England 16/05/2013 – Some savvy home accessory retailers are changing the composition of their range to appeal to a broader customer base.
The world of home accessories, is a complicated one. Home decoration styles are in a constant state of flux. One style of home decor becomes more popular as another wanes. When the way the majority of people decorate their home changes, the accessories industry has to change what they offer to fit in with that new style of home decor.
This means that each year High Street retailers reduce and sell off last year’s home accessories and restock with that season’s. Sometimes the change in style can be drastic; sometimes the change is more subtle meaning that last year’s home accessories can still work with that season’s new decorating trend.
However, it is becoming increasingly clear that those retailers who take this ‘out with the old, in with the new’ approach to what they stock are missing a trick. They end up selling a range of home accessories that only really works for a small percentage of people.
Only those consumers that have changed their home decor will want the very latest style of home accessories. Millions of others, the majority, will not have changed their home decor for many years. However, they will still want to buy accessories for their home, but will want items that complement their existing home decor. In other words, they will not necessarily want the very latest style of home accessories. Rather they will still want to buy what was trendy when they decorated their home.
The best choice is on-line
Firms like My Home Sweet Home have realised this. They have been careful to stock home accessories from yesteryear as well as a good range of brand new accessories that fit in with modern home decor trends. This has enabled them to tick all of the boxes for both kinds of customers. Interestingly, they have also split their range into rustic & chic and luxurious & glorious, to appeal to as broad a range of customers as possible. A marketing technique has worked for them and looks likely to continue to do so. The fact they sell on-line has also helped them to reach more people, as well as keeping their overheads low.