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Accessorising the Home - UK - January 2009

This report takes a look at products that are commonly used to accessorise the home. Over the last year sales growth has dwindled. The slowing of the housing market has reduced demand and lack of consumer confidence, the rising cost of living and growth in unemployment has caused consumers to cut back on unnecessary expenditure. Those that are buying home accessories are trading down to cheaper products, switching to value retailers or buying premium products at cheaper prices. Heavy discounting at the end of 2008 has dampened sales further.

However, it is not all doom and gloom. The fact that home accessories offer consumers a cheaper way to change the look of a room than buying new furniture or flooring has meant that the market is likely to fair better than those categories. Manufacturers and retailers need to ensure they offer consumers value for money both at the bottom and top-end of the market.

Key report themes:

  • How interested are consumers in the look of their homes?

  • What effect has the economic downturn had on the home accessories market?

  • Importance of fashion trends to the market and the extent fast fashion has extended from clothing to home accessories.

  • How much are consumers looking for a complete look in terms of home furnishings and accessories?

  • What opportunities are there for targeting home accessories at particular groups?

  • Which retailers are gaining market share in these more difficult times?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

            • 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

                          • Growth slows
                            • Still interested?
                              • Looking forward
                              • Internal Market Environment

                                • Key points
                                  • Room for improvement
                                    • Figure 1: Agreement with selected lifestyle statements, 2004-08
                                  • Following the fashion
                                    • Figure 2: Agreement with lifestyle statements relating to the home, by those relating to clothing, 2008
                                  • Spree or steal
                                  • Broader Market Environment

                                    • Key points
                                      • Relocation to renovation
                                        • 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
                                                      • Figure 4: Trends and projections in UK population, by age group, 2003-13
                                                    • A pad of your own
                                                      • Figure 5: Trends in household size, UK, 2003-13
                                                  • Competitive Context

                                                    • Key points
                                                      • Home or away
                                                        • Figure 6: Consumer expenditure, by sector, 2004-08
                                                      • Furniture and floors
                                                        • Figure 7: Retail sales of home and garden products, 2004-08
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • A modern or vintage look
                                                              • Making a statement
                                                                • Star quality
                                                                  • Multi-functionality
                                                                    • A natural environment
                                                                      • Possible future trends
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Cutting back on accessories
                                                                            • 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

                                                                              • Key points
                                                                                • Light and bathroom accessories lead growth
                                                                                  • Figure 9: UK home accessories sales, by category, 2003-08
                                                                                • Window furnishings & accessories
                                                                                  • Figure 10: UK value sales of window furnishings & accessories, at current and constant prices, 2003-13
                                                                                • Household linens
                                                                                  • Figure 11: UK value sales of household linens, at current and constant prices, 2003-13
                                                                                • Lighting
                                                                                  • Figure 12: UK value sales of domestic lighting*, at current and constant prices, 2003-13
                                                                                • Bathroom accessories
                                                                                  • Figure 13: UK value sales of bathroom accessories, at current and constant prices, 2003-13
                                                                                • Other accessories
                                                                                  • Figure 14: UK value sales of other accessories*, at current and constant prices, 2003-13
                                                                              • Companies and Products

                                                                                • Retailers
                                                                                  • Homewares retailers
                                                                                    • Ikea
                                                                                      • Habitat
                                                                                        • Cargo HomeShop
                                                                                          • Other homewares retailers
                                                                                            • 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
                                                                                                            • Figure 16: Other clothing and variety stores, 2008
                                                                                                          • DIY stores
                                                                                                            • Homebase
                                                                                                              • B&Q
                                                                                                                • Grocery multiples
                                                                                                                  • Tesco
                                                                                                                    • Asda
                                                                                                                      • Sainsbury’s
                                                                                                                        • Manufacturers
                                                                                                                          • Household linens
                                                                                                                            • Figure 17: Key manufacturers of household linens, 2008
                                                                                                                          • Lighting
                                                                                                                            • Figure 18: Key manufacturers of lighting (Luminaires), 2008
                                                                                                                          • Window furnishings and accessories
                                                                                                                            • Figure 19: Key manufacturers of window furnishings and accessories, 2008
                                                                                                                          • Other home accessories
                                                                                                                            • Figure 20: Key manufacturers of other home accessories, 2008
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Cutting back
                                                                                                                              • Figure 21: Main monitored media advertising spend on furnishing accessorises/soft furnishing products, 2005-08
                                                                                                                            • A blinding time
                                                                                                                              • 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

                                                                                                                              • Key points
                                                                                                                                • Multiples move in
                                                                                                                                  • Mixed fortunes for variety and department stores
                                                                                                                                    • Others
                                                                                                                                      • Household linens
                                                                                                                                        • Figure 23: Retail distribution of household linens, 2005-08
                                                                                                                                      • Lighting
                                                                                                                                        • Figure 24: UK value sales of luminaires, by outlet type, 2005-08
                                                                                                                                      • Curtains, blinds and window accessories
                                                                                                                                        • Figure 25: UK value sales of window furnishings, by outlet type, 2005-08
                                                                                                                                    • The Consumer – Buying Accessories for the Home

                                                                                                                                      • Key points
                                                                                                                                        • Items purchased
                                                                                                                                          • Linens are top of the pile
                                                                                                                                            • 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
                                                                                                                                                  • 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

                                                                                                                                                    • Key points
                                                                                                                                                      • Descriptions of home
                                                                                                                                                        • Home is where the heart is
                                                                                                                                                          • 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
                                                                                                                                                                • 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

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Consumer attitudes
                                                                                                                                                                            • Perfecting the look
                                                                                                                                                                              • Figure 30: Attitudes towards accessorising the home, October/November 2008
                                                                                                                                                                            • Acting on impulse
                                                                                                                                                                              • A sense of style
                                                                                                                                                                                • Families count the cost
                                                                                                                                                                                  • Consumer typologies
                                                                                                                                                                                    • 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

                                                                                                                                                                                          • Items purchased
                                                                                                                                                                                            • Figure 32: Home accessories bought in the last 12 months, by detailed demographics, October/November 2008
                                                                                                                                                                                            • Figure 33: Home accessories bought in the last 12 months, by detailed demographics, October/November 2008
                                                                                                                                                                                          • Numbers of types of products bought
                                                                                                                                                                                              • Figure 34: Number of types of home accessories bought in the last 12 months by demographics
                                                                                                                                                                                          • Appendix – The Consumer – Describing Your Home

                                                                                                                                                                                            • Descriptions of home
                                                                                                                                                                                              • Figure 35: Describing your home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 36: Describing your home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 37: Describing your home, by detailed demographics, October/November 2008
                                                                                                                                                                                            • Identifying targets
                                                                                                                                                                                              • Figure 38: Target groups on the type of home consumers feel they have by words used to describe home
                                                                                                                                                                                              • 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
                                                                                                                                                                                              • Figure 40: Target groups on the type of home consumers feel they have by demographics
                                                                                                                                                                                          • Appendix – The Consumer – Attitudes and Typologies

                                                                                                                                                                                            • Consumer attitudes
                                                                                                                                                                                              • Figure 41: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 42: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
                                                                                                                                                                                              • Figure 43: Attitudes towards accessorising the home, by detailed demographics, October/November 2008
                                                                                                                                                                                            • Consumer typologies
                                                                                                                                                                                              • Figure 44: Target groups on attitudes towards buying items for the home by the attitude statements
                                                                                                                                                                                              • 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
                                                                                                                                                                                              • Figure 46: Target groups on attitudes towards buying items for the home by the type of home consumers feel they have
                                                                                                                                                                                              • Figure 47: Target groups on attitudes towards buying items for the home by demographics

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          • Allders Croydon Ltd
                                                                                                                                                                                          • Argos
                                                                                                                                                                                          • Armitage Shanks
                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                          • Bank of England
                                                                                                                                                                                          • Bedeck Ltd
                                                                                                                                                                                          • Bhs Ltd
                                                                                                                                                                                          • Bridisco
                                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                                          • Channel 4
                                                                                                                                                                                          • Chortex Ltd
                                                                                                                                                                                          • Christy UK Ltd
                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                          • Debenhams Total (GTV)
                                                                                                                                                                                          • Ditton Hill
                                                                                                                                                                                          • Dorma Group
                                                                                                                                                                                          • Dunelm (Soft Furnishings) Ltd
                                                                                                                                                                                          • Faber Blinds UK Ltd
                                                                                                                                                                                          • Faupel Home Furnishings
                                                                                                                                                                                          • Fogarty Limited
                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                          • Habitat
                                                                                                                                                                                          • HBOS plc (Halifax Bank of Scotland)
                                                                                                                                                                                          • Heal's Plc
                                                                                                                                                                                          • Hillarys Blinds Ltd
                                                                                                                                                                                          • Homebase Ltd
                                                                                                                                                                                          • House of Fraser Plc
                                                                                                                                                                                          • Hunter Douglas (UK) Ltd
                                                                                                                                                                                          • IKEA
                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                          • Jamie Oliver
                                                                                                                                                                                          • Jasper Conran
                                                                                                                                                                                          • John Cotton Group
                                                                                                                                                                                          • John Lewis Partnership
                                                                                                                                                                                          • John Rocha
                                                                                                                                                                                          • Jysk
                                                                                                                                                                                          • Kingfisher UK & Ireland
                                                                                                                                                                                          • Laura Ashley Group
                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                          • Lubkowksi Saunders and Associates Ltd
                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                          • Matalan Ltd
                                                                                                                                                                                          • Micromark
                                                                                                                                                                                          • Monsoon Accessorize Ltd - UK
                                                                                                                                                                                          • Next Group
                                                                                                                                                                                          • Nissan Motor Co., Ltd.
                                                                                                                                                                                          • OXFAM
                                                                                                                                                                                          • Paul Simon (London) Ltd
                                                                                                                                                                                          • Philips Consumer Electronics UK
                                                                                                                                                                                          • Primark Stores Ltd
                                                                                                                                                                                          • Roper Rhodes Ltd
                                                                                                                                                                                          • Rosebys Operations Ltd
                                                                                                                                                                                          • Seiko Corporation
                                                                                                                                                                                          • Silent Gliss Ltd
                                                                                                                                                                                          • Snuggledown of Norway (UK) Ltd
                                                                                                                                                                                          • Sony (UK) Ltd
                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                          • Texstyle World Ltd
                                                                                                                                                                                          • The Longmead Group plc
                                                                                                                                                                                          • The Pier Retail Group Ltd
                                                                                                                                                                                          • The Royal Institution of Chartered Surveyors
                                                                                                                                                                                          • The TJX Companies
                                                                                                                                                                                          • The White Company Ltd
                                                                                                                                                                                          • Thomas Sanderson
                                                                                                                                                                                          • Walker Greenbank PLC
                                                                                                                                                                                          • Waterford Wedgwood Plc
                                                                                                                                                                                          • Wax Lyrical Ltd
                                                                                                                                                                                          • Wilkinson Hardware Stores Ltd
                                                                                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                                                                                          • Woolworths Group plc
                                                                                                                                                                                          • Yankee Candle Company Inc., The

                                                                                                                                                                                          Accessorising the Home - UK - January 2009

                                                                                                                                                                                          £1,995.00 (Excl.Tax)