Posted by Sheila Shayon on October 29, 2013 03:45 PM
It seems only right that the company responsible for everyone's love/hate relationship with assembly-required furniture is now helping customers resell their goods.
IKEA created a campaign alongside SMFB, Oslo that asked Norwegian customers to submit requests for their lightly-used furniture to be resold. After choosing 50 pieces, the retailer advertised them in broadcast, print and outdoor ads, complete with the seller's phone number so prospective buyers could get in touch. Dubbed the "Second Hand Campaign," the effort fits nicely within IKEA's sustainability efforts.
IKEA’s Norwegian Facebook page showcased the second-hand pieces in a virtual flea market on Sundays for over two months until all the pieces sold.Continue reading...
license to thrill
Posted by Mark J. Miller on October 25, 2013 06:42 PM
A&E has reason to be "happy, happy, happy." The four bearded backwoods men that star in the network's smash hit Duck Dynasty have helped it net the largest reality-show audience ever, with 11.8 million viewers tuning in to the show's season four premiere. While the multi-millionaire hunting enthusiasts may not seem like the hardest working bunch, the Robertson clan has thrown some serious marketing muscle behind a slew of licensing ventures that are poised to net them millions more.
While the reality show has only been on the air since March 2012, it is already the biggest unscripted show in cable history, and is poised to overtake AMC's The Walking Dead as the most popular show on TV, period.
The members of the Robertson family, including patriarch Phil, nutty Uncle Si, and brothers Willie and Jase, among other colorful characters, made their millions hand-making duck calls used for duck hunting. But while their expertise may lie in blowing up beaver dams, catching frogs and cooking crawfish, they've done quite well selling dozens of other wares.Continue reading...
Posted by Barry Silverstein on July 15, 2013 12:13 PM
All of that put-it-together-yourself furniture that IKEA sells around the world has to come from somewhere... and most of it is made of wood. That's why IKEA may very well be the largest global user of wood, consuming an estimated one percent of the world's supply annually to stock its 300-plus stores around the planet with cost-effective, wood-based products, according to the Daily Mail.
The Swedish retailer is not only conscious of its massive wood usage, but it's also doing something about it. In January 2012, for example, IKEA started using corrugated cardboard pallets instead of wooden ones. In its 2012 annual Sustainability Report, Chief Sustainability Officer Steve Howard says the company has "a long-term sustainable supply of wood" and uses Forest Stewardship Council (FSC) certified wood that supports the improvement of forest management.
"All our wood," writes Howard, "is sourced from suppliers that meet our forestry standards and in FY12, 22.6 percent of our wood was from forests certified by the FSC."Continue reading...
best global brands
Posted by Dale Buss on August 10, 2012 06:05 PM
IKEA's standing as one of the world's most valuable brands is a hot topic this week after the company was compelled to disclose its internal brand valuation. The privately held furnishings company has been historically secret about its business metrics — but it finally revealed its internal valuation of its brand because of some changes in corporate structure that came to light.
According to SAPA/AFP, "Swedish furniture giant Ikea said Thursday it had sold its trademark to one of its own subsidiaries for nine billion euros (11 billion dollars), the first time the company has put a book value on the brand. Ikea, which has a complex ownership structure, said its Liechtenstein-based Interogo Foundation had sold the brand name to subsidiary Inter Ikea Systems on January 1, 2012. The transaction was aimed at 'consolidating and simplifying the group's structure,' Inter Ikea Group's head of communications Anders Bylund told AFP."
"Complex ownership structure" is putting it lightly — Ikea's Interogo Foundation only came to light last year following an investigation by Swedish journalists.Continue reading...
brands under fire
Posted by Abe Sauer on July 19, 2011 11:30 AM
China really is picking up on this whole consumer culture thing.
A scandal came to a head late last week as the head of Shanghai-based luxury furniture brand DaVinci melted down at a press conference in which she said allegations that it deals in counterfeit furniture — sold as "made in Italy" but in fact made in China — were false.
As the New York Times explains, "DaVinci furniture stores have been places where wealthy Chinese in (Shanghai) and five other big cities can indulge their appetite for imported luxury. Promoting itself as 'a haven for premium products,' DaVinci is the place to go for Versace sofas, sumptuous Fendi Casa calf-skin couches or stylish chaise lounges stamped Made in Italy. A DaVinci bedroom set can sell for $100,000."
The scandal exemplifies how fragile the brand relationship is in China and how Chinese consumers are increasingly upset about counterfeiting.Continue reading...