The timing is perfect for our industry to escape the price trap. The door is wide open. Growing numbers recognize that living by price blows profits, turns products into commodities and guarantees us a bleak future. We control our own destiny; it's in our hands to either propel the industry to greater heights or plunge it into a pit. It's time for the industry to increase its emphasis on fashion and quality.
There are steps that each segment of the industry can and should take, responsibilities each can and must assume. If Hollywood has awakened to the importance of quality, look at the fashion and quality story floor coverings have at their beck and call. Let's start with the manufacturers of floor covering products, installation products and accessory products. I'll get to the other segments in future columns. After all, success requires a total industry commitment.