LUXURY LINENS, FABRICS & SOFT GOODS

Introduction & Methodology

Unity Marketing's Annual State of the Luxury Market Report

The US Luxury Market Dwarfs All Others

Figure 1: U.S Luxury Market Relative to Rest of World 2014 (Source: Bain & Company)

More about the Luxury Report

Home Luxuries

Personal Luxuries

Automobiles, including automobile brands

Experiential Luxuries

Affluent Consumer Tracking Study (ACTS) Methodology

Two Segments of Affluents based upon Income Are Surveyed

Compilation of Affluent Consumers’ Luxury & High-End Purchases

New ACTS Shopper Track Survey Adds Additional Perspective on Affluent Shopping Behavior

Sample Demographics

Income Demographics

Figure 2: Income Sample

Net Worth

Figure 3: Net Worth

Gender

Figure 4: Gender distribution

Age Distribution & Cohort

Figure 5: Age Distribution

Luxury Marketers>> Take Action

Luxury Marketers>> Get Inspired by Suitsupply

Occupation & Employment

Figure 6: Occupation

Other Demographic Variables

Figure 7: Educational Attainment

Figure 8: Marital Status

Figure 9: Life Stage

Figure 10: Home Ownership

Figure 11: Ethnicity

Chapter 1— Prospects for the Future Luxury Market

Overview

Affluents Enjoying the Little Things in Life – Resisting the Temptation to Over-Spend & Liking It

Demographic Forecast: Luxury Drought

Figure 12: Dent Research, Consumer Spending by Age

Figure 13: LCI Historical 1Q2004-present

The Consumer Economy at Large

Figure 14: Personal Consumption Quarterly Change 2008-1Q15

Figure 15: Personal Consumption Expenditures 1Q15 Percent. Change Previous Period, details

Luxury Marketers>> Take Action as Economy Still Struggles

Figure 16: GAFO Retail Sales & Percentage Change 2007-1Q2015

GAFO Retail Sales in 2015

Figure 17: GAFO Store Sales YTD 2015-2014

Figure 1839: Fastest Growing Retailers 1Q2015

Luxury Marketers>> Take Action by Tapping Consumer Trends

Chapter 2 – Home Luxury Purchase Overview

Highlights of Home Luxury Purchases

Figure 19: Home Luxury Demand & Spending Trends

Home Luxury Demand Details

Figure 20 Home Luxury Purchase Incidence

Home Luxury Spending

Figure 21: Home Luxury Spending

Home Luxury Spending by Demographic Segments

Figure 22: Total Home Luxury Spending by Demographic Segments

Luxury Marketers: Get Inspired by the Affluents

For Home Furnishings Marketers…New Research Reveals How to Grow Your Business by Targeting the Top 20%

What’s Hot, What's Not in the Home Luxury Market

Figure 23 : Top Ten Fastest Growing Products and Biggest Losers in Home Luxury,2011-2012

Top Shopping Destinations for Home Luxury Products

Figure 24: Top Shopping Destinations Home Luxury Products

Luxury Marketers>> Take Action

Figure 25: Trends in Net Affluent Usage by Major Class of Store

Luxury Marketers>> Get Inspired by the Rebirth of “Main Street”

Highlights of Luxury Consumers' Shopping Destinations

Luxury Department Stores

Figure 26: Net Patronage Mass/Discount and Luxury Department Stores

Figure 27: Luxury Department Store Brand Usage

Mass & Discount Department Stores

Figure 28: Mass/Discount Department Store Brand Usage

Home Stores

Figure 29: Home Stores Brand Usage

Luxury Marketers>> Get Inspired by RH

Online Destinations

Figure 30: Online Internet Retailer Brand Usage

Chapter 3: Linens, Fabrics & Soft Goods — Purchase Details

Figure 31: Linens, Fabrics & Soft Goods Demand & Spending Trends

Amount Spent on Linens, Fabrics & Soft Goods

Figure 32: Linens, Fabrics & Soft Goods Spending by Demographic Segment

Type of Linens, Fabrics & Soft Goods Bought

Figure 33: Estimated Spending on Luxury Linens, Fabrics & Soft Goods

Where People Shopped for Luxury Linens, Fabrics & Soft Goods

Figure 34: Estimated Spending on Linens, Fabrics & Soft Goods by Type of Store

Linen Brand Usage

Figure 35: Linen Brand Usage

Luxury Marketers>> Get Inspired by Parachute and Boll & Branch

Let Unity Marketing Be Your Research Partner

LUXURY LINENS, FABRICS & SOFT GOODS

Unity Marketing has just released a short, but sweet report with key facts and figures on the affluent market for home decorating fabrics, window & wall coverings. Entitled the Linens, Fabrics and Soft Goods Snapshot Report, this succinct report presents the busy marketer with "just the facts, ma'am" in order to help them assess opportunities and shifts in what home decorating fabrics, linens and other softgoods affluent consumers are buying, how much they are spending and where they are making their purchases. It also includes the linen brands affluents are buying.

This report is written specifically for marketers that want the most up-to-date and salient facts to help them understand the trends in the current affluent consumer market for luxury kitchenware, housewares & cooks' tools

It includes details, facts and figures taken from Unity Marketing's Affluent Consumer Tracking Study which is a longitudinal survey among 1,000-1,200 affluent consumers (incomes $100,000 and above) conducted throughout 2009, 2010, 2011, 2012, 2013 and 2014.

Contained in this new concise snapshot report are these essential facts and figures that can give direction to marketers' business and strategic plans.

• What types of home linens decorating fabrics, curtains, drapes and other soft goods are of most interest to affluent consumers and how these items are trending year-over-year both in terms of purchase incidence and spending.
• Where the fabric, linen and softgoods customers are shopping so that marketers can identify their best channel partners and retailers can understand the competitive landscape
• Trends in purchase and spending in the home decorating linens category, as well as at the product level.
• Which demographic segments of affluent consumers are increasing their spending, and which are still cutting back on home decorating linens fabrics, and other soft goods.
• What brands affluent linens consumers are buying.

"This report is written specifically for marketers that want the most up-to-date and salient facts to help them understand the trends in the current market and ways they can address their challenges. Unlike Unity Marketing's in-depth market research reports, this snapshot report gives the marketer the most important consumer data that will bring dimension to business planning. It doesn't overwhelm the busy executive with a lot of excess baggage they don't need, but presents them with the facts and figures they need to make decisions," explains Pam Danziger, president of Unity Marketing and author of Putting the Luxe Back in Luxury.