perceived value to consumers,” says Clare
Kogler, president of Jordan Whitney. She
has seen lower-priced items selling particularly well.
“[Consumers] don’t really have the
discretionary funds they used to have.
They’re still willing to spend money on
things that are going to make their lives
easier, but it’s a tougher sell,” adds Sylva.
When it comes to product selection,
Sylva thinks marketers really have to
scrutinize what it is that they’re offering.
“From steam mops, to juicers, to
blenders to personal electronic crafting
and silk screening machines — people
are looking for ways to improve their
life at home. People are spending more
time at home, so they need more time
efficient products that solve a problem,”
says Patrick Raymond, CEO and creative
director of Los Angeles-based Raymond
Entertainment, which developed the suc-
cessful Yudu campaign.
Virtual Retailers’ Category
Share
(Percent of industry sales)
Direct-to-consumer via
manufacturer’s Web site
4.8%
3.8%
2008
2007
Source: IHA 2009-2010 Membership Survey
© Hublot Geneve
Virtual Retailers’
Housewares Sales, 2008
(Sales in millions)
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Catalogs, Internet retailers, TV
Direct-to-consumer via
manufacturer’s Web site
$5,698
$3,354
Source: IHA 2009-2010 Membership Survey
Virtual Retailers’ Sales
Companies Growth
Top Chains, 2008 vs. 2007
(Total store sales in millions)
Jeff Knowles | 202.344.4860 | jdknowles@Venable.com
Ed Glynn | 202.344.4805 | efglynn@Venable.com
Joe Shull | 202.344.4821 | jashull@Venable.com
Gary Hailey | 202.344.4997 | gdhailey@Venable.com
Roger Colaizzi | 202.344.8051 | racolaizzi@Venable.com
#!,)&/2.)!ÏÏsÏÏÏ-! 29,!.$ÏÏsÏÏ.%7Ï9/2+ÏÏsÏÏ6) 2').)!ÏÏsÏÏ7! 3().'4/.;Ï$#
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Chain 2008 2007 of
change
Amazon.comInc. $19,166 $14,835 29.2%
QVC Network 7,303 7,397 - 1.3%
HSN 2,824 2,908 - 2.9%
Overstock.com 834 766 8.9%
Source: Home World Business “Top 100 Retailers,”
Sept. 2009
