FOR IMMEDIATE RELEASE
October 2010
NEW RESEARCH FROM MOEN CANADA IDENTIFIES A “REMODEL-LITE” TREND
Today’s Homeowners are Taking a Strategic Approach to Remodeling:
Refreshing Rooms and Undertaking Small Projects to Make Their Money Go Farther
Oakville, Ontario…In today’s challenging economy, we’re all taking a look at how we spend our hard-earned dollars. And while we may not have the necessary budget to tackle a major home improvement project, there are many homeowners who are choosing a more strategic approach to remodeling – by refreshing rooms and undertaking small projects one at a time. This new methodology toward the do-it-yourself (DIY) movement is something that is quickly growing, and goes beyond quick fixes and simple décor updates – and actually involves a completely new mindset. This concept is so relevant, in fact, that the researchers at Moen Canada, the number one faucet brand in North America, have identified it as a home improvement trend: “Remodel-Lite.”
“In essence, the Remodel-Lite consumer is one who wishes to refresh a room with only a few items – and with a minimal investment,” said Jack Suvak, director of market research and insights, Moen. “But at the same time, they still have the mindset of a remodeler – they want their home improvement project to make a significant impact on their home, in terms of both style and functionality. And now, more than ever before, trusted brands are of the utmost importance to homeowners.”
Who is a Remodel-Lite Consumer?
According to Moen Canada, the general demographic profile of a Remodel-Lite consumer is an individual with an average household income of $68,000, and an average home value of $294,000. More than 43 percent of Remodel-Lite consumers are Baby Boomers and 57 percent are married. Nearly 75 percent have lived in their homes for less than 10 years and almost 80 percent will complete the home improvement project themselves.
Typical traits of a Remodel-Lite consumer include:
· They look at products as making a statement in their home
· They want immediate gratification from their home improvement purchases
· Functionality, value and style are important attributes when making a purchase
· Making home improvement purchases are not frivolous decisions; rather they are considered purchases
According to Suvak, “In conducting our research, the characteristic comments we heard from Remodel-Lite consumers included phrases such as…
o ‘I just retouched the paint to make the house look newer and fresher,’ and
o ‘I bought paint, hardware, a new faucet and towels. This time it will be more cosmetic. Reduce-reuse-recycle is my new mantra!’
These consumers realize that a major remodeling project isn’t going to happen in the foreseeable future; but that doesn’t mean they can’t undertake small projects that can have a major impact.”
Taking the Remodel-Lite Approach
For homeowners seeking to incorporate the Remodel-Lite approach into their next home improvement project, Suvak offers the following tips:
1. The Everyday Touch
Rather than spend your hard-earned dollars on a vase or piece of artwork that you only use at the holidays; invest in items that you see and touch on a daily basis. The perfect example is a kitchen faucet – it’s something you use multiple times every day, and can truly be the ideal finishing touch to a Remodel-Lite kitchen project.
Most kitchens have a basic faucet – but as the focal point and most-used item in the kitchen, updating this mainstay can create a functional and fashionable change that everyone will notice. The Dorsey™ Eco-Performance faucet from Moen Canada, for example, combines functionality, style and sustainability. It allows users to easily switch between three unique water-flow settings. For everyday tasks, such as washing dishes or preparing foods, homeowners can choose new eco-performance standard or aerated spray modes, which provide a reduced flow rate of 6.6 litres per minute (L/min), delivering up to a 32 percent water savings. For tasks that require a set amount of water, such as filling a pot or pitcher, users can press a button, which brings the flow back to the standard 8.3 L/min rate.
2. Accessorize
Take a page from the fashion industry and realize the power of accessorizing. You can easily transform the look of any room with a few key pieces. But in this economy, choose items that can multitask to make the most of your investment. Examples include an ottoman that doubles as storage and/or seating, or a flip-top sofa table that can open up to be used as a buffet or desk.
3. Day-by-Day, One Step at a Time
Don’t overwhelm yourself by trying to tackle a number of complicated projects all at once. Rather, select one primary project – even if it’s complex – and decompose it into smaller jobs. Start by looking at the rooms you use the most – typically, the kitchen, master bathroom and master bedroom. In the bedroom, the perfect Remodel-Lite project, which you’ll be able to enjoy everyday, is a do-it-yourself closet organization system. A system composed of wire rack shelving is available in a variety of sizes and depths, and can be arranged to incorporate a number of accessories – from tie racks to shoe trees.
4. Begin to Dream Again
Just because you might be short on funds doesn’t mean you have to be short on inspiration. In these trying times, it’s okay to continue to have pie-in-the-sky home improvement dreams… but also understand that even small projects and purchases can help you slowly inch toward your goals. With just a few updates around the house, you can quickly move from survival to revival. And if you simply don’t have the budget to begin even a small project, surround yourself with things that reflect your personality or people close to you – photographs of family trips, family heirlooms and souvenirs can help you reminisce about special days – and realize that they could be just around the corner.
5. Style Statement
Finally, don’t neglect your sense of style while you’re watching your budget. You can simply dress up the basics with your personal flair by adding a stunning statement piece.
And many times, you don’t even need a tool box – try a new area rug, piece of inexpensive artwork or a collage of family portraits.
“Whereas some home improvement trends come and go quickly, we feel the Remodel-Lite trend has staying power – especially during a challenging economy,” explained Suvak. “Even though the recession is over, the lessons learned while incorporating a Remodel-Lite concept into your everyday life still has a great deal of value.”
For more information about Moen Canada, visit moen.ca or call (800) 465-6130.
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About Moen Canada
Moen Canada offers a diverse selection of thoughtfully designed, on-trend kitchen faucets, bathroom faucets, bath accessories and showerheads for residential and commercial applications. As the #1 faucet brand in North America, customers have come to rely on Moen to deliver dependable products and service. Moen is part of Fortune Brands, Inc. (NYSE: FO, www.fortunebrands.com), aleading consumer brands company, and is proud to be the 2010 U.S. EPA WaterSense® Manufacturer Partner of the Year.
Contact: Alissa Kiktavy or Jordan Giangola
Falls Communications
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