Tips, Trends, & Care

 Shaw Concludes Successful Second Annual National Consumer Media Tour

share print save

December 2, 2008

Shaw Concludes Successful Second Annual National Consumer Media Tour


Dalton, Ga. - December 2, 2008 - For the second consecutive year, Shaw Industries traveled the nation to communicate the company's aggressive commitment to color, style, design and sustainability to the most influential home editors of top consumer publishing corporations such as Southern Progress, Meredith, Hearst, Hachette Filipacchi Media and Time, Inc. The media tour started in October and concluded in mid-November. Emily Morrow, Shaw's director of color, style and design, and Mollie Surratt, Shaw's residential marketing communications manager, served as tour spokespeople.

In a world obsessed with the ideas of individuality, personalizaton and customization, Shaw's national consumer media tour centered on the thought that consumers can express their unique personalities and feelings through the look and style of Shaw flooring. The media tour press kit, named Expressions, divided Shaw floors into decorating styles based on the moods of comfort, relaxation and anticipation. Each mood reflected a beautiful color palette with samples from Shaw's sustainable carpet, hardwood, laminate and tile & stone offerings. Morrow led the color, style and design portion of the presentation and discussed how pop culture influences the concept of fashion on the floor today. Design concepts and locales from movies like Sex and the City and Mamma Mia are apparent in the metallic yarns, soft blues, chic hardwood finishes and bold patterned shapes that we currently see in flooring. Morrow noted that in a fast-paced world and challenging economy, comfort colors like espresso and golden tones remain prevalent as consumers look to create a relaxing oasis in the home with Shaw products from the Anso® nylon Savvy Spaces collection and hand-scraped Epic™ Legends collection.

Morrow also noted that consumers look to evoke past experiences such as travel to a tropical getaway or to a favorite bed and breakfast when choosing new floors. "Consumers are spending more time in the home&mdash:whether it's watching a movie or preparing a meal," said Morrow. "Investing in the home provides an opportunity for consumers to discover themselves within all of the flooring choices provided by Shaw. Whether it's a two-toned sisal visual from Savvy Spaces, a lush navy Tuftex shag product or our dramatic 8" wide Grand Canyon solid wood, Shaw has a flooring for every home, every budget and every lifestyle."

Surratt delved deeper into Shaw's commitment to sustainability throughout her portion of the presentation. During last year's media tour, the editors learned about The Shaw Green Edge, the company's umbrella term for over 100 social, economic and environmental initiatives. In 2008, Shaw's executive team expanded the meaning and purpose of the Shaw Green Edge as defining the coompany's sustainability business platform to drive business performance, innovation, growth and productivity. This year Shaw also announced that the company now offers green products in all five of its flooring categories including carpets and area rugs that contain recycled content and are recyclable in the cradle to cradle™ or Carpet to Carpet™ model, hardwoods and laminate containing recycled wood by-products, and tile & stone containing up to 40 percent recycled content.

"There are so many companies presenting green products to home editors, " said Surratt. "Not only are Shaw's products eco-friendly, but they lead the industry in sustanable style and design. Editors are surprised to hear that the products they have been thrilled to see and touch are also better for the ennvironment. Shaw is a company that isn't making promises for the future; instead it's taking action today to live sustainability through it's products and processes."

The presentation concluded with a discussion of Shaw's extensive consumer product catalong on Shawfloors.com and Shaw's customizable Try On a Floor™ room visualization tool, where consumers may upload a photo of their own rooms, place a grid over the flooring in the photo and replace the flooring in the photo with images of Shaw flooring.

"From our media tour presentation, to our product development efforts, to the Try On a Floor tool, Shaw is designing with the total home in mind," said Surratt. "During these challenging economic times, the traveling budgets of consumer editors are being reduced, so bringing Shaw products to these editors is invaluable. We're communicating the Shaw story aggressivley and widely, with the ultimate goal of strengthening the Shaw brand and delivering consumers to Shaw retailers."

"Shaw is committed to improving communications with the consumer media with the goal to deliver educated, ready-to-purchase consumers to Shaw dealers," said Reggie Newton, Shaw's vice president of residential marketing. "the consumer media tour is an amazing opportunity to show editors our dedication and enthusiasm toward Shaw's stylish, quality products and sustainable practices. Shaw will be positioned as an industry leader in color, style, design and environmental-consciousness."

 

About Shaw

Shaw Industries Group, Inc., a subsidiary of Berkshire Hathaway, Inc., is the world's largest carpet manufacturer and a leading floor covering provider with more than $5 billion in annual sales and approximately 29,000 associates. Headquartered in Dalton, Ga., the company manufactures and distributes carpeting, rugs, hardwood, laminate and ceramic tile for residential and commercial applications worldwide. A recognized leader in environmental stewardship, Shaw has implemented hundreds of sustainability initiatives and cradle to cradle design solutions, collectively termed the Shaw Green Edge. For more information, visit shawfloors.com.

My Shaw Floors – Snapshot