WHAT S YOUR STYLE? Today s Home Décor Doesn t Necessarily Stick To Yesterday s Rules

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Marion Fleming
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1 Contact: Ginny Long Director of Public Affairs Moen Incorporated (800) , Ext December, 2003 Jennifer Allanson Robert Falls & Co. Public Relations (216) WHAT S YOUR STYLE? Today s Home Décor Doesn t Necessarily Stick To Yesterday s Rules North Olmsted, Ohio When guests come over, what do they take away from the look of your home? Perhaps your kitchen is dominated by stainless appliances and black granite countertops; the great room sports a multi-fabric sofa, micropoint area rugs and ceramic collectibles; and the master bath has an upholstered bench, claw-foot tub and ornate mirrors. Let s see three different rooms, featuring three different looks and while each is certainly attractive on its own merits, do you think your friends and neighbors are wondering: What s your style? Perhaps you are, too. Not to fret there are fans of traditional, country and modern decorating styles, as well as those who believe its fine to mix and match. While there are several set decorating styles, we re definitely feeling the effects of the mid-century modern craze from a decade ago, according to Jacqueline Goewey, Design Editor, InStyle Magazine. Her personal thoughts on home decorating? Remember, not everything has to match the only rules to follow should be your own. She notes: For instance, my kitchen features a modern Moen faucet and sink, Jenn Air industrial-looking stainless appliances, all mixed in with small traditional hexagonal floor tiles, along with some white bead board wainscotting.

2 Then is it always okay for a no rules are good rules philosophy when it comes to decorating? The answer is: well, sometimes. According to Kathleen Yates, Moen Senior Product Manager, consumers typically decorate most of their home in one of the three primary thematic approaches: casual/contemporary (also referred to as modern), traditional and country. The latter includes secondary themes such as Shaker, Country French and Mission, but all three of the above themes can blend into one another, so manufacturers are constantly on the lookout to spot changing trends and stay ahead of the curve. Where Does Style Come From? When it comes to style, we continuously talk with our customers - builders, builder design center consultants, plumbing wholesale associates and retailers - along with a vast array of architects, interior designers and consumers, said Yates. We identify, monitor and evaluate color and fabric trends. But beyond visual appearance, functionality and technology are also important to watch. New technologies, consumer lifestyles and their style preferences influence the functionality built into new products. Recent styles are somewhat geographic in nature. One example is the influx of today s modern style which probably skews more toward the coasts, but you see it mix in with other styles, even with traditional or country, says Goewey. Yates agrees, noting that traditional decorating themes are preferred in the Southwestern and Eastern Great Lakes areas of the United States. Those living in the Southeastern and Western states often choose a more casual style of decorating; and country is more prevalent in pockets of the Northeast and Midwest. In our research we expand beyond geographic barriers and continuously observe many more industries than just the plumbing category. For instance, the furniture industry is a leading indicator for style trends. Cabinetry, flooring and counter surface industries are also crucial to watch. On a longer vision scale, the women s fashion industry can provide insight into home interior color and fabric trends.

3 Goewey concurs. We re seeing more decorating trends following fashion. In the past, fashion was very minimal now it s more established more ethnic or Bohemian in its details. So today s rules say it s okay to mix styles, for example, to put in a clean-line sofa in a more traditional setting. Can Style Be Easily Changed? Products that provide style versatility an ability to transform from one style to another are on the rise. Moen s Aberdeen pulldown faucet, for example, in a copper finish with two handles is the centerpiece of a grand country kitchen. Yet the same product as a single-handle stainless finished version is the epitome of a modern kitchen. Other examples are kitchen or bath cabinets with mid-tone finishes by simply changing the door hardware, from cool chrome, to warm polished brass or a funky ceramic or sculpture appearance, you can again easily change the room s look. The same holds true with accessories by simply changing the den s throw pillows, pictures frames (remember you can keep the same family photos), add a slip cover and a new lamp shade and voila you ve got a new look to a room. Another multi-style product line is Moen s Asceri Accent faucet and shower series. It provides more than a dozen different looks, including florals, animal prints and beautiful mosaics. These are all easily changeable because of the M PACT common valve system that allows you to change out the faucet and shower trim in just minutes. The result? You can now change your style as easily as you change your mind. While you can change the look of bath easily, the bath also shouts luxury, regardless of style, according to Yates. Looks are only part of the equation because consumers want their master bath to be their getaway. So it s spa, spa, spa. Vertical spas with deluxe shower systems and multiple showerheads; spa colors and glass, brushed finishes, dual or separated vanities, larger dressing areas and comforting accessories like towel warmers. In today s bath, function is almost as important as form.

4 Yates also notes homeowners may want flexibility in style when selecting their faucets and other home products. This is especially true when a builder is selecting a style to use in several homes. Utilizing a transitional style allows for future room décor changes; whether this be with the current homeowner, or subsequent owners. How Do I Determine My Style? So while we know you can mix and match styles, there are still the three main categories most of us fall into. Take the following quiz to see which one you are more drawn to: 1) Do you prefer: A. Antique, nostalgic looks B. Ornate designs C. Simple, clean lines and geometric shapes 2) When choosing furniture, you gravitate toward: A. Comfortable, overstuffed pieces with distressed and crackle finishes B. Leather, cherry wood and dark stains C. Light woods, like natural maple 3) When you accessorize a room, you would most likely choose: A. Homemade items that make a room cozy and inviting B. Family heirlooms, accented with items you ve found at estate sales C. New accessories that are placed sparsely and carefully throughout the room 4) Where do you do most of your home shopping: A. Arts and crafts fairs B. Estate sales, auctions and antique shops C. A chic, modern home store or trendy mail order catalog

5 If you consistently choose A) then you re a little bit country; B) you re probably more the traditional type; and C) modern/contemporary/casual also known as transitional is probably your bag. Now we know what others want, so when it all comes down to it, how do you determine just What s Your Style? Style is just like shopping you know what you like and what you want, says Goewey. Consumers may be bogged down or stuck in a rut, but they know they want to change or upgrade their décor. But they don t, or can t, change everything at once. They need to work with some things they already have, which is why they ve kept some home furnishings or collectibles all these years. The bottom line? Goeway says: Sometimes people don t necessarily have or want to label their style. They just know what they like. What s Your (Next) Style? The latest in new Decorating Trends, according to the style experts at Moen: Nature Bringing the outside inside. Natural organic forms and materials. Sophisticate A new refined, softer, elegant contemporary look. Tuscan Evocative of rural Tuscany. Old world handcrafted feel. Simple Traditional Simple clean lines combined with a traditional silhouette. Retro Quintessential style cues from past eras especially the 20s, 50s, and 60s. New Modern A softer more organic modern influenced by 60s design and architects like Frank Gehry.

6 For more information about Moen s products, contact Moen Incorporated, Al Moen Drive, North Olmsted, Ohio 44070, call , or visit the web site at ### EDITORS NOTE: Moen Incorporated is one of the world's largest producers of residential and commercial plumbing products. Moen is the #1 brand of faucets in North America. The company manufactures a complete line of single and two-handle faucets in a wide assortment of styles and finishes. It is also a leading producer of residential and commercial sinks, a variety of shower accessories, and bathroom accessories (sold under the brands Moen, Cleveland Faucet Group, and Creative Specialties International). Moen Incorporated is an operating company of Fortune Brands, Inc. (NYSE: FO, the consumer products company.

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