By Emily Hooper
NATIONAL HARBOR, MD.—With soft fibers all the rage, Carpet One members were introduced to a three -pronged marketing strategy at their recent winter convention here ( FCNews, Jan. 11/18) that Jim Aaron, vice president of merchandising, said will allow them to take over the soft fiber category. “We have assembled the best presentation of styles and price points designed to give [members] a competitive advantage.”

The first part of the strategy is manifested in a new, proprietary soft nylon product called Tigressa from Shaw Industries. The product is designed to be the strongest yet softest fiber on the market today. Constructed of HTD—high tensile denier filaments— Tigressa packs twice the number of fibers per square inch for long-term resilience, Aaron said. (see related story).

Part 2 of the soft fiber strategy involves the repositioning of Bigelow to be a leader in the branded soft fiber category, pairing it with trusted names like Wear-Dated, Stainmaster and SmartStrand. “This will be attractive for those with a preference for nationally known brands,” Aaron said. “The idea is for Bigelow to be your branded fiber destination.”

The first new collection pairs the Bigelow name with 22 SmartStrand Sonona products that Aaron said are either proven winners or brand new. “We are convinced that pairing the two, combined with Beautiful Guarantee, means this can’t fail.”

Carpet One is also expanding Bigelow Soft by adding 22 nylon styles under the Wear-Dated name. “Consumers equate it with quality and peace of mind,” Aaron said. In addition, 24 Stainmaster styles will live in a new Bigelow display.

The strategy’s third prong centers around its Delta products and the Relax…It’s Lees collection. Carpet One is rolling out eight Delta products— six under Resista and two unbranded—to be positioned throughout SelectA Floor. As well, two nylons in 44- and 60-ounce better/best constructions were added to Relax in 39 colors.

Carpet One members reacted positively to the approach. “Consumers have been more concerned with nesting since 9/11,” said Larry Callahan of Callahan’s Carpet One in Hudson, Ohio. “And, in the current economic climate people are more price cautious, so carpet has gained market share. Soft fibers meet both needs.”