Fiber Producers Offer Soft Feel With Brand Appeal Article Number : 4271

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Date	3/9/2009 10:12:23 AM
Written By	LGM & Associates Technical Flooring Services
View this article at:	//floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4271
Abstract	By Louis Iannaco They say behind every successful man is a good woman. In the flooring industry, behind every piece of broadloom is a strong fiber holding the carpet together, making it perform better with increased durability and high performance...
Article	By Louis Iannaco They say behind every successful man is a good woman. In the flooring industry, behind every piece of broadloom is a strong fiber holding the carpet together, making it perform better with increased durability and high performance. So what is going on in the world of fiber? At Invista, Gary Johnston, director of the Stainmaster brand, believes there is going to be a reduction of approximately 50% in the demand for flooring this year. “So, there are probably going to be 50% fewer consumers in the market, but there are still going to be consumers in the market,” he said. “Retailers are looking for quality products at a good deal, just like the 50% of consumers who will be in the market. The frugal consumer is looking for a quality product at the best price. The retailers are playing the same game.” The key, according to Johnston, is to offer that quality product. “Late last year we got our Luxerelle fiber off the ground. It’s really started to take off now in both the mid and upper-end markets with its new, elegant soft hand. Some of the new cut and loop products are also starting to generate some excitement at retail. Consumers are becoming more amenable to adding patterns or prints to their floors.” Stainmaster will have between 130 and 140 introductions in the market for 2009.” Johnston echoed the sentiments of other fiber producers noting carpet is currently an increasingly good value in the eyes of the consumer. “In this economic downturn, broadloom is starting to be a quality product at a fair price [relative to hardwood].” Solutia At Solutia, Christine Whittemore, director of In-Store Innovation for Wear-Dated carpet fiber, talked about the recent acquisition by Mohawk of the Wear-Dated brand (FCNews, Feb. 9/16). “It’s exciting because Mohawk has a commitment to brands and Wear-Dated fits in well with the Mohawk brand portfolio. What that means is we’ve got a focus on Wear-Dated, and there is a commitment to product development.” Whittemore told FCNews the key is to have the right product. “That means retailers will have access to the right products to offer consumers. And consumers want to see products that are appealing, beautiful and durable, and that represent value.” She added that the purchase means a renewed commitment to the existing Wear-Dated programs, like the co-op with retailers and the salesperson incentive programs. “That’s important, especially in the current environment when it’s so easy to say, ‘We must cut.’ Just to know there is a commitment to that is extremely positive.” Mohawk Speaking of Mohawk, the mill’s 2009 carpet introductions take advantage of new technology to be greener, softer and, ultimately, more attractive to consumers. The mill is expanding its most successful product line ever and is tapping into new market segments with two soft fiber technologies the company says offer shoppers more for their money. “Our focus is on value,” said Bart Rich, director of brand management. “In the current marketplace, consumers are looking for exceptional products that give them the most for their money. We believe we have new ideas that will appeal to them in performance, quality, comfort and environmental benefits.” Mohawk’s SmartStrand fiber made with DuPont Sorona polymer has been the most successful debut in company history. It began as an innovative fiber story, then became an environmental story. Now the mill has expanded the palette by adding the Smart Living Color Wall, which has eight styles and 70 colors under the Horizon brand. Mohawk and DuPont engineers have also been working to enhance SmartStrand with the DuPont Sorona system. Textures and friezes include a new yarn with better performance characteristics. “SmartStrand with DuPont Sorona is an inherently soft fiber, but the new yarn system adds an enhanced level of comfort,” Rich said. He noted the yarn continues to provide exceptional stain protection built into the fiber. Mohawk branded fibers continue to be strong sellers, and the company has unveiled two technologies in nylon and polyester: EverStrand BCF XtraSoft—a BCF polyester— and UltraStrand UltraSoft—a BCF nylon. These products utilize advances in technology to add value at popular price points. “The rise in popularity for polyester continues,” Rich said. “Consumers have gravitated toward new polyester products as they’ve seen new styling, and we’re continuing to support the category by introducing a new soft fiber technology.” Rich said the new fiber brings a superior level of aesthetics, performance and feel to the category. Thirteen products are being introduced in mid to heavy weight styles (40 ounces and above) in a collection called Sensationally Soft. “It’s quality, durability and softness that reaches new heights for polyester.” The fiber also offers a lifetime stain resistance warranty. The new UltraStrand UltraSoft fiber utilizes Heat Permeation Technology, a new heat-set innovation that Rich said incorporates an enhanced level of softness and body into the product. The nylon has performance characteristics like premium soft nylons and can be merchandised to demonstrate extra value to consumers. He also noted that Mohawk has incorporated Scotchgard treatments throughout its carpet line for PermaStrand, UltraStrand, EverStrand and Wear-Dated products. Styles 30 ounces and below feature Scotchgard soil and stain protection. Styles above 30 ounces feature Scotchgard Advanced Repel Technology, plus a stain and soil warranty. Shaw At Shaw Industries, the mill has introduced a line of carpets featuring the company’s new ClearTouch BCF PET with recycled content. Like the BCF ClearTouch introduced in 2005, the new ClearTouch is a continuous filament fiber that offers the inherent attributes of polyester as well as exceptional performance characteristics, such as appearance retention and long-term wear. An added benefit of the new fiber is recycled content. John Fallon, manager, residential product operations, said the significance of the continuous filament ClearTouch is the result of a patent-pending process. “There are a number of PET products on the market that have recycled content, but all are made from spun fiber. Our new ClearTouch is a continuous filament fiber, giving it exceptional performance capability along with the added environmental benefit of recycled content.” Fallon maintains Shaw’s ClearTouch filament PET styles are unlike any others in the industry. “ClearTouch yarn’s optimum twist and density levels produce carpets of excellence resilience and durability.” ClearTouch styles are rated for appearance retention according to the CRI industry scale, and all have earned performance ratings high enough to qualify for Shaw’s Texturegard texture retention warranty. The new ClearTouch yarn system also boasts exceptional softness. “While PET is inherently soft, the new ClearTouch fiber is the softest ever,” he added. “The extra softness is the result of the yarn’s fine-denier filaments. The smaller denier produces the supple touch, while advanced yarn engineering, including optimum twist levels, accounts for the superior durability.” The ClearTouch styles are rated 5-star under Shaw’s Star Assurance warranty rating. All styles will feature SoftBac Platinum backing and R2X stain and soil repellent. To support these products, Shaw has also introduced the ClearTouch total marketing program. The ClearTouch 2009 launch features displays for three focused customer types in order to deliver the best selling vehicles to retailers. The display types fit into a small (smaller accounts with minimal showroom space) and medium (larger accounts with a full-service retail showroom) categories, with the third and largest display reserved for Shaw’s aligned retailers. The small display is an eight-slot cradle that will house eight ClearTouch cards. With this unit, the retailer will have access to a focused selection of introductions. The sample vehicle for the medium category retailer type is a feature ClearTouch combination color-wall and card unit. This display holds a total of 22 ClearTouch styles on 14 cards. The center portion of the display will feature two weights of a texture construction and two weights of a twist construction. All four styles will be available in 40 colors. Lastly, Shaw Flooring Alliance accounts will be offered the ClearTouch combination card and sleigh display. “This stylish unit showcases the color-wall constructions on sleighs and the balance of the program on the card display. It is a premium retail marketed program complete with a full selection of products, including graphics and POP,” he said. High-style and affordability combine to create the EverTouch Everyday Elegance collection of recyclable type 6 nylon products, Fallon noted. “As with ClearTouch, new innovative fiber technology has resulted in making EverTouch softer and more luxurious than ever before. The Everyday Elegance introductions offer the latest in nylon styling in various constructions, including texture, twist, cable, loop and pattern.” In addition to fashionable introductions, Everyday Elegance is also getting a graphics makeover with new, warm colorations and the “Softest, Cleanest, Longest-Lasting, Greenest” slogan. This tag line will be used in some form with all Shaw branded fiber systems beginning in 2009. Also, tri-fold portfolio decorator boards and a seven-card update to the existing Everyday Elegance display are offered. All Evertouch nylon products are made with recyclable type 6 nylon. Products will carry the Shaw Green Edge and the N6 identifications. To date, Shaw has recycled over 180 million pounds of type 6 nylon carpet at the company’s Evergreen Nylon Recycling Facility in Augusta, Ga. For more information, visit shawfloors.com/recycle. Finally, Shaw’s Couture updates are appealing, high-end products that deliver the best Shaw has to offer in color, style, design, and fiber and tufting innovation, he added. “As with Shaw’s other branded programs, innovative fiber technology has resulted in making Anso Caress nylon softer and more luxurious than ever before.” Shaw’s Couture collection was launched in 1997 with an emphasis of “fashion on the floor” and has experienced great success, Fallon said. Shaw introduces seven exciting Anso Caress updates to the collection. New patterns, dyes and a new look will update this popular display. Additions feature four patterns, two cables and one solid/tweed frieze. Zeftron Zeftron recently announced several initiatives. On Earth Day, the company will launch the Zeftron Sustainable Practices Award recognizing facility professionals making an effort to have more sustainable environments at home, at work and in their community. The award will launch April 22. During the first half of 2009, Zeftron will also refresh its color line, adding at least nine new shades designed to provide fashionable options in commercial interior applications. Every color is designated Enviro6ix, ensuring a minimum of 25% recycled content across all colors. In early 2009, Bolyu Contract and Zeftron introduced a commercial carpet style: Flair, which is available in broadloom and tile, allowing end users to customize looks and ensure ease of installation for most interior spaces. All Flair colorations are made with Zeftron 6ix and are Enviro6ix designated. Flair’s tile version is made with Bolyu’s Nexterra, a carpet tile backing made with 85% post-consumer recycled content. It also carries the NSF-140 Platinum certification and contains Puralex, a high-tech odor neutralizer. Flair is available in 12 colorways and is an option for corporate spaces, hospitality, transportation or retail areas. Wools of New Zealand At Wools of New Zealand, as is the case with Solutia, the big news is change (see story on page 3). “We are embarking on a new era for New Zealand wool,” said Elise Demboski, executive director, North America. “The potential for wool has been strong for a while, but our initiatives have been hindered by the auction system in New Zealand, which prevents farmers from getting a fair return for their wool. “With the recent purchase of Wools of New Zealand by Wool Partners International, a company 50% owned by Wool Grower Holdings (a grower cooperative) and 50% owned by PGG Wrightson, we are part of an integrated supply chain that takes wool from farm to floor. As such, we will be adding tremendous value to the Wools of New Zealand brand, which will translate into commercial benefits for our manufacturing and importing partners.” As a subsidiary of Wool Partners International—a newly established integrated strong wool procurement and marketing company—Wools of New Zealand will work with key manufacturers and importers around the world to increase profits along the value chain and enhance the market strength of Wools of New Zealand carpets and rugs. “For us,” Demboski said, “the focus is on finding new ways of enhancing and promoting the environmental, health and safety benefits of New Zealand wool. As part of Wool Partners International, we are working through the pipeline to ensure the highest code of ethics are maintained at every level, from animal husbandry and land preservation to water conservation and recycling. We also commend the high eco-standards of our mill partners and will promote these qualities of excellence through the Wools of New Zealand brand.” She noted that during these times, it’s very important for retailers to differentiate themselves. “Wool is the best way to [do this], not only from an aesthetic standpoint but also from an environmental perspective. I believe this is going to be key in helping us move forward at a faster pace so, when the time comes, we’ll be able to recover quicker and be in a better position to help the retailer get through this difficult time.”