REMOVING THE BLINDFOLD:
Uncovering the Future of the Window-Fashions Industry

GREEN: MOVING INTO THE MAINSTREAM
With the green movement gaining momentum in numerous industries, not only the window-fashions industry, more and more manufacturers and retailers will be forced to ask themselves how they can make a difference. “Driven by the press and other media, awareness of environmental concerns is now significantly raised and is one that spans the globe,” explains Donna Lobosco, director of brand communications for Hunter Douglas. “While many window covering products are inherently green in that most provide some degree of energy efficiency and light control, these attributes have not been heavily marketed and are, therefore, not as well known as they should be among both consumers and window covering retailers.” As such, Lobosco believes the window coverings industry is in a strong position to benefit from the green movement. Jan Holland, vice president of marketing/strategic planning for Conrad, agrees: “This rigorous focus on the environmental impact of the homes we live in, and the products we use, is touching architects, interior designers, industrial designers, and anyone else creating or specifying products for daily use. Designers are being driven, not only by their own sense of responsibility and their commitment to green design, but by the tastes and desires of their clients, who are often no less concerned with their personal ecological footprint.” She believes more and more consumers are narrowing their product search to items they can feel good about owning—manufacturers are listening, and adapting.

THE GREEN INITIATIVE
The overwhelming response Window Fashions received from companies in the window-fashions industry regarding green initiatives is revealing—companies are taking notice and following this trend, knowing full well it is a trend that is here to stay. Bella Dura takes this green initiative to an entirely new level as the only fiber on the market, synthetic or natural, to begin as a by-product of post-industrial waste and end its life as a fully recyclable product. In addition, it requires substantially less energy to manufacture, uses only a small amount of water during its manufacturing process, and produces no harmful industrial waste.

Other companies have created initiatives within their manufacturing processes to reduce water and energy consumption—Uniline Australia Limited reduced its water consumption by 42% over a 12-month period, proving that change is possible if a company is proactive about its environmental goals.

According to Bill Harris, president of ITA Inc., “The company recognized early on that worldwide consumer awareness of environmental threats was translating more and more into consumer demand for environmentally-friendly products.” In 2005, ITA developed GreenAssured®, its own proprietary testing and certification program for environmentally compatible window fashions marketed under its Meridian Home® brand. This program ensures products are tested and comply with emissions limitations and standards for formaldehyde, volatile organic compounds (VOCs), respirable particulates, heat-induced off-gas emissions, PVC, and recyclable material content.

Companies like Comfortex have taken strides to increase their environmental efforts, not only within their products, but in their programs and partnerships. For instance, each set of Woodwinds Blind slats returned to Comfortex for recycling is rewarded with a $25 certificate good toward the purchase of a new Comfortex Window Fashions product. The company has also joined the ENERGY STAR® initiative, so while the US Department of Energy doesn’t rate window treatments under this program, Comfortex actively encourages the use of all energy-efficient products.

It may be tempting to assume that only large manufacturers or retailers have the resources and manpower to make such an environmental impact, but the truth is, every little bit counts. “Being a small manufacturer means that our carbon footprint is itself inherently smaller,” explains Mary Beth McNally, president of sales and marketing for Wonder Woods of Colorado. “The micro approach to environmental awareness involves taking the time every day to make sure we’re reusing and recycling everything we can in the shop and the office—using energy efficient fluorescent bulbs and reclaiming leftover slats to produce samples. It even goes so far as scheduling installations in groups, so we’re not driving back and forth from one end of the state to the other. Our customers are very understanding when we explain our philosophy.”

THE MARKETPLACE IS READY—ARE MANUFACTURERS?
With the green trend taking over the marketplace and entering the minds of designer and client alike, are manufacturers and retailers ready to deliver? With this relatively “new” information regarding green design, for those who are just being introduced to the concept it can be confusing. The marketing division of Lafayette Interior Fashions explains, “We are conscious of the confusion and complexity surrounding environmental certifications and terminology. We are also conscious of the client’s needs and the growing desire to be environmentally responsible. That said, we have taken a forward-thinking approach to bridging this gap by providing new sampling that will simply and clearly feature environmentally compatible, certified window fashion products.”

Lobosco brings up a good point: “To promote the energy efficiency of window coverings on its own is not enough, as the term itself has been overused and is not well defined as far as its key benefits. Dealers and designers need to be well educated and fluent on not only the end benefits, but also the key metrics and measures—such as R-values and Solar Heat Gain Coefficients—that create these benefits in order to be seen as credible sources among buyers.”

Verosol Fabrics B.V., with more than 40 years of experience selling the energy saving benefits of its fabrics, has been at the forefront of the market since it introduced metallized fabric—an innovative solar shading fabric that provides effective solar control to significantly reduce heat and glare, while still offering an excellent view of the world outside. Verosol’s most recent marketing efforts include providing customers with a program to calculate how its fabrics can provide energy savings and lower CO2 emissions.

Other companies, like Lutron Electronics Co. Inc., actively promote its green efforts through its energy website, as well as other green websites and through contact with the general media. Laura Gabriel, marketing project leader of Lutron, explains, “Lutron is committed to showing consumers that they can have an aesthetically-pleasing lighting management system, and be environmentally responsible at the same time.”

Pursuing certifications, such as the GreenGuard Certification or Oeko-Tex Certification, also demonstrates to a company’s customer-base its commitment towards offering eco-friendly products and participating in eco-friendly business practices. Walter Herr, executive vice president/ADO Americas for ADO Corporation recognizes this fact: “We try to inform audiences about our green certifications with associations that are well known among the design community and end consumers. It’s also important to consider advertising campaigns in niche publications and to become closely affiliated with green organizations and trade associations.” Lobosco sums it up nicely: “At the end of the day, emphasizing the combined end benefits—beauty, comfort, potential cost savings, and contribution to a cleaner planet—creates a very compelling and influential selling message that consumers can easily embrace.”

THE OBVIOUS CHOICE
While there are still plenty of questions regarding what is green and how to actually define a green product, the industry is getting closer to that answer. “Europe got a head start on the green trend,” explains Carol Santos, marketing coordinator for Kensington Window Expressions. “We have the luxury of learning from countries that developed the technology and processes that make products environmentally friendly.”

“Many European countries have perhaps had to go green as their natural resources have become scarce,” explains Glen Andrews, marketing director for Avalon Shutters Inc. “We in the US need to realize that though we still have most of our natural resources in abundance, they are not in endless supply—conservation is just a smarter way to do business.”

US manufacturers can model their environmental mission statements after those in Europe who have been practicing eco-friendly initiatives for years, such as Verasol: “Sustainability in the vision of Verosol signifies a product that has been manufactured in an environmentally friendly, safe, and socially responsible manner, and can be processed safely at the end of its life cycle.”

Joey Shimm, marketing director of Architectural Products by Outwater LLC, recognizes the potential the US window-fashions industry has in regards to the green movement: “There now appears to be so many intrinsic advantages in the utilization of green materials in lieu of exhaustible natural materials that their selection for use by all industries and trades should be an obvious choice! Based on our observed steadily increasing request for green products over the past few years, it appears as though the green movement has made an indelible mark that will presumably be here to stay.” WF