Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Rise in home ownership drives sales
- Discretionary income peaks for Baby Boomers
- Average home size grows: Consumers need more furniture
- Stylish casual furniture is most popular
- Changing household profiles define consumer needs
- Imports reshape market for suppliers and retailers
- Casual furniture shows minimal growth, domestic manufactures’ share falls
- Metal casual furniture is the largest segment, wicker products show the strongest growth
- Supply structure is highly fragmented
- Advertising: Brand promotion and in-store marketing efforts
- Mass merchandisers dominate the retail market
- Consumer research findings
- Family-oriented demographic groups and home-related factors drive casual furniture consumption
- Mass merchandisers and home centers are dominant channels
- Attitudes towards furniture and furniture buying
- Renovation will continue to drive sales
- Younger, ethnically diverse consumers will seek stylish furniture
- Younger Baby Boomers drive growth for high-end furniture
- Imports affect future prices, quality and retailing of casual furniture
- Market Forecast
Market Drivers
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- Introduction
- Housing sales grow casual furniture market
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- Figure 1: Sales of new and existing homes, 1994-2005
- Lifestages and discretionary income
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- Figure 2: Households with discretionary income, by age of householder, 2000
- Larger homes and yard spaces create a need for more furniture
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- Figure 3: Increases in home size, 1950-2000
- Low interest rates spur home sales and home investment
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- Figure 4: Share of refinancing homeowners spending money on home improvements, 2004
- Growth of DIY programs and magazines
- Trend toward outdoor living, grilling and expansion of “outdoor rooms”
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- Figure 5: Total U.S. sales of lawn and garden products and services, at current and constant prices, 2000-05
- Demographic change and trends
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- Figure 6: U.S. population, by generation, 2004 and 2010
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- Figure 7: Household income distribution, by age of head of household, 2003
- Generation X
- Baby Boomers
- Changes in home ownership profile
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- Figure 8: Incidence of home ownership, by age and race/ethnicity, 1993-2003
Market Size and Trends
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- Retail sales
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- Figure 9: Total U.S. retail sales of casual furniture, at current and constant prices, 2000-05
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- Figure 10: Total U.S. retail sales of all types of furniture, both indoor and outdoor, at current and constant prices, 2000-05
- Manufacturer shipments
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- Figure 11: Total U.S. manufacturer sales of casual furniture, at current and constant prices, 2000-05
Market Segmentation
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- Introduction
- Casual furniture segmented by material
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- Figure 12: Sales of casual furniture market, segmented by material, 2003 and 2005
- Metal
- Plastic
- Wicker
- Wood
- Umbrellas
- Casual furniture segmented by product type
- Seating products
- Tables
- Other products
Supply Structure
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- Introduction
- Foreign trade
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- Figure 13: Imports of household metal furniture, 2002 and 2004*
- Companies
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- Figure 14: Leading manufacturer sales of casual furniture in the U.S., 2004
- Company profiles
- Brown Jordan International Inc.
- Agio
- Meadowcraft Incorporated
- Grossfillex
- Keter Group (Resin Partners, Inc./U.S. Leisure)
- Profiles: Medium-sized suppliers
- Ethan Allen
- Homecrest Industries Incorporated
- Tropitone
- Vassallo Industries (Syroco)
Advertising and Promotion
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- Advertising and marketing strategies
- Print advertising campaigns central to brand promotion
- Licensing
- Suppliers appeal to retailers and support their marketing efforts
- Retailers: National advertising and in-store marketing
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- Figure 15: Advertising expenditures of mass merchandisers, home centers and furniture retailers with casual furniture offerings in the U.S., 2003
- Advertising campaigns of selected suppliers
- Barlow Tyrie
- Brown Jordan
- Emu
- Gloster
- Laneventure
- Lloyd/Flanders
- Summer Classics
Retail Distribution
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- Introduction
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- Figure 16: U.S. retail sales of casual furniture, by channel, 2002 and 2004
- The expanding reach of mass merchandisers and home centers
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- Figure 17: Total U.S. retail home channel sales, at current and constant prices, 2000-05
- Mass merchandisers
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- Figure 18: Top mass merchandiser operating statistics, latest fiscal year-end
- Wal-Mart
- Target
- Kmart and Sears
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- Figure 19: Sears stores, by type and number of stores, September 2003
- Figure 20: Sears, by sales, financial years ending 2002 and 2003
- Discount Warehouse Clubs
- BJ’s Wholesale
- Costco
- SAM’S CLUB
- Home improvement centers
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- Figure 21: Top home improvement centers’ operating statistics, latest fiscal year-end
- Home Depot
- Lowe’s
- Specialty furniture retailers
- National chains of specialty import stores
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- Figure 22: Top six speciality furniutre stores, by sales, financial years ending 2003 and 2004
- Pier 1 Imports
- IKEA
- Pottery Barn (Williams-Sonoma)
- Crate and Barrel
- The Bombay Company
- Cost Plus World Market
- Independently owned specialty casual furniture retailers and outdoor living retailers
- Conventional furniture stores
- Ethan Allen
- Other Channels
The Consumer
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- Introduction
- Home ownership
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- Figure 23: Home ownership, by key demographic variables, January-September 2004
- Outdoor furniture purchased in preceding 24 months
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- Figure 24: Purchased outdoor furniture in the last 24 months, by key demographics, August 2005
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- Figure 25: Purchased outdoor furniture in the last 24 months, by key demographics, August 2005
- Where consumers are buying casual furniture
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- Figure 26: Source of casual furniture purchased, August 2005
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- Figure 27: Source of casual furniture purchased, by gender, August 2005
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- Figure 28: Source of casual furniture purchased, by age, August 2005
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- Figure 29: Source of casual furniture purchased, by household income, August 2005
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- Figure 30: Source of casual furniture purchased, by marital status and children in household, August 2005
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- Figure 31: Source of casual furniture purchased, by region, August 2005
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- Figure 32: Source of casual furniture purchased, by type of area, August 2005
- Motives and factors related to purchasing outdoor and casual furniture
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- Figure 33: Motives for purchasing outdoor furniture, August 2005
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- Figure 34: Motives for purchasing outdoor furniture, by gender, August 2005
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- Figure 35: Motives for purchasing outdoor furniture, by age, August 2005
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- Figure 36: Motives for purchasing outdoor furniture, by marital status and children in household, August 2005
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- Figure 37: Motives for purchasing outdoor furniture, by region, August 2005
- Qualities and materials prioritized by consumers purchasing outdoor furniture
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- Figure 38: Factors considered when purchasing outdoor furniture, August 2005
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- Figure 39: Factors considered when purchasing outdoor furniture, by gender, August 2005
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- Figure 40: Factors considered when purchasing outdoor furniture, by age, August 2005
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- Figure 41: Factors considered when purchasing outdoor furniture, by marital status and children in household, August 2005
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- Figure 42: Factors considered when purchasing outdoor furniture, by household income, August 2005
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- Figure 43: Factors considered when purchasing outdoor furniture, by region, August 2005
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- Figure 44: Factors considered when purchasing outdoor furniture, by area, August 2005
- Summary of findings and conclusions
- Purchasing of furniture: Overall demographic drivers
- Patterns and motives for purchasing furniture
- Priorities when selecting furniture
- Retail channels
- These data suggest the following conclusions and actionable points
Future and Forecast
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- Future trends
- Home ownership and outdoor living trends will drive sales
- Higher interest rates and slower home sales may dampen sales
- Demographic changes shape future consumer base
- Influx of cheap imports and growth in specialty chains and mass merchandisers will continue to shape market
- Trends and innovation in style, material and design
- Market forecast
- Casual and outdoor furniture
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- Figure 45: Forecast of total U.S. retail sales of casual and outdoor furniture, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
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