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Consumer Awareness of Closet/Garage Organization Companies Pages 7-10 ... One-third of consumers have remodeled/built a garage in the past 3 years. ...

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The Home Organization Projects

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The home organization projects consumer study l.jpg

The Home Organization Projects Consumer Study

presents:

2008


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Research Objectives

  • The specific objectives of this research investigation were to survey consumers to determine:

    • Awareness of closet and home organization companies

    • Awareness of garage organization companies

    • Sources of awareness of organization companies

    • Home organization projects completed in the past 3 years, by room and cost

    • Where they purchased organization systems

    • Planned organization projects in the next 2 years, by room and budget

    • Where they plan to purchase organization systems

    • Received/requested amenities for closet/home organization systems and/or garage organization systems


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Research Methodology – Survey Overview

  • CLOSETS magazine sponsored this study among consumers regarding home organization projects.

  • Representatives from CLOSETS magazine and Vance Research Services (VRS) jointly designed the survey.

  • VRS handled online programming of the survey, tabulation and analysis.

  • On January 17, 2008 Survey Sampling International sent e-mail invitations to U.S. households who are members of a nationwide consumer panel that meet the following criteria:

    • currently own a home

    • household income of $75,000+

    • between the ages of 24-65

  • By final closing date of January 22, 2008, a total of 806 consumers had responded.

  • The following report is based upon this response.


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Executive Summary

  • Consumer Awareness of Closet/Garage Organization Companies Pages 7-10

  • The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems.

  • Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization.

  • Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies.

  • Home Organization Projects Completed in the Past 3 YearsPage 11-26

  • Master bedroom closets (33%) and garages (30%) are most common areas remodeled/built in the past 3 years.

  • On average, consumers are spending more for home offices, garages and pantries than for closets.

  • 33% of consumers have remodeled their master bedroom closets in the past 3 years.

  • More than one third (37%) purchased their home organization system from a professional.

  • 24% of consumers have remodeled their other bedroom closets in the past 3 years.

  • Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company.

  • One-third of consumers have remodeled/built a garage in the past 3 years.

  • One-third (31%) purchased their garage organization system from a professional.

  • 29% of consumers have remodeled their home office in the past 3 years.

  • More than one-third (35%) purchased their home office organization system from a professional.

  • Less than one-third (20%) have built/remodeled their pantry in the past 3 years.

  • More than one-third (31%) of consumers purchased their pantry organization system from a professional.

  • 27% of consumers have built/remodeled their laundry room in the past 3 years.

  • Less than one-third (22%) purchased their laundry room organization system from a professional.

  • Consumers often install projects themselves, as in past years.


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Executive Summary

  • Planned Home Organization projects in the Next 2 Years Pages 27-41

  • 24% of consumers plan to remodel or build their garage in the next 2 years.

  • More than $5,000 is budgeted to be spent on home offices and garages within the next two years.

  • On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770.

  • Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional.

  • On average, consumers plan to spend $4,438 on other bedroom closets.

  • Slightly more than one-third (27%) plan to purchase their other bedroom closet organization system from a professional.

  • An average $5,039 is planned to be spent on garage improvements.

  • Slightly less than one-third (27%) plan to purchase their garage organization system from a professional.

  • An average $5,408 is budgeted for home office improvements.

  • More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%).

  • An average $4,811 is budgeted to renovate pantries.

  • 23% plan to purchase pantry organization systems from a professional garage or closet company.

  • On average $4,523 is budgeted for laundry room improvements.

  • The majority (37%) plan to purchase their laundry organization system from a retail store.


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Executive Summary

  • Requested Amenities Pages 42-45

  • Drawers are the top requested amenity for closets.

  • Cabinets are the most requested amenity for garage systems.

  • Almost half (46%) have added or may add a Murphy Bed.

  • Demographics Pages 46-50

  • 62% of respondents are female.

  • On average, respondents make $222,146 per year.

  • The average age of respondents is 50.

  • 68% of respondents have never visited a closet showroom.

  • Three Year Comparisons Pages 51-59

  • The largest increase in spending was on the home office.

  • Displays in retail stores and magazine ads consistently introduce consumers to closet/garage organization companies.

  • Consumers hired professionals in 2007 at the same level as they did in 2006.

  • Fewer consumers installed organization systems themselves (DIY) and used professionals in 2007 than in 2006.

  • 5% fewer consumers are familiar with companies providing components/systems, especially for closet and home organization, in 2007 than in 2006.

  • 12% more consumers are familiar with companies that provide components/systems specifically for garage organization in 2007 than in 2006.

  • Significantly fewer consumers plan to remodel/rebuild garages in the next 2 years.

  • Adjustable hangers is the top garage amenity increase from 2006 to 2007.


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Consumer Awareness of Closet/Garage Organization Companies


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The majority of consumers (68%) are familiar with companies that provide components for closets and home organization systems.

Q: Are you personally familiar with companies that provide components/systems specifically for closet and home organization?

  • 68% of consumers are aware of companies that provide components for closets and home organization systems.

Base: 806


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Slightly more than half (52%) of consumers are familiar with companies providing components or systems for garage organization.

Q: Are you personally familiar with companies that provide components/systems specifically for garage organization?

Base: 806


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Magazine ads (58%) and displays in retail stores (55%) introduce consumers to closet/garage organization companies.

Q: How did you become familiar with the concept of closet, garage and/or home organization suppliers?

  • Consumers also have increased awareness of closet/garage organization companies through web sites.

* Based on those who are familiar with closet & home organization companies and/or garage organization companies

Base: 546


Home organization projects completed in the past 3 years l.jpg

Home Organization Projects Completed in the Past 3 Years


Master bedroom closets 33 and garages 30 are the most common areas remodeled built in past 3 years l.jpg

Master bedroom closets (33%) and garages (30%) are the most common areas remodeled/built in past 3 years.

Q: Which of the following areas of your home, if any, did you remodel or were involved in new construction decisions in the last 3 years?

  • Home Offices (29%) fall third in line, with slightly less than

  • one-third of consumers remodeling or building in the past 3 years.

Base: 806


On average consumers are spending more for home offices garages and pantries than for closets l.jpg

On average, consumers are spending more for home offices, garages and pantries than for closets.

Q: Please indicate the approximate cost for the finished job in each area.

  • Home offices cost an average $5,449 followed closely by garages, $4,916, and pantries, $4,831.

  • Master bedroom closets cost an average $4,435.

Mean Summary

Base: 806


33 of consumers have remodeled their master bedroom closets in the past 3 years l.jpg

33% of consumers have remodeled their master bedroom closets in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 19% have spend $1-$2,500 on that project, with the average project costing $4,435.

Master Bedroom Closet

Mean – $4,435

Base: 806


More than one third 37 purchased their home organization system from a professional l.jpg

More than one third (37%) purchased their home organization system from a professional.

Q: Where did you purchase the master bedroom closet organization system?

  • 44% of consumers purchased their master bedroom closet organization system through a retail store.

Base: 270


24 of consumers have remodeled their other bedroom closets in the past 3 years l.jpg

24% of consumers have remodeled their other bedroom closets in the past 3 years.

  • 17% of consumers spend $1-$2,500 on the project with an average of $4,206 being spent.

Other Bedroom Closet

Mean - $4,206

Base: 806


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Nearly one-third (32%) of consumers purchased their non-master bedroom closet system from a professional closet company.

Q: Where did you purchase your other bedroom closet organization system?

  • 44% of consumers purchased the other bedroom closet organization system at a retail store.

Base: 211


One third of consumers have remodeled built a garage in the past 3 years l.jpg

One-third of consumers have remodeled/built a garage in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 16% of consumers spent $1-$2,500 on their garage project, with an average of $4,916 being spent overall.

Garage

Mean - $4,916

Base: 806


One third 31 purchased their garage organization system from a professional l.jpg

One-third (31%) purchased their garage organization system from a professional.

Q: Where did you purchase the garage organization system?

Half (50%) purchased their garage organization system from a retail store.

Base: 239


29 of consumers have remodeled their home office in the past 3 years l.jpg

29% of consumers have remodeled their home office in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • 13% of consumers spend $1-$2,500 on their home office, with the average being $5,449 overall.

Home Office

Mean - $5,449

Base: 806


More than one third 35 purchased their home office organization system from a professional l.jpg

More than one-third (35%) purchased their home office organization system from a professional.

Q: Where did you purchase the home office organization system?

  • Slightly less than half (47%) of consumers purchased their home office organization systems from a retail store.

Base: 228


Less than one third 20 have built remodeled their pantry in the past 3 years l.jpg

Less than one-third (20%) have built/remodeled their pantry in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • On average, $4,831 was spent on the pantry projects.

Pantry

Mean - $4,831

Base: 806


More than one third 31 of consumers purchased their pantry organization system from a professional l.jpg

More than one-third (31%) of consumers purchased their pantry organization system from a professional.

Q: Where did you purchase the pantry organization system?

  • 41% purchased the pantry organization system from a retail store.

Base: 166


27 of consumers have built remodeled their laundry room in the past 3 years l.jpg

27% of consumers have built/remodeled their laundry room in the past 3 years.

Q: Please indicate the approximate cost for the finished job in each area or indicate “did not build or remodel in the past 3 years.”

  • An average $4,360 was spent on laundry room projects.

Laundry Room

Mean - $4,360

Base: 806


Less than one third 22 purchased their laundry room organization system from a professional l.jpg

Less than one-third (22%) purchased their laundry room organization system from a professional.

Q: Where did you purchase the laundry room organization system?

  • 53% purchased their laundry room organization system from a retail store.

Base: 215


Consumers often install projects themselves as in past years l.jpg

Consumers often install projects themselves, as in past years.

Q: For the organization system that you purchased, did you:

*Based on those who purchased their organization system at a retailer or from an online provider

DIY and professional installation are tied when it comes to pantry organization systems.


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Planned Home Organization Projects in the Next 2 Years


24 of consumers plan to remodel or build their garage in the next 2 years l.jpg

24% of consumers plan to remodel or build their garage in the next 2 years.

Q: Which of the following areas of your home, if any, are you planning to remodel or build in new construction within the next 2 years?

Nearly one-quarter (23%) plan to remodel/rebuild their master bedroom closet.

21% plan to remodel/build their laundry room in the next 2 years.

Base: 806


More than 5 000 is budgeted to be spent on home offices and garages within the next two years l.jpg

More than $5,000 is budgeted to be spent on home offices and garages within the next two years.

Q: Please indicate the approximate budget for the planned home improvements.

* Based on those indicating plans to remodel/build the area in the next 2 years.

More than $4,500 is budgeted to be spent on home offices, garages, pantries, master bedroom closets and laundry rooms.

Mean Summary

Base: 806


On average consumers who plan to build remodel their master bedroom closet plan to spend 4 770 l.jpg

On average consumers who plan to build/remodel their master bedroom closet plan to spend $4,770.

Q: Please indicate the approximate budget for the planned home improvements.

Master Bedroom Closet

12% plan to spend $1-$2,500 on their master bedroom closet.

Mean – $4,770

Base: 806


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Slightly more than one-third (38%) plan to purchase their master bedroom closet organization system from a professional.

Q: Where do you plan on purchasing the master bedroom closet organization system?

39% plan to purchase master bedroom closet organization system from a retail store.

Base: 185


On average consumers plan to spend 4 438 on other bedroom closets l.jpg

On average, consumers plan to spend $4,438 on other bedroom closets.

Q: Please indicate the approximate budget for the planned home improvements.

Other Bedroom Closet

20% plan to build/remodel other bedroom closets, and are budgeting realistically for what they cost.

Mean - $4,438

Base: 806


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Slightly more than one-third (33%) plan to purchase their other bedroom closet organization system from a professional.

Q: Where do you plan on purchasing the other bedroom closet organization system?

Slightly less than half (46%) plan to purchase their other bedroom closet organization system from a retail store.

Base: 156


An average 5 039 is planned to be spent on garage improvements l.jpg

An average $5,039 is planned to be spent on garage improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Garage

12% have budgeted $1-$2,500 for garage improvements.

Mean - $5,039

Base: 806


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Slightly less than one-third (27%) plan to purchase their garage organization system from a professional.

Q: Where do you plan on purchasing the garage organization system?

48% plan to purchase their garage system from a retail store.

Base: 159


An average 5 408 is budgeted for home office improvements l.jpg

An average $5,408 is budgeted for home office improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Home Office

Mean - $5,408

Base: 806


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More consumers plan to purchase their home office organization system from a retail store (48%) than a professional garage or closet company (25%).

Q: Where do you plan on purchasing the home office organization system?

Base: 190


An average 4 811 is budgeted to renovate pantries l.jpg

An average $4,811 is budgeted to renovate pantries.

Q: Please indicate the approximate budget for the planned home improvements.

Pantry

Mean - $4,811

Base: 806


23 plan to purchase pantry organization systems from a professional garage or closet company l.jpg

23% plan to purchase pantry organization systems from a professional garage or closet company.

Q: Where do you plan on purchasing the pantry organization system?

Less than half (44%) plan to purchase their pantry organization system from a retail store.

Base: 133


On average 4 523 is budgeted for laundry room improvements l.jpg

On average $4,523 is budgeted for laundry room improvements.

Q: Please indicate the approximate budget for the planned home improvements.

Laundry Room

Mean - $4,523

Base: 806


The majority 37 plan to purchase their laundry organization system from a retail store l.jpg

The majority (37%) plan to purchase their laundry organization system from a retail store.

Q: Where do you plan on purchasing the laundry room organization system?

Slightly less than one-third (32%) plan to purchase the laundry organization system from a professional.

Base: 135


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Requested Amenities


Drawers are the top requested amenity for closets l.jpg

Drawers are the top requested amenity for closets.

Q: For your purchased or planned closet/home organization system, which of the following amenities did you/will you receive or request?

* Based on those who have built/remodeled in the past 3 years and/or plan to in the next 2 years

Almost half want/have accent lighting (48%), doors (43%), and shoe cubbies or shelves (42%).

Base: 90


Cabinets are the most requested amenity for garage systems l.jpg

Cabinets are the most requested amenity for garage systems.

Q: For your purchased or planned garage system, which of the following amenities did you/will you receive or request?

* Based on those who have built/remodeled their garage within past 3 years and/or plan to in the next 2 years

Nearly half have or plan to have cabinets (47%) and shelves (46%).

Base: 90


Almost half 46 have added or plan to add a murphy bed l.jpg

Almost half (46%) have added or plan to add a Murphy Bed.

Q: Have you added or are you thinking of adding a Murphy Bed (pull-down)?

Base: 90

45

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


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Demographics


62 of respondents are female l.jpg

62% of respondents are female.

Q: Are you…

Base: 806

47

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


On average respondents make 222 146 per year l.jpg

On average, respondents make $222,146 per year.

Q: Please indicate which best describes your annual household income.

Mean

Total = $222,146

Base: 806

48

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


The average age of respondents is 50 l.jpg

The average age of respondents is 50.

Q: Please indicate which best describes your age.

Mean Age = 50

Base: 806


68 of respondents have never visited a closet showroom l.jpg

68% of respondents have never visited a closet showroom.

Q: Have you ever visited a closet showroom?

Base: 806

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Slide51 l.jpg

Three Year Comparisons


The largest increase in spending was on the home office l.jpg

The largest increase in spending was on the home office.

Q: Please indicate the approximate cost for the finished job in each area.

* Based on those indicating remodeling/building for the area in the past 3 years

Mean Summary


Slide53 l.jpg

Displays in retail stores and magazine ads consistently introduce consumers to closet/garage organization companies.

Q: How did you become familiar with the concept of closet, garage and/or home organization suppliers?

* Based on those who are familiar with closet & home organization companies and/or garage organization companies

Property of Vance Research. Cannot be duplicated without permission. 53

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Consumers hired professionals in 2007 at the same level as they did in 2006 l.jpg

Consumers hired professionals in 2007 at the same level as they did in 2006.

Q: For the organization system that you purchased, did you: Hire a Professional

*Based on those who purchased their organization system at a retailer or from an online provider

Property of Vance Research. Cannot be duplicated without permission. 54

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Slide55 l.jpg

Fewer consumers installed organization systems themselves (DIY) and used professionals in 2007 than in 2006.

Q: For the organization system that you purchased, did you: Install it Yourself

*Based on those who purchased their organization system at a retailer or from an online provider

Property of Vance Research. Cannot be duplicated without permission. 55

© Property of Vance Publishing Corporation. Report may not be duplicated without expressed written consent.


Slide56 l.jpg

5% fewer consumers are familiar with companies providing components/systems, especially for closet and home organization, in 2007 than in 2006.

Q: Are you personally familiar with companies that provide components/systems specifically for closet and home organization?


Slide57 l.jpg

12% more consumers are familiar with companies that provide components/systems specifically for garage organization in 2007 than in 2005.

Q: Are you personally familiar with companies that provide components/systems specifically for garage organization?


Significantly fewer consumers plan to remodel rebuild garages in the next 2 years l.jpg

Significantly fewer consumers plan to remodel/rebuild garages in the next 2 years.

Q: Which of the following areas of your home, if any, are you planning to remodel or build in new construction within the next 2 years?

Significantly fewer consumers in 2007 say they plan to remodel/build in the next two years than in 2006.


Adjustable hangers is the top garage amenity increase from 2007 to 2008 l.jpg

Adjustable hangers is the top garage amenity increase from 2007 to 2008.

Q: For your purchased or planned garage system, which of the following amenities did you/will you receive or request?


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