PAWTUCKET, R.I.—cmi (Colonial Mills, Inc.) has launched its catalog for 2013, a 40-page “look book.” The catalog includes lifestyle shots of the rugs in use in actual homes, patios and backyards, as well as images of close ups that feature the texture, weave and intricate patterns of the rugs. Throughout the catalog, such catchy phrases as “pick a color, any color,” “let’s play!” and “trend-setting traditions” lead off the pages, while upbeat, informative copy highlight specific features of the rugs and accessories.
“It was time for us to create a catalog that spoke to both buyers and consumers, because, ultimately, the buyers are consumers as well,” said Meredith Thayer, creative director. “And that’s how we started the process of laying out this catalog. We pieced together concepts from catalogs that came in the mail with ideas and visions of our own to create a layout and flow that showcases all genres of our products.”
Thayer added that the look book can be used as a tool for buyers, designers and store owners to reference style ideas and concepts when creating rugs for customers. “In fact, the four-page center spread is dedicated to explaining and encouraging our custom capabilities and the last two-page spread features our answer to the storage craze—baskets!”
The look book was mailed to cmi’s current customers this month, along with a new price list that is effective Feb. 1, 2013, and a list of product update specials.