Article Number: 5166
February 2009 - Mohawk purchases Solutia’s Wear-Dated brand
WASHINGTON—Mohawk Industries has purchased the Wear-Dated fiber brand from Solutia.
Tom Lape, president of Mohawk Residential, said Wear-Dated carries 63% aided recall brand awareness among female consumers. “This is a logical move as we now have either a primary or very strong position with the top five consumer-recognized brands in carpet. We expect this to be a terrific vehicle to help business grow faster than the industry.”
He added research reveals the Wear-Dated brand connects with two primary attributes: quality and durability. “We could not think of better attributes than those two.”
Dave Duncan, vice president of marketing, noted that Wear-Dated’s reputation among consumers and retailers as a product that performs is the perfect launch point for highlighting other benefits. “The brand has already gotten past the first major purchase hurdle: It’s a good, long-term commitment. With the power of the Mohawk, Wear-Dated, as well as Scotchgard brands, the level of consumer trust is nearly four times greater than any other competitive offering. Also, with more Wear-Dated products across a spectrum of styles and price points, we can address every customer preference.”
Lape agreed, noting that Mohawk’s Wear-Dated offering will be expanded to many of the company’s carpet brands, albeit in a coordinated effort so as “to preserve the uniqueness of the of the brand to both retailers and consumers.”
Tom Lape, president of Mohawk Residential, said Wear-Dated carries 63% aided recall brand awareness among female consumers. “This is a logical move as we now have either a primary or very strong position with the top five consumer-recognized brands in carpet. We expect this to be a terrific vehicle to help business grow faster than the industry.”
He added research reveals the Wear-Dated brand connects with two primary attributes: quality and durability. “We could not think of better attributes than those two.”
Dave Duncan, vice president of marketing, noted that Wear-Dated’s reputation among consumers and retailers as a product that performs is the perfect launch point for highlighting other benefits. “The brand has already gotten past the first major purchase hurdle: It’s a good, long-term commitment. With the power of the Mohawk, Wear-Dated, as well as Scotchgard brands, the level of consumer trust is nearly four times greater than any other competitive offering. Also, with more Wear-Dated products across a spectrum of styles and price points, we can address every customer preference.”
Lape agreed, noting that Mohawk’s Wear-Dated offering will be expanded to many of the company’s carpet brands, albeit in a coordinated effort so as “to preserve the uniqueness of the of the brand to both retailers and consumers.”
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