Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition14 Nov 2011 • by Natalie Aster
Households that remodeled a kitchen or bought kitchen cabinets in the last year are more interested in new ideas to improve their homes, and home decor than those who remodeled basements, attics or garages, or bought a storage shed. This illustrates the more utilitarian nature of basements, garages and sheds relative to the more visible kitchen. Those who remodeled a kitchen and shed buyers think they’re handy, since they index highest on the statement “I’m good at fixing things.” Shed buyers indexed highest on some family matters.
Spending time at home with family and giving their kids more than they had are highly important to this group.
According to the report “Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition” by Packaged Facts manufacturers have come to realize that, like in many consumer product categories, one size doesn’t fit all in storage and organization. People live different ways and consumers want individual solutions from their products.
Companies have started to market to lifestyles since storage and organization needs vary by personality, personal style, and activities people are engaged in. Color and design has continued to expand for those interested in home decor. More products are targeting rooms and spaces beyond the closet and garage. These are the areas where people do most of their living - kitchens, bath, laundry rooms, home offices, pantries, kids’ rooms - and where they’ve needed new storage products. Consumers have also demanded products for specific needs they have. These specific-function products include shoe, underbed, over door, overhead, drawer, cabinet, and holiday storage. They also want products that focus on activities such as arts & crafts, hobbies, study zones, work stations, and toy storage.
Manufacturers have also looked more closely at demographics and started designing products based on life stages. People need different storage and organization products at different times of their lives. Kids at both early and college age have been targeted with specific storage products. Senior focused products is a burgeoning area, with products coming to market that make it easier to access items products stored in kitchen drawers and cabinets.
Whirlpool exhibited at the 2010 International Builders’ Show, and demonstrated how its Gladiator GarageWorks line could be customized for key phases in a typical consumer’s life, first-time homeowner, a growing family and empty nester.
The industry has also segmented the year into more selling seasons. Traditionally there were year round sales and a spring cleaning sales season. Selling has evolved to include back to school, and after Christmas seasons.
Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition
Published: November 2011
Price: US$ 3,500.00
Report Sample Abstract
Marketing and New Product Trends
Marketers have designed storage products for specific products such as craft and art supplies, holiday decorations, and toys. Storage for crafting, scrapbooking and other hobbies have been hot for a while, since these activities require a good deal of supplies and space in the home.
Marketers continue to develop products targeting specific storage functions to expand the market and tap unmet needs. Some of the more interesting products include:
- Christy Designs was founded in 2010 to market “over the door" organizers for the home called Simply Stashed, and for the garage called Gear Pockets.
- Jokari markets organizers for very specific uses with a line that includes: Sock Keeper, Purse Rack, Back Pack Rack, Cap Rack, Blanket Rack, Sandal Rack, and Gift Bag Organizer.
- Master Craft Products introduced closet storage products for accessories including the Handbag Hangup, the Scarf Hangup, and the Cap Hangup.
- Flambeau’s Artbin division markets organizers specifically designed for art and craft storage. Its best-selling Super Satchel is compartmentalized in various configurations.
- Whitmor’s soft storage line was expanded to include an over the door shoe organizer, hanging accessory shelves, hanging shoe shelves, and an under-the-bed bag. A company spokesperson stated that “the best way for the consumer to maximize their closet space is to take advantage of the space above, in-between and below their hanging clothes. Our growing line of storage totes, bins and baskets are the key to maximizing that additional space.”
- Whirlpool’s Laundry 1-2-3 Organizers is a line that includes appliance pedestals with storage, work surfaces, drawers, and storage towers specifically designed to work in the laundry room.
More information can be found in the report “ Home Organization in the U.S.: General Purpose, Closets, Garages, and Storage Sheds, 2nd Edition” by Packaged Facts.
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