SOURCE: Moen Incorporated

Moen Incorporated

March 23, 2010 08:00 ET

New Research From Moen 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

NORTH OLMSTED, OH--(Marketwire - March 23, 2010) -  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, 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, the general demographic profile of a Remodel-Lite consumer is an individual with an average household income of less than $100,000, and an average home value of more than $230,000. More than 40 percent of Remodel-Lite consumers are Baby Boomers and 55 percent are married. Nearly 70 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
  • Both functionality 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...

  • 'I just retouched the paint to make the house look newer and fresher,' and
  • '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 take notice. When selecting a new kitchen faucet, look for a high-arc style with pulldown functionality. Models, such as the Moen® Anabelle Eco-Performance faucet, feature this unique design -- with the added benefit of up to 32 percent water savings. The multi-function wand offers both a fast-fill stream for filling pots, as well as two Eco-Performance sprays that reduce the water stream to 1.5 gallons per minute for tasks that require a constant, yet low-water flow, such as washing dishes or preparing foods.   
     
  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 while we ride out this time of economic uncertainty," explained Suvak. "And when the recession is over, the lessons learned while incorporating a Remodel-Lite concept into your everyday life will still have a great deal of value."

For more information about Moen, call 1-800-BUY-MOEN or visit www.moen.com.

Moen offers a diverse selection of thoughtfully designed, on-trend kitchen faucets, bathroom faucets, showerheads, and stainless steel sinks 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), a leading consumer brands company.

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