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NEW YORK Ikea International AS, the Swedish retailer, trying to fight off competitors from both the high and low ends of the furniture market, is embarking on a provocative campaign to encourage North American consumers to junk their household furnishings more frequently. ... It is the first work for the Ikea North American division by its new ad agency, Crispin Porter Bogusky in Miami. ...
The campaign for Ikea advocates consumption - if not conspicuous, then at least celebratory - not because a sofa, lamp, rug or knickknack wore out or broke but for more emotional reasons of fashion or just plain fun. ...
The goal of both client and agency is to help Ikea compete more effectively against retailers such as Target and Bed Bath Beyond, which increasingly appeal to the discount craving of the well-to-do consumer, as well as the more upscale retailers such as Crate Barrel and Pier 1 Imports. ...
"We have a huge challenge in front of us: figuring out a way to crash the North American market," said Christian Mathieu, external marketing manager for Ikea North America in Plymouth Meeting, Pennsylvania. ... "Its one thing to buy disposable furniture because you want a new at-home look every 12 months," she said, "and quite another if youre forced to replace your Ikea furniture because it has fallen apart on you. ...
"Transferring the concept to create disposable decorating is what will make sales grow" for Ikea, she said.
Approximate Word count = 1117
Approximate Pages = 4.5
(250 words per page double spaced)
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