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 knockine 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 would probably be adequate

The Merchanl Magazine 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.

Story at a Glance

Upscale products essential to sell d.i-y or professional remodelers...full fledged displays of bath lixtures a must...home owner increasingly performing complex jobs and/or aiding remodeling firm.

In many instances, these d-i-yers aren't confident enough to do the plumbing or electrical hooknps, 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, these 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 retailers offer some sort of design service for d-i-y customers?

TUB/SH0WEB designs such as lhis, which are easy to install, give a d-i-yer confidence in tackling a job. Luxury look is important wilh high quality fixtures popular in modernizing bathrooms.

If by design service you mean employing, say, a certified kitchen designer, I don't believe so, mainly because I don't think homeowners

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REMODELING is reaching epidemic proportions as demonstrated by 104,000 entries in this year's Better Homes and Gardens home improvement contesl. Judge David Ashe, Joan McCloskey, building and remodeling editor, and Marcia Lyon, judge, (left t0 right) credit increase to decline in interest and inllation rates.