Wool Carpet Focus Group to ask for wool USP
The industry and consumers are to be asked how wool carpets should be promoted to consumers.
The decision follows last week’s Wool Carpet Focus Group meeting, attended by carpet manufacturers, distributers, buying groups, retailers and representatives of the main carpet wool growing nations (UK, New Zealand, Norway and Republic of Ireland).
WCFG’s aim is to concentrate the industry's marketing efforts in the direction of highlighting the reasons why carpets are best when made primarily from wool.
‘There was much debate as to what the most important benefits of buying a wool carpet actually are,’ says Mike Madden, WCFG resident scientist. ‘There are so many reasons it is difficult to choose which the best one or two are to focus our attention on. Wool has lots of inherant qualities whch combine to make it such a wonderful fibre and all of which are equally important from a scientific point of view.
‘Bouncebackability was a favourite with the WCFG as it emphasised the way wool carpets bounce back to their natural form after being troddon on. That is down to the natural crimp or spring like characteristic of wool. Wool carpets look better for longer and that makes them very good value.
‘There are many more unique selling points to consider when buying a wool carpet but advice from the major buying groups present was to concentrate on only the most important ones.
‘The WCFG faces a real dilemma in trying to choose what to concentrate their marketing efforts on in the carpet showrooms. To this end, a competition open to everyone is getting underway and it is hoped that the most popular and interesting factors that make wool carpets and rugs the best choice will win a prize.’
The person suggesting the chosen USP for choosing a wool carpet or rug will win a Shetland wool throw featuring the USP. The result will be announced at The Flooring Show.
Entries should be sent to Madden by post to Enco Global Testing Services, Haworth Scouring Company, Cashmere Works, Birksland Street, Bradford BD3 9SX or email .