Fairy-tale ambience tells Highland House story
Article Abstract:
Highland House is adopting a fairy-tale ambience as a marketing tool to break into the furniture market's casual-traditional sector. The company's designers and executives visited England's rural Cotswold region to capture the comfort and romance of captivating cottages and gardens in the region. The company then utilized the fairy-tale ambience of the region for its marketing communications, such as sales training tapes, point-of-purchase posters and especially its product catalog. The photos, or posters, of the company's furniture collection feature the mood-setting photography from the Cotswold region.
Comment:
Is adopting a fairy-tale ambience as a marketing tool to break into the furniture market's casual-traditional sector
Publication Name: Furniture-Today
Subject: Home furnishings industry
ISSN: 0194-360X
Year: 1998
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Preparing the right mix
Article Abstract:
Furniture shoppers are expected to spend 25% more on bedroom items in 1998 than those who bought the category in 1997, based on a consumer survey commissioned by Furniture/Today late in 1997. According to Alan Kramer, vice president of merchandising for Houston, TX's Star Furniture, the company's bedroom business has been its strongest for the past year. Kramer also agreed with the survey's forecast, that a greater number of younger customers, between ages 25-34, will enter the traditional furniture stores in 1998.
Publication Name: Furniture-Today
Subject: Home furnishings industry
ISSN: 0194-360X
Year: 1998
User Contributions:
Comment about this article or add new information about this topic:
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