High-end Windows and Doors Competitive Landscape

Part
01
of four
Part
01

High-end Windows and Doors Market

The global market for windows and doors is expected to exceed $260 billion by 2024. The market was valued at over $190 billion in 2017. Below is a detailed analysis of the global windows and doors market.

  • The global market for windows and doors was estimated to be more than $190 billion in 2017. The market is expected to grow at an annual rate of 3.5% between 2018 and 2024.
  • The report by Global Market Insights further predicts that the market will exceed $260 billion by 2024. During the period, the North American market will grow at an annual rate of more than 3.4%.
  • Growth in the windows and doors market will be driven by growth in the construction industry especially residential and commercial buildings. In addition, increased government spending in the development of non-residential and residential buildings is fueling growth in the windows and doors market.
  • Other factors driving growth include increasing disposable income, lowering of interest rates and taxes, calls for improved security, and the introduction of innovative unlocking options.

Residential and Commercial Segments

  • The residential windows and doors market will make up over 60% of market share by 2024. The residential section will be valued at over $140 billion by 2024.
  • The global commercial windows and doors market sector is growing at the rate of over 3.5% up to 2024. This sector accounted for more than 35% of the whole industry in 2017.
  • Growth in the commercial windows and doors market is mainly driven by growth in the construction of hotels and restaurants thanks to the expansion in the tourism industry.
  • In terms of materials used, the wood windows and doors market was estimated to be over $60 billion in 2017. This sector is mainly driven by demand for superior mechanical properties and innovative designs, patterns, and laminates.
  • Moreover, there is a high demand for design versatility and aesthetic looks, especially in exterior applications. Increase in consumer preference for luxury and naturally finished wood products is also causing demand for windows and doors to go up.
  • The uPVC windows and doors sub-sector accounted for over 50% of the market share in 2017. This sector is expected to maintain the upward surge at the rate of more than 4% up to 2024.
  • The uPVC market is mainly being driven by high demand for lightweight, low cost, and energy efficient products. In addition, uPVC doors and windows are durable and cheap to maintain, a factor that is further fueling demand.

Asia and Europe

Key Players

Research Strategy

To get the global market size and the growth of the high-end windows and doors market, we started by searching market reports published by research firms like Gartner, Grand View Research, Euromonitor, Forrester, Allied Market Research, and IBISWorld among others. All the reports we got from this search talked about the general windows and doors market and not the high-end windows and doors market. We searched for the global market size and the growth of the luxury and premium windows and doors market but still we got results for the general market.

We expanded our search and looked at the construction industry. We wanted to get any report that talks about construction materials, especially windows and doors. We even went deeper and looked and the size of the construction industry for high-end buildings. We got several reports talking about the market size and growth rate but none talked about the size of the high-end windows and doors market.

We looked at major players in the global windows and doors market. These include Andersen Corporation, Pella Corporation, Eurocell Company, and YKK Corporation among others. These websites only have listings of the companies' products offerings. In addition, most companies are private and do not publish annual reports. We crawled the websites for any press releases on the high-end windows and doors market but none of the companies had such information.

Due to lack of data for the high-end windows and doors market, we expanded our research to look at the size and growth rate of the global windows and doors market. Our assumption was that the two market are closely related, driven by similar forces and likely to show similar trends.





Part
02
of four
Part
02

High-end Windows and Doors: Competitive Landscape (1)

After a thorough search, we were able to provide the target audience and marketing tactics of Dynamic Architectural Windows and Doors, Arcadia, Inc or Fleetwood Windows and Doors. However, no specific marketing campaigns by these companies could be found.

Dynamic Architectural

TARGET AUDIENCE
MARKETING CAMPAIGNS
  • Dynamic Architectural Windows and Doors relies on their affiliates and professional product managers to recommend their brand to clients. After searching on multiple advertising databases, as well as reviewing their website and social media pages for official advertisements, it was concluded that Dynamic Architectural focuses on word-of-mouth and professional recommendations for the majority of their sales.
  • Dynamic Architectural Windows and Doors does have a presence on multiple social media sites including Facebook, Twitter, and Instagram. However, they do not regularly post on these sites, with their most recent posts dated July 2019.
  • They do post regularly on LinkedIn, with their latest post being three days ago.
  • When they do post on social media sites, they seem to focus on videos, photos and links to articles about projects they have completed.
  • The messages in these posts are generally very simple, highlighting the name of the project, the architect or firm involved, and providing a basic name or description of the Dynamic Architectural product utilized.
  • They do make use of relevant hashtags that again highlight the type of product and architect, but also use more general terms such as "renovation" or the location of the product (for example, "Brooklyn").
  • We did find evidence that Dynamic Architectural Windows and Doors worked with POHL Strategic Marketing Agency to revise their website, however, it seems that this was back in 2014.

Arcadia Inc.

TARGET AUDIENCE
  • Arcadia, Inc. works exclusively with architects, designers, and engineers to supply steel framing for windows, doors, entrances, curtain walls and interior framing projects. They focus on supplying highly rated, energy efficient products using cutting-edge technologies.
MARKETING CAMPAIGNS
  • After an in-depth search, it was concluded that Arcadia, Inc does not focus on traditional advertising campaigns online, in-print, or on TV. Instead, they focus on their reputation and involvement in "architectural, design and engineering communities" to gain leads.
  • They do have a presence on Facebook, Instagram, LinkedIn, and Twitter, however, they appear to post infrequently, less than once per month.
  • In their social media, they utilize simple messaging highlighting the project name, the Arcadia product utilized, and providing some details about the product. They also make use of hashtags that are more broad, including basic terms like "doors", "architecture" and "americanmade".
  • Arcadia, Inc also seems to utilize their website for quite a bit of marketing, including multiple in-depth case studies and lots of industry resources, apparently to attract architects and others in the design business that they would sell to.

Fleetwood

TARGET AUDIENCE
  • Fleetwood focuses on providing modern, custom designed products for "elite, luxury" homes. They specialize in oceanfront locations and extreme conditions. They sell directly to both professionals and homeowners through a network of dealers.
MARKETING CAMPAIGNS
  • After a thorough search, it was determined that Fleetwood focuses on word-of-mouth, their dealers, and their social media presence to bring in sales.
  • Their company message is "The Little Things", which describes how they focus on all aspects of the design, product and installation to provide a luxurious, customized and seamless experience.
  • They have a significant presence on social media including Facebook, Instagram, and Twitter, where they post once every few days.
  • On social media, they use minimalist messaging simply highlighting an artistic description of the project, the architects/designers involved, and the photographer.
  • They also use broad hashtags like "builditbetter", "luxury", and "modern."
  • Their website seems optimized for sales with many videos and a full product catalog.

Research Strategy

We were unable to identify specific marketing campaigns for Dynamic Architectural Windows and Doors, Arcadia, Inc or Fleetwood Windows and Doors.

In our attempts to find campaigns, we first looked on the company's websites, social media pages and press release sections, thinking that the companies would be showcasing many organized campaigns on their proprietary sites. While this helped us establish the target customer and marketing tactics for each company, no campaigns were found.

We then expanded our search to third party advertising databases like Moat, Ads of Brands, and iSpot.TV in order to capture any digital, print or television ads for each company, as these databases generally capture most campaigns across media. This search did not turn up any campaigns for the above mentioned companies.

Finally, we conducted a press search across industry news sites like Windowanddoor.com. We were hoping to find articles highlighting partnerships with marketing agencies, or the announcement of campaign launches. While this led us to some older articles about each company, like acquisitions or new hires, it did not provide any insight into marketing campaigns or tactics used by these companies.
Part
03
of four
Part
03

High-end Windows and Doors: Competitive Landscape (2)

Due to the limited availability of information, a comprehensive analysis of the target audience and core messaging tactics employed by Weiland and Riviera Bronze could not be provided. However, the team found that Riviera Bronze targets customers who need windows and doors made of steel and bronze, while Weiland target customers in need of windows and doors made of aluminum or wood.

Weiland

Target Audience

  • Weiland target customers who are interested in sliding, swinging, folding, and pivot doors and windows all made of either aluminum, wood, or a combination of both materials.

Core Messaging

  • Weiland prides itself as a provider of "seamless transitions and outstanding performance" doors built with top quality materials and craftsmanship for over 30 years.
  • Weiland only utilizes its home page to communicate its marketing message to its target audience. They have not been involved in any marketing campaign over the last 24 months.
  • There have not been any campaign posted on its website, Facebook, LinkedIn, or YouTube pages.

Riviera Bronze

Target Audience

  • Riviera Bronze targets customers who are interested in doors and windows made with steel and bronze.

Core Messaging

  • The company brands itself as the "world's premier designer and manufacturer of custom steel doors and steel windows."
  • They only utilize its home page to communicate its marketing message to its target audience. They have not been involved in any marketing campaign over the last 24 months.
  • There have not been any campaign posted on its Facebook, LinkedIn, Instagram, or YouTube pages.
  • However, over the past 24 months, Riviera Bronze has participated in one exhibition program — the 2018 Architectural Digest Design Show in New York City.

Research Strategy

To provide an overview of the target audience and the core messaging tactics employed by Weiland and Riviera Bronze, your research team commenced with an exhaustive search through the official websites of each company specifically on the media and about sections. We found little insight into the target audience of each company in terms of the products they offer. We also found the marketing messaging and core values of each company. However, there was no information on any recent marketing campaign that any of these companies have embarked on within the past 24 months.

Our next approach was to search through the official social media pages of each company. We hoped to find any recent marketing campaign that these companies have posted on their social pages. While both companies have a social media presence, they are not active in it. They also have very little followership across their social pages.

Furthermore, we searched through third-party media pages and publications for any TV campaign or ad these companies have embarked on. However, there was no trace of any campaign they have done on credible sources such as iSpot and Adage.
Part
04
of four
Part
04

High-end Windows and Doors: Competitive Landscape (3)

Both Tischler Windows and Doors (also known as Tischler und Sohn) and Loewen Windows and Doors provide custom windows and doors to upscale and luxury markets. Both are active on social media and have not employed advertising outreach as a primary marketing tool, although they differ in how they use company-controlled outreach methods and the company image they portray.

Tischler Target Audience

  • Tischler describes itself as a German company focusing on custom-created windows and doors. It does not explicitly identify its target audience, but its emphasis on custom creations indicate that it has an upscale clientele.

Tischler Core Messaging

Loewen Target Audience

  • Loewen directly refers to itself as an "inspirational" and "luxury" purveyor, making it clear that its target audience is an upscale clientele.
  • Loewen's past print advertising campaigns stated that its target audience is both high-end architects and end users of high-end architectural products.

Loewen Core Messaging

  • Loewen does not appear to have engaged in any explicit marketing campaigns like the aforementioned print advertisements since 2016.
  • Instead, Loewen has increased its social media output, posting across Facebook, Twitter, LinkedIn, and Instagram at least once per day -- a technique that has been hailed as a wise use of outreach efforts by an industry expert. It uses these channels to highlight the same building progress photos, employee spotlights, and collaborations that Tischler emphasizes.
  • Loewen also employs a more active approach to self-promotion, with a prominent feature demonstrating its recent news mentions and collaborations in a dedicated section of its website, which it then highlights in its aforementioned social media outlets.

RESEARCH STRATEGIES

In order to determine each company's target audience, the research team searched their websites and public statements about company goals and priorities. The team also looked into resources breaking the architecture industry down into categories, but did not yield fruitful searches, and thus defaulted to self-identified information from the companies. Messaging and marketing tactics were explored by researching advertising databases covering print, television, social media and email marketing campaigns, as well as searching through advertising case studies referencing each company. Although neither company appears to have used traditional advertising campaigns within the last 24 months, both use social media and associate themselves with other high-end/luxury brands within the architecture and building industries. Each company's self-portrayal through its social media messaging and company-owned channels were reviewed in close detail for relevant information. Lastly, both industry and public news sources were checked for company mentions within the last two years.
Sources
Sources

From Part 01
Quotes
  • "The global market for windows and doors is forecast to exceed $260 billion by 2024, with projected annual gains of 3.5% between 2018-2024, according to new research by Global Market Insights Inc. The worldwide market for these products was valued at more than $190 billion in 2017."
Quotes
  • "Windows and doors market from residential sector is anticipated to surpass USD 140 billion by 2024. Growth in residential constructions globally supported by increasing disposable income are among major factors driving the industry demand. Need for improved security coupled with innovative unlocking options have enhanced the product demand for new as well as replacement applications. Emerging economies, particularly India & China will witness rapid expansion in residential construction to fulfil the growing population needs."
Quotes
  • "According to Global Market Insights, Inc., “Window and Door industry size worth USD 82 billion in 2015, is projected to reach USD 137 billion by 2024, recording a CAGR of 5.6% over 2016-2024.”"
From Part 02
From Part 04
Quotes
  • "Tischler und Sohn (U.S.A.) Limited is engaged in the design, development, engineering and manufacturing of custom wood window and door products manufactured in Germany."
Quotes
  • "Amazing design by @joseramirezarchitect of a curved frame, sash, and glass window. Highly engineered custom manufacturing is where Tischler excels."
Quotes
  • "Looking forward to this evening and Arthur Ross Awards for Institute for Classical Architecture. Honored to me amidst the other major sponsors and invitees...."
Quotes
  • "Founded in 1905, Loewen has developed a reputation for inspirational products, design leadership and custom capability."
  • "Loewen crafts luxurious windows and doors that are the statement pieces of custom residential architecture. Elevate homes into distinctive havens with Loewen’s seamless blend of authentic materials and obsessive engineering. "
Quotes
  • "Together we share a passion for design, precision craftsmanship and relationships as we achieve our vision to be the world’s leading supplier of luxury windows and doors."
Quotes
  • "The primary audience was high-end residential architects. The secondary audience was the homeowners who employ high-end residential architects."
Quotes
  • "Over time, more architects, builders, homeowners and other types of customers are reminded that Loewen makes a very high-quality product."