'Campaign' is an Online Furniture Store That Rivals IKEA
Christopher Magsambol — October 6, 2015 — Art & Design
References: campaignliving & thecoolist
'Campaign' is a direct-to-consumer company that provides home-delivered furniture. As it stands, Campaign is focusing solely on couches and is offering a modern two-seat sofa in various colors for order on its website.
When looking at the direct-to-consumer's ads, their aesthetic dramatically resembles IKEA ads. Perhaps this similarity is done purposefully to attract those who think they are looking at ads for IKEA. Another reason this may be deliberate would be that Campaign is trying to present itself as an alternative to the Swedish retailer. The first product offered by Campaign is a sofa retailing for an extremely affordable price.
Campaign furniture is meant to be long term investments made from high-quality materials sourced in the US. It also boasts that its furniture is assembled easily, perhaps another subtle jab at its competing retailer.
When looking at the direct-to-consumer's ads, their aesthetic dramatically resembles IKEA ads. Perhaps this similarity is done purposefully to attract those who think they are looking at ads for IKEA. Another reason this may be deliberate would be that Campaign is trying to present itself as an alternative to the Swedish retailer. The first product offered by Campaign is a sofa retailing for an extremely affordable price.
Campaign furniture is meant to be long term investments made from high-quality materials sourced in the US. It also boasts that its furniture is assembled easily, perhaps another subtle jab at its competing retailer.
Trend Themes
1. Direct-to-consumer Furniture - Disruptive innovation opportunity: Develop a direct-to-consumer furniture brand that offers affordable, high-quality furniture with easy assembly.
2. Affordability in Home Furnishings - Disruptive innovation opportunity: Create a platform that focuses on providing affordable home furnishings, appealing to cost-conscious consumers.
3. Competition with Established Retailers - Disruptive innovation opportunity: Build an online furniture store that rivals established retailers by offering competitive pricing and high-quality products.
Industry Implications
1. E-commerce - Disruptive innovation opportunity: Leverage e-commerce platforms to offer affordable home-delivered furniture directly to consumers, bypassing traditional retail channels.
2. Home Furnishings - Disruptive innovation opportunity: Bring innovation to the home furnishings industry by focusing on affordability without compromising on quality and design.
3. Direct-to-consumer Retail - Disruptive innovation opportunity: Disrupt the traditional retail model by establishing a direct-to-consumer furniture brand that offers convenience, affordability, and quality.
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