Culp creating three-tier fabric marketing strategy
Susan M. Andrews -- Furniture Today, July 19, 2004
High Point — Fabric supplier Culp is creating a three-tier marketing strategy for its Culp Decorative Fabrics division, broadening the price points of its line with the launch of two new brands — one at higher prices and one lower than the primary Culp brand of textured fabrics.
Q&A, which stands for quick and affordable, debuts next week at the Showtime fabric show in High Point.
A blend of U.S.-produced and sourced goods, the Q&A brand includes 70 patterns across all style categories, with goods stocked for immediate shipment and priced from $2.75 to $4. Looks range from plush body cloths to bold geometrics, plaids and florals.
"The Culp brand has traditionally been aimed at our top 200 customers," said Liam Waters, design leader, textures, "but the Q&A line is aimed at more promotional customers and at smaller and regional manufacturers. It's going to allow us to reach out to a broader customer base that has a need for inexpensive goods and for immediate availability of those kinds of goods."
Edge, a higher-end line with price points of $5 and up, will roll out this fall.
The Culp brand will then be at the center of the company's line, with price points from $4 to $8.
"The marketplace is not so simple any more," Waters said. "You have to segment your business and approach the market that way as well. More segmentation — by product, marketing and merchandising — is the answer."
In addition to Culp Decorative Fabrics, Culp Inc.'s upholstery business also includes the Culp Velvet-Prints division.
