Seeks stylish decor on meager means - Connecting with the Customer: Early Nester - Trends in home decor retailing are discussed

DSN Retailing Today, Dec 16, 2002 by Laura Heller

On a much smaller scale, certain products such as RTA furniture can rack up high returns or alienate customers, for as anyone who has made the attempt can attest, there's nothing simple about assembling an entertainment center.

And perhaps most importantly, when it comes to catering to Early Nesters' style, immediacy and price are the key points. CB2 never offers markdowns on items to avoid the appearance of discount, but instead features low prices on a regular basis. But in spite of all the stylish innovations and clever marketing, there's one retailer that captures Early Nester based on one thing.

"You might want to say that Target gets this customer because they're more fashion forward, but there are some customers that are simply on a budget," said Stern. "Wal-Mart gets that customer."

RELATED ARTICLE: DEMO DATA

DID YOU KNOW?

54% of self-described Gen Xers prefer to watch TV and videos when entertaining friends at home

35% of 18- to 29-year-olds have friends least once a week

26% of 18- to 24-year olds plan to move in the next six months

25% of 18- to 24-year olds have moved in the last six months

24% of 18- to 29-year-olds describe their "dream home" as having a gymnasium/fitness room

24% of 18- to 29-year-aids describe their "dream home" as having a game room/billiard room

20% of self-described Gen Xers entertain friends at home two or three times a month

19% of 18- to 34-year-olds have had a major redecorating job done in the last year

19% of 18- to 29-year-olds describe their "dream home" as having a high-tech entertainment center

10% of 18- to 34-year-olds have had a major remodeling job done in the last year

Source: RoperASW