04192015 Feizy Launches New Catalog at High Point

HIGH POINT, NC - Buyers at High Point Market this week are getting a first glimpse at Feizy's new 2015 catalog with over 500 pages covering everything from machine-made rugs to pieces from the company's exclusive one of a kind high end rug program . "The one of a kind program is growing tremendously for us, and these rugs are debuting in their own section in the catalog we've just launched.  We are also moving to production of two catalogs a year, to be introduced at every High Point Market," said Kim Vance, Feizy's vice president marketing and communications. 

"We have so many new introductions and are so focused on being fashion-forward that if we waited a year to produce our catalogs, they wouldn't be up to date with our line. We are constantly adding collections and new designs and always on the forefront of new looks and new constructions, so the twice-a-year format will now reflect our product assortment more accurately," Vance explained. 

From a brand perspective, Vance says the company's design strategy is aimed at continuing the legacy of founder John Feizy. "We have lots of innovations in the new catalog in addition to one-of-a-kinds.  There is a new section on green rugs and their manufacturing. And also a new full feature catalog-inside-a-catalog on the john f. by Feizy line, which was formerly our home collection." 

Feizy's catalog features multiple product categories as well as a section on design trends. Most important to Vance is the location home photography which began as a pilot program in a previous catalog and has been expanded in the new edition. "There is a big move in the rug industry to photo-shop rugs into lifestyle rooms, but nothing really shows the true beauty of your piece the way real photography does in true residential settings with natural lighting," she said. 

Right now Vance is spearheading a program of rug photography in model homes by local Dallas custom residential builders. "It's a win-win. It's good for the builder to merchandise his interior architecture and good for us to show a real lifestyle.”  Each company gains from showing their product to best advantage. The 9000-foot home shown here features architectural wood working and doors inspired by those from a 14th century French cathedral juxtaposed with a bold modern rug.

The response from designers, retailers and consumers has been positive and the new high quality photography reflects customer feedback Vance says.  "Beautiful rooms give the catalog an editorial look and consumers want to see the difference a rug can make in a space.  It encourages them to design their rooms from the rug up," she says. Editors of consumer magazines have also taken note of the new quality of photography and are working with Feizy on editorial shoots as a result.  Vance says that while locations for the catalog had originally been limited to the Dallas area, there is a move underfoot to expand into new locations in other cities.

04.19.15