curtain's new packaging has a photo in front with a cutaway that shows the actual fabric.