For years IKEA’s bread and butter customers have been college students and studio apartment dwellers. Now, with furniture sales still on the decline they have hired a new agency – Oglivy & Mather, and are attempting to tap into some of the latest lifestyle trends.
Customization is a key part of the strategy, and the integrated marketing plan includes both a contest for star volunteers, and media targeting the Latino sub-segment.
But will it be enough to convince people that their furniture doesn’t have a cold European style, and isn’t appropriate just for lower-income groups? (Vega, 2010)
Vega, Tanzina (2010, September 13). A Focus on Families (and Furniture). nytimes.com. Retrieved September 15, 2010, from