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King LinensConsumers have a very distinct idea of what they want from their king linens. The sets that offer the features and characteristics that consumers want can sell for more than those sets that don’t offer these characteristics. If retailers want to keep their linen departments profitable they need to know what characteristics consumers want, and what characteristics that drive consumers away. The first characteristic that consumers want in their king linens is that they have a high thread count. Thread count is a quality measurement for linens. It tells the consumer how many threads are used per square inch of fabric. The higher the thread count is the more durable and lush the fabric is. Linen sets that offer a high thread count can be priced for a higher price than low thread count sets can be. The second characteristic that consumers want in their king linens is that the fabric is soft. The softness of the fabric depends a lot on what materials the fabric is made from, as well as the manufacturing process. If retailers want to improve their linen sales then they need to stock items that are soft and luxurious. Softness has been proven by consumer studies to be important in the salability of sheets as well as in the salability of towels. The third characteristic that consumers look for is a recognizable brand name. Retail chains have really run with this consumer demand, and now each retail chain offers their own celebrity endorsed linens collection. For example K-Mart was able to improve their profitability by introducing a Martha Stewart line of linens and house wares. Target and Shopko have followed suite offering their own private linens labels. The advantage of using an exclusive celebrity endorsed linen collection is that in order for the consumer to buy a product endorsed by the celebrity that they identify the most with, they have to shop at a specific retailer. The fourth thing that consumers look for when shopping for linens is color palette. In order for a linen collection to be salable it needs to reflect either a classic color palette, or it needs to reflect a popular contemporary palette. Stores that carry linen lines that have been died with out-dated color palettes will have a difficult time selling their products. Having the wrong colors can also hurt their store’s public image, as shoppers could link the out-dated linen colors with the store inability to offer other contemporary items. The fifth thing that consumers look for when shopping for linens is a good price. While I placed price down in the fifth position for things that consumers look for, price is usually one of the most important factors for consumers. In order for a consumer to buy a product, the consumer needs to feel that the item is worth the price that is being charged, as well as be worth investing money from their limited budget in the product. Because of these things the price of an item needs to be directly linked to each of the above consumer factors.
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