SAFAVIEH UNVEILS NEW PRINT  MARKETING EFFORT WITH MAGAZINE-FORMAT CATALOGS


New Safavieh Couture catalogs.

PORT WASHINGTON, NY —Safavieh has unveiled the first series of product and lifestyle catalogs as part of a comprehensive redesign of the company’s new print and web marketing efforts. 

The initial catalogs present the collections of Safavieh Couture design partnersThom Filicia, David Easton, Jamie Drake and Suzanne Kasler.

Location room photography for designer Thomas O’Brien’s rugs is in progress for an updated 32-page brochure.

“We are rolling out the new concept to all Safavieh brand collections with environmental photography of best-selling rugs,” said Arash Yaraghi, principal of Safavieh.

“The objective is to provide our dealers with materials and photography that will inspire consumers to visit their stores and to buy.  With catalog and web sales so important to retailers today, nothing is more vital than accurate product photos and aspirational lifestyle photos in beautiful homes,” he said.

Safavieh is designing the catalogs and its website with a magazine approach, with stories and text that will support dealers in their own marketing efforts to romance the product.

David Easton, an Architectural Digest 100 designer, welcomed the company to his home for environmental photography of his rugs for Safavieh. Celebrity TV design star Thom Filicia’s rooms for the House Beautiful showcase home at Soho Mews is the centerpiece of his Safavieh catalog. 

“When completed this fall, our new website will be among the most advanced in the home furnishings industry,” Yaraghi explained. 

He said the company will present its rugs in a carefully-researched proprietary format that will draw consumers, help them with decorating decisions, and then direct them to local stores. To support retailers in their own marketing plans, the Safavieh Couture catalogs can be used as a direct mail pieces to consumers and designers, and as in-store and trade show takeaway.

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