Laura Ashley Demographics
Based on the publicly available information sourced across Laura Ashley's company website, company annual reports, industry publications, news reports, and reliable web analyzers, your research team identified that Laura Ashley's main global audience is made up of women aged over 40 years. The team also found out that Laura Ashley opened up to new audiences by introducing new designs that attract millennials, making a shift from its designs for older generations that had a 19th century vibe. Below is an outline of our research methodology that explains why the requested information is publicly unavailable, as well as a deep dive into our helpful findings.
In order to create a demographic profile of consumers of the Laura Ashley brand, we began our research by looking for precompiled reports containing the Laura Ashley brand demographics in the US. We searched through the company's website, their official blog, and the company's annual reports. From the website, we found that they have products dedicated to women, men and girls but we could not find information on their demographics or an annual report for the US.
Next, we broadened our research criteria from a US focus to a global focus. We hoped to find the company's global information which could hopefully give us their global demographics from which we could triangulate the US demographics. We searched through the company's UK website as the main source, their official blog, and the global annual report. We also searched through business, fashion, decoration and market sources for articles with the information or data to triangulate our response. Some sources we used include PRnews, Forbes, Pressreader, Architectural Digest, Houston Chronicle, and UK Essays. While we were able to find the company's report, this did not provide any information regarding its consumer demographics or target audience. This search did help us with our most relevant findings but this information did not provide any data on the US demographics regarding the consumers' race, employment, location, home ownership, children, or level of education.
Our next attempt was to triangulate the demographic income by looking for information on how much US consumers spend on furniture, fashion and accessories depending on their income, race, employment and education. We could use the expenditure information with the prices found on the Laura Ashley website to triangulate the average price of items and how much that particular demographic spends. However, the wide variety of products under the Laura Ashley brand would make the results too abstract. We also tried to find information regarding their education and race and the relation with their preference for 19th century inspired products, but we noticed that these results would also be too broad. Finally, we tried triangulating based on the demographics from the company's social media and website and then compare to the company's possible overall demographic. We made use of social media analyzers that provide demographic information, such as influence.co, but it did not yield any demographic information for the company's social handles. We also used another reliable website analyzer, Similar Web, to obtain the website demographics. From Similar Web, we found out that the most traffic to the Laura Ashley website comes from Pinterest. However, we did not get any demographic information.
As a last resort, we attempted to find payable options to determine a brand's audience. We were able to find a recommended tool for such an objective, BrandWatch, but the data is not publicly available without paid subscription. At this point, we concluded that the demographic information for the Laura Ashley brand for the US is not available through public data but it might be available through payable options such as BrandWatch. Below are our helpful findings that are relevant to this request.
Laura Ashley's global target consumers are women and people over the age of 40. Historically, Laura Ashley's focus has been on providing 19th century inspired designs for furniture and clothing specifically focusing on older generations. The company tried to broaden their focus in 2018 by broadening their offerings and creating new designs inspired by millennials to attract millennials. According to Penne Cairoli, Laura Ashley US president, the Editions line is the company's first attempt to penetrate the new millennial market with contemporary designs and colors aimed at pulling millennials in.
Laura Ashley is currently targeting hotels in urban and rural areas. In 2018, they made an attempt to open their furniture demographic to younger people but the major demographic for their furniture offerings globally has always been middle income earners above 35 years old. According to their official website, their clothing focuses on women, men, and girls. According to Similar Web, 98.63% of visitors to their website come from Pinterest.