West Elm, a brand owned by Pottery Barn, is a high-end home furnishings retailer that specializes in furniture, home decor, and accessories. They have a wide range of products that target a specific audience: affluent, middle-class Americans who are interested in home improvement and décor.
But who are these people and what motivates these customers to purchase from West Elm?
In this article, we’ll review the West Elm target market and understand the reasons why they choose to shop at West Elm instead of at other stores.
Who is the West Elm Target Market?
To best understand the West Elm Target Market, we need to understand why someone buys from West Elm as opposed to other similar stores. What is it about West Elm that attracts them to it?
By understanding people’s motivation to buy furniture and home decor we can segment the West Elm target market into the following segments:
- People who have just moved into a new home
- People looking to upgrade their current home decor
- People looking for a home decor gift for others
- People who simply love what West Elm has to offer
- People who like a classic look for their home
Let’s look closely at each of these West Elm customer segments.
#1. People who have just moved into a new home
People who have just moved into a new home often need to furnish their entire home from scratch. They may not have the time or money to go to a furniture store and buy all new furniture, so they’ll look for places that offer a wide range of home furnishings in one place.
West Elm is a great option for these customers because they offer everything from furniture to bedding to home decor. This one-stop-shop convenience is a major selling point for West Elm.
People who have just moved into a new home also tend to be on a tight budget. They may not have the money to splurge on high-end furniture, but they still want their home to look nice. West Elm offers affordable furniture and home decor that still looks high-end.
#2. People looking to upgrade their current home decor
From time to time, people get tired of their current home decor and they want to change things up. They may be looking for a specific item to change the look of their home, or they may want to completely redecorate.
For such people there exist more than one option. Sometimes, people will hire an interior designer to help them reimagine their homes. Other times, people will simply go to their local home improvement store and buy what they need. Sometimes, they will want a special piece of custom furniture made and they may recruit the services of a carpenter.
But sometimes, they may simply walk into a West Elm store and find everything they need. With a wide range of furniture, home decor, and accessories available at West Elm, they can easily change the look of any room.
#3. People looking for a home decor gift for others
When someone wants to buy a home decor gift for a friend or loved one, they will often turn to a store known for its elegance and quality. The West Elm is such a store.
People looking for gifts often have a specific occasion in mind, such as a housewarming party or a birthday. And by getting a gift from West Elm, they can be sure that their gift will be well-received.
People looking for gifts also want to find a store that offers a wide range of products. They may not know exactly what the person they’re buying for wants, so they want to have a lot of options to choose from.
#4. People who simply love what West Elm has to offer
This segment of the West Elm target market is simply those people who love West Elm and everything it has to offer. They may not have a specific reason for shopping there, they just enjoy the experience.
These are also people who often collect West Elm items. They may not have a need for them, but they love the way they look and feel. These people often become brand ambassadors, spreading the word about West Elm to their friends and family.
#5. People who like a classic look for their home
A classic look includes furniture and home decor that never goes out of style. It’s the kind of look that is always in fashion, no matter what the current trends are.
People who like a classic look often turn to West Elm because they know they can find timeless pieces that will never go out of style. West Elm offers a wide range of furniture and home decor that has a classic look.
People who like a classic look also often appreciate the quality of West Elm products. They know that West Elm furniture and home decor are built to last, so they don’t have to worry about replacing their pieces anytime soon.
Conclusion
The West Elm target market includes people who have just moved into a new home and are looking to furnish it. West Elm can be a one-stop shop for these people, as they offer affordable home decor items that still look high-end.
Likewise, this market includes people looking to upgrade their current home decor as it does those looking for a home decor gift for others.
Some people simply love what West Elm has to offer and shop there for new items regardless of whether or not they need them. Others appreciate the classic look that West Elm offers and know that their products are built to last.
