The Carpet Market -- Beneath The Soft Surface Is Plenty You Should Know About Before Buying A Rug

Bill and Pat Daniels became the not-so-proud owners of an orange-brown, wall-to-wall shag carpet when they purchased their new home 14 years ago. "It got to be kind of a joke with us," says Bill. "We called the look `early motel.' "

But it wasn't so funny when the rug started looking shabby within a couple of years. "There was really only one word to describe it, and that's cheap," says Bill. "It wasn't only worn, but it started coming apart."

Room by room, the Lynnwood couple began replacing the shag, choosing a shorter pile carpet in a neutral brown tone for the living room, then the guest room. Last fall they recarpeted the master bedroom and bath in a soft blue, saying good-bye to orange-brown once and for all.

For many homeowners, wall-to-wall carpeting wears out its welcome long before money is plunked down to replace it. Sometimes putting a home up for resale is a motivating factor, but most consumers who go to the expense of laying down new carpeting plan to stick around and enjoy it.

For the typical buyer, wall-to-wall carpet is a room-by-room investment. The average American replaces carpeting in some part of the home about every seven years, according to the Rug and Carpet Institute, a national trade association for carpeting manufacturers. Sales typically pick up in the fall and early spring, before and after the holiday season.

In today's slow economy, the good news for carpet shoppers is that rolling out a new rug for this Christmas will cost about the same as it did last year, or the year before. "Compared to price increases in just about anything else - houses, cars, almost any consumer commodity - carpet costs have remained way down," says Tom Gassman, a carpet inspector who has been both an installer and salesman during his 40 years experience in the business.

But if prices haven't spiraled, most other aspects of carpet shopping have a different twist today. Newer technology, responsible for creating fibers that resist staining and wear better, have spawned a new vocabulary of terms and catch phrases aimed at convincing consumers of one brand's superiority.

DuPont's "Stainmaster," introduced with great fanfare in 1985, competes with Monsanto's "Stain Blocker," and "Worry Free," an Allied-Signal product. These three manufacturers produce the majority of all the nylon fibers used in carpet mills today.

The most recent innovation in fiber technology is carpet that resists matting and crushing. Monsanto was first in the market, introducing "Traffic Control," about a year ago. In the last few months, Allied-Signal's "Anso Crush Resister" and DuPonts' "Stainmaster Xtra Life," are competing for consumer preference.

PERFORMANCE IS KEY

"For customer satisfaction, the key is still carpet performance," says Dave Herald, president of the National Floorcovering Association, a trade organization and carpet supplier. "The biggest cause of consumer complaints is crushing and matting."

"Unfortunately, carpeting is probably the most blind commodity on the market - there just aren't any good federal regulations governing minimum standards for quality," says Herald. The problem is compounded "because even poor-quality carpet can have a great appearance in the showroom."

Dale, who has been helping clients choose carpeting for 12 years, advises consumers to "take the time to look around - it's the only way to get familiar with what's available."

Before setting foot in a store, Dale recommends taking a realistic look at the area to be carpeted, and ask: Who will be using this room? How much traffic is there likely to be? Will this room be used for eating?

SHORTER PILE WEARS BEST

In general, experts agree, the denser the carpet and shorter the pile, the better it will wear. This is because the individual fibers are better supported and more likely to remain upright.

Looped carpet, which has no exposed cut ends, tends to resist crushing better than cut pile, especially if it's a low-level loop. Berber is a style of looped carpet that often shows up in commercial use, but it is also popular with homeowners who want a durable floor covering for family rooms and areas that get a lot of traffic.

"The best way to get a feel for carpet is to literally dig your fingers in the pile," says Dale.

If the carpet has cut pile, check how easy it is to untwist the strand, and whether it retains its original shape when you release the yarn.

One way to get a clue about density is to check the gauge - a measurement for the number of stitches per inch width. The higher the gauge the more dense the carpet is likely to be.

STYLES AND CUTS

Most carpeting sold today is a variation of a cut pile or looped pile. Cut piles include plush, which has a smooth surface, giving the carpet a velvety appearance. This style has a more formal, velvety look, which is why it often ends up in dining rooms or bedrooms. Because the surface is smooth, it shows vacuum cleaner sweeps and footprints.

Another form of cut pile is called textured carpeting, which is a newer version of what used to be called frizze. In this type of carpet, individual yarns are treated differently; some are twisted tightly, others allowed to blossom. This gives a speckled appearance and shows less footprinting.

FIBER CONSTRUCTION

Nylon has been the primary fiber used in carpet for decades. Over the years, it has been continually refined to reduce static, wear better and retain its texture.

Consumers shouldn't confuse the new crush-resistant carpets with those treated for stain resistance - they are two different processes. Another fiber quality, sometimes listed on the label, is whether or not nylon fibers are made from "continuous filaments." This refers to the individual fiber lengths before they are cut down and tufted into the carpet. In less expensive carpets, filaments may have been cut really short, which may result in more fuzz or shedding when the carpet gets wear or is vacuumed.

Wool carpeting represents less than 10 percent of carpet sales.

The advantages of wool are its soft feel, unique appearance and wearability. Its disadvantage is a tendency to stain more easily than nylon, because it is a natural water absorber. Another drawback for consumers is price.

PRICE

The bottom line for many consumers is the price per yard. In carpet, that isn't a complete price, because there is still the necessary pad, $2-$5 per yard, and the cost of installation, which adds another $3-$5 per yard.

Some retailers include everything in their listed price per yard. This practice, called package pricing, may make it easier to figure total costs - but it can be harder to comparison shop. Ask retailers who do this to break down the costs for you.

How much do you need to spend to get a satisfactory carpet? Although a lot depends on your family's lifestyle, local experts agree that you can get a very satisfactory carpet for about $20 a yard, excluding pad and installation.

"Don't assume that a higher price tag means a better buy," says Gassman. "After a certain price, say $30 a yard, you probably will be paying for a special style or custom look - not durability.

The average retail markup for carpet is more than 50 percent, according to the National Floorcovering Institute. This gives sellers a lot of leeway in determining prices - and makes it important to shop around.

CHOOSING A PAD

Most pads sold today are a rebonded product, using sections of tightly compressed foam. You'll also see rubber waffle pads, and one of the oldest pads around, the hair and jute, because it holds up well.

As with carpet, the pad density will determine how well it wears. "For rebond, look for at least a 6- or 7-pound weight," says Gassman. He advises giving special attention to the padding used in high traffic areas and over concrete.

CARPETING FOR RESALE

"Carpet can definitely make a difference in how well a house shows," says John L'Esperance of Windermere Realty, who has been a broker in Seattle for 14 years. "A carpet that is in really poor condition, or out of color sync - such as a bright orange or red - can throw a potential buyer."

But replacing carpet to speed up a sale can be a risky venture, especially in a marketplace where it's hard to second-guess home shoppers. "I'd compare it to putting in a $2,000 stereo in a car you want to sell - there's no guarantee you can get your money back out of it," says Mike Dattilo, branch manager for Richard James Realty in Lynnwood. "Even if you were to replace a green shag with an oatmeal tone - you can still deter a buyer who wants something else."

Dattilo encourages sellers with problem carpeting to offer a carpet allowance - applying a specified amount of the sale price for new floor covering. "That way the buyer gets just what he wants."

The average retail markup for carpet is more than 50 percent, according to the National Floorcovering Institute.

Sunday real-estate cover

LET YOUR FEET DO THE TESTING

Carpet shopping? Put on some comfortable shoes, because the best way to know the market is to hoof it to several carpet stores and compare styles and prices.

"For first-time carpet shoppers, it's a good idea to take the time to just look," says interior designer Adrianne Dale, past president of the local chapter of the American Society of Interior Designers and an instructor at the Seattle Art Institute. Here are some tips from the experts on what to look for:

Get a feel for the selection. Dig your fingers into many different samples to see what feels best, paying special attention to the density. Untwist a strand of yarn and see how well it retains its shape when you let go. Soft and silky may feel best, but look for some body and resilience. If a carpet is too soft it may not wear well. Read the label. It should tell you what the fiber is made of. Don't depend on a guarantee. Check density, pile height, face weight and fiber type. Is there a warranty? "People tend to believe things are warranted," says Dale. "But if you don't see a warranty label on the carpet, there probably isn't one." Read all information carefully, paying special attention to exclusions and conditions under which the carpet will be replaced. Pricing. Some retailers use "package pricing." They include carpet, pad and installation in the per-yard estimate. Have the sales clerk break down the cost. That way you can comparison shop easier, and know exactly what you're paying for each step. Picking the pad. The type of pad you use is likely to be less important than whether or not it is dense enough to provide adequate support. "If you're using rebond," says carpet inspector Tom Gassman, "look for at least a 6- to 7-pound pad." Check out the installer. Find out who backs up the installation. Many retailers will guarantee an installation, even when they subcontract out the work; otherwise, you'll have to deal with the installer directly if something goes wrong. Ask for references. Doing research. Ask to see any literature available on the type of carpet you're considering. There are also books and videos available at local libraries.

The Better Business Bureau has a pamphlet, "Tips on Buying Carpets and Rugs." For a copy, send a business size, self-addressed, stamped envelope to the Better Business Bureau, 2200 6th Avenue, Suite 828, Seattle, WA 98121.