Every quarter we survey British consumers on their brand awareness and preferences in relation to the furniture and homewares industry. Our latest insights into this industry can be found below. Plus, in Q1 of each year we dive deeper into the data to create an in-depth report on the state of the industry.
To jump straight to our 2019 Furniture & Homewares Brand Index Report, click below:
To compile this quarter’s Furniture & Homewares Brand Index below, we looked at three things:
- Percentage of unprompted brand recall within the category
- How likely a person is to purchase each brand (Purchase Intent)
- How likely a person is to recommend each brand (Net Promoter Score)
Key Changes in Brand Attributes
While buying furniture might not be the most frequent shopping trip consumers make, there’s no shortage of brands vying for consumers’ attention when they are on their spending sprees. Both out of town and city centre shopping parks are dominated by furniture and homeware brands offering near-constant sales, with smaller premises in-town not deterring the likes of IKEA, who now offer smaller stores where consumers can browse the catalogue, order, and collect shortly after – without ever setting eyes upon a life-size version of the product they’re planning to furnish their home with.
The way we buy furniture is changing. In the UK alone, $7bn was spent on furniture online in 2018. Modern furniture brands need to cater for a growing online audience, while still providing convenient locations for shoppers who still like to physically sit on a dozen sofas before they choose which to buy. In this changing marketplace, appealing to consumers for all the right reasons is more important than ever.
Each quarter we ask consumers to rank the top 10 furniture and homeware brands they’ve named in eight category-specific attributes: product quality, price, customer service, how trendy the products are, how trustworthy the brand is, reliability, memorability of the brand’s adverts and how conveniently located the branches are. Here are the main winners, losers and movers this quarter:
- Last quarter’s best-performing brand across the eight attributes, John Lewis, continues to reign supreme in Q3. The popular department store retains the highest weighted ranking for offering quality products, good customer service, being trustworthy, and reliable.
- Similarly, Next Home retains their number one position for being the trendiest furniture and homewares brand in the market, Argos take the title as the most conveniently located brand of the top 10 for a second quarter, as does Wayfair for having the most memorable branding.
- The only title to change hands this quarter is price, which IKEA loses to Wayfair.
- DFS performs poorly this quarter, coming last out of the 10 brands in four of the key attributes: for product quality, customer service, trendiness and trust.
- The furniture and homewares industry remains, overall, relatively stable. Despite significant changes occurring in the way people shop for furniture and homeware items, little has happened in the last three months to significantly displace the ten brands in the leaderboard. In fact, no brand experiences a rise or fall in the leaderboard of more than two places. The leaderboard is book-ended by two brands who remain steadfast, IKEA in first place with a significant lead on all other brands (thanks to a hold over nearly ⅓ of the Unprompted Brand Recall in the market), and DFS who trail in 10th place for a second quarter.
- The only new brand to enter the leaderboard this quarter is Harveys, who displace SCS to take 9th position overall.
- John Lewis climb from 3rd to 2nd place in Q3, thanks to an industry-leading Net Promoter Score of 51.2.
The Full Report
The report includes:
- The UK’s leading furniture and homeware brands for Awareness, Purchase Intent and Net Promoter Score
- Overall Brand Strength and Total Brand Equity index
- Industry averages and market dynamics
- Key takeaways for the UK furniture and homewares industry
The report is based on a nationally representative survey of 1,000 people in the UK (aged 18+), surveyed in January 2019.
Brand Index Methodology
The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the health and wellness sector, as determined by real consumers.
What does that mean?
When we say ‘Platform Agnostic’, we mean the results are not influenced by any particular method of collecting them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a more accurate view of a brand’s strength in its category.
Brand Index data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.