New Ethan Allen multichannel marketing campaign boasts low cost furniture
Published September 24, 2010
The Connecticut-based furniture retailer Ethan Allen is stressing the cost efficiency of its products in a new multichannel marketing campaign, reports AdWeek.
Ethan Allen will reach out to consumers through national television, print, online and direct mail, positioning the brand as both "aspirational" and "attainable." The company is hoping the new message will appeal to younger consumers, as they want to expand on their current core demographic of 40- to 60-year-old Americans.
The retailer believed consumers previously had the notion that Ethan Allen furniture was too expensive. "The perception was that [one] had to [buy] it all at one time, and that was perhaps somewhat not attainable," Farooq Kathwari, CEO of Ethan Allen, told AdWeek. "Our new [initiative] gets the message across about the ... quality of our brand [and its] value."
Excluding digital marketing, the brand has spent more than $8 million rebranding itself in 2010.
Competing retailer Restoration Hardware launched a similar multichannel marketing campaign earlier this year. A 56-page direct mail piece encouraged consumers to check out the store both online and at store locations. The company is also trying to rebrand itself as being affordable.