Abstract
(I) SALON BUSINESS
- "Growth rates and commonalities in the best performers" estimates growth rates in the sample salons that outperformed the stagnant US market, and outlines the factors they identified as driving growth.
- "Fastest growing services" in 2004 and "Focus on salon business" looks in more detail at the different sources of salon income, that is Hair Services (cuts and styling, colouring, perming), Day spa services (non-hair or beauty services) ,and Product retail (sales of hair and beauty products to clients).
- "Brands" identifies and ranks the top selling brands in the sample, and the impact of salon own label products.
(2) FOCUS ON CONSUMER BEHAVIOUR
- "Consumer profiles" identifies the top consumer segments in terms of gender, age and looks at any changes anticipated.
- "Conflicting consumer desires" assesses how the time constraints imposed by busy lifestyles conflict with ever more demanding appearance / image standards. Assesses how these conflicts impact on the consumption personal care services, and could shape a new attitude to spending on appearance.
- "Adding value to the salon experience" looks at how maximizing the value of time clients spend in the salon increases client spending.
(3) REPORT METHODOLOGY AND SALON SAMPLE(S)
Describes the type of salons which contributed to Diagonal Reports Research in the USA over the past decades.
(4) WHY LOOK AT THE SALON MARKET?
Assesses what can be learnt from research on the salon channel (that is the professional hair and beauty services sector. In brief salons are a useful guide to current consumer behaviour, and an antenna to future directions.
Table of Contents
- EXECUTIVE SUMMARY
- STRUCTURE OF REPORT
- SALON BUSINESS.
- Growth rates and commonalities in the best performers .
- Location, location, location
- Consumers -- regulars and new.
- Diversify sources of salon income
- Table 1 Sources of salon income (services and retail)
- Incentivize client spending.
- Fastest growing services
- FOCUS ON SALON BUSINESS HAIR SERVICES
- Focus on hair styling
- New sales opportunities
- Changes in salon styling regimes
- Focus on hair colouring
- Colouring innovations and product requirements
- Highlighting business
- Focus on perming
- FOCUS ON DAY SPA SERVICES
- Proven growth drivers of new, non-hair services
- Coping with a (possibly bewildering) beauty menu
- Barriers to offering new services
- FOCUS ON PRODUCT RETAIL
- Spin offs from product retail.
- Table 2 Retail sales - product categories hair and beauty (ranked).
- Changes in best selling product formulations
- Table 3 The main drivers (positive and negative) of salon retail
- FOCUS ON BRANDS
- Status of professional exclusives
- The leading brands
- Trends in salon "own labels"
- FOCUS ON CONSUMER BEHAVIOUR
- Consumer profiles -- the top segment(s)
- Men
- Age and spending
- Ethnic consumers
- CONFLICTING CONSUMER DESIRES (RE)SHAPE BEHAVIOUR
- The first consumers to experiment
- Image pressures
- Time constraints
- A new perspective on appearance spending?
- Are promotions missing the point?
- Adding value to the salon experience
- REPORT METHODOLOGY AND SALON SAMPLE(S)
- Table 4 Diagonal Reports USA Salon Samples 1999-2004
- Methodology
- Locations and type
- Market segments and income sources
- Focus spending (services and products
- WHY LOOK AT THE SALON MARKET?
- Table 5 BASIC DATA "The hair salon market in USA".
- What information can salons generate?
- Previous forecasts borne out
