Kennesaw, Ga.—Surfaces 2006 will be the first stop for Solutia’s new Wear-Dated product development tool, “Road Show ’06.” Using just two yarn counts and three fiber systems, it created a mix-and-match grid of new carpet concepts. By incorporating existing yarns and fibers, these new products require minimal alterations to the existing manufacturing and production process, an obvious benefit to mill partners.

Mike Hamlin, manager of new product development, decided to use the “road show” concept to showcase Wear-Dated staple products utilizing Solutia’s insert technology. The technology allows mill partners to expand their use of existing spun yarn SKUs. This practical building block approach to product development has yielded 16 potential new carpet styles and patterns.

“Although the samples include both BCF and staples yarns, I was struck with the opportunity to rejuvenate interest in staple and remind people of just how flexible a product development building block it is,” he said.

Solutia will present the new product concepts, including a color story, to retailers and mills at its booth 4758, but preliminary conversations about the tool are already generating excitement. Hamlin added, “We are currently working with several mill partners to create new looks which have been identified through the road show tool. These particular items will bring more value to the retailer, and ultimately the consumer.”

Solutia will also show introductions from Royalty, Camelot, CWI, Gulistan and Tuftex as well as over 100 new products featuring the durability of Wear-Dated and the enhanced stain protection of the 3M’s new Scotchgard Protector Advanced Repel Technology.

“Surfaces will be an exciting event this year,” said Keith Barbaree, director of Wear-Dated carpet fiber. “Not only does it give us an opportunity to focus on the value the brand brings, it allows us to show both new and top selling styles available in 2006.”

“Solutia helps consumers identify carpets they can trust,” said Gary Lanser, general manager of Solutia’s carpet fiber business. “Brand is a critical part of the consumer’s decision-making process, particularly in a complex category like carpet.”

Solutia recognizes the importance of successfully connecting with the carpet consumer. “Many consumers equate shopping for carpet with buying a used car,” said Christine Whittemore, Solutia’s director of in-store innovation. “Our goal is to explore what makes a positive shopping experience, to come up with models that retailers can easily adapt for carpet.”

Several presentations addressing women consumers and their shopping experience have been developed. The most recent, “Appealing to Different Consumer Segments,” is a three-hour session and looks at different consumer segments, successful retail examples, and examines amazing and terrible shopping experiences.

Finally, the fiber producer’s the branded retail programs “Best of the Best” and “Demand for Brand” are expected to be among the most exciting and beneficial both to retailers and consumers, noted Barbaree.

Solutia created Best of the Best to combat what is known to retailers as the “paradox of choice.” “When consumers are faced with too many choices, they become overwhelmed and walk away, from making a purchase,” said Barbaree. “Best of the Best helps retailers narrow their product assortment to truly bring the most saleable Wear-Dated products to the attention of consumers.”

Similarly, Demand for Brand encourages dealers and consumers to demand Wear-Dated because of its reputation for durability, backed by a strong warranty.

In addition to the branding programs, Solutia will introduce many new offerings, as well as the Wear-Dated Road Show 2006 and the three-hour workshop, to be held Jan. 31 from 2 p.m. to 5 p.m.

For more information about these and other Wear-Dated programs, visit Solutia’s booth.
—Louis Iannaco