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RESEARCH GOALS • Benchmark brand awareness, brand perceptions, brand affinity, perceived positioning and competitive set among affluent consumers and trade pros • Identify and prioritize brand/company and product features, attributes among affluent consumers and trade pros • Identify “design leaders” in the furniture manufacturer category (i.e., residential) • Explore current furniture trends likes/dislikes • Explore personal design style PRIMARY TARGET MARKET PROFILE • Design Pros (i.e., Interior Designers, Decorators, Architects who specify furniture for RESIDENTIAL clients) • Consumers/New Affluents (Minimum HHI $ 100K)
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2013 Furniture Brand Value Scorecard Dual Market: New Affluents and Trade
©Dwell Media, LLC, 2013. Proprietary and Confidential property of Dwell Media LLC, provided under license only. No further distribution permitted. All rights reserved.
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2014 Outlook:
Americans Due to Replace Oldest Goods Since JFK
Americans have been holding on to their wobbly washing machines and sagging
sofas even longer than their grandparents did 50 years ago, setting the stage for a
rebound in consumer spending as old household goods wear out.
The average age of consumer durable goods -- long-lasting items such as furniture,
appliances and computers -- is the highest since 1962, according to data from the
Bureau of Economic Analysis dating to 1925.
Americans Due to Replace Oldest  Goods Since JFK
Bloomberg
By Michelle Jamrisko - Dec 3, 2013
3
2013 Furniture Brand Value Scorecard
Research Objectives
RESEARCH GOALS
• Benchmark brand awareness, brand perceptions, brand affinity, perceived positioning and competitive set
among affluent consumers and trade pros
• Identify and prioritize brand/company and product features, attributes among affluent consumers and trade pros
• Identify “design leaders” in the furniture manufacturer category (i.e., residential)
• Explore current furniture trends likes/dislikes
• Explore personal design style
PRIMARY TARGET MARKET PROFILE
• Design Pros (i.e., Interior Designers, Decorators, Architects who specify furniture for RESIDENTIAL clients)
• Consumers/New Affluents (Minimum HHI $ 100K)
Furniture Brand Value Scorecard 2013
Consumer/New Affluent Survey
Methodology
Target Sample:
• Inside Dwell Panel. U.S. Residents Ages 18+, Home-owners,
HHI $100K+, Not Employed in a Trade Profession
Field Dates:
• September 3 – September 15, 2013
Response Rates:
• Panelists Invited: 1,590
• Panelists Responding: 416
Survey Methodology:
• Online Survey
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American Leather
Arhaus
Artek
B&B Italia
Baker
Bd Barcelona
Bernhardt Design
Bernhardt Furniture Co.
Blu Dot, USA
BoConcept
Bontempi Casa
Calligaris USA
Calvin Klein
Capellini
Carl Hansen
Casana
Cassina/Poltrana Frau
CB2, USA
Century Furniture
Coalesse
Copeland Furniture
Crate & Barrel, USA
Earl Nesbitt
Emeco
Ethan Allen
Fendi Casa
Flexform
Flou
Fritz Hansen
Hastens- Beds
Henredon Furniture
Herman Miller
Highland House/Hickory Chair
Holly Hunt, USA
Hurtado
Ikea
Jules Seltzer
Kartell
Knoll
Lee Industries
Lema
Ligne Roset
Minotti
Mitchell Gold + Bob Williams
Modernica
Molteni/Dada
Moooi
Moroso
Natuzzi
Poliform
Ralph Lauren Home
Ralph Pucci
Resource Furniture
Robb & Stucky
Roche Bobois
Room & Board, USA
Soho Concepts
Stickley
Stua
Vitra
Zanotta
Williams Sonoma Home
West Elm
Brand List
6
About New Affluents
Design conscious in all aspects of life
Technophiles
Lead active, busy lives, seek simplicity
Financially secure, but discerning consumers, cost and value conscious
Self-directed, influencers, opinion leaders
Prefer understated affluence, social status unimportant, style is unfussy
Environmentally conscious
Forefront of trends and shifts in attitudes, behaviors among affluent consumers
New Affluents
Design Centric, Tech-Savvy, Self Directed
Top 2 Box Agreement (Completely Agree/Strongly Agree)
Q. Tell us, how much do you agree with each of the statements about furniture listed below?
Base: Total Respondents, n=416
86% 82% 80% 76%
33%
11%
I take careful note ofhow furniture is
designed
I always take notice of the furniture in other
people’s homes
I consider my homefurniture to be an
important expressionof my sense of selfand personal style
I will pay more forfurniture that is of
high quality and welldesigned
I think furniture isgenerally overpriced
I find shopping forfurniture tedious
Eight in Ten Consider Furniture to be an Important
Expression of Sense of Self and Personal Style
Past Purchase/Purchase Plans
Q. Which of the following describe your household’s purchase activity for furniture (e.g., couches, chairs, tables, bedroom furniture, home office)? Select all that apply.
Base: Total Respondents, n=416
60%
39%
20% 16%
Purchased or acquiredin the past 12 months
Plan to purchase oracquire in the next 12
months
Plan to purchase oracquire in 1-2 years
Might purchase oracquire in more than 2
years
Substantial Furniture Purchase Activity for the Past 12 Months
Sixty percent (60%) Purchased Some Type of Furniture
Q. Which of these words best describes the style/lifestyle you believe your home furniture and furnishings convey?
Base: Total Respondents, n=416
BONUS
Furniture – Lifestyle Descriptors
Simplicity 46%
Sophistication 27%
Utility 13%
Beauty 10%
Luxury 3%
Affluence 1%
New Affluent Home-owners Seek Simplicity and
Sophistication From Their Home Furnishings
Highly Influential Product Attributes
Q. When thinking about purchasing furniture for your home, how influential are these product attributes in your decision-making process?
Base: Total Respondents, n=416
90%
88%
87%
81%
78%
73%
69%
56%
47%
32%
17%
16%
15%
14%
12%
9%
Overall quality
Aesthetic design
Functional design
Comfort
Durability
Product longevity, built to last
Performance
Value
Timeless/Classic Style
Innovation (e.g. in materials, production, designs)
Humanely manufactured (i.e. fair trade, labor, safety)
Sustainably made (e.g., energy use, eco-friendly adhesives,…
The brand or manufacturer
Manufacturer’s designers
Where it’s made (i.e., country, state)
Trending/”Fashion Forward”
New Affluents Look for Products with Quality,
Design, Comfort that Are Durable and Built to Last
Highly Influential Brand/Company Attributes
Q. When purchasing furniture, how influential are these attributes about the furniture company or furniture brand in your decision-making process?
Base: Total Respondents, n=416
72%
59%
45%
43%
42%
36%
29%
27%
19%
16%
11%
8%
7%
4%
3%
Reputation for quality and product performance
Offers a range of colors, materials, features, styles
Superior customer service
Integrity
Innovative
Offers products in a range of price points
Known for design leadership
Availability or delivery time
Sustainable manufacturing process
Dedication to environmental issues
Industry leadership
Corporate history, heritage
Luxury or premium brand image
Community outreach, charitable giving
Awards won and industry achievement
Quality Leads, but New Affluents Also Look for Brands
Offering Variety and Superior Customer Service
Dwell Insights Group 2013 New Face of Affluence, Reframing the Business of Design 13
Thoughtful Aesthetically pleasing and fully
functional at the same time
Beautiful to look at and
easy to use
Clean and simple
Beautiful to the eye and touch.
Good design improves
the quality of my life
By affecting my sense of
taste, touch, scent, sight,
and hearing
Design that is both functional
and beautiful that does not
clutter my space or my mind
Designed to make living easier,
more efficient, and pleasing
Easy to use, durable,
visually appealing,
attention to auditory and
tactile values
Enduring
Emotional impact
For me good design has
a wow factor
Good design means
pleasing to the senses
What Good Design Means…
Functional, Aesthetic, Emotional
Dwell Insights Group 2013 New Face of Affluence, Reframing the Business of Design 14
Q. Which trends in the furniture category are you aware of that you really like and why?
Base: Total Respondents, n=69
Furniture Category “Likes”
Dwell Insights Group 2013 New Face of Affluence, Reframing the Business of Design 15
Q. Which trends in the furniture category are you aware of that you dislike and why?
Base: Total Respondents, n=47
Furniture Category “Dislikes”
65%
46%
33%
14% 9% 8% 6%
Noticed an adthat interested
me
Talked about abrand with others
Recommended acompany/brand
to others forpurchase
Participated in apromotion or
contest
Connected withvia social media(e.g. follow on
Facebook,Twitter)
Attended anevent
Posted a reviewonline
Furniture Brand-Related Actions, Past Three Months
Q. Thinking about the last three months, have you done any of the following specifically related to furniture brands/companies?
Base: Total Respondents, n=416
Net Any Action: 80%
Noticed an Ad
73% for $300k+
HHI
Nearly Two-thirds of Respondents Noticed
Furniture Ads that Interested Them;
Just Under Half Talked About a Brand With Others
About the Brands
41%
24%
20%
15% 15% 14% 13% 12%
7% 6%
HermanMiller
Knoll LigneRoset
Blu Dot,USA
B&B Italia Room &Board,
USA
Ikea RocheBobois
Vitra Modernica
Top 10 Design Brands
Q. Which of these brands of furniture brand/company listed below would you say best exemplify design leadership in the furniture category? Select up to three.
Base: Total Respondents, n=416
Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
Top Ten – Design Leadership
According to New Affluents
Furniture Brand Value Scorecard
Trade Survey Topline
Furniture Brand Value Scorecard
Trade Survey
Methodology
Target Sample:
• Inside Dwell Panel. Trade Professionals who
Specify Furniture for Residential Clients
Field Dates:
• September 9 – September 20, 2013
Response Rates:
• Panelists Invited: 1,632
• Panelists Responding: 414
• Panelists Qualified: 123
Survey Methodology:
• Online Survey
Value of Furniture Purchased for Clients, Past 12 Months
Q. Thinking of the furniture you have specified or purchased for residential clients in the past 12 months, what do you estimate the total value/spending was? Give us your best ballpark estimate.
Base: Total Trade Respondents Answering, n=60
30%
25%
10%
17% 18%
0%
5%
10%
15%
20%
25%
30%
35%
Under $20K $20K-$49K $50K-$99K $100K-$199K $200K+
Mean Value: $166K Median Value: $35K
One-third of Trade Sample Spent $100K or
More Last Year on Furniture for Clients
49%
25% 22%
18%
13% 13% 12% 11% 8% 8%
HermanMiller
Knoll B&B Italia Ligne Roset RocheBobois
Vitra Ikea Blu Dot, USA Kartell Room &Board, USA
Top 10 Design Brands According to Trade Professionals
Q. Which of these brands of furniture brand/company listed below would you say best exemplify design leadership in the furniture category? Select up to three.
Base: Total Trade Respondents, n=123
Rank #1 #2 #3 #4 #5 #6 #7 #8 #9 #10
Top 10 Design Brands Selected By Trade Professionals
Thank you!
©Dwell Media, LLC, 2014. Proprietary and Confidential property of Dwell Media LLC, provided under license only. No further distribution permitted. All rights reserved.
For more information, contact: DIG Director, Michele Gerus at michele@dwell.com
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