For several reasons, brands are a natural fit for the floor covering industry. First, flooring is a big-ticket purchase. Second, consumers are rarely educated on the performance aspects of the various floor covering products. Third, flooring is an infrequently purchased item for most people. And finally, the fear of making a mistake can delay or derail a consumers' purchasing decision.
Brands provide consumers with a level of name recognition and quality assurance that reinforces their purchase decisions. Furthermore, it is noteworthy that women, the target consumer for floor coverings, are even more inclined to long-term brand relationships and brand loyalty than men.