Women want more information in post-9/11 world
By Powell Slaughter -- Furniture Today, January 27, 2002
SAN FRANCISCO — The good news for the furniture industry is that emotional shock waves in the wake of the Sept. 11 attacks have consumers concentrating more than ever on their homes.
The industry's challenge is to refine its marketing approach to cater to the thought process of the women who make most home furnishings-related purchase decisions.
Those were among the issues discussed at a WithIt-sponsored presentation called "What's on Women's Minds? Post 9/11 and Into the Future" at the market here.
Jennifer Ganshirt, a consultant with Dish, a women-focused division of the marketing communications agency Mullen, spoke about how women feel about their homes and identified emerging consumer segments for furniture.
Dish researched post-9/11 attitudes through a 1,000-member female consumer panel, in-home interviews and other research from a variety of sources. She said 78% of women say the home is more important now and that 18% plan to buy furniture in the next six months.
"When people receive a shock they do two things. First, they make themselves feel safe; second, they re-evaluate the situation," Ganshirt said. "Indulgence is out, and we're focusing on smaller luxuries that enhance our environment."
Dish's research showed that 70% of women are very involved with the decorative versus functional aspect of their home. Within that segment, 13% of women view the home as a showplace, 25% as the family hub, and 32% as a personal canvas. The last two groups are growing, and present new challenges since they have little brand loyalty.
The "family hub" segment tends to prefer American country, cottage and new country styles, she said.
"These are younger and more price-conscious, with an informal view of home," Ganshirt said. "They're often inexperienced when buying furniture, so the brand can provide reassurance of quality.... They need help from retail salespeople and designers."
"Personal canvas" types lean toward Arts & Crafts, Art Deco, shabby chic and eclectic styles.
"These women are urban, high-income young professionals and see their home as a creative expression," she said. "They have low brand loyalty — style is everything, and they shop everywhere."
Ganshirt said the furniture industry must recognize that while women are not indecisive, they prefer to purchase after obtaining as much information as possible.
"Be prepared for a longer purchase process," she said. "If you're connecting with a woman, offering information and not pressuring her to make a decision, you'll do well.… They're doing their pre-shopping and wandering through this maze, so give them information without pressuring them to buy."
| Seminar speaker Jennifer Ganshirt, left, of marketing company Dish, with Linda Carey, regional vice president of WithIt. |
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