Cannon Is Back

Furniture World Magazine

The Cannon brand, the world's most widely recognized brand in home fashions, re-launched today at the Home Fashions Market Week in New York City with an innovative new line for the bedroom and bathroom that is expected to be available in major retail outlets this fall. After more than a decade of relative quiet, the brand has invested significant resources in consumer research and product development resulting in a line based on valuable consumer and customer feedback and more than 100 years of American tradition. "With a rich heritage dating back to 1887, Cannon is an American and global icon. Consumers equate Cannon with tradition, value, quality and honesty," said Mike Gannaway, Chairman and CEO of Pillowtex Corporation, makers of the Cannon brand. "Cannon represents the sheets and towels that today's consumers grew up with. With great pride we are re-launching the Cannon brand to offer value and quality conscious consumers a time-tested and trusted product line that delivers exactly what consumers asked for: products that look and perform the way they should." Cannon is one of the Company's four core brands. Fieldcrest, Royal Velvet and Charisma make up the other three. Working with some of the nation's top consumer research and brand consulting firms, Cannon initiated a focused research effort that integrated consumer focus groups, retail customer interviews, brand analysis and positioning, and increased research and development. Interbrand and Kurt Salmon & Associates examined consumer brand awareness and brand preference. The KSA study identified Cannon as the most recognized and most favored brand in home fashion. McKinney and Silver of Raleigh, N.C. spearheaded the consumer focus group research specifically designed to determine the wants and needs of today's shoppers, as well as creating the brand's new advertising campaign. Research found that consumers' desires were fairly simple: to buy brands they know and trust and products that actually perform the way they are supposed to perform. Graj+ Gustavsen of New York is credited for the new Cannon brand identity and trademark, and Epley Associates of Charlotte, N.C. is leading the brand's public relations and marketing communications campaign. "Expect our new line to offer sheets that fit, towels that dry and won't fade or unravel, and pillows that won't flatten," Gannaway said. "We listened to consumers and recognize their priorities. When you choose Cannon you get products that stand for quality, value, style, innovation and comfort. When you choose Cannon you get a credible partner poised to build on an American institution and world-famous brand." The new line being presented to retail customers features bedding and towels in core colors inspired by the American landscape, from a brilliant white called Picket Fence to the rich hue of Barn Red. It also includes utility bedding, bedding ensembles, embroidered luxury outer bedding, bath rugs and bath accessories. To make mixing and matching personal, fun and easy, Cannon is also presenting four "colorways," mix-and-match printed sheet patterns in several of the core colors. The colorways include multiple patterns that coordinate beautifully with Cannon's solid-color or printed outer bedding. Cannon takes the starch out of tradition and makes it modern, relaxed and tasteful. Cannon means comfortable home fashions with timeless, classic styling. It is a brand that stands for authentic American themes and down to earth products that will never go out of style. "We are proud that the refreshed Cannon line builds strength from our heritage," Gannaway said. "At the same time it is contemporary and innovative. Only Cannon is positioned to deliver such unique product offerings. We're pleased to be back."