Safavieh unveils new print and marketing effort via new catalogs
Caroline Kennedy -- Gifts & Dec, May 26, 2010
Port Washington, N.Y. -- As part of a comprehensive redesign of the company’s new print and web marketing efforts, upscale area rug house Safavieh is unveiling its first series of product and lifestyle catalogs and a soon-to-come revamped website for this fall.
The initial series of catalogs present the collections of the company’s Safavieh Couture design partners -- Thom Filicia, David Easton, Jamie Drake and Suzanne Kasler. On-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.”
Safavieh said it is designing its new catalogs and its revamped website with a magazine-inspired approach, with stories and copy meant to support dealers in their own marketing efforts “to romance the product,” the company explained.
David Easton, an Architectural Digest 100 designer, invited Safavieh to his home for environmental photography of his rug collection with the company. 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, adding that 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, the company noted.
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