High Point, N.C.—There is a war going on and the economy is languishing. And, although dealers and suppliers are optimistic, they are looking at new strategies to boost interest in their products and ultimately increase sales. Reported Ken Smith, national director of furniture industry services with BDO Seidman, “I just think there are so many things going on right now that are disturbing—the war, the stock market, reports of unemployment.” But Jerry Epperson, a home furnishings industry analyst, said that retailers needed to come to the market prepared to place enough orders for the fall, just in case the hostilities end soon and the economy begins its recovery. “We saw a lot of consumers come back immediately after the end of the last Gulf war, people who had been putting things off,” he reported.

Two of the strategies predominant at the Spring 2003 International Home Furnishings Market here involved options and personalities. The more options available to a customer, the better. And, if a product conveyed a story about the designer or the maker—even better. InterfaceFlor is all about customization. InterfaceFlor came to High Point for the first time via the commercial market place ( FCNews April 14/21). “The product has adapted well to the residential market,” said Gregory Colando, president. “If there is a spill on one of the tiles, like wine, for example, you can pull it up, clean it or buy a replacement. Plus, the tiles can be changed around as often as you like.” The tiles are sold in three ways—individually, as a Rug in a Box, or as a Room in a Box. All are offered in several different designs and colorways. Consumers can provide the room or floor space and InterfaceFlor can assist in providing the right number of tiles. “It’s very European in styling...low profile,” said Colando. “It’s a flexible system. There are natural looks and colorful looks.” Made To Order At CMI, a “rather extensive customization program” has been popular with customers, according to John Bradshaw, vice president of sales.

A made-to-order program with Ethan Allen offers turnaround time of five days or less and has been successful. “Our aim is to make good looking, old fashioned braided rugs, as well as use the same technique to go beyond that. We offer more than 100 colors, and we’re always coming up with new texture and design options,” said Bradshaw. Betting that personalities sell product, several rug makers unveiled lines or additions to lines with names attached. Master colorist Susan Sargent, for one, created a group of print scatter rugs and 100% wool tufted rugs for Mohawk Home. Sargent has made her mark on the home furnishings industry and is the author of two books on color: “The Comfort of Color” and “New Country Color.” Mohawk Home is also promoting the name of Chris Madden, who has published 14 books and hosts a weekly television series for HGTV. She has 16 rug designs for Mohawk available in a broad color palette. “I try to hit all my points of style with these rugs,” said Madden. “I want to make sophisticated styling available to consumers.” She added, “People are more in love with their homes than ever before. We have an obligation to make products that are right for them.”

Made of woven polypropylene, the rugs retail for $199 to $299 for 6X9-ft. sizes. And Capel is expecting retailers and consumers alike to be captivated by the personality of Joyce Begay-Foss and the talents of the dozen or so Navajo weavers she oversees in the remote areas of New Mexico, Arizona and Utah. According to Jesse Capel, there have been mounting requests by customers for Western-styled rugs. While in Santa Fe, N.M., Capel was able to experience first-hand the technique of Navajo rug making. “I knew if we took the rugs off the trading posts that, number one, the designs were part of the public domain and, number two, that the weavers would not benefit fully,” he said. That’s when he found Foss, the director of education for the Museum of Indian Arts & Culture in Santa Fe.

Periodically, Foss takes copyrighted designs and hand-dyed wool yarn to about 15 weavers working in their homes in remote parts of the desert so they can construct—on hand-made looms—four different sizes of rugs for Capel. “These are true, authentic Navajo rugs,” said Capel. “Rugs with a story. Each one is signed by the weaver. As far as I know, this has not been done before.” To tell the story, Capel is offering retailers scenic photography of the Navajo region, as well as a Woven Spirits banner. Plus, each rug is equipped with a Woven Spirits hang tag that educates and offers consumers a chance to contribute to the Navajo Weaving Trust, a fund set up by Capel that offers 5% of all sales to train weavers and sponsor educational programs. “This gives the weavers an international audience instead of just a regional audience,” said Chapel. Said Foss, “The annual income for these women has typically been very low. This gives them an opportunity for financial gain. When they have had to deal with trading posts and retailers in smaller towns, they have not gotten the fair market value for their rugs. The Trust will help revitalize weaving and keep it on the reservation.”

A 3-1/2X5-1/2-ft. rug retails for $2,487. “These are real collector’s items,” said Capel. Added Foss, “No two rugs are exactly the same.” In terms of style trends, patriotism has taken a firm hold. Not only were the flags flying outside the showrooms, but they were flying inside as well. But unlike the bold red, white and blue color schemes and flag designs predominant after 9/11, this trend focuses more on tried and true Americana and Native American influences. Several rug makers introduced quilt-like, patchwork designs in casual country and modern styling. At CMI, the emphasis is on American Cottage looks.

About Capel’s new Woven Spirits line, Jesse Capel said, “What’s more American than Native American.” Another trend centers on the tailored menswear look. Masland unveiled Suits Up, a tufted construction in 100% nylon that appears woven. Available in five colors and sizes, Suits Up has an ultra tight loop texture and a small-scale pattern to give it a tailored appearance. A 6X9-ft. re-tails for $399. Tailor Made, also by Masland, evokes the timeless chic of woven mens-wear fabric. Defined black, gray or brown towns create a pinstripe effect merged into a small-scale tweed pattern. Available in five sizes and colors, these rugs retail for $399 for a 6X9-ft. by Shaw, is a compelling pattern in black and taupe. This new rug is made with wireloom construction and two color looped wool.