Shaw Launches the New Couture
Dalton, GA, June 8--Shaw has announced the introduction of Couture...Elegant Floors by Shaw, an updated version of Couture by Sutton.
The new Couture™ will be launched in two phases, with the current initial stage focusing on the centerpiece of the program: “Colours of Couture.” Four basic constructions in Tactesse® nylon are offered in 36 common colors, and small take-home samples of each style are stored behind the swatches mounted on the top front of the display. The color line will be updated every 12 to 18 months to stay current with home fashion influences, and retailers will receive a complimentary supply of the take-home samples.
Shaw Creative Director Kathy Young notes that color remains the most important element of interior decorating. “We felt the consumer’s choice can be emotional as well as practical - she is the only one who knows what her and her family’s feelings and lifestyle dictate,” she says. “These colors have been carefully researched to create a palette that offers up-to-date and enticing options in a range of families. We want the selection to be a pleasure, an inspirational search for the choice that best expresses the individual’s personality and taste.” The palette is organized thematically, with the variety of colors loosely grouped according to mood or attitude, suggesting colors that coincide with feelings and lifestyle choices.
Basic constructions...exceptional styling
“Colours of Couture” comprises the four new core constructions of Couture:
Eleganza - Casual and contemporary, a tight twist designed to harmonize with today’s relaxed lifestyles.
Athena - Tailored and sophisticated, a loop style reminiscent of handcrafted styling.
Valetta - A classic texture that offers exceptional decorating flexibility.
Romantica - A small-scale geometric pattern that is both artistic and distinctive.
The display
The four “Colours of Couture” styles are displayed in large samples on one side of the Couture unit, with the common color line in a thematic arrangement above. The take-home samples are offered in each color of each construction. Additionally, 27" x 18" loose samples of each of the four styles and color boards are housed at the bottom of the “Colours of Couture” side of the display.
Phase two of the program - and what will become Couture’s reverse side - will feature additional styles on large display boards that contain the feeler swatch and full color line of each product. Graphic panels will assist the shopper in selecting the most appealing or appropriate styles. More than 20 leading-edge products will be displayed on what becomes a compact, 2-sided merchandising unit. Reflecting the objective of the original, styles include sophisticated options in textures, twists, loops, and patterns in color lines that encompass both classical shades and today’s latest trends.
Young points out that the original Couture by Sutton™, from Shaw’s Sutton Carpets division, was introduced in early 1998 and featured an extensive collection of leading-edge styles offered to selected dealers across the country. “The collection represented the latest in carpet styling and manufacturing technology, and it has been a successful program for the company since its introduction,” Young says. “We believe the new program is a perfect extension of the original.”
“We also believe Couture represents an exceptional opportunity for retailers to take advantage of the growing trend toward higher styling and luxury in soft floor coverings,” Young continues. “In a single, space-efficient display, retailers can offer their customers a comprehensive selection of the finest styles available today. As it has in the past, the name Couture means fashion.”
Related Topics:RD Weis, Coverings, Shaw Industries Group, Inc.
