Research backs Stainmaster move
By Susan M. Andrews -- Furniture Today, August 11, 2003
Wilmington, Del. — DuPont Textiles & Interiors, which begins licensing its Stainmaster Fabrics program across the country next year, spent more than $1 million on consumer marketing research in the past two years to support the brand extension, and plans to spend as much as $30 million on advertising to drive consumers into the stores of licensed dealers next year.
Stainmaster was launched as a brand for carpet in 1986, and consumer awareness of Stainmaster carpet has been over 90% since 1989, according to DTI's research.
Carolmarie Citra, residential brand manager for DTI, said the research showed that 72% of consumers believe the Stainmaster brand adds desirability to furniture purchases.
"Our research confirmed that consumers love this brand because of its promise of long-lasting beauty, and that shoppers will embrace the extension into furniture," Citra said. "The debut of Stainmaster Fabrics for furniture answers consumers' demands for higher-quality, easy-care products with a trusted, recognizable brand name. We know consumers will value this brand as much for furniture as they do for carpet."
The Stainmaster Fabrics line surpasses industry standards and includes a fully integrated warranty for soil- and stain-resistance and fabric durability in the price of the furniture sale, so there is no need for aftermarket stain protection products, DTI said.
The warranty — five years each for stain and soil, and two years for wear — will cover all food and beverage stains and includes detailed customer care guidelines and telephone support assistance.
DTI's advertising will include TV spots, print advertising, radio spots and in-store demonstrations of the product's cleanability. Images will features such scenes as couples eating Chinese food on the sofa while they watch television, sharing a bottle of red wine with friends in the living room, and watching a child plop on the sofa with a drippy chocolate ice cream bar.
The test marketing continues this month as Nebraska Furniture Mart opens its new location in Kansas City, Kan.
