The Decline of Carpet
The decline in carpet is due to one thing and one thing only: Poor quality.
Our industry has killed itself by selling products designed to meet a price point over tangible performance. The worthless warranties and those who sell them are only nails in the coffin.
The increase in hard surface sales IS NOT because people like living on hard surfaces and IT’S NOT about indoor air quality.
It’s because the plastic garbage being passed off as carpet does not perform as desired, promised or expected. Consumers don’t love hard surface they just hate carpet!
PROOF? You want proof that what I say is true?
OK, consider this, since the dawn of humankind, back to the days of cave dwellers and up to the year 2000, humans have sought to live on soft surfaces. This is fact. It has only been the past 15 years that humans have sought to live on sticks and stones … ((and we all know what they say about sticks & stones)) … has the human species under gone some sort of unique alteration in these past few years that makes us want to uncover the cave floor and live on rock? Hardly or the sale of area rugs would not be as popular as they are. No, we humans have simply been the victims of deceptive marketing schemes on a grand scale.
THE GOOD NEWS
The good news is, today’s consumers will come to realize what humankind has known and understood since the dawn of time: soft flooring in our caves is good. It makes our nest warm… And it’s really that simple.
Soft surface will come back in favor, and when it does, it will be natural fibers and it will be quality product. How so you ask? Because the one thing hard surfaces have done is prove people will spend more on quality flooring if the value they perceive is real.
Sell real, sell wool!!!
Buy real, buy wool!!!