By Louis Iannaco
How viable are fiber brands? According to carpet mills and fiber suppliers, because of what they represent to the consumer, fiber brands have enjoyed a resurgence in recent years. As a result of the trust and confidence a particular brand instills in consumers, product loyalty is built as expectations are met, leading to repeat purchases over the course of time.

“A brand is not a product or a logo,” said Mike Leary, director of external fiber sales and marketing, Shaw Industries. “Rather, a brand is a promise. When that promise has a 40-year history such as Anso nylon, that brand continues to not only prove itself, but has adapted and changed with the times to be relevant.”

According to John Stephens, vice president of marketing, Shaw Contract Group, branded ingredients are important in terms of being supportive of product brands. “As the commercial carpet industry has matured, the product brands certainly play the primary role in product selection and specification, but ingredient brands are importantin supporting product characteristics. Shaw’s Eco Solution Q’s environmental attributes are an example of that.”

As Christine Whittemore, Soltutia’s director of In-Store Innovation for Wear-Dated carpet fiber, noted brands elevate the experience and expectations consumers associate with those products. “That is true for a carpet fiber brand like Wear-Dated, which represents for the consumer peace-of-mind for all of the aspects of a carpet that she can’t necessarily evaluate on the spot.

Aspects like the fiber ingredients ( Solutia manufactures nylon 6,6—the fiber specified most often by architects and designers for its durability and performance), carpet construction (to carry the Wear-Dated brand, carpet must meet stringent standards for design and manufacture), and performance over time (Wear-Dated offers the consumer a non-prorated warranty on the carpet).”

Whittemore equated fiber brands with the ‘Intel Inside’ brand. “They reassure the buyer that the ingredients are of superior quality. In the case of carpet, we know when combined with other recognized carpet brands, the Wear-Dated brand makes consumers feel better about their purchase.”

Carpet fiber brands offer consumers valuable consistency and quality over time, she noted, something particularly valuable when the pressure is strong to cut corners and offer suboptimal commodities, which is not what she wants to buy. “Our consumer prefers stylish quality and performance— it’s going into her home. A carpet fiber brand offers her beauty and durability she can count on. Even Consumer Reports advocates carpet fiber brands.”

Tim Blount, business leader for Zeftron nylon, believes the use and viability of a fiber brand depends on the brand and what, if any, value it provides other than just a name. “In our case, Zeftron has been in existence for over 40 years. So for the Zeftron nylon brand, it means proven durability, accountability and resources. It also means the specifier or end user is assured that a carpet with the Zeftron nylon name on it has been performance tested to make sure it will perform in its intended end-use area. It also is MBDC certified with 25% recycled content in all 96 colors and has an alternative to landfill disposal for the carpet at the end of its useful life.”

Keep in top of mind

Getting the fiber brand name in the consumer’s consciousness is a major focus for suppliers. For example, Eco Solution Q has become a leading fiber brand in the commercial marketplace, Stephens noted. “We have had print media support, on-line presence and sales tools to communicate the value of the brand to our clients.”

Leary said Anso nylon is a powerful, ingredient brand marketed direct to the trade via every media and word of mouth in addition to being highly visible in Shaw Industries’ national consumer “I want a floor” advertising and consumer public relations outreach. “This spring, Shaw is the flooring sponsor for the HGTV Green Home reaching millions of consumers, and Anso dominates in the advertising as well as the product in the home. Most importantly, the relevance of Anso resides in a vast array of styling resonating with today’s consumers in thousands of showrooms across the U.S. and Canada.”

Whittemore doesn’t lose sight of the fact that the ultimate decision maker is primarily a woman. “She responds well to quirkiness, cleverness and relevant information. For that reason, we launched ‘By The Foot,’ our new marketing campaign. Our brochure is eye-catching, textural, whimsical and highly informational. It generates conversation around carpet. Not only has it won multiple awards, it lends itself wonderfully to consumer advertising, joint retailer/Wear-Dated ads, direct marketing campaigns and to the Web.

“Retailers also play an important role in communicating brand messages,” she explained. “For that reason, we work closely with the best retailers in the country and their salespeople crafting promotions relevant to their markets, conducting in-store events and educating them about the benefits of the brand and the fiber.”

According to Blount, listening to the consumer is also one of the best ways to create a buzz about the company’s brand. “We’ve listened to the marketplace and provided the types of products and color ways they were asking for. As a result, we literally mastered the technology and introduced solution-dyed nylon to the commercial interiors marketplace more than three decades ago. We were the first to offer a nationwide recycling program for commercial carpet through our 6ix Again program.

“Today,” he continued, “all new and existing products made with Zeftron nylon are now Enviro6ix designated, which guarantees there is a minimum of 25% recycled content in every color we make, not just in a select offering.”