Just as we at National Floor Trends focus our efforts of showcasing style, flair and fashion in floor coverings, the new program incorporates a fashion emphasis to spotlight the floor as the starting point for home decorating projects. The program also underscores the powerful role fashion plays in generating additional retail floor covering sales.

Operating the initiative under the “Look Down for a Change” theme, the WFCA is trying to combine the efforts of retailers, distributors and manufacturers to draw more consumer attention to floor coverings as a discretionary income purchase.

“This is a unique opportunity for the entire industry to focus their collective energy to increase the reach and frequency of our message to the consumer and, at the same time, each promote their individual products and brands,” said WFCA CEO Chris Davis. “This is a ‘win-win’ for all involved.”

The primary vehicle of the program is a public relations effort to place stories on floor coverings in shelter and women’s magazines, large metropolitan daily newspapers and neighborhood shopper publications throughout the month of April. An advertising component will also be used in April, and the “Look Down For a Change” logo will be featured in all advertising that appears during the month. Special promotions and incentives that tie-in with the campaign currently are being worked out with manufacturers and distributors.

Companies planning on participating in the program include: America’s Carpet Gallery, Beaulieu of America, Carpenter Co., Carpet One, Mannington Mills, Misco-Shawnee, Mohawk Industries, Pro Source, Shaw Industries and Spring Mountain. A broad base of participation, including all types of manufacturers, fiber producers and retailers, is expected. And a major promotional push for retailer involvement will take place during Surfaces 2001.

“Just as Surfaces became a defining marketing event for the floor covering industry, we anticipate building this National Floor Covering Month promotion into an annual marketing vehicle to drive consumers into floor covering stores and generate significant sales,” Davis explained.

Plaudits go to the WFCA to spearheading this effort. Only the World Floor Covering Association, with its retailer, distributor and manufacturer membership, could undertake and successfully implement a program of this nature. Membership in the WFCA is not required to participate.

For complete details, contact the WFCA at (800) 624-6880 or on the Internet at www.wfca.org.