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.