Page 364 - Jan 2019 MM

Make the Most of the Name Game
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2 Cross merchandise with other categories in
that license. Martha Stewart, Calvin Klein Home and most other celebrity lifestyle brands include furniture and accessory lines that, when displayed with rugs, make a big visual impact on customers.
3 Use in-store signage. The power of a celebrity lifestyle brand is epitomized in its logo, and that logo, says
Julie Rosenblum, should be on signage all over the store. It’s a powerful visual cue that often draws customers even before they see the product.
For more information:
Nourison Rug Company – nourison.com, 201.368.6900; Safavieh Carpets – safavieh.com, 404.521.2558
Images courtesy of Nourison Rug Company and Safavieh Carpets
Create a separate department.
“Lifestyle brands should have their own section and
be presented as important as the brand is,” says Cyrus Yaraghi. “If you mix licensed rugs with other rugs, they’ll blend in, and you’ll lose that opportunity.”
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