November 22, 2018

Furniture & Homewares Brand Index 2018 Q4

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The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Furniture & Homewares sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Furniture & Homewares Brand Index, we look at three things:

  • Percentage of unprompted brand recall within a named category e.g. ‘Technology’ ‘Fashion’ or ‘Entertainment’
  • How likely a person is to purchase your particular brand (purchase intent)
  • How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Brand-index-furniture-2018-Q4

The upper echelons of the table remain unchanged, with three giants of the furniture and homeware world—IKEA, Next Home, and Argos—placing first, second and third. That said, IKEA’s recall fell by a full 10%, suggesting that smaller brands are usurping their dominance to some degree.

Next Home, for their part, managed to secure an extra 2% of recall, and Argos’s recall remained unchanged. Next Home performed better overall than in Q3: both Purchase Intent and NPS increased.

DFS and Homebase improved their positions quite significantly, both climbing three places. For DFS, however, this needs to be understood in context. Their NPS improved by almost 10 points, but still remains in the negatives at -7.8. In addition, their Purchase Intent fell.

Homebase, on the other hand, saw both their likeability measures improve enormously. Purchase Intent jumped by 30%, and NPS soared by 40.

In 10th place was this quarter’s only newcomer: Harvey’s. They emerged into the table with a reasonable Purchase Intent score of 21.1%, but should be concerned by their negative NPS, and view it as something to work on in 2019.

Here is how people described the Furniture & Homeware industry brands that came top of mind during unprompted brand recall:

Furniture Word Cloud Q4

The 2018 Furniture & Homewares Industry Brands Report

The full 2018 report includes:

  • The UK’s leading Furniture & Homeware brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
  • Industry-wide averages and market dynamics
  • Key takeaways for the UK Furniture & Homewares industry