Article Number : 5166 |
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| Date | 12/29/2009 10:16:56 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5166 |
| Abstract | WASHINGTON—Mohawk Industries has purchased the Wear-Dated fiber brand from Solutia... |
| Article | WASHINGTON—Mohawk Industries has purchased the Wear-Dated fiber brand from Solutia. Tom Lape, president of Mohawk Residential, said Wear-Dated carries 63% aided recall brand awareness among female consumers. “This is a logical move as we now have either a primary or very strong position with the top five consumer-recognized brands in carpet. We expect this to be a terrific vehicle to help business grow faster than the industry.” He added research reveals the Wear-Dated brand connects with two primary attributes: quality and durability. “We could not think of better attributes than those two.” Dave Duncan, vice president of marketing, noted that Wear-Dated’s reputation among consumers and retailers as a product that performs is the perfect launch point for highlighting other benefits. “The brand has already gotten past the first major purchase hurdle: It’s a good, long-term commitment. With the power of the Mohawk, Wear-Dated, as well as Scotchgard brands, the level of consumer trust is nearly four times greater than any other competitive offering. Also, with more Wear-Dated products across a spectrum of styles and price points, we can address every customer preference.” Lape agreed, noting that Mohawk’s Wear-Dated offering will be expanded to many of the company’s carpet brands, albeit in a coordinated effort so as “to preserve the uniqueness of the of the brand to both retailers and consumers.” |