Shoppers increasingly want more durable soft furnishings and will spend on products that meet those expectations.
Research in Kleen-Tex Home’s latest Homeware Buyers Index shows that demand for soft furnishings is holding strong despite economic pressures, but shoppers have a sharper focus on durability, quality and long-term value.
Three-quarters of consumers will now shop around for a better deal before buying soft furnishings, while two-thirds say they are prepared to invest in products that are more durable or higher quality.
Durability, high-quality materials and value for money now outrank trend-led design as the key drivers behind most homeware purchases.
The research also found rising demand for indoor/outdoor versatility, with nearly half (49%) of consumers placing rugs or mats in patio or outdoor areas as well as inside their homes.
‘Consumers are increasingly looking for products that can adapt to the way they really live. Versatility is becoming a major decision-maker, with people expecting mats, rugs and other soft furnishings to perform just as well outdoors as they do indoors. Retailers that can offer durable, low-maintenance and multi-use ranges will be in the strongest position to meet this growing demand’ says Michelle Byrne, Kleen-Tex Home product marketing manager.
