what%20does%20she%20tell%20us%20part%20one%20ppt[1]

8/7/2019 What%20Does%20She%20Tell%20Us%20Part%20One%20ppt[1]

1/32

A Summary of Consumer Surveys

Welspun Family Forum


2/32


3/32

Seeking out InformationSeeking out Information Women first head to the store displays for inspiration and to learnabout new products. Displays along with product packaging can sealthe deal. This point of contact is extremely important for this iswhere you win her heart and her wallet.

3

What one source of information do you find most useful tolearn about home textile products

17%

30%

15%

3%5%

14%16%

0%5%10%15%20%25%30%35%

Word

ofmouth

Internet

Catalog

Store

display

Prod

uctp

ackaging

Retai

lstore

ads

Other


4/32

The "Best" is the one they know bestThe "Best" is the one they know best While 52% of women said that they don't know which premium cottonis the best, 34% chose Egyptian.

4

Choose which premium cotton you believe is best

2% 2%

53%

34%

5%5%

0%

10%

20%

30%

40%

50%60%

Pima Supima EgyptianSea Island Turkish I don'tknow


5/32

What's My Style?What's My Style?

5

4% say theyare Modern

8% say theyare Country

4% say theyare Trendy

37% say theyare Traditional

32% say they areMix n' Match

15% say they areContemporary


6/32

Where they are going onlineWhere they are going online Here is a list of sites women stated they are searching for hometextile ideas:

6

Target.com

Bedbathandbeyond.com

Walmart.com

Hgtv.com

Jcpenney.com

Amazon.com

Bhg.com

Marthastewart.com

Kohls.com

Macys.com

Overstock.com


7/32

TowelTowel

PreferencesPreferences

7


8/32

Softness reigns at homeSoftness reigns at home While paying attention to budget is important, first and foremost womenwant their towels to be soft and durable.

8

Which of the following best represents the products you buy?

18%

1%10%

58%

13%

0%10%

20%30%40%50%

60%70%

Towels that

feel luxurious

Towels that

are soft and

made to hold

up well

Towels with a

wide variety

of sizes and

colors

Towels from a

brand name I

recognize

Towels that

are within my

budget


9/32

Towel AttributesTowel Attributes

9

Very

important

Somewhat

important

Neutral Somewhat

Unimportant

Very

Unimportant

Keeps it color 46% 37% 13% 3% 1%

Extra absorbent 54% 36% 9% 0 0

Lightweight 13% 26% 36% 17% 9%

Oversized 37% 35% 20% 6% 2%

Very Soft 48% 40% 9% 2% 1%

Very Plush 34% 39% 22% 4% 0

Stylish 16% 25% 35% 17% 7%

Durable 58% 34% 7% 0 1%

Made from premium cotton 29% 39% 28% 3% 1%

Well known brand 9% 16% 37% 22% 17%

Women want their towels to be soft, durable and extra absorbent and are lessconcerned with brand name, weight even style.


10/32

Women are looking for products that wonWomen are looking for products that wontt

break the bank.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.

10

How much do you typically spend on a bath towel purchases?

50%

20%

8%2%3%

16%

0%

10%

20%

30%

40%

50%

60%

Under

$5.00

$5.00

$10.00

$10.00

$15.00

$15.00

$20.00

$20.00

$30.00

Over

$30.00


11/32

Touching is believingTouching is believing Again, while price is important, women decide which towels to buybased on what it feels like. They want to be able to touch the towels inthe store.

11

How do you decide which towels to buy?

3%2% 5%

67%

22%

0%10%20%30%40%50%60%70%80%

Iknowb

eforeI

gowhich

brand

oftowel

Iwant

Idecidebased

ont

he

packa

ging

Idecidebased

onthestore

disp

lay

Idecideby

touching/

feeling

thetowelsinthe

store

s

Idecidebased

onprice


12/32

What She is AvoidingWhat She is AvoidingThe women were also leery of any towels that seemedtoo soft or smooth, as they assumed they wouldnt beabsorbent enough.

It had a silky feel like the water would slide right off.Towels that are too thick or oversized are also avoidedas they become too heavy when wet, too cumbersometo tie around themselves (especially their heads) andtake too long to dry. Because of this, they preferredtowels to sheets.


13/32

What She SaysWhat She Says

Above all else, the main criteria of an ideal towel was that it be absorbentor, as one woman put it,thirsty.

When in the store they gauge the thirst of the towel solely by feeling thetowel it needs to have enough dimension, enough rub to it, that they areconvinced it will successfully soak up moisture.

Functionality also plays a big role.

The towel has to be large enough to wrap around themselves (or anymember of their family) and has to be fastdrying, both when hung wetand 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 aminimum of 3 years.


14/32

What she is Looking ForWhat she is Looking ForFunctionality also plays a big role.

The towel has to be large enough to wrap aroundthemselves (or any member of their family) and has to

be fastdrying, both when hung wet and when in thedryer.

It also has to look new longer. It needs to retain itscolor and shape through countless washes, and notshed 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 tolast a minimum of 3 years.


15/32

BATH RUGSBATH RUGS


16/32


17/32

What sheWhat shes looking fors looking for

Not surprisingly, color/design

and shape/size top the charts.

Durability, machine washable

and nonslip 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 reuse

the old one. 17


18/32

18

Bed, Bath & Beyond Macy's Wal Mart JCPenney Kohl's

Color/design 93% 94% 90% 90% 90%

Shape/size 84% 86% 83% 83% 84%

Absorbency 47% 46% 46% 45% 44%

Plushness 52% 49% 50% 50% 49%

Durability 71% 69% 71% 74% 73%

Reversible 6% 7% 7% 5% 6%

Thickness 47% 46% 44% 43% 44%

Non slip backing 67% 68% 68% 69% 68%

Machine washable 88% 89% 87% 87% 88%

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 abath rug decision.

What Does She Want?What Does She Want?


19/32

Her ideal rugHer ideal rug

For thesewomen thebest rug wouldbe:WashablePlush Soft

AbsorbentDurableWith a goodbacking that

does notwear out

19


20/32

7%

2%

9%

8%

29%

40%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

When I move to a new place

When I'm changing the look of the bathroom

When the back ing of the rug is worn

When the fibers are flattened

When the rug is stained

When the rug has a lingering mildew smell

Other

20

She Buys For ChangeShe 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?


21/32


22/32

22

Color is KeyColor is Key This is a category where brand has no value. Aesthetics however drive the purchase decision. Behind color, the look of the rug isimportant.

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?

10% 10% 9%

0%

52%

16%

3%

0%

10%

20%

30%

40%

50%

60%

Thecolor

Theprice

Thesize

The

texture

Thestyle

The

brand

Other


23/32

92%

8%

Yes

No

25%

7%

3%

20%

1%

6%

0% 5% 10% 15% 20% 25% 30%

Location

Saw ad in a circular

Friend suggested shopping there

Store offered matching coordinates

Good return policy

They take coupons

23

SheShes A Return Shoppers A Return Shopper

Q. Would you make your next bath rugpurchase at the same store?

Q. What prompted you to buy in thatparticular store?

Almost 50% are choosing a store based on selection and location and almost all thewomen would return to the same store

Note that 35% said that there was another reason for choosing the store they shopped at.Selection and price are most top of mind.


24/32

19%

3% 3%

11%

32%

21%

12%

0%

5%

10%

15%

20%

25%

30%

35%

1 5

months

6 11

months

1 2 years 2 3 years 3 4 years 4 5 years Forever

24

She Doesn't Need Her Rug To Last ForeverShe Doesn't Need Her Rug To Last Forever

More than half of the women expect their bath rug to last 13 years. Some are hopefulthat it will last up to 5 but 32% have lower expectations, accepting that they willchange 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?


25/32

9%

50%

29%

8%

2%

0%

10%

20%

30%

40%

50%

60%

Under $10 $11 $20 $21 $30 $31 $50 Over $50

25

A Bath Rug Is A Short Time InvestmentA Bath Rug Is A Short Time Investment

That Should Have A Small Price TagThat Should Have A Small Price Tag Shes not looking to pay a lot for her bath rug particularly if shes

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?


26/32

23%

8%

21%

40%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

The length of

a shower

The length

of a vanity

The length of

a tub

The length of

the bathroom

In front of the

toilet

26

The Rug Is An Accessory In The RoomThe 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?


27/32

27

She Sticks With The BasicsShe Sticks With The Basics

When it comes to choosing a color, over 80% are interested in playing it safeand 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?

81%

16%

3%

Solid color

Multicolor

White


28/32

22%

35%

43%

0% 10% 20% 30% 40% 50%

Yes. I know

exactly what it's

made of

I think I know what

it's made of

I have no idea what

it is made of

28

SheShes Not Paying Attention Tos Not Paying Attention ToAllAllThe DetailsThe 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?


29/32

37%

63%

A rug that is made from100% cotton

A rug that is made from

100% nylon (Long wear,

releases moiturize, holdscolor)

29

She Knows What Material She WantsShe Knows What Material She Wants

Even though shes 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?


30/32

37%

63%

A rug that is made from100% cotton

A rug that is made from

100% nylon (Long wear,releases moiturize, holds

color)

30

She Knows What Material She WantsShe Knows What Material She Wants

Even though shes 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?


31/32

Very appealing Somewhat

appealing

Not at all

appealing

Egyptian cotton 40% 47% 13%

Supima cotton 34% 52% 14%

Cotton Blend 42% 52% 14%

Bamboo 18% 25% 57%

Linen 8% 27% 65%

Wool 3% 20% 77%

Silk 5% 18% 77%

Micro fiber 27% 58% 15%

31

Q. If a bath rug was made from the following fibers, how appealing would it be?

While nylon might be preferred over cotton because of it's durability, among thefibers below, cotton is most appealing, followed by microfiber.

What should they be made of ?What should they be made of ?


32/32

25%

7%

27%

29%

12%

0% 5% 10% 15% 20% 25% 30% 35%

Hand tufted fibers look like they would absorb quickly

Level cut and loop construct ion for durability

Has a heavy rubber type non sk id backing

Has a light embossed rubber like back ing

Has an interest ing shape (oval, oblong, square, triangle)

32

Rug ConstructionRug Construction

When it comes to the construction of the rug, shes looking for the whole

package: nonskid, absorption, durability and to prevent wear and tear.

what%20does%20she%20tell%20us%20part%20one%20ppt[1]

Documents