Documente Academic
Documente Profesional
Documente Cultură
Welspun Family Forum
OVERVIEW
Welspun speaks to the consumer through the Welspun
Family Forum; a series of internet and focus group
surveys.
The forum provides a statistically representative
sampling of shoppers habits and interests throughout
the USA.
The results are broken down by general interest
categories that apply broadly to all shopping habits as
well as specific product patterns of behavior.
Seeking out Information
— Women first head to the store displays for inspiration and to learn
about new products. Displays along with product packaging can seal
the deal. This point of contact is extremely important for ‐ this is
where you win her heart and her wallet.
What one source of information do you find most useful to
learn about home textile products
35% 30%
30%
25% 17%
20% 16% 14% 15%
15%
10% 5% 3%
5%
0%
th
ng
y
et
g
ds
er
la
ou
lo
rn
gi
a
th
sp
ta
e
ka
te
m
O
or
di
Ca
In
ac
of
st
e
p
d
il
or
ct
or
ta
St
Re
W
od
Pr
3
The "Best" is the one they know best
— While 52% of women said that they don't know which premium cotton
is the best, 34% chose Egyptian.
Choose which premium cotton you believe is best
60% 53%
50%
34%
40%
30%
20%
10% 5% 5%
2% 2%
0%
Pima Supima Egyptian Sea Island Turkish I don't
know
4
What's My Style?
5
Where they are going online
— Here is a list of sites women stated they are searching for home
textile ideas:
Target.com Amazon.com
Bedbathandbeyond.com Bhg.com
Walmart.com Marthastewart.com
Hgtv.com Kohls.com
Jcpenney.com Macys.com
Overstock.com
6
Towel
Preferences
7
Softness reigns at home
— While paying attention to budget is important, first and foremost women
want their towels to be soft and durable.
Which of the following best represents the products you buy?
70%
58%
60%
50%
40%
30% 18%
20% 13% 10% 1%
10%
0%
Towels that Towels that Towels with a Towels from a Towels that
feel luxurious are soft and wide variety brand name I are within my
made to hold of sizes and recognize budget
up well colors
8
Towel Attributes
Women want their towels to be soft, durable and extra absorbent and are less
concerned with brand name, weight even style.
Very Somewhat Neutral Somewhat Very
important important Unimportant Unimportant
Keeps it color 46% 37% 13% 3% 1%
9
Women are looking for products that won
Women are looking for products that won ’’ t
break the bank.
— While they want towels that are soft and will hold up well, they are not willing
to pay a premium for them.
How much do you typically spend on a bath towel purchases?
60%
50%
50%
40%
30%
16% 20%
20%
8%
10% 2%
3%
0%
Under $5.00‐ $10.00‐ $15.00‐ $20.00‐ Over
$5.00 $10.00 $15.00 $20.00 $30.00 $30.00
10
Touching is believing
— Again, while price is important, women decide which towels to buy
based on what it feels like. They want to be able to touch the towels in
the store.
How do you decide which towels to buy?
80% 67%
70%
60%
50%
40% 22%
30%
20% 2% 3% 5%
10%
0%
touching/feeling
the towels in the
I know before I
of towel I want
go which brand
I decide based
I decide based
I decide based
on the store
packaging
I decide by
on price
display
on the
stores
11
What She is Avoiding
— The women were also leery of any towels that seemed
too soft or smooth, as they assumed they wouldn’t be
absorbent enough.
— “It had a silky feel like the water would slide right off.”
— Towels that are too thick or oversized are also avoided
as they become too heavy when wet, too cumbersome
to tie around themselves (especially their heads) and
take too long to dry. Because of this, they preferred
towels to sheets.
What She Says
— Above all else, the main criteria of an ideal towel was that it be absorbent
or, as one woman put it, “thirsty.”
— When in the store they gauge the thirst of the towel solely by feeling the
towel —it needs to have enough dimension, enough rub to it, that they are
convinced it will successfully soak up moisture.
— Functionality also plays a big role.
— The towel has to be large enough to wrap around themselves (or any
member of their family) and has to be fast‐drying, both when hung wet
and when in the dryer.
— It also has to look new longer. It needs to retain its color and shape
through countless washes, and not shed fibers. As one woman put it,
they don't want to see half their towel in the lint trap.
— On average, the women expect their everyday towels to last a
minimum of 3 years.
What she is Looking For
— Functionality also plays a big role.
— The towel has to be large enough to wrap around
themselves (or any member of their family) and has to
be fast‐drying, both when hung wet and when in the
dryer.
— It also has to look new longer. It needs to retain its
color and shape through countless washes, and not
shed fibers. As one woman put it, they don't want to
see half their towel in the lint trap.
— On average, the women expect their everyday towels to
last a minimum of 3 years.
BATH RUGS
BATH RUGS
When it comes to buying a new bath rug, what
matters to you?
Very Important Somewhat Important Not Important
16
What she
What she ’’ s looking for
— Not surprisingly, color/design
and shape/size top the charts.
— Durability, machine washable
and non‐slip backing are
important to her. These
attributes signal that the rug
will last as long as she needs it
to.
— A reversible rug however is not
high on the list (67% say it's not important)
because she is going out and
buying a new one if she wants a
new look, not looking to re‐use
the old one. 17
What Does She Want?
What Does She Want?
And whether they are shopping at a mass retailer or a department store or
both, they all want the same thing from their bath rugs.
A look at what shoppers of key stores consider to be very important when making a
bath rug decision.
19
She Buys For Change
• Never mind the condition of the rug, women are motivated to purchase a new bath
rug when searching for a new look.
• With 40% buying when they're changing the bathroom versus 29% buying when the
rug is worn purchasing a new rug is more of an impulse rather than necessity.
Q. When do you typically buy a new bath rug?
Other 7%
When the rug has a lingering mildew smell 2%
When the rug is stained 9%
When the fibers are flattened 8%
When the backing of the rug is worn 29%
When I'm changing the look of the bathroom 40%
When I move to a new place 4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
20
Get Her Looking
Women Were Asked To Tell Us What Prompted Them To Buy Their Last Rug.
Women Were Asked To Tell Us What Prompted Them To Buy Their Last Rug.
— She goes shopping
for a new rug
when:
— She moves into a
new home
— The current bath
rug is worn out or
stained
— She’s decorating a
new bathroom or
re‐decorating an
old bathroom
21
— There’s a sale
Color is Key
• This is a category where brand has no value.
• Aesthetics however drive the purchase decision. Behind color, the look of the rug is
important.
• Her bathroom can be changed more conveniently and less costly than other rooms in the
house and by changing small accessories she can have a whole new space.
Q. How did you choose the last rug you selected?
60%
52%
50%
40%
30%
16%
20%
10% 10% 9% 3%
10%
0%
0%
The The The The The The Other
color price size texture style brand
22
She
She ’’ s A Return Shopper
• Almost 50% are choosing a store based on selection and location and almost all the
women would return to the same store
Q. What prompted you to buy in that Q. Would you make your next bath rug
particular store? purchase at the same store?
They take coupons 6%
8%
Good return policy 1%
Store offered matching coordinates 20%
Yes
Friend suggested shopping there 3% No
Saw ad in a circular 7%
Location 25%
92%
Note that 35% said that there was another reason for choosing the store they shopped at.
Selection and price are most top of mind.
23
She Doesn't Need Her Rug To Last Forever
• More than half of the women expect their bath rug to last 1‐3 years. Some are hopeful
that it will last up to 5 but 32% have lower expectations, accepting that they will
change it out every year or so.
• This quick turn over allows for experimenting with new colors, sizes and materials.
Q. How long do you expect for a bath rug to last?
32%
35%
30%
25%
21% 19%
20%
12%
15%
11%
10%
3% 3%
5%
0%
15 611 12 years 23 years 34 years 45 years Forever
months months
24
A Bath Rug Is A Short Time Investment
That Should Have A Small Price Tag
• She’s not looking to pay a lot for her bath rug particularly if she’s
going to replace it sooner rather than later with her next
decorating urge.
Q. How much would you expect to pay for a new
bath rug?
60%
50%
50%
40%
29%
30%
20%
9% 8%
10%
2%
0%
Under $10 $11$20 $21$30 $31$50 Over $50
25
The Rug Is An Accessory In The Room
• While color and style are very important, she doesn't want the rug
to overpower the room. She wants it to fit appropriately in her
bathroom.
Q. What is the best size for a bath rug?
45%
40%
40%
35%
30%
21% 23%
25%
20%
15%
7% 8%
10%
5%
0%
The length of The length The length of The length of In front of the
a shower of a vanity a tub the bathroom toilet
26
She Sticks With The Basics
• When it comes to choosing a color, over 80% are interested in playing it safe
and sticking with solids. This way it can be easily matched to other accessories
in the space.
Q. When choosing color for you bath rug, which do you prefer?
3%
16%
Solid color
Multi‐color
White
81%
27
She
She ’’ s Not Paying Attention To All The Details
• Although about 50% are pretty sure they know what material their bath rug is made of, a
huge 43% have no idea.
• When considering bath rugs, material may be a great opportunity to save on production
costs or a chance to educate her on the advantages of the materials Welspun uses over other
brands.
Q. Do you know what material your bath rug is made out of?
I have no idea what
43%
it is made of
I think I know what
35%
it's made of
Yes. I know
exactly what it's 22%
made of
28
She Knows What Material She Wants
• Even though she’s not paying attention to what material she buys, she knows how she wants
it to look. Not a surprise that she chose nylon, given that she is looking for a rug that will
hold up well.
Q. When purchasing a bath rug which would you prefer?
A rug that is made from
100% cotton
37%
A rug that is made from
100% nylon (Long wear,
63% releases moiturize, holds
color)
29
She Knows What Material She Wants
• Even though she’s not paying attention to what material she buys, she knows how she
wants it to look. When asked to choose between either cotton and nylon 63% chose
Nylon. Given that she is looking for a rug that will hold up well this preference is not
surprising.
Q. When purchasing a bath rug which would you prefer?
A rug that is made from
100% cotton
37%
A rug that is made from
100% nylon (Long wear,
63% releases moiturize, holds
color)
30
What should they be made of ?
What should they be made of ?
While nylon might be preferred over cotton because of it's durability, among the
fibers below, cotton is most appealing, followed by micro‐fiber.
Q. If a bath rug was made from the following fibers, how appealing would it be?
Has an interesting shape (oval, oblong, square, triangle) 12%
Has a light embossed rubber like backing 7%
Has a heavy rubber type non skid backing 25%
Level cut and loop construction for durability 29%
Hand tufted fibers look like they would absorb quickly 27%
32