MOULDING TRENDSI how they affect sales

f f 1l HILE WOOD moulding styles

UU and applications do not change from year to year, trends in product usage do emerge. Keeping up with these trends can help building material retailers keep stock current and sales figures high.

Over the past several years, the wood moulding and millwork scene has changed. Consumers are more aware of the decorative and creative possibilities of wood moulding and of the styles of wood moulding available to them. In addition to undertaking more home improvement projects themselves, they are indicating their moulding preferences to remodeling contractors and builders.

Consumers are using greater amounts of wood moulding in craft projects as well. These range from constructing birdhouses to building bookshelves. Requests from consumers for WMMPA's consumeroriented literature, such as "500 DoIt-Yourself Wood Moulding Projects" and "How to Make Picture Frames," have steadily increased over the past few years. Building material retailers would be well advised to merchandise wood mouldings as crafts materials to this industrious group of consumers.

We are seeing more elaborate wood mouldings used in the home. Larger, wider profiles are popular. In many cases simple, single profile mouldings are being replaced by elaborate built-up mouldings using several profiles. A retailer might consider stocking larger, wider mouldings to respond to this demand.

Wood moulding has traditionally been popular in the Northeast, Southeast, Gulf States and Midwest, as there are many older, traditional homes in these areas. One geographic area witnessing increasing wood moulding usage is California. Many California homes were cold and stark

By Bernard J. Tomasko Executive Vice President Wood Moulding & Millwork Producers Association

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erchandising' Krow - How

"Mouldings represent a tremendous profit opportunity for retaileis," says Artie Shidler, director of Georgia-Pacific millwork and specialty centers.

In-depth merchandising recommendations: cross merchandising

. attractive displays .,r: r, o instiuctional literature

' sample chain ::ii :i : o profile chart o application and cross merchandising posters.'

. special containers for t'shOrts"

. display racks with an ultra-modern look. Now these homeowners want more traditional homes with the warm feeling that wood moulding gives. Retailers in California might consider increasing stock on mouldings, and displaying these products in a more prominent location.

In general, room sizes have been increasing since the mid '70s, so the amount of moulding needed per room has increased as well. Casing, chair rail, crown and base moulding are the most popular moulding types. Regionally, there may be a species preference also. Pine has remained the most popular material in the Northeast, Midwest and Atlantic states, while fir is the moulding species of choice in pockets of Southeast and Gulf states.

Decorating taste runs in cycles but mouldings have always been a part of the cycle. From the use of heavy dark stain to pastel colors to natural clear finishes, mouldings have been considered fashionable details.

Representatives of home centers and retail lumber yards have said that mouldings are among the most difficult product lines to merchandise effectively. WMMPA has long been an advocate of displaying mouldings or at least moulding patterns with items such as dry wall, paneling and wallpaper. This will remind the consumers who are remodeling, painting or working on other home improvement projects that they need mouldings to finish the job or to give a room a premier look.

The Wood Moulding & Millwork Producers Association keeps a close watch on trends in consumer preference and keeps its members informed on ways they can gear their products to changing consumer demand. WMMPA also works to boost sales of wood mouldings and make the products more accessible to consumers. Marketing concepts and strategies are passed on to distributors and retailers as well. It is the association's job to see that mouldings are readily available and easily marketable.

To this end, WMMPA has receivbd permission from the Universal Code Commission for members to use a standardized system of bar codes on their products. A commit- tee will meet this month during the association's summer meeting in Albuquerque,N.M., to begin studying codes for wood moulding products. A bar code system will assist the retailer in inventory control and pricecontrol at the check-out counter.

Story at a Glance

Ways to read customer preferences.. tips on keeping stock current and sales figures high ... latest industry developments including bar code study.

WMMPA fills approximately 1,500 consumer requests per month for moulding literature, and the pamphlet "How To Work With Wood Mouldings" remains the number one seller. It is evident that WMMPA's efforts on behalf of its member companies in areas such as advertising, public relations and government relations have an impact on consumer demand and product availability. The end result is beneficial to both retailers and consumers.

Synthetkr'Prft:es Up

Synthetic mouldings lost much oftheir price advantage in 1988 as a result of dramatic increases in the costs of raw matorials.

When materials such as styrene resins skyrocketed in co$t, manufacturers of synthetic mouldings were forced to raise prices to as much or more than those of wood mouldings. With ready-to-install, prefinished, decorator color mouldings in the same price range as the traditionally more expensive wood mouldings, many consumers now choose wood, according to Bernard J. Tomasko, executive vice president of the Wood Moulding & Millwork Producers Association. Portla*d; 0r.