Shaw Debuts “Anso Visions” Collection

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Shaw Debuts “Anso Visions” Collection
Dalton, GA, January 11, 2006--Shaw Industries has introduced a comprehensive selection of today’s most current looks in carpet, with all styles featuring Anso’s popular Caress ultra-soft nylon. Named Anso Visions, the collection includes a full range of constructions, from luxurious cut-pile textures and cables to subtle cut-and-loop (LCL) patterns. Shaw is currently showing the new collection at a series of regional winter markets the company is hosting for retailers. The original Visions collection represents 18 core styles, plus jewel and Berber tones, all crafted of Anso Caress nylon. Anso Caress is an exceptionally soft yet high-performance nylon fiber that promises years of comfort and good looks. All styles in the collection feature Shaw’s patented R2x Stain and Soil System and the company’s proprietary SoftBac Platinum backing. Color is an integral part of the Visions story, with palettes created by Shaw stylists using current trends forecast by the Color Marketing Group, the respected international association for color and design professionals. According to Emily Morrow, Shaw director of color, styles, and design, products in the Visions collection feature a depth of color she calls “dimensional color,” with contrasting lights and darks, in dull and lustrous looks. All Visions styles will be eligible for Anso’s “Capture the Spirit" retail sales incentive and Anso Advantage Account (AAA) co-op advertising program. Anso is beginning 2006 with a “Seeing Double” promotion that will help dealers and retail sales people gain greater value from these two long-running, business-enhancing programs. A separate roll promotion will also be in effect for the first quarter. Shaw is also offering a bonus cash incentive promotion through “Capture the Spirit” on Visions styles in which retail sales people can earn up to $1.00 per yard on sales of qualifying styles. This promotion will run through December 31, 2006. Products in the collection are presented on two tiers of a dramatic display system. Graphic elements tie into Shaw’s “I Want a Floor...” national ad campaign that spurs interest in flooring with an inspirational message. Statements such as, “I want a floor that indulges my senses with luxury and comfort...” avoid the utilitarian approach of promoting function and durability often seen in carpet displays and instead focus on the emotion that motivate women to buy better products. Retailers can earn up to 100% of the cost of the display through sales of qualifying Visions styles. Retailers must purchase the new display by April 1, 2006, and they may earn rebate dollars through December 31, 2006. Products in the Visions collection are in the 4- and 5-Star categories of Shaw’s Star Assurance System, giving consumers the confidence and assurance of these comprehensive 7- and 10-year warranty packages. Doug Kenney, Shaw’s Queen/Sutton marketing manager, says, “Visions represents an exciting breadth of style and color that will appeal to a host of discerning consumers with its aspirational appeal of glamour, elegance, richness of color, and luxurious texture.”


Related Topics:Shaw Industries Group, Inc.