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1947-48 Theatre Catalog, 6th Edition, Page 275 (261)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 275
Page 275

1947-48 Theatre Catalog, 6th Edition, Page 275

smothered in the competitive post-war period.


In the light of these facts the industry decided to employ a market research agency to determine principally the dealer attitude with respect to carpets and rugs. We found that the carpet industry was considered to be rather self-satisfied and inclined to take things for granted. Its national advertising was not as effective as it should be, and there was far too little of it. Our showrooms did not display properly the luxurious and decorative product which the manufacturers were selling. Our public relations were considered backward, and our relations with dealers far from what they should be. Finally, the styling and design of our products was not believed to be keeping pace with the general fore ward trend in home decoration.

The industry prepared a far-reaching program to meet these comments. First, we determined to bring about much closer relations with our dealers and the stores handling our products. We developed a merchandising clinic in which once a year we sit down with our retail friends to discuss how we shall increase the sale of carpets and rugs to consumers. Last year, for, example, we met with over 13,000 retailers at these clinics. This year we shall take to retailers in approximately 30 cities an even more advanced type of merchandising clinic. As part of the program for these meetings we have pre THE PARK AVENUE THEATRE, New York, has Wilton-weave carpeting, in the super-Rosebrooke quality, woven by A. and M. Karoqheusiun. The Modern Empire motif, in varying values of autumn gold on a chocolate brown ground, expresses one of the current trends for pattern surrounded


pared a color motion-picture film called, HAdventure in Style," narrated by Lowell Thomas. Through the cooperation of carpet clubs and floorcovering associations, we hope to meet with over 15,000 retailers. We believe this increasing cooperation between manufacturers and retailers will be a powerful influence in the home furnishings field in the future.

Our survey found that one of the basic problems confronting both retailers and manufacturers was how to develop an improved type of salesmanship at the retail level. A thorough survey of stores throughout the country was made, and on the basis of this study, a comprehensive sales training course was prepared on "How to Sell Color and Design? By the end of this year we will have distributed over 13,000 of these courses throughout the country. It is generally admitted that these courses have been of considerable assistance in raising the level of retail store salesmanship. Furthermore, they have stimulated other organizations to do a more intensive job in this held. There is little doubt but that these efforts will pay off in the competitive selling days ahead. We are now looking forward to more advanced steps in the field of retail sales training.

We are quite proud of the fact that the industry has responded so promptly to the need for improved advertising as well as a substantial increase in the quantity of advertising. This year carpet and rug manufacturers will spend several times the pre-war total for na tional advertising. Furthermore, the attractiveness of this advertising is causing comment throughout the entire field of home furnishings.

Color Coordination

Our survey found that color coordination was vitally needed if home furnishings generally were to compete more effectively with other products for a share of the consumer dollar. This was not a new idea. Many years ago the ready-to-wear industry was confronted with the same problem. As women became more fashion-conscious, and ensemble selling of readyeto-wear grew in importance, some coordination of colors in millinery, clothing, gloves, shoes, and bags became imperative, Today color coordination is a basic and accepted factor in the selling of ready-to-wear.

Some time ago the Home Furnishings Style Council was formed to develop color coordination in the home furnishings field. It was immediately recognized by the leading magazines and newspapers as an important step forward and given wide publicity. It may be credited directly with stimulating the greatest interest in the subject of color coordination ever achieved in the field of home furnishings. In fact, it may be said that as a result of this effort consumers may be assured of some color coordination program. While the administrative organization may be changed from time to time to suit requirements, it will evolve in the form necessary to do the most effective job.

by large tree areas of space to give home-like feeling to the lobby. The subdued coloring and simplicity of the motif is unusual in theatre carpeting. The entire auditorium was completely carpeted before the seat installations were made, giving patrons luxury of deep-piled carpet under seats.
1947-48 Theatre Catalog, 6th Edition, Page 275