Microfibres Produces Infinesse Fabric Education Kit For Furniture Store Retail Sales Professionals

Furniture World Magazine

In an effort to educate retailers on the features and benefits of Infinesse fabric from Microfibres, the company has just distributed unique retail education kits to 700 furniture stores throughout the United States and Canada. The kits provide a closer look at the top-selling Infinesse line of soft, durable upholstery fabrics, which carry the DuPont Xtra Life nylon fibers five-year, limited-wear warranty. "Consumers prefer an informed retail sales staff to help them make confident furniture investment decisions," says Jim McCulloch, president, Microfibres. "Our Infinesse/Xtra Life retail education kit gives retailers important facts about the fabric and the warranty, which can help them convey the fabric's unique features to the consumer." The kit includes a reference guide, a display for the warranty brochures, a video and, to encourage usage, quiz/sweepstakes entry forms for a grand prize trip to the 2001 Super Bowl in Tampa, FL. Microfibres launched the retail education campaign by mailing a "teaser" package in early March. Retail stores received a miniature, six-inch by five-inch wooden chair -- upholstered in Infinesse fabric with a small-scale hangtag attached -- that was designed to create curiosity among retail staff. Later in March, retailers received the entire retail education kit along with an overview of the national advertisement campaign. To familiarize retailers with the contents and purpose of the kit, a question-and-answer sheet is included. An eight-minute video, which parodies television infomercials, is provided to show the sales staff the features of Infinesse fabrics and the Xtra Life warranty. After watching the video, staff members can complete a short quiz on the fabric and warranty that appears on the sweepstakes entry form, then return the form to be entered in the sweepstakes. Prizes include a Super Bowl trip for two, Sony® televisions, Sony® camcorders and shelf stereo systems. Winners will be announced at the International Home Furnishings Market Show in October 2000. The kit also contains an Infinesse reference guide with key details about the fabric and warranty, a package of warranty brochures, and an acrylic counter card display for the brochures. With the backing of the DuPont Xtra Life five-year, limited-wear warranty, all Infinesse fabrics from Microfibres will pass industry standards for fiber abrasion, pilling, and fabric or seam tears. The warranty brochure details how Xtra Life fibers will not break down, look different or change colors with daily use. The DuPont Xtra Life warranty gives retailers the opportunity to use the well-known DuPont brand when selling Infinesse upholstered furniture. "Microfibres and DuPont are taking the lead to ensure that retailers have the tools to sell Infinesse and Xtra Life," says Forest Benson, market segment leader, Home Upholstery, DuPont Nylon. "Sales education is a tool to help retail sales staffs drive sales, and it helps both the retail and manufacturing industries." DuPont is a science company, delivering science-based solutions that make a difference in people's lives in food and nutrition; health care; apparel; home and construction; electronics; and transportation. Founded in 1802, the company operates in 65 countries and has 94,000 employees. Microfibres, the Pawtucket, Rhode Island-based fabric supplier, has created an extensive offering of softened and washed velvets that deliver high fashion and high performance.