Luxury characterizes bathroom remodeling

By Byrom J. Smith Marketing Manager Owens-Corning Fiberglas CorP. Bathing Fixture Division

UESTION: What are current trends in the do-it-yourself bathroom remodeling market?

D-i-y remodeling tends to parallel the work being done by professionals. Whether a project is done d-i-y or by a pro, it's still the homeowner who makes the final decision about what work will be done.

For most homeowners who oPt to remodel their bathrooms, installing colored fixtures and a vanitY is not enough. In fact, in many instances, these fixtures are the starting point for a bathroom that's being remodeled.

Consumers are looking for more leisure/luxury-oriented options in their bathrooms. These include not only upgraded versions of standard bathroom fixtures such as replacing tubs with whirlpools or plain chrome faucets with decorative brass, but also increasing storage space and creating more room. Some are knocking out walls of unused bedrooms to make room for their exercise equipment.

On the whole, though, d-i-yers are less adventurous than the pros. By that I mean they'll replace an old sink, for instance, but they may not try putting it in a different location in the room. But more and more homeowners are tackling the big projects such as replacing full-sized bathing fixtures.

Q: In light of these trends, how can retailers best promote products for bathroom remodeling to the d-i-y market?

We at Owens-Corning are looking for the answer to that question ourselves! But based on the trends we see, we do have strong feelings about what is best.

We think that, in order to reach out to the largest number of potential d-i-y customers, it's very important to have full-sized displays of bathing fixtures.

This doesn't mean creating spacious vignettes to show completed bathrooms. Rather, the display should show, for example, one completely assembled tub,/shower system with the faucet, showerhead, drain and overflow fittings installed. The fixture should ideally be set into some sort of false tub pocket that allows customers to see how the fixture is assembled and attached to the studs and how the finished plumbing should look. In addition, regular maintenance is a must, as is adequate lighting.

Q: Couldn't the same be done with photographs and material samples?

Those wotld probably be adequate

Building Products Digest for a sophisticated, imaginative and very experienced d-i-y customer. However for the average homeowner, who may be quite handy, but has never seen the backside of a tub before, being able to see how the plumbing comes together and so on takes the mystery out of the project. Photos simply aren't enough to accomplish this.

This customer will want to, literally, get his hands on the tub, take measurements, hold up wallpaper samples next to it. You won't sell this customer a $300 fixture with pictures.

This is especially important to consider in light of the growing popularity of "sweat equity"where homeowners work alongside contractors to make home improvements.

Upscale products essential to sell d-i-y or professional remodelers...full tl€dged displays of bathlixtures a musl...home owner incrcasingly perfoming complex iobs and/c aiding re modeling firm.

In many instances, these d-i-yers aren't confident enough to do the plumbing or electrical hookups, or install a greenhouse window, but, to save time and money, they'll take on the responsibilities of buying and transporting all the necessary materials.

If materials are displayed properly, thes€ customers can assess how easily they'll be able to maneuver the materials through doors , upstairs and down narrow hallways and whether their choice will look good installed. A fullsized display gives them most of the information they'll need.

In addition, retailers should offer easy-to-understand how-to literature on installation. It's up to each manufacturer, of course, to provide this literature.

Q: Should retailen offer some sort of design service for d-i-y customers?

TUB/SHOI|rER designs such as this, which are easy to install, give a d-i-yer confidence in tackling a job. Luxury look is important with high quality fixtures popular in modernizing bathrooms.

If by design service you mean employing, Sily, a certified kitchen designer, I don't believe so, mainly because I dont think hom@wners

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0BVI0USLY in need of a facelift, this home in Metairie. La.. has been selected for remodeling by Southern Forest Products Association, American Plywood Association, Western Wood Products Association and the American Wood Council. The finished project will be proof of what wood products can do for an aging home.