Quick-Step’s NEW “Long Live Style” 2013 design message for consumers accurately reflects how the brand’s fashion-driven product line offers sophisticated looks available in tandem with durability and low maintenance. Quick-Step creatively weaves the new “Long Live Style” design message throughout all aspects of the 2013 merchandising as well as the Quick-Step booth # S6549 during Surfaces 2013.
The Message - “Long Live Style”
“Quick-Step flooring makes it easy and affordable to bring a high level of style into a home without giving up performance and durability. Our 2013 ‘Long Live Style’ design message nicely sums up the plurality of benefits inherent in Quick-Step floors,” said Paij Thorn-Brooks, senior director of marketing for Unilin, Quick-Step’s parent company.
“Consumers need to know that they can have both style and performance in the new floor they chose for their home,” said Erinn Valencich, Los Angeles-based interior designer, style expert, and Quick-Step designer partner. “Quick-Step flooring gives me the design freedom I demand — offering a stunning variety of colors and styles — and I know that Quick-Step floors will stand up to busy lives, and stay looking great. Quick-Step’s 2013 design message ‘Long Live Style’ accurately conveys how Quick-Step floors offer style combined with performance, letting consumers create spaces that are both beautiful and livable.”
How Quick-Step Creatively Communicates “Long Live Style” Throughout 2013 Merchandising
“In our 2013 merchandising, we are creatively using situations from everyday life via photography, video, and augmented reality (an innovative new technology where still images come to life) to effectively communicate the beauty of our Quick-Step floors as well as their superior performance features,” said Thorn-Brooks.
Quick-Step’s key performance features such as resistance to dents, stains, fading, wear, dulling, water, and scratching are represented in the brand’s 2013 merchandising in a way that relates to the reality of consumers’ every day lives. For example, everyday items such as a child’s red wagon, high heels, markers, or a glass of red wine are creatively used to illustrate the wear, dent, stain, and water resistance of Quick-Step floors.
“Our messaging speaks the consumers’ language, effectively communicating how children’s toys, household traffic, everyday spills, and mishaps are no match for beautiful, stylish Quick-Step floors,” said Thorn-Brooks.
The 2013 “Long Live Style” campaign is woven through all aspects of Quick-Step merchandising: POP, product displays, web, catalogs, printed take-with pieces, retail events, social media, advertising, and media relations. Effective use of the new 2013 design message is just one more way in which Quick-Step equips its retailers for success by taking a product line and wrapping it in a comprehensive merchandising program.