Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Appealing to men
- Trend: Diversity Is All
- Focusing on value in the downturn
- Trend: Trading Up, Trading Down, Trading Over
- Accessory swap-shop
- SAD lamps
- Family variety packs
Market in Brief
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- Growth slows
- Still interested?
- Looking forward
Internal Market Environment
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- Key points
- Room for improvement
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- Figure 1: Agreement with selected lifestyle statements, 2004-08
- Following the fashion
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- Figure 2: Agreement with lifestyle statements relating to the home, by those relating to clothing, 2008
- Spree or steal
Broader Market Environment
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- Key points
- Relocation to renovation
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- Figure 3: House prices, transactions and average number of years between moves, 2003, 2007 and 2008
- Tightening the purse strings
- Energy
- Fuel
- Food
- Unemployment
- Financial aid
- Implications for home accessories
- Demographic trends
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- Figure 4: Trends and projections in UK population, by age group, 2003-13
- A pad of your own
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- Figure 5: Trends in household size, UK, 2003-13
Competitive Context
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- Key points
- Home or away
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- Figure 6: Consumer expenditure, by sector, 2004-08
- Furniture and floors
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- Figure 7: Retail sales of home and garden products, 2004-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- A modern or vintage look
- Making a statement
- Star quality
- Multi-functionality
- A natural environment
- Possible future trends
Market Size and Forecast
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- Key points
- Cutting back on accessories
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- Figure 8: Total retail value sales of home accessories, at current and constant prices, 2003-13
- A challenging future ahead
- Factors used in forecast
Segment Performance
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- Key points
- Light and bathroom accessories lead growth
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- Figure 9: UK home accessories sales, by category, 2003-08
- Window furnishings & accessories
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- Figure 10: UK value sales of window furnishings & accessories, at current and constant prices, 2003-13
- Household linens
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- Figure 11: UK value sales of household linens, at current and constant prices, 2003-13
- Lighting
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- Figure 12: UK value sales of domestic lighting*, at current and constant prices, 2003-13
- Bathroom accessories
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- Figure 13: UK value sales of bathroom accessories, at current and constant prices, 2003-13
- Other accessories
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- Figure 14: UK value sales of other accessories*, at current and constant prices, 2003-13
Companies and Products
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- Retailers
- Homewares retailers
- Ikea
- Habitat
- Cargo HomeShop
- Other homewares retailers
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- Figure 15: Other homewares retailers, 2008
- Department stores
- John Lewis
- Debenhams
- House of Fraser
- Variety and clothing stores
- Argos
- Marks & Spencer
- Next
- Other variety and clothing stores
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- Figure 16: Other clothing and variety stores, 2008
- DIY stores
- Homebase
- B&Q
- Grocery multiples
- Tesco
- Asda
- Sainsbury’s
- Manufacturers
- Household linens
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- Figure 17: Key manufacturers of household linens, 2008
- Lighting
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- Figure 18: Key manufacturers of lighting (Luminaires), 2008
- Window furnishings and accessories
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- Figure 19: Key manufacturers of window furnishings and accessories, 2008
- Other home accessories
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- Figure 20: Key manufacturers of other home accessories, 2008
Brand Communication and Promotion
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- Key points
- Cutting back
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- Figure 21: Main monitored media advertising spend on furnishing accessorises/soft furnishing products, 2005-08
- A blinding time
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- Figure 22: Main monitored media advertising spend on furnishing accessorises/soft furnishing products – by top ten spenders in latest year, 2005-08
- Below-the-line activity
Channels to Market
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- Key points
- Multiples move in
- Mixed fortunes for variety and department stores
- Others
- Household linens
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- Figure 23: Retail distribution of household linens, 2005-08
- Lighting
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- Figure 24: UK value sales of luminaires, by outlet type, 2005-08
- Curtains, blinds and window accessories
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- Figure 25: UK value sales of window furnishings, by outlet type, 2005-08
The Consumer – Buying Accessories for the Home
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- Key points
- Items purchased
- Linens are top of the pile
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- Figure 26: Home accessories bought in the last 12 months, October/November 2008
- A woman’s prerogative
- A family affair
- The class divide
- Numbers of types of products bought
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- Figure 27: Number of types of home accessories bought in the last 12 months, October/November 2008
- No categories
- Five or more categories
The Consumer – Describing Your Home
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- Key points
- Descriptions of home
- Home is where the heart is
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- Figure 28: Describing Your Home, October/November 2008
- Children absorb space & decorating time
- Empty nests are left tired and cluttered
- Men adopt a practical approach
- Identifying targets
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- Figure 29: Target groups on the type of home consumers feel they have, October/November 2008
- Simple touch (25% of respondents)
- Chaotic (20% of respondents)
- Homely feel (27% of respondents)
- Modernists (13% of respondents)
- Trendy homes (15% of respondents)
Consumer – Attitudes and Typologies
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- Key points
- Consumer attitudes
- Perfecting the look
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- Figure 30: Attitudes towards accessorising the home, October/November 2008
- Acting on impulse
- A sense of style
- Families count the cost
- Consumer typologies
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- Figure 31: Target groups on attitudes towards buying items for the home, October/November 2008
- Apathetic (36% of respondents)
- Replacement only (21% of respondents)
- Style enthusiasts (20% of respondents)
- Accessory focused (23% of respondents)
Appendix – The Consumer – Buying Accessories for the Home
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- Items purchased
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- Figure 32: Home accessories bought in the last 12 months, by detailed demographics, October/November 2008
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- Figure 33: Home accessories bought in the last 12 months, by detailed demographics, October/November 2008
- Numbers of types of products bought
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- Figure 34: Number of types of home accessories bought in the last 12 months by demographics
Appendix – The Consumer – Describing Your Home
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- Descriptions of home
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- Figure 35: Describing your home, by detailed demographics, October/November 2008
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- Figure 36: Describing your home, by detailed demographics, October/November 2008
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- Figure 37: Describing your home, by detailed demographics, October/November 2008
- Identifying targets
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- Figure 38: Target groups on the type of home consumers feel they have by words used to describe home
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- Figure 39: Target groups on the type of home consumers feel they have by number of types of home accessories bought in the last 12 months
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- Figure 40: Target groups on the type of home consumers feel they have by demographics
Appendix – The Consumer – Attitudes and Typologies
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- Consumer attitudes
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- Figure 41: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
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- Figure 42: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
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- Figure 43: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
- Consumer typologies
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- Figure 44: Target groups on attitudes towards buying items for the home by the attitude statements
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- Figure 45: Target groups on attitudes towards buying items for the home by number of types of home furnishing items bought in the last 12 months
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- Figure 46: Target groups on attitudes towards buying items for the home by the type of home consumers feel they have
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- Figure 47: Target groups on attitudes towards buying items for the home by demographics
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