This action might not be possible to undo. Are you sure you want to continue?
Welspun speaks to the consumer through the Welspun Family Forum; a series of internet and focus group surveys. The forum provides a statistically representative sampling of shoppers habits and interests throughout the USA. The results are broken down by general interest categories that apply broadly to all shopping habits as well as specific product patterns of behavior.
Seeking out Information
— Women first head to the store displays for inspiration and to learn
about new products. Displays along with product packaging can seal the deal. This point of contact is extremely important for ‐ this is where you win her heart and her wallet.
What one source of information do you find most useful to learn about home textile products
35% 30% 25% 20% 15% 10% 5% 0% 30% 16% 14% 5%
te rn et ng sp la y lo g ds ac ka gi a
th er O
of m ou th
or e di
W or d
Pr od u
The "Best" is the one they know best — While 52% of women said that they don't know which premium cotton is the best. 34% chose Egyptian. Choose which premium cotton you believe is best 60% 50% 40% 30% 20% 10% 0% 5% Pima 2% 53% 34% 2% 5% Supima Egyptian Sea Island Turkish I don't know 4 .
What's My Style? 37% say they are Traditional 32% say they are Mix n' Match 15% say they are Contemporary 8% say they are Country 4% say they are Modern 4% say they are Trendy 5 .
com Overstock.com 6 .com Kohls.com Macys.com Bedbathandbeyond.com Hgtv.com Marthastewart.com Bhg.com Jcpenney.Where they are going online — Here is a list of sites women stated they are searching for home textile ideas: Target.com Amazon.com Walmart.
Towel Preferences 7 .
first and foremost women want their towels to be soft and durable.Softness reigns at home — While paying attention to budget is important. Which of the following best represents the products you buy? 70% 60% 50% 40% 30% 20% 10% 0% 58% 18% 13% 10% 1% Towels from a brand name I recognize Towels that are within my budget Towels that feel luxurious Towels that are soft and made to hold up well Towels with a wide variety of sizes and colors 8 .
Very important Keeps it color Extra absorbent Lightweight Oversized Very Soft Very Plush Stylish Durable Made from premium cotton Wellknown brand 46% 54% 13% 37% 48% 34% 16% 58% 29% 9% Somewhat important 37% 36% 26% 35% 40% 39% 25% 34% 39% 16% Neutral 13% 9% 36% 20% 9% 22% 35% 7% 28% 37% Somewhat Unimportant 3% 0 17% 6% 2% 4% 17% 0 3% 22% Very Unimportant 1% 0 9% 2% 1% 0 7% 1% 1% 17% Towel Attributes 9 . durable and extra absorbent and are less concerned with brand name. weight even style.Women want their towels to be soft.
00 $5.00‐ $30.00 $20.00‐ $20.00 Over $30.00‐ $15.00 $10.00‐ $10. — While they want towels that are soft and will hold up well.Women are looking for products that won’t Women are looking for products that won ’ break the bank.00 16% 20% 8% 3% 2% 50% to pay a premium for them. they are not willing How much do you typically spend on a bath towel purchases? 60% 50% 40% 30% 20% 10% 0% Under $5.00 $15. 10 .
How do you decide which towels to buy? 80% 70% 60% 50% 40% 30% 20% 10% 0% 67% 22% 2% I know before I go which brand of towel I want 3% I decide based on the packaging 5% I decide by touching/feeling the towels in the stores I decide based on the store display I decide based on price 11 . women decide which towels to buy based on what it feels like.Touching is believing — Again. while price is important. They want to be able to touch the towels in the store.
” — Towels that are too thick or oversized are also avoided as they become too heavy when wet. — “It had a silky feel like the water would slide right off. . they preferred towels to sheets. too cumbersome to tie around themselves (especially their heads) and take too long to dry.What She is Avoiding — The women were also leery of any towels that seemed too soft or smooth. as they assumed they wouldn’t be absorbent enough. Because of this.
and not shed fibers. — Functionality also plays a big role. “thirsty. As one woman put it. — The towel has to be large enough to wrap around themselves (or any member of their family) and has to be fast‐drying. . enough rub to it. — On average. — It also has to look new longer. It needs to retain its color and shape through countless washes. the women expect their everyday towels to last a minimum of 3 years.” — When in the store they gauge the thirst of the towel solely by feeling the towel —it needs to have enough dimension. that they are convinced it will successfully soak up moisture.What She Says — Above all else. they don't want to see half their towel in the lint trap. as one woman put it. both when hung wet and when in the dryer. the main criteria of an ideal towel was that it be absorbent or.
— It also has to look new longer.What she is Looking For — Functionality also plays a big role. — On average. and not shed fibers. the women expect their everyday towels to last a minimum of 3 years. — The towel has to be large enough to wrap around themselves (or any member of their family) and has to be fast‐drying. It needs to retain its color and shape through countless washes. both when hung wet and when in the dryer. As one woman put it. . they don't want to see half their towel in the lint trap.
BATH RUGS BATH RUGS .
When it comes to buying a new bath rug. what matters to you? Very Important Color/design Shape/size Absorbency Plushness Durability Reversible Thickness Nonslip backing Machine washable 90% 83% 47% 50% 71% 7% 44% 67% 88% Somewhat Important 9% 16% 44% 43% 26% 25% 48% 23% 10% Not Important 1% 1% 9% 6% 3% 67% 8% 9% 2% 16 .
— Durability. These attributes signal that the rug will last as long as she needs it to.What she’s looking for What she ’ — Not surprisingly. color/design and shape/size top the charts. 17 . machine washable and non‐slip backing are important to her. — A reversible rug however is not high on the list (67% say it's not important) because she is going out and buying a new one if she wants a new look. not looking to re‐use the old one.
they all want the same thing from their bath rugs.What Does She Want? What Does She Want? And whether they are shopping at a mass retailer or a department store or both. A look at what shoppers of key stores consider to be very important when making a bath rug decision. Bath & Beyond Macy's WalMart JCPenney Kohl's Color/design Shape/size Absorbency Plushness Durability Reversible Thickness Nonslip backing Machine washable 93% 84% 47% 52% 71% 6% 47% 67% 88% 94% 86% 46% 49% 69% 7% 46% 68% 89% 90% 83% 46% 50% 71% 7% 44% 68% 87% 90% 83% 45% 50% 74% 5% 43% 69% 87% 90% 84% 44% 49% 73% 6% 44% 68% 88% 18 . Bed.
Her ideal rug — For these women the best rug would be: — Washable — Plush — Soft — Absorbent — Durable — With a good backing that does not wear out 19 .
• With 40% buying when they're changing the bathroom versus 29% buying when the rug is worn purchasing a new rug is more of an impulse rather than necessity.She Buys For Change • Never mind the condition of the rug. Q. women are motivated to purchase a new bath rug when searching for a new look. When do you typically buy a new bath rug? Other When the rug has a lingering mildew smell When the rug is stained When the fibers are flattened When the backing of the rug is worn When I'm changing the look of the bathroom When I move to a new place 4% 2% 9% 8% 29% 40% 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 20 .
Women Were Asked To Tell Us What Prompted Them To Buy Their Last Rug. — She goes shopping for a new rug when: — She moves into a new home — The current bath rug is worn out or stained — She’s decorating a new bathroom or re‐decorating an old bathroom — There’s a sale 21 .Get Her Looking Women Were Asked To Tell Us What Prompted Them To Buy Their Last Rug.
• Aesthetics however drive the purchase decision.Color is Key • This is a category where brand has no value. Behind color. • Her bathroom can be changed more conveniently and less costly than other rooms in the house and by changing small accessories she can have a whole new space. Q. the look of the rug is important. How did you choose the last rug you selected? 60% 50% 40% 30% 20% 10% 10% 0% The color The price The size The texture The style The brand Other 10% 9% 0% 16% 3% 52% 22 .
She’s A Return Shopper She ’ • Almost 50% are choosing a store based on selection and location and almost all the women would return to the same store Q. Selection and price are most top of mind. Would you make your next bath rug purchase at the same store? 6% 8% 92% 0% 5% 10% 15% 20% 25% 30% Note that 35% said that there was another reason for choosing the store they shopped at. 23 . What prompted you to buy in that particular store? They take coupons Good return policy Store offered matching coordinates Friend suggested shopping there Saw ad in a circular Location 3% 7% 25% 1% 20% Yes No Q.
She Doesn't Need Her Rug To Last Forever • More than half of the women expect their bath rug to last 1‐3 years. Q. How long do you expect for a bath rug to last? 32% 35% 30% 25% 20% 15% 10% 5% 0% 15 months 611 months 3% 21% 12% 11% 19% 3% 12 years 23 years 34 years 45 years Forever 24 . • This quick turn over allows for experimenting with new colors. Some are hopeful that it will last up to 5 but 32% have lower expectations. sizes and materials. accepting that they will change it out every year or so.
Q. How much would you expect to pay for a new bath rug? 60% 50% 50% 40% 29% 30% 20% 10% 0% Under $10 $11$20 $21$30 $31$50 Over $50 9% 8% 2% 25 .A Bath Rug Is A Short Time Investment That Should Have A Small Price Tag • She’s not looking to pay a lot for her bath rug particularly if she’s going to replace it sooner rather than later with her next decorating urge.
The Rug Is An Accessory In The Room • While color and style are very important. What is the best size for a bath rug? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% The length of a shower The length of a vanity The length of The length of In front of the a tub the bathroom toilet 7% 8% 40% 21% 23% 26 . She wants it to fit appropriately in her bathroom. she doesn't want the rug to overpower the room. Q.
Q. which do you prefer? 3% 16% Solid color Multi‐color White 81% 27 . over 80% are interested in playing it safe and sticking with solids.She Sticks With The Basics • When it comes to choosing a color. When choosing color for you bath rug. This way it can be easily matched to other accessories in the space.
Q. • When considering bath rugs. a huge 43% have no idea. Do you know what material your bath rug is made out of? I have no idea what it is made of 43% I think I know what it's made of 35% Yes. material may be a great opportunity to save on production costs or a chance to educate her on the advantages of the materials Welspun uses over other brands. I know exactly what it's made of 0% 10% 20% 22% 30% 40% 50% 28 .She’s Not Paying Attention To All The Details She ’ • Although about 50% are pretty sure they know what material their bath rug is made of.
She Knows What Material She Wants • Even though she’s not paying attention to what material she buys. Q. she knows how she wants it to look. releases moiturize. holds color) 29 . Not a surprise that she chose nylon. When purchasing a bath rug which would you prefer? A rug that is made from 100% cotton 37% 63% A rug that is made from 100% nylon (Long wear. given that she is looking for a rug that will hold up well.
holds color) 30 . When asked to choose between either cotton and nylon 63% chose Nylon. she knows how she wants it to look. A rug that is made from 100% cotton 37% 63% A rug that is made from 100% nylon (Long wear.She Knows What Material She Wants • Even though she’s not paying attention to what material she buys. When purchasing a bath rug which would you prefer? surprising. Given that she is looking for a rug that will hold up well this preference is not Q. releases moiturize.
What should they be made of ? What should they be made of ? While nylon might be preferred over cotton because of it's durability. followed by micro‐fiber. Q. If a bath rug was made from the following fibers. cotton is most appealing. among the fibers below. how appealing would it be? Very appealing Egyptian cotton Supima cotton Cotton Blend Bamboo Linen Wool Silk Microfiber 40% 34% 42% 18% 8% 3% 5% Somewhat appealing 47% 52% 52% 25% 27% 20% 18% Not at all appealing 13% 14% 14% 57% 65% 77% 77% 27% 58% 15% 31 .
absorption. Has an interesting shape (oval. durability and to prevent wear and tear. triangle) Has a light embossed rubber like backing Has a heavy rubber type non skid backing Level cut and loop construction for durability Hand tufted fibers look like they would absorb quickly 0% 5% 10% 15% 20% 25% 27% 30% 35% 7% 25% 29% 12% 32 . oblong. square.Rug Construction • When it comes to the construction of the rug. she’s looking for the whole package: non‐skid.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.