How is YouTube impacting the Homeware Industry?


2 March 2017

Kate La Vie Apartment Tour 

The home is shifting from a place where you go when you’re not doing anything, to a dynamic space for socialising both on and offline. Moving beyond fashion, consumers are finding new ways to express themselves, choosing food, decoration or even DIY as a way to define who they are and the lives the lead.

Consumers no longer just design their homes to suit their own personal needs. Instead, they also aim to make it attractive to the people they’re connected to online.” – Emily Nicholson, Junior Trend Researcher, Trend Bible

In recent years there has been a declining investment in fashion, as consumer spend on homeware, food and entertainment increases. For consumers, buying for the home is just as important as beauty and fashion, as it completes the lifestyle they have on show.

With this in mind, we’ve seen a move towards more interior focused content online, with Beauty and Fashion YouTuber’s and Bloggers introducing ‘home hauls’ and ‘room tours’ into their feeds.


Zoella Lifestyle 

Famous YouTube star, ‘Zoella’ typically known for her fashion and beauty videos launched ‘Zoella Lifestyle’ in 2016, a homewares and stationery range. This move into interiors evidences the popularity and ‘cool factor’ of home, as Zoella’s Generation Z fans and followers are inspired to buy into a complete brand and ultimately, her lifestyle.


GabriellaxPrimark 

YouTuber, Gabriella Lindley (Velvet Gh0st) has also released two homeware collections in collaboration with Primark. Targeting her fan base, the affordable and fun collection includes items starting from as little as £1.80.

As consumers show a preference towards other areas, it’s important for fashion brands to respond and diversify. As fashion begins to play a more important role in Home and Interior design trends, there is an opportunity for brands in areas like fashion and leisure to reposition themselves within the home.

For a more in-depth look at the broad lifestyle shifts affecting the Home & Interiors market, our 2019 Future Insight Report: Blurred Spaces is available to buy from our online shop

Receive a free edit of Blurred Spaces 2019 by clicking ‘download now’ to the right of this post. 


We were impressed with the quality of the individual coaching. Not obtrusive or interfering, but genuinely steering the team to target objective.

Mayborn Baby & Child


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