Kennesaw, Ga.—For the past two years, the new soft yarns from fiber companies and mills have taken up the majority of broadloom introductions. Having established themselves as highly desirable and functional fibers, they are now starting to make their way into area rugs. “One of the hottest and newest trends in carpeting is ultra-soft carpet, which features a unique and subtler luster than tradition al carpet,” explained Katie McGrady, Solutia’s director of retail carpet marketing. “To meet the demand for soft, yet durable carpeting, we created DuraSoft. And now that same luxurious feel can be found in area rugs.”

The most recent example is in the new Liz Claiborne rug collection in which 25% of the rugs are constructed with Solu tia’s DuraSoft nylon. Each style is available in five colors and 10 sizes for a total of 250 SKUs featuring the soft yarn. Because of DuraSoft’s friendly styling ability, designs included in the collection feature transitional, contemporaries, geometrics, florals and tropicals. Liz Claiborne floor covering products are sold only through Carpet One member stores through an exclusive arrangement between the buying group and the fashion desig ner. The rug collection was introduced to the membership during Carpet One’s winter convention (FCNews, March 3/10). “The collection features the most popular patterns and colors,” McGrady said, “meaning the Liz Claiborne collection is bound to be a runaway hit for Carpet One dealers.”

Beyond the contemporary looks, she explained another reason why the rugs will be popular with consumers is because of their added durability due to the unique construction of the DuraSoft yarn system. “Durability is the number one benefit that today’s homeowner is expecting from her floor covering purchase. They demand a product that stays looking new longer.” “Not only are these the most popular looks in the marketplace,” added Dennis Kresson, Carpet One’s senior area rug buyer,” the DuraSoft fibers complement the designs with the popular soft feel and the durability that has become the hallmark of Wear-Da ted brands.” McGrady said extra fibers per square inch give DuraSoft its soft texture. They also provide a seamless appearance that blends into any home environment.

“Dura-Soft’s unique luster provides a rich look without the ‘tinsel’ or sparkle effect associated with some other fibers and finishes. The launching of the Liz Claiborne rug collection coincides with the start of a national Wear-Dated advertising program, “You’ll Wear Out Before Wear-Dated Does.” The campaign will include print ads in national shelter magazines such as “Better Homes & Gardens,” “Traditional Home” and “Good Housekeeping,” as well as well as spots on popular TV cable stations. McGrady stressed the campaign is all encompassing and does not just focus on the Liz Claiborne rug collection but rather Wear-Dated products in general. “We’re increasing consumer exposure to Wear-Dated products on many levels,” she concluded. “From national advertising to in-store displays, we are making it clear that consumers can rely on the Wear-Dated name for outstanding performance in the most popular styles.”