Laura Ashley Demographics

Part
01
of two
Part
01

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.

METHODOLOGY

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.

HELPFUL FINDINGS

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.

Part
02
of two
Part
02

Laura Ashely Brand Partnerships

Over the past five years, Laura Ashley has formed partnerships in the US with MerchSource, The Tile Shop, and Urban Outfitters. Their partnerships featured licensing rights, exclusive retailer rights, and creation of exclusive products. Below, we will provide more information on the partnerships mentioned above.

Methodology

Laura Ashley USA has published only three press releases to announce partnerships formed in the US over the past five years. An examination of external news articles did not reveal additional US-based partnerships. We have found articles that only talked about Laura Ashley partnering with local companies to enter the Chinese and Indian markets, and also partnerships with UK-based companies such as Symphony and VQ.

MerchSource

On October 9, 2017, Laura Ashley announced that it had signed a licensing agreement with California-based multiproduct designer and distributor MerchSource. The partnership focused on products for the Gifts for Her collection. They initially included “jewelry holders, trinket trays, flameless candles and other decorative items for home and personal use.” Their partnership expanded in October 2018 with the launch of new products for the Gifts for Her collection such as “jumbo champagne glasses, oversized wine glasses, diamond ice molds, automatic wine openers, pen gift sets, mini travel diffusers and more.”
The monetary value and results of the partnership have not been revealed in Laura Ashley’s press release, external articles, or 2017 and 2018 annual reports of its parent company. It is only known that MerchSource has won awards at Laura Ashley USA Licensee Awards ceremonies over the past two years. The company received the Rookie of the Year award in 2018 for its “diverse collection of Gifts for Her,” and the Best Marketing Award in 2019 for its “curated Laura Ashley gift and home decor collections sold at Kohl’s, Walgreens and other specialty retailers.”

The Tile Shop

On May 25, 2018, Laura Ashley announced that it had signed an exclusive retailer agreement with Minnesota-based The Tile Shop, a “specialty retailer of natural stone and man-made tiles.” As part of the partnership, The Tile Shop became the “exclusive retailer for the Laura Ashley tile and splashback collection” in the US. The products initially included splashbacks made of “tempered glass to capture and reflect light and withstand high cooking temperatures” and floor and wall tiles that featured natural textures, striking prints, and other designs.
The monetary value and results of the partnership have not been revealed in Laura Ashley’s press release, external articles, or 2018 annual report of its parent company. There is limited coverage of the partnership beyond the initial announcement. It is only known that Laura Ashley collection is still available on The Tile Shop’s online store and is assumed to be also available at its physical stores. The Tile Shop has also tweeted a photo that featured Laura Ashley Wicker Dove Grey and Imperial Brite White subway tiles in a bathroom.

Urban Outfitters

On July 30, 2018, Laura Ashley announced that it had formed an exclusive products partnership with Pennsylvania-based lifestyle brand Urban Outfitters. As part of the partnership, the companies launched an exclusive capsule collection that featured popular 1990s styles such as “prints with updated silhouettes and ditzy florals.” The initial collection consisted of “dresses, tops, pants, and a skirt.” Their partnership expanded in April 2019 with a new 26-piece collection consisted of dresses, scrunchies, scarfs, a handbag, matching sets, and others.
The monetary value of the partnership has not been revealed in Laura Ashley’s press release, external articles, or 2018 annual report of its parent company. The collection launched in July 2018 reportedly “sold out immediately.” The second collection launched in April 2019 is expected to “sell out soon.”

Sources
Sources

From Part 02