RETAIL ANALYSIS
Restoration Hardware CHANTÉ WILLIAMS | FASM 410
HISTORY FOUNDED IN 1979 BY STEPHEN GORDON IN EURKEA, CA. GARY FRIEDMAN JOINED THE COMPANY FROM WILLIAMS SONOMA IN 2001 RH IS A CURATOR OF DESIGN, TASTE AND STYLE IN THE LUXURY LIFESTYLE MARKET, OFFERING FURNITURE, LIGHTING, TEXTILES, RUGS, BATHWARE, DÉCOR AND OUTDOOR, AS WELL AS BABY & CHILD AND TEEN PRODUCTS.
"WHAT'S COMING NEXT WILL BE TRANSFORMATIVE AND DISRUPTIVE TO THE FURNITURE MARKET"Â - Gary Friedman
SCOPE & SIZE 31 Outlet Stores 66 Galleries Spread Across US, and two new locations coming to Canada this Fall.
BRAND VALUES
TARGET M
A
R
K
E
T
Demographics • high disposable income • Upper Class • Income of $250,000+ • Upscale Women in their Late 20s- 40s
Psychographics • Cares about design and art • Knows about art scene in their area • Values craftsmanship • Independent, trend-setting attitude • Attends Private events
Behavior • Shops for day to day clothing at places like Saks & Neiman Marcus • Frequently goes out to authentic restaurants • Loves to invest in their home interior/decor
MARKET A N A L Y S I S
WILLIAMS SONOMA
ZGALLERIE
Competition
ETHAN ALLEN
TARGET
Strengths ESTABLISHED -REPUTATION BRAND LOYAL CUSTOMERS DIRECT TO CUSTOMER SALES QUALITY DESIGNS
Weaknesses DEPENDENT ON HOUSING MARKET LACK OF VISIBILITY
Opportunities
Threats
BRAND EXPANSION EXPAND SOCIAL MEDIA PRESENCE DESIGNER COLLABORATIONS RH DESIGN CENTER
STRONG COMPETITORS KNOCK OFFS OVERCROWDING OF MARKET
MARKETING PRODUCTS HARDWARE BEDS DRESSERS SOFAS ARM CHAIRS DINING TABLES DINING CHAIRS DECOR BATH BEDDING KIDS FURNITURE TEEN FURNITURE TEXTILES RUGS OUTDOOR FURNITURE
MIX
PRICE
PLACE
PROMOTION
HARDWARE $20+ BEDS $2500+ SOFAS $2500+ DRESSERS $2500+ DECOR $20- $3000+ DINING $2000+ BATH $2000+ BEDDING $80+ KIDS/TEEN $900+ RUGS $2500+ RH GALLERIES, E-SHOP USA
E-COMMERCE PRIVATE EVENTS SOURCE BOOKS INTERIOR PUBLICATIONS