Home improvemenet is trendy

As their lifestyle gradually changes, the French are also changing their view of do-it-yourself. More and more of them are turning to this activity, especially women, according to a study from Observateur Cetelem. The desire to get involved with refurbishing and decorating activities is regarded as an ongoing process, no longer simply a major project to be undertaken every year at best. In 2006 only 15 per cent of those questioned had no time to refurbish or decorate their homes, compared to 31 per cent in 2002. A total of 49 per cent are permanently occupied with the subject (31 per cent in 2002), and 36 per cent busy themselves with it at certain times (necessary renovations, someone moving in or out, etc). “The French seem to be mainly motivated by the feeling that they are upgrading their property,” explains Pascal Toussarie, director of Observateur Cetelem (the credit bank subsidiary of the major bank, BNP Paribas). Another factor of significance here is that the French regard refurbishing and decorating their home as a personal matter. The big winners in this development are the DIY superstores. In 2006 they were visited by 84 per cent of respondents, far ahead of the home appliance and furnishing specialists (such as But or Conforama) which attracted just 68 per cent. “This result confirms in figures what you can see and hear in the media. The knowledge that home improvement is in vogue and is opening up to a new clientele, especially women, with a product offer that lives up to their expectations.”The DIY discount stores also scored well, with a footfall of 57 per cent in 2006 that puts them on a par with the “young lifestyle“ furnishing houses like Ikea, Alinéa and Fly, which are also benefiting from the expansion of their networks and from the recognition of their cost effectiveness. But the DIY superstores are not only well frequented but also well liked: 47 per cent of DIY store visitors award them a good mark between 8 and 10. Choice, opening hours, product quality and competitive prices are regarded by consumers as plus points for the DIY stores. By contrast, though, customer service is a broad field where improvements are definitely needed. “That is especially true of furnishing advice and the expertise of the sales personnel, and the in-store ambience to a lesser degree. Customers are dissatisfied with the availability of staff, the up-to-dateness of the products and the credit options, though these factors are not considered to be overly…