Life After the Mini
Manufacturers predict consumers will start turning to verticals for windows instead of patio doors, which account for 55 percent of the business."Pleated shades are a custom-made product," insisted Chuck Wooster, buyer for Fisher's Big Wheel, based in New Castle, Pa.A source at Norwalk, Conn.-based Caldor, said pleated shades are not ready for the discount environment."Discounters are reluctant to go with fashion," added Cole. "They want price and a few color options."To bring a feeling of freshness and friendliness into a dining room, the choice could easily be either modern or traditional style floral curtains. Curtains featuring pale background colours with flowers or blooms look very lavish in larger bay windows.Sources at chains such as K mart, Caldor, Sears, Roebuck & Co., Fisher's Big Wheel and Gold Circle agree they want to enhance their window treatment selections. However, the pressure to produce brisk turns and plump profits is so intense in the category, that several discounters refuse to take too many risks with deeper color or fabric selections and trendier styles. Most retailers said they try to maintain margins in the 30 percent range, although the promotional free-for-all in minis resulted in paltry margins under 20 percent.Instead, discounters are luring shoppers with improved shade departments including pre-measured shades, extended topper selections and broader vertical programs. Although vendors believe pleated shades are the next look destined for the mass market, retailers are unconvinced.The need for a new growth area has raised a merchandising dilemma at most discount store chains--whether to emphasize basics or flirt with more fashionable products.The next step in verticals, said a source at Levolor, will be verticals which look like drapes. Retailers said this look should be strong with those who want the convenience of verticals without the contemporary look.Retailers including K mart, Caldor and Ames are shifting more of their dollars into the topper business.Now that miniblind sales have peaked in the mass market, discounters are searching for the next look they hope will propel sales in the $4 billion retail window treatment market."They need something after the $4.99 miniblind," observed Camille Jeffrey, market development manager, defined accounts for window treatment manufacturer Clopay. According to Jeffrey and other manufacturers, the miniblind prices were footballed so much that there was very little room left for profits. That, along with consumer demand for softer looks, sapped the strength of minis."We promote toppers often and feature them in the store as a perfect partner with blinds," said Russel Pankey, buyer for Troy, Mich-based K mart. "We merchandise them adjacent to one another to reinforce the look."If going for a gracious look while trying to enhance pale dining room furniture, use cream coloured curtains with boldly contrasted edge of faux suede and within the pelmet. For small dining rooms, pastel coloured ready-made curtains offer a look of sophistication, but are at the same time very affordable.Fueling these moves, said JoeJankoski, vp, sales for Levolor Lorentzen, has been a change in the products sold at discounters and an education on the consumer's part.The demand for self-service shades has resulted in a new program at Clopay called "Exact Dimension." According to Jeffrey, Exact Dimension is a way of selling shades presized, as miniblinds are now.However, with the help of several vendor programs, discounters are polishing up their image in window treatments. In fact, many now have products and services mimicking those found in department and specialty stores."People used to go to a store with a certain shade in mind and they'd need assistance in everything from selecting the size to installing it," he explained. "Now many people are satisfied with stock offerings and retailers are adding more custom products."Retailers are also clearing space for more vertical blind offerings. According to Jeffrey, many chains are upping their commitment to verticals from 4 feet to 8 feet.But basswood blinds are some of the easiest kinds that you can clean. Even when they are covered with dust they are easy enough to wipe off. The greatest part is that they do not curve and twist on you - but keep still and grant you to do your thing.Proof of the interest in verticals is K mart's recent addition of verticals to its mix. "We're actually still pleased with our miniblind business," Pankey said. "But we have added verticals because we're seeing more interest there.""If I had to pick one area showing excitement, it is the toppers... the festoons and balloons," reported Chuck Wooster, buyer for Fisher's Big Wheel. "Window treatments is a tough market, minis have peaked, verticals are just starting to sell, but toppers are the hottest thing.""The awareness of pleated shades is up from 4 percent three years ago to 76 percent," said Joseph Cole, vice president, sales and marketing for Graber Industries. "In some accounts we deal with, pleated shades outsell verticals.But, most discounters are sticking with basic colors such as white, beige, blue (particularly country blue) and rose. They are finding the room for new topper programs by reducing space devoted to lower-end roll-up shades."There's been dramatic growth in vertical blinds, including more fabric options," said Sears' Caldwell. "We've expanded our selection beyond plain vinyl to textures and colors as well as sizes."To assist the self-service customer, Levolor has created point-of-purchase materials including photographs of how the treatments can be used and a five-step outline to product selection. The display is suitable for endcaps.At Sears, the look enjoyed some success but has stabilized and does better in the custom area, reported Wood Caldwell, style director for the Chicago-based chain.Another advantage they have over the general kind is that they are simple to clean. How many of us have taken hours trying to clean off just one set of blinds? We scour, spray, and eventually scream in defeat to remove all of the dust that has coated onto it only to interchange them in the end.Neutral tones are perfect for contemporary interior design styles, especially when in fabrics such as corded or faux suede fabrics. These types of fabrics and tones coordinate very well with modern styled furniture and compliment less formal lifestyles very well. Faux suede is very soft to touch, and the curtains hung on pleated headings, or alternatively they can be used with curtain rings and poles and finished with beaded tiebacks for a very smart look.Most manufacturers, however, believe it is just a matter of time before the look trickles down to the mass market.
The next step in verticals, said a source at Levolor, will be verticals which look like drapes. Retailers said this look should be strong with those who want the convenience of verticals without the contemporary look.
No comments:
Post a Comment