The retail landscape has changed dramatically in the last few years thanks to style influencers like Restoration Hardware. Among the retailer’s latest moves: a 680-page “Wish Book” that landed with a resounding “thud” in mailboxes across America this season. Like the September issue of Vogue, aka the bible of Fall Fashion, the sheer weight of Restoration’s publication commanded attention in the daily deluge of holiday catalogs. A lesson in brand strategy, the message to consumers was pretty simple: In a world of retail sameness, when it comes to the home category, Restoration Hardware is, well, Big!
While we’re on the subject of big news, have you heard the newest brand powerhouse knocking at the door? HGTV – with 47 million households across America watching at least one episode each week and an online presence that attracts more than 5 million unique visitors per month – has recently struck a deal with Bassett Furniture. Some speculate the move could potentially create the biggest consumer brand ever in the history of the home furnishings industry. And that brand will be fueled by a 24/7 media machine, which as of October, now includes the new HGTV Magazine for consumers published by Hearst.
So what? Well, you can bet these brand messages are, and will be, influencing your customers and potential customers with a constant diet of information about what’s in fashion on the home front. How are you combating all this content? What messages are you sending?