Habitat launches customer-focused brand campaign

Habitat has launched “This is my Habitat”, a campaign to promote the retailer’s new “consumer centred brand philosophy”, today (5 October).

Habitat

The campaign is based on customer research carried out by the retailer’s strategic marketing agency Propaganda, that reveals that the brand was “not sufficiently consumer oriented, and perhaps a bit cold and aloof,” says Habitat CEO Mark Saunders.

The campaign will include a competition that gives real customers the opportunity to star in its next phase. It will use predominantly outdoor and press advertisements and there are no plans for television activity.

Saunders says: “What I want the business to be is completely consumer focused, so that everything that we do adds value.”

“This is my Habitat” forms the basis of an ongoing brand strategy that aims to make the retailer more personal and Saunders calls it a “manifesto for change” that runs throughout the entire business.

It is planned to run for 12 to 18 months with visuals updated every six months. The current phase features Helena Christensen, Bjorn Borg and photographer Todd Selby.

The retailer launched its first UK e-commerce site in September after a successful trial in France. After a soft launch, Habitat’s whole assortment of products will be available online by November.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here